Gıda Takviyesi Kullanımına Yönelik Farkındalık Oluşturmada Etkileyici İletişimin Bir Aktörü Olarak Dijital Etki Liderlerinin Rolü: Keşifsel Bir Araştırma

Yıl 2021, , 84 - 121, 31.12.2021

Cihan Becan , Fuat İlter Coşkun

https://doi.org/10.53495/e-kiad.991437

Öz

Dijital pazarlama iletişiminin bir parçası haline gelen etkileyici iletişimi, markaların, tüketici nezdinde daha fazla güven sağlamak ve sürekli bir bağ oluşturmak üzere dijital platformlarda ilgili grupların üzerinde etkisi olan etki liderlerini kullandığı bir iletişim yöntemidir. Bu bağlamda araştırmanın temel amacı, dijital etki liderlerinin tüketicilerin gıda takviyesi ürünlerinin kullanımına yönelik farkındalık oluşturmasındaki rolünü incelemektir. Bu çalışma, etki liderleri tarafından paylaşımı yapılmış yetişkin gıda takviyelerine yönelik video/postlardan elde edilen sonuçlara uygun olarak pazarlama iletişimi stratejilerinin geliştirilmesine öneri sunması açısından önem taşımaktadır. Çalışmada nitel araştırma yöntemine başvurulmuş, veriler 20 – 40 yaş aralığındaki, sosyal medyayı aktif olarak kullanan 20 kadın tüketici ile eş zamanlı olmayan, İnternet tabanlı derinlemesine görüşme tekniği kullanılarak toplanmıştır. Araştırma kapsamında, Instagram ortamında onaylı hesapları bulunan, 100 bin ve üzeri takipçisi olan ve gıda takviyesi kullanan etkileyiciler/etki liderlerinin hesapları arasından seçilen farklı markalara ait toplam 6 adet post paylaşımları/videoları gösterilmiştir. Araştırmadan elde edilen bulgulara göre, katılımcıların etki liderlerine sağduyulu ve temkinli bir yaklaşım sergilediği görülmektedir. Her paylaşılan ürün için satın alma niyeti oluşmasa da, etki liderlerinin o ürünle ilgili farkındalık oluşturarak daha detaylı bilgi edinilmesinin yolunu açabildikleri gözlemlenmektedir. Detaylı içerik vurgusu ve kanıtlanmış klinik çalışmalar ile birlikte ürünün yapısı ve detaylarının görülebilmesinin olumlu bir yargı oluşturduğu da anlaşılmaktadır.

Anahtar Kelimeler

Etkileyici İletişim, Dijital Etki Lideri, Gıda Takviyesi, Tüketici Davranışları, Derinlemesine Görüşme

The Role of Digital Influence Leaders as an Actor of ‘Influencer Communication’ in Raising Awareness for the Use of Food Supplement: An Exploratory Research

Öz

Influencer communication/marketing, which has become a part of digital marketing communication, is a type of communication method in which brands use individuals who have an influence on specific target audience on digital platforms to build more trust and to generate a sustainable bond. In this context, the main purpose of the study is to examine the role of digital influence leaders in raising awareness of consumers for the use of food supplements. This study is playing an important role in terms of offering suggestions for the development of marketing communication strategies in accordance with the results obtained from the videos/posts for adult food supplements shared by the influence leaders. Qualitative research method was used in the study, and the data were collected with 20 female consumers, between the ages of 20 and 40, who actively use social media, by using asynchronous, Internet-based in-depth interview technique. Within the scope of the research, a total of 6 post shares/videos of different brands selected among the accounts of influencers/influence leaders who have approved accounts in the Instagram, have 100 thousand or more followers, and use food supplements were shown. According to the findings obtained from the research, it is seen that the participants has exhibited a prudent and cautious approach to the influence leaders. Although there is no purchase intention for every shared product, it is observed that influence leaders can pave the way for obtaining more detailed information by creating awareness about relevant product. In addition, it is understood that the structure and details of the product, together with the emphasis on detailed content and proven clinical studies, have created a positive judgment.

