INFLUENCER PAZARLAMA İLE ÇEVRİMİÇİ DAVRANIŞSAL PAZARLAMANIN MARKA SAVUNUCULUĞU VE SATIN ALMA NİYETİNE ETKİSİ

Yıl 2023, Cilt: 4 Sayı: 2, 148 - 177, 30.12.2023

Didem Sağındık , Cemal Yükselen

https://doi.org/10.54439/gupayad.1386555

Öz

Amaç: Bu çalışmanın temel amacı, influencer pazarlama ve çevrimiçi davranışsal pazarlamanın marka bağlılığı ve marka savunuculuğunu nasıl etkilediğini ve bu etkinin satın alma niyeti ile nasıl sonuçlandığını tespit etmektir. Alt amacı ise, dijitalleşme ile değişime uğrayan tüketici tutum ve davranışlarını gözlemlemektir. Gereç ve Yöntem: Araştırmada nicel bir yöntem olan anket yöntemine başvurulmuş ve veri toplama aracı olarak yüz yüze görüşme tekniği kullanılmıştır. Araştırmanın amacı kapsamında sunulan kavramsal model 619 genç dijital tüketicinin katılımıyla gerçekleştirilmiştir. Çalışmada SPSS programı kullanılmış olup, değişkenler arasındaki etki, basit ve çoklu regresyon analizleri ile test edilmiştir. Bulgular: Analizler sonucunda, influencer pazarlamanın marka bağlılığı ve marka savunuculuğunda; çevrimiçinde algılanan faydanın tüketicinin tutumunda, tutumun marka bağlılığında; marka bağlılığı ve marka savunuculuğunun satın alma niyetinde olumlu yönde etkileri gözlemlenmiştir. Ayrıca çalışmada marka savunuculuğunun kısmi aracılık rolü tespit edilmiştir ve çevrimiçinde tüketicinin tutumunda gizlilik endişesi ve algılanan müdahalenin etkisinin olmadığı saptanmıştır. Sonuç: Çalışma sonuçlarına göre, influencer pazarlama ile tüketicilerin markaya bağlılığı ve markayı savunması sağlanabilmektedir. Ayrıca, çevrimiçi davranışsal pazarlama bağlamında, kişiselleştirilmiş reklamlar ile karşılaşan tüketiciler, reklamın kendilerine faydalı olduğunu düşündüklerinde markaya bağlılık hissetmekte ve bu bağlılık duygusu satın alma ile sonuçlanabilmektedir.

Anahtar Kelimeler

Influencer Pazarlama, Çevrimiçi Davranışsal Pazarlama, Marka Bağlılığı, Marka Savunuculuğu, Satın Alma Niyeti

THE IMPACT OF INFLUENCER MARKETING AND ONLINE BEHAVIORAL MARKETING ON BRAND ADVOCACY AND PURCHASE INTENTION

Öz

Purpose: The main purpose of this study is to determine how influencer marketing and online behavioral marketing affect brand loyalty and brand advocacy and how this effect results in purchase intention. The sub-purpose is to observe consumer attitudes and behaviors that are changing with digitalization. Material and Method: The survey method, which is a quantitative method, was used in the research and face-to-face survey technique was used as data collection tool. The conceptual model presented within the scope of the purpose of the research was realized with the participation of 619 young digital consumers. SPSS program was used in the study and the impacts among variables were tested with simple and multiple regression analyses. Findings: As a result of the analysis, influencer marketing on brand loyalty and brand advocacy; perceived benefit on attitude; attitude on brand loyalty; brand loyalty, and brand advocacy on purchase intention had positive impacts, as well as partial mediation role of brand advocacy, were determined. In addition, it was found that privacy concerns and perceived intrusiveness don't have impact on attitude. Result: According to the results of the study, consumers' brand loyalty and their advocacy for the brand can be provided by means of influencer marketing. In addition, based on online behavioral marketing, consumers who encounter personalized advertisements can feel loyalty to the brand when they think that the ad is beneficial to them, and this sense of loyalty can result in purchase.

Anahtar Kelimeler

Influencer Marketing, Online Behavioral Marketing, Brand Loyalty, Brand Advocacy, Purchase Intention

Kaynakça

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