The effect of sports celebrities use in social media advertisements on the brand attitude, positive e-wom and purchasing behaviors of consumers: A research on the X, Y and Z generation in Nigde province

Yıl 2021, Cilt: 35 Sayı: 1, 44 - 60, 31.03.2021

Mehmet Mürütsoy , Murat Toksarı

Öz

The aim of this study is to determine the effect of the self-expression and the need of social affiliation factors on the brand attitude, positive electronic word of mouth marketing (positive E-WOM) behavior and purchasing intention of consumers in the X, Y and Z generations. With the determination of how sports celebrities can be used effectively in social media ads, businesses will be able to benefit more effectively from social media ads using sports celebrities. Sports Celebrities’ encouragement to their followers for self-expression and meeting their needs of social affiliation on social media pages can be important factors to influence consumer perception positively. The data survey was obtained from the questionnaire forms done with 608 participants from generations X, Y, Z by using convenience sampling method in January-April of the year 2019. Structural equation model was used for the analysis of the data obtained from 608 participants. As a result of the study, the self-expression factor influences only the positive E-WOM behaviour for generation X. The need of social affiliation has no effect on any of these generations. In terms of generations Y and Z, self-expression factor has an effect on brand attitude and positive E-WOM behaviour. The need of social affiliation factor has effect on brand attitude, positive E-WOM behaviour and purchasing intention for generation Y. On the other hand the need of social affiliation factor has a direct effect on purchasing intention for generation Z. Thus, sports celebrities should give opportunities to generations Y and Z to express their feelings and thoughts comfortably on their personal and fan pages on social media and developing friendly relations with their followers on social media, which will enable them to make more effective advertisements.

Anahtar Kelimeler

Social Media, Generations, Sports Celebrities, Advertisement

Sosyal medya reklamlarında ünlü sporcu kullanımının tüketicilerin marka tutumu, pozitif e-wom ve satın alma davranışlarına etkisi: X, Y ve Z kuşağı üzerine Niğde ilinde bir araştırma

Öz

Bu çalışmanın amacı, X, Y ve Z kuşağındaki tüketicilerin marka tutumu, pozitif elektronik ağızdan ağza pazarlama (pozitif E-WOM) davranışı ve satın alma niyeti üzerinde kendini ifade etme ve sosyal bağlanma ihtiyacı faktörlerinin etkisini ortaya çıkarmaktır. Ünlü sporcuların sosyal medya reklamlarında nasıl etkili kullanılabileceğinin belirlenmesiyle birlikte işletmeler ünlü sporcu kullanılan sosyal medya reklamlarından daha etkili bir şekilde yararlanabileceklerdir. Ünlü sporcuların sosyal medya sayfalarında takipçilerine kendilerini ifade etme olanağı vermesi ve onların sosyal bağlanma ihtiyaçlarını karşılaması tüketici algısını pozitif yönde etkilemek için önemli faktörler olabilir. Araştırmanın verileri, anket formu ile 2019 yılı Ocak-Nisan ayları içerisinde kolayda örnekleme yöntemi ile belirlenen X, Y ve Z kuşağına mensup 608 katılımcıdan elde edilmiştir. 608 cevaplayıcıdan elde edilen verilerin analizinde Yapısal Eşitlik Modeli kullanılmıştır. Araştırma sonucunda elde edilen bulgulara göre X kuşağı açısından kendini ifade faktörü sadece pozitif E-WOM davranışını etkilemektedir. Sosyal bağlanma ihtiyacı faktörünün ise marka tutumu, pozitif E-WOM davranışı ve satın alma niyetini üzerinde bir etkisi yoktur. Y ve Z kuşağı açısından kendini ifade faktörünün marka tutumu ve pozitif E-WOM davranışı üzerinde etkisi vardır. Sosyal bağlanma ihtiyacı faktörü Y kuşağında marka tutumunu, pozitif E-WOM davranışını ve satın alma niyetini etkilemektedir. Z kuşağında ise doğrudan satın alma niyetini etkilemektedir. Buna göre ünlü sporcuların sosyal medyadaki kişisel ve fan sayfalarında Y ve Z kuşağına duygu ve düşüncelerini rahatça ifade olanağı tanıması ve bunu teşvik etmeleri ile bu kuşaktaki takipçileriyle sosyal medya üzerinde arkadaşça ilişkiler geliştirilmesi ünlü sporcu kullanılan reklamların tüketici algısı üzerindeki olumlu etkisini artıracaktır.