Anahtar Kelimeler

Influencer Communication, Digital Influence Leader, Food Supplement, Consumer Behavior, In-Depth Interview

Kaynakça

• Bakker, D. (2018). Conceptualizing influencer marketing. Journal of Emerging Trends in Marketing and Management, 1(1), 79 – 87.
• Bayyurt, Y. ve Seggie, F. N. (2015). Nitel araştırma: yöntem, teknik, analiz ve yaklaşımları. İstanbul, Turkey: Anı Yayınları.
• Berg, B. L. & Lune, H. (2015). Sosyal bilimlerde nitel araştırma yöntemleri (H. Aydın, Trans.). Konya, Turkey: Eğitim Yayınevi.
• Bognar, Z., Puljic, N. & Kadezabek, D. (2019). Impact of influencer marketing on consumer behavior. Paper presented at the International Scientific Conference Contemporary Issues in Business, Management and Economics Engineering (pp. 805–812). Vilnius Gediminas Technical University, Lithuania.
• Branderhorst, H. A. C., Jong, N., Ocke, M. C. & Friele, R. (2003). Demographic and lifestyle characteristics of functional food consumers and dietary supplement users. British Journal of Nutrition, 89, 273 – 281.
• Brown, D. & Fiorella, S. (2013). Influence marketing: how to create, manage and measure brand influencers in social media marketing. USA: Que Publishing.
• Brown, D. & Hayes, N. (2008). Influencer marketing: who really influences your customers?. Oxford, UK: Butterworth – Heinemann.
• Cakim, I. M. (2010). Word of mouth marketing. New Jersey, U.S.A: John Wiley and Sons, Inc.
• Canöz, K., Gülmez, Ö. ve Eroğlu, G. (2020). Pazarlamanın yükselen yıldızı influencer marketing: influencer takipçilerinin satın alma davranışını belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 23(1), 73 – 91.
• Castillo, D. J. & Fernández, R. S. (2019). The role of digital influencers in brand recommendation: examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366 – 376.
• Childers, C. C., Lemon, L. L. & Hoy, M. G. (2018). Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258 – 274.
• Chopra, A., Avhad, V. & Jaju, S. (2020). Influencer marketing: an exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 1 – 15.
• Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities' instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1 – 7.
• Duran, H. B. (2017). 10 Essential stats for influencer marketing in 2017. Retrieved from http://www.ion.co/essential-stats-for-influencer-marketing-in-2017
• Erdoğan, İ. ve Korkmaz, A. (2005). Öteki kuram. Ankara, Turkey: Erk Yayınları.
• Fink, M., Koller, M., Gartner, J., Floh, A. & Harms, R. (2019). Effective entrepreneurial marketing on facebook – a longitudinal study. Journal of Business Research, 113, 149 – 157.
• Gegez, E. (2007). Pazarlama araştırmaları (2. Bs.). İstanbul, Turkey: Beta Yayınları.
• Geyser, W. (2021). The state of influencer marketing 2021: Benchmark report. Retrieved from influencermarketinghub.com/influencer-marketing-benchmark-report-2021/.
• Gıda Takviyesi ve Beslenme Derneği (2020). Gıda takviyesi kullanımı ve beslenme alışkanlıkları ölçümü anketi. Retrieved from gtbd.org.tr/gida-takviyesi-kullanimi-ve-beslenme-aliskanliklari-olcumu-anketi-nisan-2020.
• Glucksman, M. (2017). The rise of social media ınfluencer marketing on lifestyle branding: a case study of lucie fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77 – 87.
• Gross, J. & Von Wangenheim, F. (2018). The big four of influencer marketing: a typology of influencers. Marketing Review St. Gallen, 2, 30 – 38.
• Jin, S. V., Muqaddam, A. & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Marketing, 37(5), 567 – 579.
• Kadekova, Z. & Holiencinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90 – 105.
• Karasar, N. (2009). Bilimsel araştırma yöntemi (19. Bs.). Ankara, Turkey: Nobel Yayın Dağıtım.
• Kaya, İ. (2015). Pazarlama bi’tanedir: bir pazarlamalar ansiklopedisi. İstanbul, Turkey: Babıali Kültür.
• Kitzinger, J. (1995). Qualitative research: introducing focus groups. British Medical Journal, 311(7000), 299 – 302.
• Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (2002). Principles of marketing. Harlow, U.S.A.: Pearson.
• Launch Metrics. (2018). The state of influencer marketing in fashion, luxury & cosmetics 2018. Retrieved from https://www.launchmetrics.com/resources/white papers/influencer-marketing-report-2018.
• Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58 – 73.
• Lundqvist, A., Liljander, V., Gummerus, J. & Van Riel, A. (2013). The impact of storytelling on the consumer brand experience: the case of a firm-originated story. Journal of Brand Management, 20, 283 – 297.
