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

Yıl 2021, Cilt: 11 Sayı: 2, 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

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