The New Trend of the Digital Age Social Media Impressors: The Effect of Vloggers on University Students' Purchasing Behavior

Yıl 2020, Cilt: 19 Sayı: 3, 1071 - 1098, 01.07.2020

Birgül Taşdelen

https://doi.org/10.21547/jss.731673

Cited By: 8

Öz

Today, social network influencers play an important role in marketing by introducing products to their masses. Thanks to the wide marketing opportunities of social networks, especially young media consumers are increasingly using the content of online influencers. This research, which examines whether Vlogger's recommendations affect the purchasing intentions of young adults and aims to reveal the effect of vloggers' homophily attitude, social and physical attractiveness, reliability, expertise roles and money social relations on purchasing, was conducted by using data collection tool with 525 university students studying at Gümüşhane University. Thirteen research questions were created in the study, and the answers given to the questionnaire were tested using the T test and Anova analysis. The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions.

Anahtar Kelimeler

Social Media, Vlogger, Snapchat, Digital Marketing, University Youth

Dijital Çağın Yeni Trendi Sosyal Medya Etkileyicileri: Vloggerların Üniversite Öğrencilerinin Satın Alma Davranışı Üzerindeki Etkisi

Öz

Günümüzde sosyal ağ etkileyicileri, kitlelerine ürün tanıtarak pazarlamada önemli bir rol oynamaktadır. Sosyal ağların geniş pazarlama imkanları sayesinde, özellikle genç medya tüketicileri giderek daha fazla çevrimiçi etkileyicilerin içeriklerini kullanıyor. Vlogger tavsiyelerinin gençlerin satın alma niyetleri üzerinde etkili olup olmadığını inceleyen ve vloggerların homofil tutum, sosyal ve fiziksel çekicilik, güvenirlilik, uzmanlık rollerinin ve para sosyal ilişkilerinin satın alma üzerindeki etkisini ortaya çıkarmayı amaçlayan bu araştırma, Gümüşhane Üniversitesi’nde öğrenim gören 525 üniversite öğrencisiyle veri toplama aracı kullanılarak gerçekleştirilmiştir. Çalışmada on üç tane araştırma sorusu oluşturulmuş, bu araştırma sorularından hareketle ankete verilen yanıtlar T testi ve Anova analizleri ile test edilmiştir. Ulaşılan sonuçlar, örneklem dahilindeki üniversiteli gençlerin çoğunun Snapchat üzerinden vlogger takip ettiğini ve satın alma kararlarında fiziksel çekicilik, homofil tutum ve para-sosyal ilişkileri dikkate aldıklarını göstermiştir.

Anahtar Kelimeler

Sosyal Medya, Vlogger, Snapchat, Dijital Pazarlama, Üniversite Gençleri

Kaynakça

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