• Lyons, B. & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behavior, 4(5), 319 – 329.
• Martínez-López, F. J., Anaya-Sánchez, R., Giordanoa, M. F. & Lopez-Lopez, D. (2020). Behind influencer marketing key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7–8), 579 – 607.
• Mazıcı, E. T. ve Toprak, H. H. (2020). Nüfuz pazarlaması (influencer marketing) ve satın alma davranışı ilişkisi: sosyal ağ kullanıcıları üzerinden bir araştırma. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(31), 4265 – 4288.
• McQuail, D. & Windahl, S. (2005). İletişim modelleri (K. Yumlu, Trans.). Ankara, Turkey: İmge Kitabevi.
• Merriam, S. B. (2009). Qualitative research: a guide to design and implementation. San Francisco, U.S.A.: A Wiley-Imprint.
• Meyer, C. & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85 (2), 1 – 11.
• Müller, J. & Christandl, F. (2019). Content is king – but who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46 – 55.
• Perloff, R. M. (2014). Social media effects on young women’s body image concerns: theoretical perspectives and an agenda for research. Sex Roles, 71(11– 12), 363 – 377.
• Pilgrim, K. & Joschko, S. B. (2019). Selling health and happiness how influencers communicate on instagram about dieting and exercise: Mixed methods research. BMC Public Health, 19, 1 – 9.
• Roozen, I. & Claeys, C. (2010). The relative effectiveness of celebrity endorsement for print advertisement. Review of Business and Economics, 55(1), 76 – 89.
• Sabuncuoğlu, A. ve Gülay, H. (2014). Sosyal medyadaki yeni kanaat önderlerinin birer reklam aracı olarak kullanımı: Twitter fenomenleri üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 3(38), 1 – 24.
• Santiago, J. K. & Castelo, I. M. (2020). Digital influencers: An exploratory study of influencer marketing campaign process on instagram. Online Journal of Applied Knowledge Management, 8(2), 31 – 52.
• Sarıtaş, A. (2019). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of International Scientific Researches, 3(4), 62 – 74.
• Sfodera, F., Mattiacchi, A., Nosi, C. & Mingo, I. (2020). Social networks feed the food supplements shadow market. British Food Journal, 122(5), 1531 – 1548.
• Silverman, D. (2011). Introducing to qualitative research. In D. Silverman (Eds.), Qualitative Research (pp. 3-17). London, UK: Sage Publications.
• Singh, S. & Diamond, S. (2012). Social media marketing for dummies (2nd ed.). New Jersey, U.S.A.: John Wiley and Sons, Inc.
• Sparling, M. C. & Anderson, J. J. B. (2001). Modified foods in the marketplace. Nutrition Today, 36, 212 – 214.
• Statista (2019). Global Instagram Influencer Market Size from 2017 to 2019 (in billion U.S. dollars). Retrieved from https://www.statista.com/statistics/748630/global-instagraminfluencer-market-value.
• Theocharis, D. & Papaioannou, E. (2020). Consumers' responses on the emergence of influencer marketing in greek market place. International Journal of Technology Marketing, 14(3), 283 – 304.
• Torres, P., Augusto, M. & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36, 1267 – 1276.
• Türk Gıda Kodeksi (2013). Takviye Edici Gıdalar Tebliği, Tebliğ No: 2013/49, 16.08.2013 tarih ve 28737 sayılı Resmi Gazete, 63 – 74.
• UE Directive (2002). Directive 2002/46/EC of the European Parliament and of the Council of 10 June 2002 on the Approximation of the Laws of the Member States Relating to Food Supplements (text with EEA relevance), Retrieved from https://eur–lex.europa.eu/legal–content/EN/ALL/?uri5celex%3A32002L0046.
• Veirman, M., Cauberghe, V. & Hudders, L. (2017). Measuring through instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798 – 828.
• Veirman, M. & Hudders, L. (2020). Disclosing sponsored instagram posts: The role of material connection with the brand and message-sidedness when disclosing covert advertising. International Journal of Advertising, 39(1), 94 – 130.
• Viera, A. J. & Garrett, J. M. (2005). Understanding interobserver agreement: The kappa statistic. Family Medicine, 37(5), 360 – 363.
• Vrontis, D., Makrides, A., Christofi, M. & Thrassou, A. (2020). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45, 617 – 644.
• Wrick, K. L. (1995) Consumer issues and expectations for functional foods. Critical Reviews in Food Science and Nutrition, 35, 167 – 173.
• Yıldırım, A. ve Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara, Turkey: Seçkin Yayınları.
• Zhang, Y., Lin, Y. & Goh, K. (2018). Impact of online influencer endorsement on product sales: Quantifying value of online influencer. PACIS 2018 Proceedings, 201, 1 – 8. https://aisel.aisnet.org/pacis2018/201