Investigation of the Effect of Influencer's Attractiveness on Brand Loyalty, Brand Image, Brand Awareness and Word of Mouth on Instagram

Öz

The aim of this study is to investigate the effect of influencer's attractiveness on brand loyalty, brand image, brand awareness and word of mouth communication on Instagram. The universe of the research consists of those who see the posts of an Instagram influencer with more than 1 million followers. 336 people who participated in the survey conducted on the Internet constitute the sample of the study. In the study, the direct effect of influencer attractiveness on word of mouth, brand loyalty, brand image and brand awareness was investigated. In addition, indirect and moderating effects were also investigated. In the study, simple linear regression analysis was used for direct effects, and process macro was used for indirect and moderating effects. According to the results, the attractiveness of the Instagram influencer has a direct positive effect on word of mouth, brand loyalty, brand image and brand awareness. All the indirect and moderating effects investigated in the study were also positive. The results show that influencer's attractiveness is an important factor in achieving marketing communication goals.

Anahtar Kelimeler

• Instagram Influencer
• Brand Loyalty
• Brand Image

Instagram’da Nüfuzlunun İlgi Çekiciliğinin Marka Sadakati, Marka İmajı, Marka Farkındalığı ve Ağızdan Ağıza İletişim Üzerindeki Etkisinin Araştırılması

Öz

Bu çalışmanın amacı Instagram’da nüfuzlunun ilgi çekiciliğinin marka sadakati, marka imajı, marka farkındalığı ve ağızdan ağıza iletişim üzerinde meydan getirdiği etkinin araştırılmasıdır. Araştırmanın evreni 1 milyondan fazla takipçisi olan bir Instagram nüfuzlusunu tanıyanlar ve paylaşımlarını görenlerdir. İnternette gerçekleştirilen anket çalışmasına katılan 336 kişi çalışmanın örneklemini oluşturmaktadır. Çalışmada nüfuzlunun ilgi çekiciliğinin ağızdan ağıza iletişim, marka sadakati, marka imajı ve marka farkındalığı üzerine olan doğrudan etkileriyle birlikte dolaylı ve ılımlaştırıcı etkiler de araştırılmıştır. Çalışmada doğrudan etkiler için basit linear regresyon analizi, dolaylı ve ılımlaştırıcı etkiler için process macro kullanılmıştır. Elde edilen sonuçlara göre, Instagram nüfuzlusunun ilgi çekiciliğinin ağızdan ağıza iletişim, marka sadakati, marka imajı ve marka farkındalığı üzerinde doğrudan olumlu etkisi vardır. Çalışmada araştırılan dolaylı ve ılımlaştırıcı tüm etkilerin de olumlu olduğu görülmüştür. Elde edilen sonuçlar nüfuzlunun ilgi çekiciliğinin pazarlama iletişimi amaçlarına ulaşmada önemli bir faktör olduğunu göstermektedir.

Anahtar Kelimeler

• Instagram Nüfuzlusunun İlgi Çekiciliği
• Marka Sadakati
• Marka İmajı

Kaynakça

1. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
2. Alhaddad, A. (2015a). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137-144.
3. Alhaddad, A. (2015b). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 1-8.
4. Anggraeni, A. & Rachmanita R. E. (2015). Effects of brand love, personality and image on word of mouth; the case of local fashion brands among young consumers. Procedia-Social and Behavioral Sciences, 211, 442-447.
5. Armstrong, G. & Kotler, P. (2017). Marketing An Introduction. United States of America: Pearson Education, Inc.
6. Anwar, A., Gulzar, A., Sohail, F. B., & Akram, S. N. (2011). Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73-79.
7. Astuti, W. D. & Risqiani, R. (2020). Impact of social media influencer marketing on the intention to buy online through attitude on advertising and brands. advances in economics. Business and Management Research, 151, 221-225.
8. Avcı, İ. & Yıldız, E. (2019). Fenomenlerin güvenilirlik, çekicilik ve uzmanlık özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama üzerindeki etkileri: Instagram örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 38, 85-107. Aydın, İ. (2021). Sosyal Medyada Nüfuz Pazarlaması. A. Mermer Üzümlü (Ed.) Dijital Çağda Pazarlama İletişimi (139-159), Ankara: Nobel Akademik Yayıncılık Eğitim Danışmanlık Tic. Ltd. Şti.

