The Role of Parasocial Interaction with Social Media Phenomenes in the Purchase Intention of Consumers

Yıl 2021, , 1669 - 1688, 17.12.2021

Peruze Cansu Akdeniz , Kumru Uyar

https://doi.org/10.48070/erciyesakademi.1028374

Cited By: 4

Öz

Parasocial interaction is a concept that continues to be popular to be studied in terms of media characters. Especially, the increase in interaction between users through various platforms in social media causes changes in the field of marketing when it is considered in terms of consumers. Because social media phenomena are known to affect consumer purchase intentions, and it is thought that research in this area will contribute to the literature. In this study, the factors related to the relationship established with the social media phenomenon were examined and the effect of the reliability, expertise, physical and social attractiveness of the phenomenon on the parasocial interaction with its follower and the effect of this interaction on the purchase intention was tried to be examined. In this direction, an online survey was conducted through 397 participants selected according to convenience sampling method. The findings show that the factors of social and physical attraction, expertise, reliability and similarity have a significant and positive effect on the parasocial interaction established with the social media phenomenon, and the level of parasocial interaction with the social media phenomenon on the purchasing intention of the follower.

Anahtar Kelimeler

Parasocial interaction, Social media phenomenon, Purchase intention

Tüketicilerin Satın Alma Niyetlerinde Sosyal Medya Fenomenleri İle Kurulan Parasosyal Etkileşimin Rolü

Öz

Parasosyal etkileşim, medya karakterleri açısından araştırılması konusunda popüler olmaya devam eden bir kavramdır. Özellikle sosyal medyada çeşitli platformlar aracılığıyla kullanıcılar arası etkileşimin artması, tüketiciler açısından düşünüldüğünde pazarlama alanında da değişime neden olmaktadır. Zira sosyal medya fenomenlerinin, tüketici satın alma niyetlerini etkilediği bilinmektedir ve bu alanda yapılacak araştırmaların da literatüre katkı sağlayacağı düşünülmektedir. Bu araştırmada da sosyal medya fenomeni ile kurulan ilişkiye yönelik faktörler incelenmeye çalışılmış ve fenomenin güvenilirliğinin, uzmanlığının, fiziksel ve sosyal çekiciliğinin, takipçisi ile benzerliğinin parasosyal etkileşim üzerindeki etkisi ve bu etkileşimin de satın alma niyeti üzerindeki etkisi incelenmeye çalışılmıştır. Bu doğrultuda kolayda örnekleme yöntemine göre belirlenen 397 katılımcı aracılığıyla çevrim içi anket uygulaması gerçekleştirilmiştir. Elde edilen bulgular ise sosyal ve fiziksel çekicilik, uzmanlık, güvenilirlik ve benzerlik faktörlerinin sosyal medya fenomeni ile kurulan parasosyal etkileşim üzerinde, sosyal medya fenomeni ile kurulan parasosyal etkileşim düzeyinin de, takipçinin satın alma niyeti üzerinde anlamlı ve pozitif yönde bir etkisi bulunduğunu kanıtlar niteliktedir.

