Takipçi sayısı ve etkileşim düzeyinin sosyal medya fenomenlerinin pazarlama başarısına etkisi

Öz

Sosyal medya fenomenleri, tüketici kararlarını etkilemek konusunda önemli bir rol oynamaktadır. Bu çalışma, bir fenomenin, sosyal medyadaki toplam takipçi sayısı ve sosyal medya kullanıcıları ile arasındaki sosyal etkileşim düzeyine göre, sosyal medya takipçileri tarafından nasıl algılandığını ve sosyal medya kullanıcılarının kararlarına ne derece etki ettiğini araştırmaktadır. Sonuçlar, bir fenomen ile takipçileri arasındaki sosyal etkileşim seviyesi düşük olduğunda, makro fenomenlerin (yani takipçi sayısı yüksek fenomenlerin), mikro fenomenlere (yani takipçi sayısı düşük fenomenlere) göre daha olumlu algılandığını ve sosyal medya kullanıcıları üzerinde daha çok etki yarattığını göstermektedir. Öte yandan, fenomen ile takipçileri arasındaki sosyal etkileşim seviyesi yüksek olduğunda, mikro ve makro fenomenler arasındaki algı farkları ve takipçileri üzerindeki ikna etkisi farkları ortadan kalkmaktadır. Araştırma bulgularının teorik ve yönetimsel etkileri ile gelecekte araştırılması faydalı olacak fikirler tartışılmaktadır.

Anahtar Kelimeler

• sosyal medya pazarlaması
• sosyal medya fenomenleri
• mikro fenomenler
• makro fenomenler
• sosyal etkileşim

Impact of the Number of Followers and Social Interaction in Social Media Influencer Marketing Success

Öz

Social media influencers play a crucial role in shaping consumer decisions. This research explores an influencer's perceived characteristics and persuasiveness based on their number of followers and the level of social interaction between the influencer and the followers. The results of an online experiment show that when the level of social interaction is low between an influencer and the followers, macro-influencers (i.e., influencers with a higher number of followers) are perceived more positively and generate greater influence on their followers compared to micro-influencers (i.e., influencers with a lower number of followers). However, when the level of social interaction is high between an influencer and the followers, the differences regarding perceived characteristics and persuasiveness of the influencer disappear between micro and macro-influencers. Managerial implications of the findings and future research avenues are discussed.

Anahtar Kelimeler

• social media marketing
• social media influencers
• micro-influencers
• macro-influencers
• social interactivity

Kaynakça

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