9. Baron, M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
10. Bernarto, I., Berlianto, M. P., Meilani, Y. F., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
11. Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and hospitality management, 26(2), 265-289.
12. Braatz, L. (2017). # Influencer marketing on instagram: consumer responses towards promotional posts: the effects of message sidedness. Yüksek Lisans Tezi, Twente Üniversitesi.
13. Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word‐of‐mouth in the e‐banking services. International journal of bank marketing, 26(6), 399-417.
14. Chaffey, D. & Ellis-Chadwick, F. (2016). Digital marketing. Harlow: Pearson Education Limited.
15. Chankoson, T. & Thabhiranrak, T. (2019). The moderating role of brand awareness between the relationship of emotional attachment, brand relationship and positive word of mouth. Polish Journal of Management Studies, 20(1), 129-138.
16. Chekima, B., Chekima, F. Z. & Adis, A. A. A. (2020). Social media influencer in advertising: the role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4), 1507-1515.
17. Chi, H. K., Yeh, H. R. &Yang Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135-144.
18. Chinomona, R. & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143-154.
19. Delgado‐Ballester, E. & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of product & brand management, 14(3), 187-196.
20. Dhanesh, G. S. & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 1-13.
21. Dhurup, M., Mafini, C. & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1-9.
22. Dibb, S. & Simkin, L. (2013). Marketing Essentials. United Kingdom: Cengage Learning.
23. DiResta, R., Forrest, B. & Vinyard, R. (2015). The hardware startup: Building your product, business, and brand. California: O'Reilly Media, Inc.
24. Dülek, B. & Aydın, İ. (2020). Effect of social media marketing on e-wom, brand loyalty, and purchase intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 271-288.
25. Erdogmus, I. E. & Cicek, M. (2012). The impact of social media marketing on brand Loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
26. Field, A. (2000). Discovering statistics using SPSS for windows. London-Thousand Oaks-New Delhi: Sage Publications.
27. Fill, C. & Turnbull, S. (2016). Marketing communications. Pearson Education Limited, Edinburgh.
28. Godey B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer Behavior. Journal of Business Research, 69(12), 5833–5841.
29. Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of brand Management, 11(4), 283-306.
30. Greve, G. (2014). The moderating effect of customer engagement on the brand image–brand loyalty relationship. Procedia-Social and Behavioral Sciences, 148, 203-210.
31. Grewal, D. & Levy, M. (2014). Marketing. New York: The McGraw-Hill Education.
32. Grewal, D. & Levy, M. (2017). Marketing. New York: McGraw-Hill Education.
33. Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
34. Gunawan, L., Haryono, S. & Andreani, F. (2021). Social media influencer, brand awareness, and purchase decision among generation z in Surabaya. Jurnal Manajemen dan Kewirausahaan, 23(1), 18-26.
35. Gürbüz, S., & Bayık, M. E. (2018). Aracılık modellerinin analizinde modern yaklaşım: Baron ve Kenny yöntemi artık terk edilmeli mi?. 6. Örgütsel Davranış Kongresi, Bildiriler Kitabı içinde, 30-45.
36. Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
37. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A Regression-Based Approach. New York, London: The Guilford Press.
38. Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, London: The Guilford Press.
39. Hearn, A. & Schoenhoff, S. (2016). From celebrity to influencer tracing the diffusion of celebrity value across the data stream. P. David Marshall ve Sean Redmond (Ed.), A companion to celebrity (194-2011) içinde. Hoboken, NJ: John Wiley & Sons, Inc.
40. Heding, T., Knudtzen, C. F. & Bjerre, M. (2009). Brand management research, theory and practice. Oxon: Routledge.
41. Hermanda, A., Sumarwan, U. & Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89.
42. Ismail, A. R. & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management, 16(4), 386-398.
43. Ismail, A. R., & Melewar, T. C. (2015). Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland. İçinde: Ed. Leroy RobinsonJr. Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (ss. 462-471). Cham: Springer.
44. Jin, S.V., Muqaddam, A. & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
45. Kapferer, J.-N. (2008). The new strategic brand management. Kogan Page Limited.
46. Khan, M. A. (2006). Consumer behaviour and advertising management. New Delhi: New Age International.
47. Kolo, C., Widenhorn, S., Borgstedt, A. L. & Eicher, D. (2019). a cross-cultural perspective on motives and patterns of brand recommendation in social media. Ed. Mehdi Khosrow-Pour, Brand culture and identity: Concepts, methodologies. tools, and applications. Hershey PA: IGI Global.
48. Kotler, P. & Keller, K. L. (2016). A framework for marketing management. Londra: Pearson Education Limited.
49. Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. In 2010 IEEE international conference on industrial engineering and engineering management (pp. 1319-1323). IEEE.
50. Liao, S. H., Wu, C. C., Widowati, R., & Chen, M. Y. (2012). Relationships between brand awareness and online word-of-mouth: An example of online gaming community. International Journal of Web Based Communities, 8(2), 177-195.
