Abartılı ve Aldatıcı Influencer Reklamlarının ve Influencer Çekiciliğinin Tüketici Satın Alma Niyetleri Üzerindeki Etkisi

Yıl 2024, , 837 - 853, 31.10.2024

İlknur Ayar

https://doi.org/10.25204/iktisad.1480293

Öz

Influencer pazarlaması, şirketlerin ücretli içerik yoluyla markalarını tanıtmaları için sosyal medya influencer'larını işe aldıkları ve giderek büyüyen bir trenddir. Influencer'lar ilgi çekici paylaşımlar yaratmakta ve kişisel deneyimlerini paylaşmak için takipçileriyle etkileşime geçmektedir. Ancak tüketiciler bu promosyonların potansiyel olumsuz etkileri konusunda endişelerini dile getirmektedir. Influencer pazarlamasının olumsuz yönlerine odaklanan bu çalışma, takipçilerin influencerların yanıltıcı tekniklerini nasıl algıladıklarını göstermektedir. Çalışmanın amacı, influencerlar tarafından oluşturulan abartılı reklamlarda influencer çekiciliğinin müşterilerin satın alma niyetlerini nasıl etkilediğini öğrenmektir. Veriler çevrimiçi bir anket ile elde edilmiştir. Ankete aktif Instagram kullanıcılarından 388 geçerli yanıt gelmiştir. Veriler SPSS ve AMOS yazılımları ile değerlendirilmiştir. Bu çalışma, influencerlar tarafından yapılan aldatıcı reklamların çekiciliklerini olumsuz etkilediğini ve satın alma niyetlerini önemli ölçüde azalttığını ortaya koymaktadır. Buna karşın, abartılı reklamlar satın alma niyetini etkilememektedir. Beklendiği üzere, influencer'ların çekiciliği satın alma niyeti ile pozitif yönde bağlantılıdır. Bu bulgular, influencer kampanyalarında etik reklam uygulamalarının önemini vurgulamaktadır.

Anahtar Kelimeler

İnfluencer Pazarlaması, Satın Alma Niyeti, Aldatıcı Reklamlar, Tüketici Davranışları

The Impact of Exaggerated and Deceptive Influencer Advertising and Influencer Attractiveness on Consumer Purchase Intentions

Öz

Influencer marketing is a growing trend where companies hire social media influencers to promote their brands through paid content. Influencers create engaging posts and interact with their followers to share personal experiences. However, consumers have expressed concerns about the potential negative effects of these promotions. Focusing on the negative aspects of influencer marketing, this study illustrates how followers perceive the misleading techniques used by influencers. This research aims to see how influencer appeal affects consumers' purchase intentions in exaggerated advertising generated by influencers. The data was gathered through an online survey. Three hundred eighty-eight valid responses were received from active Instagram users. SPSS and AMOS programs were utilized to assess the data and examine hypotheses. This study finds that deceptive adverts made by influencers negatively affect their attractiveness and significantly reduce purchase intentions. In contrast, exaggerated advertisements do not affect purchase intention. As expected, influencers' attractiveness is positively related to purchase intention. These findings emphasise the importance of ethical advertising practices in influencer campaigns.

Anahtar Kelimeler

Influencer Marketing, Purchase Intention, Deceptive Advertisements, consumer behaviors

Kaynakça

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