The Role of Youtube Vloggers in Purchasing Intention as a EWOM Channel

Öz

Social media is a broad medium that enables marketers to reach consumers directly. Nowadays, blogs that are kind of a personal blog that internet users share their writings are starting to get video blogs (vlogs), which are all videos. The emergence of Vlogs and the success of vloggers have become a marketing tool for brands that want to connect with consumers. This study examines the impact of YouTube vloggers on purchasing decisions of university students. Vloggers' monitoring ratios, young people ages 19-22 who are very effective tools at the point of catching the consumer and which become brands' communication channels are among the subjects that are influenced by consumers' comparison of vlogger recommendations with the famous person in advertisement and advertisement. Two focus group interviews were held with students from a state and a foundation university under the research and comparative findings were made. The results show that the students of both universities follow at least one vlog, that the frequency of vlog follow-up is often more than once a week, and that when we look at the reasons of vloggers they watch vloggers for their example. In general, findings support the use of YouTube in favor of brands and consumers' purchasing behavior.

Anahtar Kelimeler

• Social media,eWOM,Vlog,Vlogger

Elektronik Ağızdan Ağıza İletişim (EWOM) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü

Öz

Günümüzde internet kullanıcılarının yazılarını paylaştığı bir tür kişisel günlük olan blogların yerini, tüm bunların videoyla anlatıldığı video bloglar almıştır. İzlenme oranlarının artışı ile birlikte video bloglar, tüketicilerle bağlantı kurmak isteyen markaların iletişim aracı durumuna gelmişlerdir. Bu çalışma, YouTube vloggerlarının üniversite öğrencilerinin satın alma niyetine yönelik etkilerini incelemeyi amaçlamaktadır. Üniversite öğrencilerinin vloggerları izlemeye yönelik tutumları, hangi tür vlogları, ne sıklıkla ve hangi sebeple takip ettikleri, vlogger tavsiyelerini samimi bulup bulmadıkları ve vlogger tavsiyesinden etkilenme düzeylerinin reklamdaki ünlü kişi ya da arkadaş tavsiyesi ile karşılaştırılması irdelenecek konular arasında yer almaktadır. Araştırma kapsamında bir devlet ve bir vakıf üniversitesindeki öğrenciler ile iki odak grup görüşmesi yapılmış ve karşılaştırmalı bulgular ortaya koyulmuştur. Sonuçlar, her iki üniversitenin öğrencilerinin de en az bir vlog takip ettiğini, satın alma niyetlerinde ve marka tercihlerinde vloggerların tavsiyelerini dikkate aldıklarını göstermektedir. Ayrıca katılımcıların vloggerları kendilerine örnek aldıkları için izledikleri anlaşılmaktadır. Genel olarak bulgular, marka imajı geliştirmede ve tüketicinin satın alma niyeti göstermesinde YouTube'un kullanımını destekler niteliktedir.

Anahtar Kelimeler

• Sosyal Medya,eWOM,Vlog,Vlogger,YouTube

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