The Effects of Vloggers As Social Media Influencer on Purchase Intention of Young People

Öz

With the emergence of new platforms in the digitalizing world, consumers have begun to be affected by video shares on social networks such as YouTube while deciding to purchase. Therefore, many brands invest in digital influencers such as vloggers to reach their target audience. In this study where the source credibility scale developed by Ohanian (1990) was used, it was aimed to examine the effect of attractiveness, trustworthiness and expertise characteristics of the vloggers, who advertise brands, on the purchase intention of young people. As a result of the analysis performed, it was concluded that the trustworthiness, attractiveness and expertise characteristics of vloggers positively affected the purchase intention of young people.

Anahtar Kelimeler

• Vlogger,Source Credibility Scale,Youtube

Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi

Öz

Dijitalleşen dünyada yeni platformların ortaya çıkmasıyla tüketiciler satın alma kararı alırken YouTube gibi sosyal ağlardaki video paylaşımlarını dikkate almaya başlamışlardır. Bu nedenle, birçok marka vlogger gibi dijital etkileyiciler ile hedef kitlelerine ulaşmak için yatırım yapmaktadır. Obanian (1990) tarafından geliştirilen kaynağın güvenilirliği ölçeğinin kullanıldığı bu çalışmada, marka tanıtımı yapan vloggerların çekicilik, güvenilirlik ve uzmanlık özelliklerinin gençlerin satın alma niyeti üzerindeki etkisini incelemek amaçlanmıştır. Araştırmada veri toplama aracı olarak anket yönteminden yararlanılmıştır. Verilerin analizinde frekans, faktör analizi, korelasyon analizi ve çoklu regresyon analizi uygulanmıştır. Elde edilen sonuçlara göre, vloggerın güvenilirliği, çekiciliği ve uzmanlığı özellikleri gençlerin satın alma niyetini pozitif yönde etkilemektedir.

Anahtar Kelimeler

• Vlogger,Kaynağın Güvenilirliği Ölçeği,YouTube

Kaynakça

1. Aaker, D.A., Joachimsthaler, E. (2000). Brand Leadership. New York: The Free Press. Bickart, B., Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.Braunsberger, K. (1996). The Effects of Source and Product Characteristics on Persuasion. Doktora Tezi, Texas Üniversitesi, Arlington.Büyüköztürk, Ş. (2017). Sosyal Bilimler İçin Veri Analizi El Kitabı (23. Baskı). Ankara: Pegem A Akademi. Choi, W., Lee, Y. (2019). Effects of Fashion Vlogger Attributes on Product Attitude and Content Sharing. Fashion and Textiles, 6(6), 1-18.Coursaris, C. K., Osch, W. V. (2016). “Beauty Brands Versus Vloggers: Exploring the Effects of Source Credibility on Information Adoption on YouTube” (Bildiri). Twenty-Fourth European Conference on Information Systems (ECIS), 15.06.2016, İstanbul. Debevec, K., Kernan, J. B. (1984). More Evidence on the Effects of a Presenter's Physical Attractiveness: Some Cognitive, Affective and Behavioral Consequences. Advances in Consumer Research, 11, 127-132.Doğan, Ş. (2019). Sosyal Medyanın Kamuoyu Oluşturmada Kullanımı: 16 Nisan 2017 Anayasa Değişikliği Referandumu Sürecinde Siyasi Aktörlerin Sosyal Medya Paylaşımlarının İçerik Analizi, Erciyes İletişim Dergisi, 6(1), 423-442.Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management. 15(4), 291-314.Erkan, I., Evans, C. (2016). The Influence of eWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information adoption. Computers in Human Behavior, 61, 47-55.Gao, W., Tian, Y., Huang, T., Yang, Q. (2010). Vlogging: A survey of videoblogging technology on the web. ACM Computing Surveys (CSUR), 42(4), 15.Goldsmith, R. E., Lafferty,B. A., Newell S. J. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising, 29(3), 43-54.Harnish, R. J., Bridges, K. R. (2016). Mall Haul Videos: Self-presentational Motives and the Role of Self-monitoring. Psychology & Marketing, 33(2), 113–124.Hoch, S. J., Deighton, J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.Hovland, C. I., Janis, I. L., Kelley, H. H. (1953). Communication and Persuasion; Psychological Studies of Opinion Change. New Haven, CT, US: Yale Üniversitesi.https://wearesocial.com/global-digital-report-2019Hu, M., Zhang, M., Luo, N. (2016). Understanding Participation on Video Sharing Communities: The role of Self-construal and Community Interactivity. Computers in Human Behavior, 62, 105–115.Kahle, L. R. Pamela M. H. (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. Journal of Consumer Research, 11(4), 954- 961.Knott, C. L., James, M. S. (2004). An Alternate Approach to Developing a Total Celebrity Endorser Rating Model Using the Analytic Hierarchy Process. International Transactions in Operational Research, 11(1), 87-95.Kotler, P., Armstrong G. (2018). Pazarlama İlkeleri (Çev.Edt. Ercan GEGEZ), İstanbul: Beta Yayıncılık.Laroche, M., Sadokierski, R. (1994). Role of Confidence in a Multi-Brand Model of Intentions for a High-Involvement Service. Journal of Business Research, 29(1), 1-12.McGuire, William J. (1985). “Attitudes and Attitude Change”. (Ed. Lindzey, Gardner ve Aronson, Elliot), Handbook of Social Psychology, New York:Random House.Mavnacıoğlu, K. (2015). Kurumsal iletişimde Sosyal Medya Yönetimi, İstanbul: Beta Yayıncılık.Nakip, Mahir (2006). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Ankara: Seçkin Yayıncılık.Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorser’s Perceived Expertise, Trustworthiness and Attractiveness”. Journal of Advertising, 19(3), 39: 52Ohanian R (1991), “The Impact of Celebrity Spokespersons- Perceived Image on Consumer Intention to Purchase”, Journal of Advertising Research, 31(1) 1, 46-54.Özutku, F., Küçükyılmaz M., Çopur, M., Sığın H., İlter, İ., Arı Yalçın, K. (2014). Sosyal Medyanın ABC’si, İstanbul: Alfa Yayınları.Pornpitakpan, C. (2004). The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention, Journal of International Consumer Marketing, 16(2), 55-74.Roy, S., Jain, V., Rana, P. (2013). The Moderating Role of Consumer Personelity and Source Credibility in Celebrity Endorsement. Asia-Pacific Journal of Business Administration, 45, 72-88.Sertoglu, A., Catli, O., Korkmaz, S. (2014). Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, 4(1), 66-77.Teng, S., Wei Khong, K., Wei Goh, W., Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746-768.Till, B. D., Busler, M. (1998). Matching Products with Endorsers: Attractiveness Versus Expertise. Journal of Consumer Marketing, 15(6), 576–586.Verhellen Y., Dens, N., De Pelsmacker, P. (2013). Consumer Responses to Brands Placed in YouTube Movies: The Effect of Prominence and Endorser Expertise. Journal of Electronic Commerce Research, 14(4), 287–303.Wang, J. S., Cheng, Y. F., Chu, Y. L. (2013). Effect of celebrity endorsements on consumer purchase intentions: advertising effect and advertising appeal as mediators. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 357-367.Xu, P., Chen, L., Santhanam, R. (2015). Will Video be the Next Generation of Ecommerce Product Reviews? Presentation Format and The Role Of Product Type. Decision Support Systems, 73, 85–96.