Anahtar Kelimeler

Parasosyal etkileşim, Sosyal medya fenomeni, Satın alma niyeti

Kaynakça

• Abidin, C. (2016). Visibility labour: engaging with influencers’ fashion brands and #ootd advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100.
• Alperstein, N. M. (1991). Imaginary social relationships with celebrities appearing in television commercials. Journal of Broadcasting & Electronic Media, 35(1), 43-58.
• Aral, S., D., & Walker, D. (2012). Identifying influential and susceptible members of social networks. Science, 337(6092), 337-341.
• Araujo, T., Neijens, P., & Vliegenthart, R. (2016). Getting the word out on twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands. International Journal of Advertising, 36(3), 496–513.
• Arslan, Ö. (2013). TV dizilerinde yer alan karakterler ile kurulan parasosyal etkileşim: bağlanma biçemleri ve yalnızlık açısından bir inceleme (Uzmanlık tezi). Ankara, Ankara Üniversitesi.
• Auter, P. J., & Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: The audience persona interaction scale. Commun Res Rep, 17, 79–89.
• Avcılar, M. Y., Demirgüneş, B. K., & Açar, M. F. (2018). Instagram reklamlarında ürün destekçisi olarak sosyal medya fenomeni kullanımının reklama yönelik tutum ve e-wom niyetine etkilerinin incelenmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 21, 1-27.
• Aytulun, G., & Sunal, A. B. (2020). Medya karakterleriyle kurulan parasosyal etkileşim. Psikiyatride Güncel Yaklaşımlar, 12(4), 494-506.
• Bakker, D. (2018). Conceptualising influencer marketing. Journal of emerging trends in marketing and management, 1(1), 79-87.
• Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. ACR North American Advances, 32, 197-201.
• Ballantine, P. W., & Yeung, C. A. (2015). The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions. Marketing Intelligence & Planning, 33(4), 508-521.
• Barker, S. (2016). Reaching the Masses: The secret guide to ınstagram ınfluencer marketing. http://www.business.com/social-mediamarketing/the-secret-guide-to-instagram-influencer-marketing.
• Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478– 495.
• Biçim, A. (2019). Güzellik youtuberlarının kadın tüketicilerle geliştirdiği parasosyal etkileşimlerinin satın alma niyeti üzerindeki etkisi (Yayımlanmamış yüksek lisans tezi). Yaşar Üniversitesi Sosyal Bilimler Enstitüsü.
• Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
• Brooks, R. C. (1957). Word-of-mouth advertising in selling new product. Journal of Marketing, 22, 154-161.
• Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of- mouth intentions and behaviors in a retailing Context. Journal of The Academy of Marketing Science, 33(2), 123-138.
• Büyüköztürk, Ş. (2014), Sosyal bilimler için veri analizi el kitabı (20.Baskı). Pegem Akademi.
• Byrne, E., Kearney, J., & Macevılly, C. (2017). The role of influencer marketing and social influencers in public health. Proceedings Of The Nutrition Society, 76, (OCE3). 21-23.
• Canoğlu, M., Bülent, Ö. Z., & Yenilmez, G. (2021). Para-sosyal etkileşim, markaya yönelik tutum ve satın alma niyeti: Video bloggerlar üzerine bir inceleme. Gençlik Araştırmaları Dergisi, 9(24), 138-167.
• Cheung, C. M. K., & Lee, M. O. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225.
• Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481–495.
• Cohen, J. (2004). Parasocial break-up from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal Relationships, 21(2), 187–202.
• Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media. Journal of Advertising Research, 51(1), 313–320.
• Çaycı, B. E. (2020). Şöhret kültürünün dönüşümü: Sosyal medya fenomenleri üzerine nitel bir inceleme. İletişim Bilimi Araştırmaları, 1, 145-216.
• Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
• 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.
• Enge, E. (2012, Mart 06). Influencer marketing-what it is, and why you need to be doing it. https://moz.com/blog/influencer-marketing-what-it-is-and-why-you-need-to-be-doing-it
• Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
• Frobenius, M. (2011). Beginning a monologue: The opening sequence of video blogs. Journal of Pragmatics, 43(3), 814-827.
• Geppert, G. (2016). How influence marketing differs from celebrity endorsement. http://www.convinceandconvert.com/digital-marketing/influence-marketing-differs-from-celebrity-endorsement.
• Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychol, 4, 279-305.
• Gong, W., & Li, X. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
• Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
• Haapasalmi, J. (2017), Advertiser perception of influencer marketing: How do advertisers see the now and the future of influencer marketing in Finland? (Thesis) Helsinki Metropolia University of Applied Sciences Bachelor of Business Administration European Management.
• Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of communication, 61(6), 1104-1121.
• Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
• Hoffner, C. (1996). Children's wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, 40(3), 389-402.
• Horton, D., & Wohl, R. R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19, 215-229.
• Hung, K., K. W., Chan, C., & Tse, H. (2011). Assessing celebrity endorsement effects in China. Journal of Advertising Research, 51(4), 608– 622.
• Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954.