51. Lim, X. J., Radzol, A. M., Cheah, J. & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
52. Lin, C. A., Crowe, J., Pierre, L. & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase ıntentions. The Journal of Social Media in Society, 10(1), 55-78.
53. 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.
54. Luo, N., Zhang, M. & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior, 48, 492–499.
55. Mabkhot, H. A., Shaari, H. & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 50, 71-82.
56. Masterman, G. & Wood, E. H. (2005). Innovative marketing communications strategies for the events industry. Oxford: Elsevier Butterworth-Heinemann.
57. Milović, B. (2019). Building and development of dairy “Dana” brand. Ed. Mehdi Khosrow-Pour, Brand culture and identity: concepts, methodologies, tools, and applications. Hershey PA: IGI Global.
58. Mira, A., Leylan, L. T., Panahandeh, A., Abbaslu, I., & Iran, S. (2014). The role of excitement and brand image in word of mouth. European Journal of Business and Management, 6(17), 170-177.
59. Moriarty, S. Mitchell, N. & Wells, W. (2012). Advertising & IMC: principles & practice. New Jersey: Pearson Education.
60. Muinonen, L. L. E. & Kumar, A. (2019). Building city brand through social media: The effect of social media brand community on brand image. Ed. Mehdi Khosrow-Pour, Brand culture and identity: Concepts, methodologies, tools, and applications. Hershey PA: IGI Global.
61. Nguyen, C. & Nguyen, D. (2020). A study of factors affecting brand awareness in the context of viral marketing in Vietnam. International Journal of Advanced Science and Technology, 29(5), 5401-5411.
62. Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill. PewInternet.
63. Nurhandayani, A., Syarief, R. & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650-661.
64. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research. 31(1), 46-54.
65. Oliveira, M., Barbosa R., & Sousa A. (2020). The use of influencers in social media marketing. Álvaro Rocha, José Luís Reis Marc K. Peter ve Zorica Bogdanović (Ed.), Marketing and smart technologies (112-124) içinde. Singapore, Springer Nature Singapore Pte Ltd.
66. Ong, Y. X., & Ito, N. (2019). “I want to go there too!” Evaluating social media influencer marketing effectiveness: a case study of Hokkaido’s DMO. İçinde: Information and communication technologies in tourism 2019. Editör: Juho Pesonen ve Julia Neidhardt, (ss. 132-144). Cham: Springer.
67. Perreault, W. D. & Mccarthy, E. J. (2002). Basic marketing. United States of America: The McGraw−Hill Companies.
68. Pride, W. M. & Ferrel, O. C. (2016). Marketing. Boston: South-Western Cengage Learning.
69. Qiutong, M. & Rahman, J. (2019). The impact of cosmetics industry social media marketing on brand loyalty: evıdence from Chinese college students. Academy of Marketing Studies Journal, 23(2), 1-15.
70. Roll, M. (2015). Asian brand strategy. London: Palgrave Macmillan.
71. Ryan, D. (2014). Understanding digital marketing marketing strategies for engaging the digital generation. Croydon: CPI Group (UK) Ltd.
72. Saito, K., Teramoto, T. & Inoue, A. (2015). How opinion leaders are made by the social media, Ad Studies, 52(1), 14-19.
73. Saleem, S., Rahman, S. U. & Umar, R. M. (2015). Measuring customer based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty. International Journal of Marketing Studies, 7(1), 66-77.
74. Sammis, K., Lincoln, C. & Pomponi, S. (2016). Influencer marketing for dummies. New Jersey: John Wiley & Sons.
75. Schlesinger, W., Cervera-Taulet, A., & Wymer, W. (2021). The influence of university brand image, satisfaction, and university identification on alumni WOM intentions. Journal of Marketing for Higher Education, 1-19.
76. Seddon, J. (2010). Brand Valuation and IMC., Ed. Philip J. Kitchen. Integrated Brand Marketing and Measuring Returns. Hampshire: Palgrave Macmillan.
77. Sharp, B. (2013). Marketing. Australia: Oxford University Press.
78. Shen, B. & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
79. Sheth, J. N. (2018). How social media will impact marketing media. Ed. Githa Heggde ve G. Shainesh, Social media marketing ( 3-18), Singapore: Palgrave Macmillan.
80. Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. New Jersey: John Wiley & Sons.
81. Solomon, M.R. Marshall, G. W. & Stuart, E. W. (2018). Marketing: Real people, real choices.. New Jersey: Pearson Education.
82. Steenkamp, J.-B. (2017). Global brand strategy: World-wise marketing in the age of branding. London: Springer.
83. Stevens, J. (1996). Applied Multivariate Statistics for the Social Sciences. Mahwah, NJ: Lawrence Erlbaum.
84. Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson Education.
85. Tatar, Ş. B. & Erdoğmuş, İ. (2016). The Effect of Social Media Marketing on Brand Trust and Brand Loyalty For Hotels. Inf Technol Tourism, 16, 249–263.
86. Torres, P., Augusto, M. & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.
87. Trivedi, J. & Sama, R.(2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124.
88. Wiedmann, K. P. & Mettenheim, W. V. (2021). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal of Product & Brand Management, 30(5), 707-725.
89. Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
90. Young, A. (2014). Brand media strategy: Integrated communications planning in the digital era. New York: Palgrave Macmillan.