Galatasaray Üniversitesi İletişim Dergisi 1305-2411 2548-124X Galatasaray Üniversitesi 10.16878/gsuilet.957638 Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu La formation d’attitude envers la marque dans le contexte du micro influenceur Brand Attitude Creation in the Context of Micro-Influencer https://orcid.org/0000-0002-5645-6192 Ünlükaya Aydan İSTANBUL GELİŞİM ÜNİVERSİTESİ https://orcid.org/0000-0003-0234-9647 Tosun Nurhan Zeynep FENERBAHÇE ÜNİVERSİTESİ 06 29 2021 34 34 64 07 17 2020 06 25 2021 Copyright © 2004, Galatasaray Üniversitesi İletişim Dergisi 2004 Galatasaray Üniversitesi İletişim Dergisi

Marka tutumu yaratmada benzer özelliklere sahip, spesifik ve amaçlara ulaşma açısından doğru hedef kitleye, beklentilerini karşılayacak mesajlarla ulaşmak önemlidir. Bu bağlamda bu araştırmada; tüketicilerin Instagram’daki iletişim kampanyalarında mikro e-etkileyici kişi kullanan markalara yönelik tutumları ile demografik durumları, günlük Instagram kullanma sıklıkları, Instagram’da takip ettikleri mikro e-etkileyici kişi sayısı, mikro e-etkileyici kişileri güvenilir bulma durumları ve mikro e-etkileyici kişilerin önerdikleri bir ürünü satın alma durumları arasındaki ilişkinin belirlenmesi amaçlanmıştır. İstatistiksel analiz uygulanacak rakamları elde ederek objektif sonuçlar saptamak için nicel araştırma kapsamında yer alan çalışmada yüz yüze anket yönteminden yararlanılmıştır. Araştırmanın bulgularına göre, kadınlar erkeklere göre mikro e-etkileyici kişi kullanan markalara karşı daha olumlu bir tutum sergilemektedir. Ayrıca Instagram’da 4 saat ve üzerinde vakit geçiren, 10 kişi ve üzerinde mikro e-etkileyici kişiyi takip eden, mikro e-etkileyici kişileri güvenilir bulan ve bu kişilerin tavsiye ettikleri ürünleri satın alan tüketicilerin, mikro e-etkileyici kişilerle iş birliği yapan markalara yönelik tutumlarının daha olumlu olduğu görülmektedir.

Pour pouvoir former une attitude envers une marque, il est important d'atteindre un public qui conforme aux objectifs, un public cible spécifique ayant des caractéristiques similaires ; et il est important de les atteindre avec des messages qui répondent à leurs attentes. Dans ce contexte, cette recherche vise à déterminer la relation entre les achats des consommateurs et plusieurs différents déterminants : les produits qui sont suggérés par des influenceurs, les caractéristiques démographiques des consommateurs, leurs attitudes envers les marques qui utilisent le micro-influenceur dans leurs campagnes de communication sur Instagram, le temps qu’ils passent quotidiennement sur Instagram, le nombre de micro-influenceurs qu'ils suivent, leurs critères pour déterminer un micro-influenceur fiable. Afin d’obtenir des résultats objectifs en collectant des chiffres à analyser statistiquement, la recherche est basée sur des questionnaires réalisés face à face. Selon les résultats, les femmes ont une attitude plus positive que les hommes envers les marques utilisant un micro-influenceur. De plus, les consommateurs qui passent quatre heures et plus sur Instagram, qui suivent dix micro-influenceurs et plus, qui trouvent les micro-influenceurs fiables et qui achètent les produits qu'ils recommandent ont des attitudes plus positives envers les marques qui travaillent avec les influenceurs.

It is essential to reach a specific target audience with similar characteristics through messages that will meet their expectations for achieving the goals in creating a brand attitude. This study mainly aims; to evaluate the relationship between consumer’s attitudes towards brands, which use micro-influencers in their communication campaigns on Instagram. Additionally, it was aimed to determine the consumer’s demographic characteristics, their daily Instagram usage frequency, the number of micro-influencers they follow on Instagram, finding micro-influencers reliable, and their purchase status of a product recommended by the micro-influencers. In the present study, following a quantitative approach, a face-to-face questionnaire technique was used to obtain objective results by specifying the figures to be analyzed statistically. According to the research findings, women have a more positive attitude towards brands that use micro-influencers than men. Besides, findings showed that consumers who spend 4 hours or more time on Instagram and following 10 or more micro-influencers find micro-influencers trustworthy, and purchasing products recommended by these people have more positive attitudes towards brands that cooperate with micro-influencers.

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