Markanın Yüzü Olarak Sosyal Medya Etkileyicilerinin Özelliklerinin Markanın Algılanan Güvenilirliği Üzerindeki Etkileri

Yıl 2026, Cilt: 8 Sayı: 1, 53 - 77, 27.01.2026

Liaba Tariq Fizza Malik

https://izlik.org/JA34HX56NM

Öz

Araştırma, sosyal medya fenomenlerinin (SMI) markanın algılanan güvenilirliği üzerindeki etkisini ve satın alma kararlarını nasıl etkilediklerini incelemeyi ve anlamayı amaçlamaktadır. Makale, fenomenlerin ve markaların güvenilirliğini etkileyen çekicilik, itibar, uzmanlık ve güvenilirlik değişkenlerini belirlemekte ve incelemektedir. Hipotezler oluşturulmuş ve sosyal medya fenomenlerinin etkisini nicel olarak analiz etmek için kapalı uçlu bir anket dağıtılmıştır. Bu çalışma için veriler, 250 katılımcı tarafından doldurulan yapılandırılmış bir anket kullanılarak birincil araştırma yoluyla toplanmıştır. SPSS kullanılarak regresyon analizi yapılmış ve sonuçlar, sosyal medya fenomenlerinin algılanan güvenilirliği ve uzmanlığı arasında pozitif bir ilişki olduğunu göstermiştir. SMI'lerin itibarı, güvenilirliği ve uzmanlığının markanın güvenilirliğiyle pozitif yönde ilişkili olduğu tespit edilmiştir. Bulgular, sosyal medya fenomenlerinin özelliklerinin, sponsorlu markaların ve fenomenlerin içeriklerinin müşteriler tarafından nasıl algılandığıyla ilgili etkilerine ışık tutuyor. Çalışma, pazarlamacılara güçlü bir marka değeri oluşturmak için sosyal medya fenomenleriyle iş birliği yapmaları konusunda bir fikir veriyor.

Anahtar Kelimeler

Sosyal Medya Etkileyicileri , Algılanan Güvenilirlik , Çekicilik , İyi Niyet , Güvenilirlik , Uzmanlık , Satın Alma Kararları

The Traits of Social Media Influencers as the Face of the Brand on the Perceived Credibility of the Brand

https://izlik.org/JA34HX56NM

Öz

The research aims to study and understand the effect of social media influencers (SMI) on the perceived credibility of the brand and how they influence their purchase decisions. The paper identifies and explores the variables; attractiveness, goodwill, expertise, and trustworthiness that have an impact on the credibility of influencers as well as brands. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyze the effect of social media influencers. For this study, the data was collected through primary research using a structured questionnaire that were filled by 250 respondents. Regression analysis was conducted using SPSS and the results established a positive relationship between the perceived credibility and expertise of social media influencers. It was established that goodwill, trustworthiness and expertise of SMIs are positively related to the credibility of the brand. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers. The study provides an insight for marketers to collaborate with social media influencers to build a strong brand equity.

Anahtar Kelimeler

Social Media Influencers , Perceived Credibility , Attractiveness , Goodwill , Trustworthiness , Expertise , Purchase Decisions

Kaynakça

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