Weber’in Otorite Tipolojileri Bakımından Etkileyici Pazarlamayı Anlamlandırmak: İdeal-Meşru-Otorite Olarak Sosyal Medya Etkileyicisi

Öz

Sosyal medya etkileyicisi (SME) pazarlaması literatüründe teorik ve uygulamalı olarak ağırlıkla çalışılan kaynak güvenilirliği ve para-sosyal etkileşim modelleri, SME'nin tüketici nezdindeki otorite konumunu açıklamakta kavramsal olarak yetersiz olmakla beraber mevcut literatür otoriteyi büyük oranda karizmatik tipe indirgemekte ve Weber'in diğer otorite tipolojilerini (yasal ve geleneksel) SME bağlamında tartışmamaktadır. Bu çalışmanın amacı, Weber'in otorite tipolojilerini ve Suchman’ın belirttiği meşruiyet faktörlerini (pragmatik, etik, bilişsel) sentezleyerek SME'yi "ideal-meşru-otorite" olarak kavramsallaştıran bir teorik çerçeve inşa etmekte ve bu çerçeveye dayalı bir ölçek madde havuzu önermektir. Kavramsal analiz yöntemiyle yürütülen çalışmada, ilk olarak Weber'in otorite tipolojisi ile meşruiyet faktörlerine ilişkin çerçevenin sentezi gerçekleştirilmiş, ardından bu sentezden "İdeal-Meşru-Otorite olarak SME" (İMOI) matrisi türetilmiş ve son olarak literatürden hareketle matrisin hücreleri için kavramsal çerçevenin operasyonelleştirilebilirliğini gösteren örnek gösterge seti önerilmiştir. Önerilen matris ve madde havuzu, SME literatürüne hem kuramsal hem pratik katkılar sunarken, gelecek ampirik doğrulama çalışmaları için kuramsal bir temel oluşturmaktadır.

Anahtar Kelimeler

• SME pazarlaması
• Otorite tipolojileri
• Meşruiyet
• Tekno-feodalizm

Understanding Influencer Marketing in Terms of Weber’s Typologies of Authority: Social Media Influencer as the Ideal-Legitimate-Authority

Öz

While source credibility and parasocial interaction models—which have been extensively studied in the literature on social media influencer (SME) marketing, both theoretically and practically—are conceptually insufficient for explaining the SME’s position of authority in the eyes of consumers, the existing literature largely reduces authority to the charismatic type and does not discuss Weber’s other authority typologies (legal and traditional) in the context of SMEs. The aim of this study is to construct a theoretical framework that conceptualizes SMEs as “ideal-legitimate authority” by synthesizing Weber’s authority typologies and the legitimacy factors (pragmatic, ethical, cognitive) identified by Suchman, and to propose a scale item pool based on this framework. In this study, conducted using a conceptual analysis method, the synthesis of Weber’s authority typology with the framework of legitimacy factors was first performed; subsequently, the “SME as Ideal-Legitimate-Authority” (IMOI) matrix was derived from this synthesis, and finally, based on the literature, a sample indicator set demonstrating the operationalizability of the conceptual framework for the cells of the matrix was proposed. The proposed matrix and item pool offer both theoretical and practical contributions to the SME literature while establishing a theoretical foundation for future empirical validation studies.

Anahtar Kelimeler

• Influencer marketing
• Authority typologies
• Legitimacy
• Techno-feudalism

Kaynakça

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