“BLUE TICK” EFFECT ON INSTAGRAM MARKETING ACTIVITIES

Yıl 2022, Cilt: 12 Sayı: 24, 64 - 94, 28.11.2022

Fatih Şahin , Reyhan Bahar

https://doi.org/10.53092/duiibfd.1125928

Öz

The studies on social media as a communication and marketing tool typically focus on attitudes towards social media. However, there are limited studies that focused on variables such as influencer credibility (IC), brand credibility (BC), and the attitude towards social media marketing activities (SMMA). The trust badge or the blue tick icon given by the relevant platforms owned by the influencers can affect the behavior of the customers. Brands can carry out promotional activities directly from their accounts on social media platforms or indirectly via influencer accounts. BC and IC can be decisive to customers’ attitude. In this study, within the framework of four different scenarios, IC (low/high), BC (low/high) and the effects of these two variables on brand awareness, attitude towards the brand, perceived brand value and brand purchase intention where the customers’ attitude towards SMMA is a control variable examined. Research data collected from 308 participants by simple random sampling method and analyzed by two-way MANCOVA. Results show that BC and IC levels in social media content affect brand awareness, attitude towards the brand, perceived brand value, brand purchase intention. It concluded that customers’ attitudes towards SMMA also play an important role in their attitude towards the brand.

Anahtar Kelimeler

Social Media Marketing, Brand Credibility, Influencer Credibility, Purchase Intention

INSTAGRAM PAZARLAMA FAALİYETLERİNDE “MAVİ TİK ETKİSİ”

Öz

Sosyal medya bir iletişim ve pazarlama aracı olarak yaygın şekilde kullanılmaktadır. Bu alanda yapılan çalışmalar genellikle sosyal medyaya yönelik tutumlara odaklanmıştır. Influencer güvenilirliği marka güvenilirliği gibi değişkenlerin sosyal medya pazarlama faaliyetlerine yönelik tutumu da göz önüne alındığında çalışmaların kısıtlı olduğu gözlemlenmektedir. Influencerların sahip oldukları, platformlar tarafından verilen güven rozeti veya mavi tik olarak adlandırılan simgenin müşterilerin davranışları üzerinde etkisi bulunabilmektedir. Markalar sosyal medya platformlarındaki hesaplarından doğrudan veya influencer hesaplarıdan dolaylı olarak tutundurma faaliyetleri gerçekleştirebilmektedir. Bu noktada da müşterilerin o markayı ne derece güvenilir buldukları belirleyici olabilmektedir. Bu çalışmada influencer güvenilirliğinin (düşük/yüksek) ve marka güvenilirliğini (düşük/yüksek) olduğu dört farklı senaryo geliştirilmiştir. Bu iki değişkenin marka farkındalığı, markaya yönelik tutum, algılanan marka değeri ve marka satın alma niyeti üzerindeki etkileri müşterilerin sosyal medya pazarlama faaliyetlerine yönelik tutumu olan kontrol değişkeninin etkileri de göz önünde bulundurularak araştırılmıştır. Araştırmanın varsayımlarının sınanmasında basit rastgele örneklem yöntemiyle 308 katılımcıdan elde edilen veriler, iki yönlü MANCOVA analizi ve SPSS programı kullanılmıştır. Araştırmanın sonuçlarına göre sosyal medya paylaşımlarında yer alan marka ve influencer güvenilirlik düzeylerinin marka farkındalığı, markaya yönelik tutum, algılanan marka değeri ve marka satın alma niyeti üzerinde olumlu bir etkisi bulunmaktadır. Müşterilerin sosyal medya pazarlama faaliyetlerine yönelik tutumlarının da markaya yönelik tutumda önemli bir rol oynadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Marka Güvenilirliği, İnfluencer Güvenilirliği, Satın Alma Niyeti, Social Media Marketing, Brand Credibility, Influencer Credibility, Purchase Intention

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