The Impact of Avatar Influencers on Consumer Purchase Intention

Öz

The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods. The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods. Within the scope of the study, an online survey was prepared including the concepts in research model and a video link introducing avatar influencers specially prepared for this study. In this direction, data were collected from 644 consumers via social media platforms (Telegram, Instagram, LinkedIn) and face-to-face questionnaires. The data of 390 participants who actively follow influencers were included in the analyses. The findings showed that none of the characteristics (expertise, similarity and attractiveness) of avatar influencers had a significant effect on purchase intention. However, it was determined that attitude towards influencer significantly and positively affected purchase intention and purchase intention positively affected WOM through loyalty.

Anahtar Kelimeler

• Avatar Influencer
• Purchase Intention
• WOM
• Loyalty
• Attitude Towards Influencer

Sanal Etkileyicilerin Tüketici Satın Alma Niyetine Etkisi

Öz

Sosyal medya kullanımının hayatın her alanına nüfus etmesiyle pazarlama alanı da büyük değişimler yaşamaktadır. Sosyal medya fenomenleri olan influencerların verdikleri tavsiyeler ile aldıkları etkileşimler sonucunda influencer pazarlaması oldukça popüler bir pazarlama alanı haline gelmiştir. Teknolojik gelişmelerle beraber bu kavram da çok hızlı değişim yaşamaktadır. Metaverse kavramının hayatımıza girmesiyle beraber influencer pazarlaması da yeni bir ivme kazanmış, klasik influencerlar’a ek olarak “avatar” influencerlar ortaya çıkmıştır. Bu çalışmanın amacı günümüzde ve önümüzdeki dönemlerde Türkiye için avatar influencerların satın almaya etkilerinin araştırılmasıdır. Çalışma kapsamında, online anket formuna araştırma modelinde yer alan kavramlara ek olarak, bu çalışma için özel olarak hazırlanmış avatar influencerların tanıtıldığı video linki de dahil edilmiştir. Bu doğrultuda veriler sosyal medya platformları (Telegram, Instagram, LinkedIn) ve kütüphane, okul gibi kurumlara gidilerek birebir olarak 644 kişiden toplanmıştır. Filtreleme soruları ile aktif influencer takip eden 390 katılımcının verisi analize dahil edilmiştir. Analiz sonucunda avatar influencerın -uzmanlık, benzerlik ve çekicilik- olarak belirlenen özelliklerinin hiçbirinin satın alma niyeti üzerinde anlamlı bir etkiye sahip olmadığı bulunmuştur. Ancak influencera karşı tutumun satın alma niyetini olumlu etkilediği ve satın alma niyetinin de sadakat aracılığı ile WOM’u pozitif olarak etkilediği saptanmıştır.

Anahtar Kelimeler

• Sanal etkileyici
• Satın alma niyeti
• WOM
• Sadakat
• Etkileyiciye karşı tutum

Kaynakça

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