Anahtar Kelimeler

Sosyal Medya, Kuşaklar, Ünlü Sporcu, Reklam

Kaynakça

• Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56-62.
• Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, March, 57-61.
• Bal, H. (2001). Bilimsel araştırma yöntem ve teknikleri. Süleyman Demirel Üniversitesi Basımevi.
• Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117, 497-529.
• Bayram, N. (2010). Yapısal eşitlik modellemesine giriş. Ezgi Kitapevi.
• Bernstein, R. (2015, Ocak 21). Move over millennials e here comes Gen Z. Ad age. http://adage.com/article/cmo-strategy/move-millennials-gen-z/296577/
• Bloemer, J., Odekerken-Schröder, G., & Kestens, L. (2003). The impact of need for social affiliation and consumer relationship proneness on behavioural intentions: An empirical study in a hairdresser’s context. Journal of Retailing and Consumer Services, 10, 231-240.
• Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayı, S., Gruber, T., Loureıro, Y. K., & Solnet, D. (2013). Understanding gen Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245-267.
• Brison, N. T., Byon, K. K., & Baker, T. A. (2016). To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers. Innovation Management, Policy and Practice, 18(3), 309-326.
• Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-117.
• Chu, S. C. (2011). Viral advertising in social media: Participation in facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12, 30-43.
• Contreras, C. (2017, Aralık 1). 7 ways to engage Millennials and Gen Z on social media in 2018.
• Cooper, P. (2020, Nisan 23). 43 Social media advertising statistics that matter to marketers in 2020.
• Cristiano Ronaldo Net Worth. (t.y.). https://www.sportskeeda.com/football/cristiano-ronaldo-net-worth-and-salary
• Dabija, D. C., Bejan, B. M., & Tipi, N. (2018). Generation X versus millennials communication behaviour on social media when purchasing food versus tourist services. Ekonomie a Management, 21(1), 191-205.
• Ding, Y., & Qiu, L. (2017). The impact of celebrity-following activities on endorsement effectiveness on microblogging platforms: A parasocial interaction perspective. Nankai Business Review International, 8(2), 158-173.
• 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.
• Dunne, P., & Lusch, R.F. (2004), Retailing. Mason, OH.
• From athletes to influencers: How social media has changed the game for pro sports stars (2019, Temmuz 2). https://www.ypulse.com/article/2019/07/02/athletes-to-influencers-how-social-media-has-changed-the-game-for-pro-sport/
• Gibbs, J. L., Ellison, N. B., & Heino, R. D. (2006). Self-presentation in online personals: the role of anticipated future interaction, self-disclosure, and perceived success in internet dating. Communication Research, 33, 152-177.
• Gürbüz, S., & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık.
• Hair, F. J., Black W.C., Babin B.J., & Anderson, R.E. (1998). Multivariate data analysis. Prentice-Hall. Hovland, C. I., Janis, L. I., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
• https://blog.hootsuite.com/social-media-advertising-stats
• https://socialmediaweek.org/blog/2017/12/7-ways-engage-millennials-gen-z-social-media-2018/
• Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2014). Participative marketing: Extending social media marketing through the identification and interaction capabilities from the internet of things. Personal and Ubiquitous Computing, 18(4), 997-1011.
• Jin, S. A., & Phua, J. (2014). Following celebrities’ tweets about brands: the impact of twitter based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
• Johns, R., & English, R. (2016). Transition of self: Repositioning the celebrity brand through social media-The case of Elizabeth Gilbert. Journal of Business Research, 69(1), 65-72.
• Kamins, M. A. (1989). Celebrity and non-celebrity advertising in a two sided context. Journal of Advertising Research, 29(3), 34-42.
• Kamins, M. A. (1990). An investigation into the match-up-hypothsis in celebrity advertising: When beauty be only skin deep. Journal of Advertising, 19(l), 4-13.
• Karagöz, Y. (2016). SPSS ve AMOS 23 uygulamalı istatistiksel analizler. Nobel Akademik Yayıncılık.
• Kemp S. (2019, Ocak 31). Digital 2019: Turkey. https://datareportal.com/reports/digital-2019-turkey
• Kim, Y. J., & Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: The role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing & Sponsorship, (July), 310-321.
• Kotler, P., & Armstrong, G. (2016). Principles of marketing (sixteenth edition). Pearson Education.
• Laurenceau, J. P., Barrett, L., & Pietromonaco, P. (1998). Intimacy as an interpersonal process: The importance of self-disclosure, partner disclosure, and perceived partner responsiveness in interpersonal exchanges. Journal of Personality and Social Psychology, 74, 1238-1251.
