Dijital Etkileşimde İtibar Akışı: İki Aşamalı İletişim Modelinde Sosyal Medya Fenomenlerinin Kurumsal İtibar Algısına Etkisi (Z Kuşağı Örneği)

Öz

Dijital iletişim çağında sosyal medya fenomenlerinin yükselişi ve Z kuşağının dijital platformlarla kurduğu yoğun ilişki, kurumlar ve markalar için itibar yönetimini köklü bir biçimde dönüştürmüştür. Bu çalışma, sosyal medya fenomenlerinin algılanan niteliklerinin (fenomenin algılanan uzmanlığı, fenomenle parasosyal ilişki, fenomenin güvenilirliği ve fenomeni tavsiye etme niyeti) Z kuşağı bireylerinin kurumsal itibar algısı üzerindeki etkisini incelemeyi amaçlamaktadır. Aynı zamanda, sosyal medya kullanım yoğunluğunun bu ilişkilerdeki düzenleyici rolü de araştırılmıştır. Araştırmanın teorik temelini, fenomenleri dijital kanaat önderleri olarak konumlandıran İki Aşamalı İletişim Modeli oluşturmaktadır. Nicel araştırma yaklaşımı benimsenen çalışmada, sosyal medya kullanıcısı olan 538 Z kuşağı katılımcıdan toplanan veriler analiz edilmiştir. Veri analizi sürecinde, temel hipotezlerin test edilmesi amacıyla Yapısal Eşitlik Modellemesi (YEM) kullanılmıştır. Ek olarak, sosyal medya kullanım yoğunluğuna göre (düşük ve yüksek kullanım grupları) bu ilişkilerin farklılaşıp farklılaşmadığını belirlemek için çok gruplu yapısal eşitlik modeli (Çok Gruplu YEM) analizi gerçekleştirilmiştir. Bulgular, fenomenin algılanan uzmanlığı, fenomenle parasosyal ilişki, fenomenin güvenilirliği ve fenomeni tavsiye etme niyeti boyutlarının tamamının Z kuşağı katılımcılarının kurumsal itibar algısını pozitif ve anlamlı yönde etkilediğini göstermektedir. Bu sonuçlar, dijital kanaat önderlerinin, özellikle Z kuşağı için, geleneksel medyanın doğrudan etkisinden çok daha güçlü bir itibar aktarımı aracı olarak işlev gördüğünü desteklemektedir. Çok Gruplu YEM analizinden elde edilecek sonuçlar ise, sosyal medyayı yoğun kullanan Z kuşağının, fenomenler aracılığıyla iletilen kurumsal mesajlardan farklılaşan düzeylerde etkilenip etkilenmediği konusunda değerli yönetimsel çıkarımlar sunacaktır. Dolayısıyla çalışma, İki Aşamalı Akış Modeli'nin dijital geçerliliğini test etmesi ve sosyal medya kullanım yoğunluğunun modere edici etkisini Yapısal Eşitlik Modeli ile derinlemesine incelemesi açısından literatüre önemli bir katkı sağlamaktadır.

Anahtar Kelimeler

• Z Kuşağı
• Sosyal Medya Fenomenleri
• İki Aşamalı İletişim Modeli
• Kurumsal İtibar

Etik Beyan

Ordu Üniversitesi sosyal ve beşeri bilimler etik kurulundan etik yönden uygun olduğuna dair izin alınmıştır

Reputatıon Flow In Dıgıtal Interactıon: The Impact Of Socıal Medıa Phenomena On Corporate Reputatıon Perceptıon In A Two-Stage Communıcatıon Model (Generatıon Z Example)

Öz

The rise of social media influencers in the digital communication era and the intensive engagement of Generation Z with digital platforms have radically transformed reputation management for organizations and brands. This study aims to examine the impact of social media influencers' perceived attributes (perceived expertise, parasocial relationship, trustworthiness, and recommendation intention) on Generation Z individuals' corporate reputation perceptions. Furthermore, the moderating role of social media usage intensity in these relationships is investigated. The research is theoretically grounded in the Two-Step Flow Model, which positions influencers as digital opinion leaders. Adopting a quantitative research approach, data were collected from 538 Generation Z social media users. Structural Equation Modeling (SEM) was employed to test the primary hypotheses, while Multi-Group SEM (MG-SEM) was conducted to determine whether these relationships differ across low and high social media usage groups. The findings demonstrate that perceived expertise, parasocial relationship, credibility, and recommendation intention all have positive and significant effects on Generation Z's perception of corporate reputation. These results support the premise that digital opinion leaders function as a more potent mechanism for reputation transfer than traditional media, particularly for Generation Z. The Multi-Group SEM analysis provides valuable managerial insights regarding the varying levels of influence corporate messages exert via influencers depending on usage intensity. Consequently, this study contributes to the literature by testing the digital validity of the Two-Step Flow Model and providing an in-depth analysis of the moderating effect of social media usage through SEM.

Anahtar Kelimeler

• Generation Z
• Social Media Influencers
• Two-Step Communication Model
• Corporate Reputation

Etik Beyan

Ethical approval has been obtained from Ordu University Social and Human Sciences Ethics Board.

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