INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION

Yıl 2019, Cilt: 2 Sayı: 2, 118 - 130, 22.10.2019

Vehbi Gorgulu

Öz

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. 

Anahtar Kelimeler

consumer trust, influencer marketing, brand involvement, brand image, brand loyalty, Instagram

TÜKETİCİLERIN INSTAGRAM INFLUENCERLARINA DUYDUKLARI GÜVEN İLE MARKA İLİŞKİLERİ VE ÜRÜN SATIN ALMA EĞİLİMLERİ ÜZERİNE BİR İNCELEME

Öz

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. 

Anahtar Kelimeler

tüketici güveni, influencer pazarlama, marka sadakati, marka imajı, Instagram

Kaynakça

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