Yıl 2019, Cilt 2 , Sayı 2, Sayfalar 118 - 130 2019-10-22

TÜKETİCİLERIN INSTAGRAM INFLUENCERLARINA DUYDUKLARI GÜVEN İLE MARKA İLİŞKİLERİ VE ÜRÜN SATIN ALMA EĞİLİMLERİ ÜZERİNE BİR İNCELEME
INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION

Vehbi GORGULU [1]


Mevcut çalışma, Instagram kullanıcılarının dijital kanaat önderlerine duydukları güven ve kurdukları marka etkileşimlerini incelemektedir. Veri toplamak için çevrimiçi platformlarda Instagram kullanıcılarını hedefleyen bir anket çalışması gerçekleştirilmiştir. Çalışmanın bulguları, en anlamlı ilişkinin dijital kanaat önderlerine duyulan güven ve marka sadakati arasında çıktığına işaret etmektedir. Aynı zamanda dijital kanaat önderleri ve marka imajı arasında da anlamlı bir ilişki bulunmaktadır. Bu durum, tüketicilerinin marka sadakatini ve markalarının imajını perçinlemek isteyen şirketlerin, Instagram’da aktif olan dijital kanaat önderleri ile işbirlikleri kurmaları gerektiğine, bu pratiğin bir opsiyon değil, zorunluluk haline geldiğine işaret etmektedir. 

Instagram has become one of the most popular online social networks that compete with Facebook in terms of usage in various geographies. The more users spend time on Instagram, the more they are exposed to influencers on their timeline (in forms of organic or sponsored posts) and on the discovery section of the application. The current study explores how trust on Instagram influencers impacts on consumer’s association with brand related characteristics and their willingness to buy the promoted product/service. Findings and implications of the research are discussed. 

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Birincil Dil en
Bölüm Makaleler
Yazarlar

Orcid: 0000-0001-6248-7289
Yazar: Vehbi GORGULU (Sorumlu Yazar)
Kurum: İSTANBUL BİLGİ ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 3 Temmuz 2019
Kabul Tarihi : 25 Eylül 2019
Yayımlanma Tarihi : 22 Ekim 2019

Bibtex @araştırma makalesi { hire586341, journal = {Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi}, issn = {}, eissn = {2636-753X}, address = {}, publisher = {İstanbul Ticaret Üniversitesi}, year = {2019}, volume = {2}, pages = {118 - 130}, doi = {}, title = {INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION}, key = {cite}, author = {Gorgulu, Vehbi} }
APA Gorgulu, V . (2019). INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION . Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi , 2 (2) , 118-130 . Retrieved from https://dergipark.org.tr/tr/pub/hire/issue/49612/586341
MLA Gorgulu, V . "INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION" . Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 2 (2019 ): 118-130 <https://dergipark.org.tr/tr/pub/hire/issue/49612/586341>
Chicago Gorgulu, V . "INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION". Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 2 (2019 ): 118-130
RIS TY - JOUR T1 - INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION AU - Vehbi Gorgulu Y1 - 2019 PY - 2019 N1 - DO - T2 - Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi JF - Journal JO - JOR SP - 118 EP - 130 VL - 2 IS - 2 SN - -2636-753X M3 - UR - Y2 - 2019 ER -
EndNote %0 Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION %A Vehbi Gorgulu %T INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION %D 2019 %J Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi %P -2636-753X %V 2 %N 2 %R %U
ISNAD Gorgulu, Vehbi . "INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION". Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 2 / 2 (Ekim 2019): 118-130 .
AMA Gorgulu V . INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi. 2019; 2(2): 118-130.
Vancouver Gorgulu V . INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi. 2019; 2(2): 118-130.
IEEE V. Gorgulu , "INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION", Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, c. 2, sayı. 2, ss. 118-130, Eki. 2019