Effects of Trustworthıness, Attractiveness and Expertness on Brand Attitude, Purchase Intention and E-Word-of-Mouth Marketing: The Case of Instagram

Öz

Instagram's rapid growth and popularity has paved the way for the emergence of the so-called influencer, known as the new celebrities of the digital world. The current research was carried out on the Instagram Influencers. The main purpose of the study is to determine whether the trustworthiness, attractiveness and expertness features of Instagram influencers have an effect on
consumers' brand attitude, purchasing intention, and electronic word of mouth. Electronic questionnaire form which was prepared for this purpose was applied to 470 Instagram usersanalysis of the obtained data, it was found that while trustworthiness and attractiveness have positive effect on brand attitude, purchase intention and Word of mouth, expertness has no significant effect.  betwen the age of 18-38 years known as Y generation between 15.11.2018-22.11.2018. As a result of analysis of the obtained data, it was found that while trustworthiness and attractiveness have positive effect on brand attitude, purchase intention and Word of mouth, expertness has no significant effect.

Anahtar Kelimeler

• Instagram
• Influencer
• Trustworthiness
• Attractiveness
• Expertness

Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği

Öz

İnstagram’ın hızlı büyümesi ve popüler olması bu platformda Fenomen olarak tabir edilen ve dijital dünyanın yeni ünlüleri olarak bilinen kişilerin ortaya çıkmasına zemin hazırlamıştır. Mevcut araştırma da İnstagram Fenomenleri üzerine gerçekleştirilmiştir. Araştırmanın temel amacı İnstagram fenomenlerinin Güvenilirlik, Uzmanlık ve Çekicilik özelliklerinin, tüketicilerin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde etkisinin olup olmadığını belirlemektir. Bu amaçla hazırlanan elektronik anket formu 15.11.2018 - 22.11.2018 tarih aralığında Y Jenerasyonu olarak bilinen 18-38 yaş aralığında yer alan 470 İnstagram kullanıcısına uygulanmıştır. Elde edilen verilerin analizi neticesinde İnstagram fenomenlerinin güvenilirlik ve çekicilik özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde olumlu etkisinin olduğu ancak uzmanlık özelliğinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

• İnstagram
• Fenomen
• Güvenilirlik
• Çekicilik
• Uzmanlık

Kaynakça

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