Influencer Pazarlamanın Tüketicilerin Satınalma Davranışları Üzerindeki Etkileri: Bursa İli Örneği

Öz

İnternetin tüketim ve üretim ilişkileri üzerindeki etkisinin her geçen gün arttığı görülmektedir. İnternet ortamında tüketiciler değişen ihtiyaçları sonucunda ilgi duydukları ürün ve hizmetlerle ilgili fiyat, dağıtım, fiziksel ve diğer özellikler, ödeme kolaylıkları, taksitlendirme, satış sonrası hizmetler, garanti kapsamı gibi pek çok bilgiye çok hızlı ve ayrıntılı olarak erişme olanağı bulmaktadır. Bu kapsamda e-perakendecilik ve sosyal medya pazarlamasının geleneksel (yüz yüze) alışveriş kalıplarının yerini aldığı görülmektedir. Tüketicilerin satın alma davranışları üzerinde doğrudan ya da dolaylı olarak etki yaratması açısından sosyal medya fenomenleri (influencer) pek çok kişi tarafından önemli bir rol model olarak takip edilmektedir. Bu araştırma kapsamında Bursa ilinde ikamet eden 400 kişiye anket yoluyla yöneltilen sorularda sosyal medya influencerlarının satın alma davranışları üzerindeki etkileri incelenmiştir.Araştırma metodolojisi kapsamında, Yapısal Eşitlik Modeli ve Regresyon Modeli ile araştırmadaki bağımlı ve bağımsız değişkenler arasında nasıl bir ilişki olduğunun belirlenmesi hedeflenmiştir. Bu kapsamda, influencerın özelliklerinden empati ve egonun tüketicilerin satınalma davranışını, sadakat davranışını ve pozitif WOM davranışını etkilediği gözlenmiştir. Bununla birlikte, influencer mesajının güvenilirliğinin de tüketicilerin satınalma davranışını, sadakat davranışını ve pozitif WOM davranışını etkilediği tespit edilmiştir.

Anahtar Kelimeler

• influencer pazarlama
• tüketici
• satınalma

The Effects of Inluencer Marketing on Consumers’ Purchasing Behaviors: The Case of Bursa Province

Abstract

The increasing impact of the internet on consumption and production relationships is being observed day by day. As a result of their changing needs, consumers find the opportunity to access much information, such as price, distribution, physical and other features, payment facilities, installments, after-sales services, warranty coverage, in a very fast and detailed way. Within this scope, it is observed that e-commerce and social media marketing are replacing traditional (face-to-face) shopping patterns. Many people follow social media influencers as important role models in terms of having various effect over purchasing behaviors of consumers. Within the scope of this research, the effects of social media influencers on purchasing behaviors are examined via a survey method applied to 400 residents in Bursa province. Research methodology is based on Structural Equation Model and Regression Model that aims to reveal the relationships between dependent and independent variables. In this context, it is observed that empathy and ego from the characteristics of the phenomenon affect consumers' purchasing behavior, loyalty behavior and positive WOM behavior. In addition, it is also ascertained that the reliability of the phenomenon message also affects the purchasing behavior, loyalty behavior and positive WOM behavior of consumers.

Keywords

• Phenomenon Marketing
• Consumer
• Purchasing

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