İnfluencer Pazarlamasında Tüketici Sinizmi: Satın Alma Niyeti ve Marka Sadakati Üzerine Etki Analizi

Yıl 2024, Cilt: 13 Sayı: 1, 404 - 421, 31.03.2024

Mehmet Gökerik

https://doi.org/10.15869/itobiad.1422438

Cited By: 4

Öz

Sosyal medya, günümüzde tüketicilerin bilgi edinme, eğlenme ve sosyalleşme ihtiyaçlarını karşılayan önemli bir platform haline gelmiştir. Bu dinamik ortamda, tüketici sinizmi, markalara ve pazarlama mesajlarına karşı geliştirilen şüpheci ve eleştirel tutumu ifade etmektedir. Influencer pazarlaması, işletmelerin ürün ve hizmetlerini tanıtmak için sosyal medya influencer'larının kullanılması stratejisini içermekte ve bu stratejinin, tüketici sinizmi üzerinde önemli bir etkisi olduğu gözlemlenmektedir. Çalışma, influencer'ların güvenilir gönderilerinin ve tavsiyelerinin tüketici sinizmini azalttığını ve bu durumun marka sadakati ile satın alma niyetlerini artırdığını ortaya konmuştur. Karabük'te 214 katılımcı üzerinden yapılan anket çalışması ve verilerin yapısal eşitlik modellemesi kullanılarak analiz edilmesiyle elde edilen bulgular, influencer içeriğinin doğruluğu ve gerçekçiliğinin, tüketicilerin işletmelere olan güvenini artırarak tüketici sinizmini azaltabileceğini göstermiştir. Bu azalma, marka sadakati ve satın alma niyetlerinde artışa yol açmaktadır. Araştırma, influencer pazarlama stratejileri ve tüketici sinizmi arasındaki etkileşimi aydınlatırken, influencer pazarlamasının tüketici sinizmini hafifletme ve bunun sonucunda marka sadakati ile satın alma davranışları üzerindeki olası pozitif etkilerini vurgulamaktadır. Bu çalışmanın bulguları, özellikle dijital pazarlama stratejilerinin öneminin arttığı ve tüketici şüpheciliğinin sıkça gözlemlendiği günümüz pazarlama anlayışında oldukça önem taşımaktadır. Bu bağlamda, araştırma, influencer pazarlamasının etkili kullanımının, işletmeler için değer yaratma ve tüketici tabanını genişletme potansiyeline sahip olduğunu, influencer-işletme iş birliklerinde gerçekçilik ve güvenin kritik faktörler olduğunu göstermektedir. Bu bağlamda çalışma, işletmelerin tüketici tutumları ve kararları üzerinde olumlu etki yaratmak için influencer pazarlamasını nasıl stratejik bir araç olarak kullanabilecekleri konusunda farkındalık sunmaktadır.

Anahtar Kelimeler

İnfluencer Pazarlama, Tüketici Sinizmi, Satın Alma Niyeti, Marka Sadakati, Dijital Pazarlama

Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty

Öz

Social media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer marketing involves the strategy of using social media influencers to promote businesses' products and services and is observed to have a significant impact on consumer cynicism. The study has shown that credible posts and influencer recommendations reduce consumer cynicism, thereby increasing brand loyalty and purchase intentions. Findings from a survey of 214 participants in Karabük, analyzed using structural equation modelling, indicate that the authenticity and realism of influencer content can enhance consumers' trust in businesses, significantly reducing consumer cynicism. This reduction leads to an increase in brand loyalty and purchase intentions. The research illuminates the interaction between influencer marketing strategies and consumer cynicism, emphasizing the potential of influencer marketing to mitigate consumer cynicism and its subsequent positive effects on brand loyalty and purchase behaviours. The findings of this study are particularly important in today's marketing understanding, where the importance of digital marketing strategies is increasing, and consumer scepticism is frequently observed. In this context, the research demonstrates the potential of the effective use of influencer marketing to create value for businesses and expand the consumer base, highlighting realism and trust as critical factors in influencer-business collaborations. Thus, the study provides awareness of how businesses can strategically use influencer marketing to impact consumer attitudes and decisions positively.

Anahtar Kelimeler

Influencer Marketing, Consumer Cynicism, Purchase Intention, Brand Loyalty, Digital Marketing

Kaynakça

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