THE ROLE OF INFLUENCER AND PEER EFFECTS ON CONSUMERS' LUXURY CONSUMPTION PURCHASE BEHAVIOR: A STUDY IN THE CONTEXT OF SOCIAL LEARNING THEORY

Öz

This study examines the role of influencer and peer effects on consumer purchase intention in the context of luxury consumption products within the framework of Social Learning Theory. It analyzes how luxury value perception is shaped by influencers and peer effects and how these factors reflect on consumer behavior. Structural equation modeling (PLS-SEM) was used as the research method, and data were collected from 182 participants who actively use social media platforms through a convenience sampling method. The findings indicate that luxury value perception has a significant impact on both influencers and peer effects. However, the direct effect of influencers on purchase intention is not statistically significant. In contrast, peer influence strongly affects purchase intention and serves as a mediating factor in this relationship. This study makes a unique contribution to the literature by demonstrating that peer influence plays a more dominant role in luxury consumption marketing compared to influencers. Additionally, it highlights the importance of focusing on marketing strategies that incorporate peer influence for luxury brands.

Anahtar Kelimeler

• Influencer Marketing
• Peer Influence
• Luxury Consumption
• Social Learning Theory
• Purchase Intention

ETKİLEYİCİ VE AKRAN ETKİLERİNİN TÜKETİCİLERİN LÜKS TÜKETİM ÜRÜNLERİNİ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ROLÜ: SOSYAL ÖĞRENME TEORİSİ BAĞLAMINDA BİR ARAŞTIRMA

Öz

Bu çalışma, lüks tüketim ürünleri bağlamında etkileyici (influencer) ve akran etkisinin tüketici satın alma niyeti üzerindeki rolünü Sosyal Öğrenme Teorisi çerçevesinde incelemektedir. Araştırmada, lüks değer algısının etkileyiciler ve akran etkileri ile nasıl şekillendiği ve bu etkilerin tüketici davranışlarına nasıl yansıdığı analiz edilmiştir. Araştırma yöntemi olarak yapısal eşitlik modellemesi (PLS-SEM) kullanılmış ve veriler, kolayda örnekleme yöntemi ile sosyal medya platformlarını aktif kullanan 182 katılımcıdan toplanmıştır. Elde edilen bulgular, lüks değer algısının etkileyiciler ve akran etkisi üzerindeki etkisinin anlamlı olduğunu, ancak etkileyicilerin satın alma niyeti üzerindeki doğrudan etkisinin istatistiksel olarak anlamlı olmadığını göstermektedir. Buna karşılık, akran etkisinin satın alma niyeti üzerinde güçlü bir etkisi olduğu ve bu ilişkinin aracılık rolü üstlendiği tespit edilmiştir. Çalışma, lüks tüketim ürünleri pazarlamasında akran etkisinin etkileyicilere kıyasla daha güçlü bir rol oynadığını ortaya koyarak, literatüre özgün bir katkı sağlamaktadır. Ayrıca, markalar için akran etkisini içeren pazarlama stratejilerine odaklanmanın önemini vurgulamaktadır.

Anahtar Kelimeler

• Etkileyici Pazarlama
• Akran Etkisi
• Lüks Tüketim
• Sosyal Öğrenme Teorisi
• Satın Alma Niyeti

Kaynakça

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