• Li, C., & Josh, B. (2008). Groundswell. Harvard Business Press.
• Lissitsa, S., & Kol, O. (2016). Generation X vs. generation Y-a decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312.
• Ma, W. W. K., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51-58.
• Mannheim, K. (1952). Essays on the sociology of knowledge. Routledge & K. Paul.
• Mccracken, G. (1989). Who is the celebrity endorser? Cultural foundation of the endorsement process. Journal of Consumer Research, 16, 310-321.
• Mcguire, W. J. (1985). Attitudes and attitude change. Random House.
• Miller, R. K., & Washıngton, K. (2017). Consumer behavior (12th edition). Richard K. Miller & Associates.
• Mintel. (2016). Marketing to Generation X- US. Mintel Group Ltd.
• Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence. An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
• Nielsen, (2013, Eylül 17). Global trust in advertising and brand messages. https://www.nielsen.com/us/en/insights/report/2013/global-trust-in-advertising-and-brand-messages/
• O’Mahony, S., & Meenaghan, T. (1998). The ımpact of celebrity endorsements on consumers. Irish Marketing Review, 10(2), 15-24.
• Ohanian, R. (1991). The Impact of celebrity spokesperson's perceived ımage on consumers' ıntention to purchase. Journal of Advertising Research, 31(1), 46-54.
• Podobnik V, Ackermann D, Grubisic T., & Lovrek I. (2012). Web 2.0 as a Foundation for Social Media Marketing: Global Perspectives and the Local Case of Croatia. İçinde N. A. Azab (Ed.). Cases on Web 2.0 in Developing Countries: Studies on Implementation, Application and Use. (ss. 342-379). IGI Global.
• Prakash Y., & Rai, J. (2017). The generation Z and their social media usage: A review and a research outline. Global Journal of Enterprise Information System, 9(2), 110-119.
• Read, A., & Fromm, J. (2018). Marketing to gen Z: The rules for reaching this vast-and very different-generation of influencers. Amacom.
• Sams, K. (2018). How to market to generation X. https://www.nfib.com/content/resources/marketing/how-to-market-to-generation-x/
• Sheahan, P. (2010). Generation Y. Hardie Grent Publishing.
• Shim, S., & Eastlick, M. A. (1998). The hierarchical influence of personal values on mall shopping attitude and behavior. Journal of Retailing, 74, 139-160.
• Shimp, T. (2003). Advertising and promotion: Supplemental aspects of integrated marketing communications. (6th ed). Dryden Press.
• Social media to surpass print in global advertising spend this year. (2019, Aralık 3). https://www.marketingcharts.com/advertising-trends/spending-and-spenders-111193
• Social network ad spending to hit $23.68 billion worldwide in 2015. (2015, Nisan 15). https://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357
• Sonwalkar, J., Kapse, M., & Pathak, A. (2011). Celebrity impact- A model of celebrity endorsement. Journal of Marketing & Communication, 7, 34-40.
• Spears, N., & Singh, S. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26, 53-66.
• Statista (2018). Global social media advertising spending share. https://www.statista.com/statistics/271408/share-of-social-media-in-online-advertising-spending-worldwide/
• Stone, G., Joseph, M., & Jones, M. (2003). An exploratory study on the use of sports celebrities in advertising: A content analysis. Sport Marketing Quarterly, 10(1), 35-42.
• Till, B.D., Stanley, S.M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology and Marketing, 25(2), 179‐196.
• Türkiye İstatistik Kurumu (2019). http://tuik.gov.tr
• Um, N. H. (2016). Predictors of the effectiveness of celebrity endorsement on facebook. International Journal, 44(11), 1839-1850.
• Utz, S. (2015). The function of self-disclosure on social network sites: Not only intimate, but also positive and entertaining self-disclosures increase the feeling of connection. Computers in Human Behavior, 45, 1-10.
• Valkenburg, P. M., & Peter, J. (2009). The effects of instant messaging on the quality of adolescents’ existing friendships: A longitudinal study. Journal of Communication, 59, 79-97.
• Veroff, J., & Veroff, J. B. (1980). Social incentives: A life-span developmental approach. Academic Press.
• Wheeless, L. R. (1978). A follow-up study of the relationships among trust, disclosure, and interpersonal solidarity. Human Communication Research, 4, 143-157.
• Williams, K.C., & Page, R.A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 11-17.
• Yilmaz, R. A., & Ersavaş, S. (2005). How does the celebrity work for brand? An analysis of Turkish TV advertising. 3rd International Symposium Communication in the Millennium.