• Kalaycı, Ş. (2014). SPSS uygulamalı çok değişkenli istatistik teknikleri (6. Baskı). Asil Yayın Dağıtım.
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
• Karsak, B., & Sancar, G. A. (2017). Halkla ilişkilerde yeni nesil kanaat önderleri kullanımı: Snapchat üzerine niteliksel bir araştırma. 1. Uluslararası İletişimde Yeni Yönelimler Konferansı, 315-323. İstanbul.
• Kempe, D., Kleinberg, J., & Tardos, E. (2003). Maximizing the spread of influence through a social network. In Proceedings of the Ninth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 13746. New York: ACM.
• Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25.
• Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: Social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
• Kim, J., Kang, S., & Lee, K.H. (2018). How social capital impacts the purchase intention of sustainable fashion products. Journal of Business Research, 1-8.
• Kurtin, K., O'Brien, S., Roy, N., & Dam, D. L. (2018). The development of parasocial interaction relationships on youtube. The Journal of Social Media in Society, 7(1), 233-252.
• Lee, J. E., & Watkins, B. (2016). Youtube Vloggers' inuence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753-5760.
• Levy, M. R. (1979). Watching tv news as para‐social interaction. Journal of Broadcasting, 23(1), 69–80.
• McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261–266.
• McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual review of sociology, 27(1), 415-444.
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
• Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 46-54.
• Oyman, M., & Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve Youtube davranışları açısından vloggerların incelenmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (32), 441-464.
• Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing public relations’ new best friend. Journal of Promotion Management, 18(3), 319–328.
• Peltekoğlu, F. B., & Askeroğlu, E. D. (2019). Dijital halkla ilişkiler: Fenomenler dijital marka elçisi olabilir mi?” Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 12(2), 1044-1067.
• Perse, E.M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16, 59-77.
• Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298.
• Reis, H. T., Nezlek, J., & Wheeler, L. (1980). Physical attractiveness in social interaction. Journal of Personality and Social Psychology, 38(4), 604–617.
• Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-heterophily: Relational concepts for communication research. Public Opinion Quarterly, 34(4), 523-538.
• Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 72, 155-180.
• Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292.
• Rumpf, H. (2012), Particle technology (Vol. 1). Springer Science & Business Media.
• Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.
• Sarıtaş, A. (2019). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of International Scientific Researches, 3(4), 62-74.
• Schmid, H., & Klimmt, C. (2011). A magically nice guy: Parasocial relationships with harry potter across different cultures. International Communication Gazette, 73(3), 252–269.
• Shen, Y. C., Huang, C. Y., Chu, C. H., & Liao, H. C. (2010). Virtual community loyalty: An interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49–74.
• Sheth, S., & Kim, J. (2017). Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions. GSTF Journal on Business Review (GBR), 5(1).
• Sokolova, K., & Kefi, H. (2020). Instagram and youtube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
• Sokolova, K., & Perez, C. (2021). You follow fitness influencers on youtube but do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58, 1-11.
• Sood, S., & Rogers, E. M. (2000). Dimensions of parasocial interaction by letter-writers to a popular entertainment-education soap opera in India. Journal of Broadcasting & Electronic Media, 44(3), 386–414.
• Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.), Boston: Allyn and Bacon.
• Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 19(3), 1071-1098.
• Thurau, H.T., & Walsh, G. (2004). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
• Tian, Q., & Hoffner, C. A. (2010). Parasocial interaction with liked, neutral, and disliked characters on a popular tv series. Mass Communication and Society, 13(3), 250–269.
• Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
• Uyar, A. (2018). Fikir liderinin ağızdan ağıza pazarlama yoluyla tüketici satın alma davranışı üzerindeki etkisi: Akıllı telefon kullanıcıları üzerine bir çalışma. Business & Management Studies: An International Journal, 6(2), 656-674.
• Wang, J. C., & Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A facebook experiment. Electronic Commerce Research and Applications, 12(5), 337- 346.
• Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.
• Yaman, S. E. (2018), Ürün yerleştirmede yeni bir alan: Influencer marketing sosyal medyada influencer annelerin takipçileri tarafından değerlendirilmesine yönelik bir araştırma. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme (268-279).
• Yüksel, M., & Labrecque, L. I. (2016). Digital buddies: Parasocial interactions in social media. Journal of Research in Interactive Marketing, 10(4), 305–320.
• Zheng, X., Men, J., Xiang, L., & Yang, F. (2019). Role of technology attraction and parasocial ınteraction in social shopping websites. International Journal of Information Management, 51, 1-13.