FENOMEN PAZARLAMASINDA TÜKETİCİ SATIN ALMA NİYETİNE ETKİ EDEN FAKTÖRLER: PARASOSYAL ETKİLEŞİMİN ETKİLERİ VE ÖNCÜLLERİ

Yıl 2022, Cilt: 7 Sayı: 2, 515 - 541, 26.12.2022

Gizem Karataş , İnci Dursun , Cansu Gökmen Köksal

https://doi.org/10.54452/jrb.1125520

Cited By: 1

Öz

Günümüzde firmalar ürünlerinin ve hizmetlerinin tutundurulması için sosyal medya (SM) ünlüleri ile iş birliği yapmakta ve bu uygulama fenomen pazarlaması olarak isimlendirilmektedir. Fenomen pazarlamasının başarısında takipçilerin SM ünlüleri ile kurduğu parasosyal etkileşimin önemi bazı araştırmalara konu olmuş olsa da etkileşimin altında yatan temel dinamiklere ve etkilerine dair araştırmalara olan ihtiyaç sürmektedir. Bu anlamda, bu çalışma özellikle COVID-19 salgını sürecinde güçlenen parasosyal etkileşimin gelişimde etkili bireysel (bağlanma tarzları) ve durumsal psikolojik dinamikleri (sosyal medya bağımlılığı ve yalnızlık), parasosyal etkileşimin tüketici satın alma niyetleri üzerindeki etkilerini ve bu etkilerde SM ünlüsü özelliklerinin (çekicilik ve yeterlilik) gösterdiği düzenleyici etkileri araştırmayı amaçlamaktadır. Bu amaç doğrultusunda 405 katılımcıdan çevrim içi anket yolu ile veri toplanmıştır. Analiz sonuçları tüketicilerin SM ünlüleri ile kurduğu parasosyal etkileşimin bireylerin satın alma niyetlerini etkilediğini ve bu etkinin SM ünlüsünün fiziksel çekiciliği ile güçlendiğini, beklenmedik şekilde ünlülerin yeterliliği ile zayıfladığını göstermiştir. SM ünlülerinin önerdiği ürün, hizmet veya markaları satın alma niyetini güçlendiren parasosyal etkileşimin oluşumunda belirli bazı bağlanma eğilimleri ile SM bağımlılığının etkileri dikkat çekmiştir. Araştırmanın parasosyal etkileşiminin öncülleri ve sonuçları hakkında sunduğu bilgilerin; araştırmacılara, marka yöneticilerine, pazarlamacılara faydalı olacağı düşünülmektedir.

Anahtar Kelimeler

Parasosyal etkileşim, fenomen pazarlaması, sosyal medya ünlüsü

FACTORS IMPACTING CONSUMERS’ PURCHASE INTENTION IN INFLUENCER MARKETING: IMPACTS AND ANTECEDENTS OF PARASOCIAL INTERACTION

Öz

Today, companies cooperate with social media (SM) celebrities to promote their products and services, and this practice is named influencer marketing. Although the importance of parasocial interaction between followers and SM celebrities in the success of influencer marketing has been the subject of several research, there is still a need for research on the basic dynamics and effects underlying the interaction. In this context, the research aims to explore the individual (attachment styles) and situational psychological dynamics (social media addiction and loneliness) that are effective in the development of parasocial interaction, particularly strengthened during the COVID-19 epidemic, effects of parasocial interaction on consumer purchase intentions, and the moderator effects of SM celebrity characteristics (attraction and competency) through these effects. In line with this objective, data were collected from 405 participants via an online questionnaire. Analysis results showed that the parasocial interaction of consumers with SM celebrities affected the purchasing intentions of individuals, and this effect was strengthened by the physical attractiveness of the SM celebrity, unexpectedly weakened by the competency of the celebrities. The effects of certain attachment tendencies and SM addiction have remarked in the formation of parasocial interaction that strengthens the intention to purchase the products, services, or brands recommended by SM celebrities. It is anticipated that the information presented by the research about antecedents and consequences of parasocial interaction will be beneficial to researchers, brand managers, and marketers.

Anahtar Kelimeler

Parasocial interaction, influencer marketing, social media celebrity

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