Sosyal Medya Kullanıcılarının Satın Alma Tercihlerinde Influencer Pazarlamasının Etkisi

Yıl 2021, , 599 - 610, 31.12.2021

Selçuk Yasin Yıldız

https://doi.org/10.33712/mana.1022475

Cited By: 4

Öz

Sosyal medyanın bir parçası olarak son dönemde popülerleşen influencer pazarlaması firmaların ve tüketicilerin dikkatini üzerine toplamış durumdadır. Sürekli bir pazarlama faaliyetinde bulunma gerekliliği duyan firmaların, influencerlar aracılığıyla tüketicilere ulaşabilmeleri pazarlama açısından yeni bir çığır açmıştır. Influencerların tüketici davranışını nasıl etkilediğini araştıran çalışmalar son zamanlarda artan düzeyde ilgi görmesine rağmen, bu faaliyetlerin gerçekte tüketicilerin ödeme istekliliğini ne derecede etkilediği üzerine literatürde herhangi bir bilgi bulunmamaktadır. Dijitalleşen pazarlama uygulamaları kapsamında firmalar, kaynak güvenilirliğinden faydalanmak amacıyla sosyal medya influencerları ile ortak projeler yürütmektedir. Bu iş birliklerinin sonucunda firmalar; influencerların görselliği, güvenirliği ve uzmanlığı sayesinde, tüketicilerde satın alma niyetinin oluşmasını sağlamayı ve tüketicilerin daha fazla ödeme istekliliğine sahip olmalarını istemektedir. Bu çalışmanın amacı, sosyal medyada influencerların tüketicilerin ödeme istekliliğini artırıp artırmadığını belirlemektir. Kaynak Güvenilirliği Modeli’ne dayanarak incelenmekte olan bu çalışmada incelenen veriler, sosyal ağ platformlarından Instagram kullanan bireylerin takip ettikleri fenomenler temel alınarak toplanmıştır. Analiz sonuçlarına göre, erkek influencerların uzmanlığı ve güvenirliği ile kadın influencerların çekiciliği ve uzmanlığı tüketicilerin ödeme istekliliğini artırmada bir unsur olarak karşımıza çıkmaktadır. Yapılan çok değişkenli istatistiksel analiz sonuçları, firmalara ve uygulamacılara yönetimsel çıkarımlarda bulunmaktadır. Tüketicilerin bakış açısına göre, uzmanlık özellikleri yüksek olan erkek influencerlar ve çekicilik özellikleri yüksek olan kadın influencerlar ile çalışılması, pazarlama faaliyetlerinden daha yüksek faydanın elde edilmesine katkı sunabilir.

Anahtar Kelimeler

Influencer Pazarlaması, Sosyal Medya Pazarlaması, Ödeme İstekliliği, Kaynak Güvenirliği Modeli

The Effect of Influencer Marketing on the Purchase Preferences of Social Media Users

Öz

Influencer marketing, which has recently become popular as a part of social media, has attracted the attention of companies and consumers. Companies that need to engage in a continuous marketing activity can reach consumers through influencers has opened a new era in terms of marketing. Although studies investigating how influencers affect consumer behavior have recently received increasing attention, there is no literature on how these activities affect consumers' willingness to pay. Companies carry out joint projects with social media influencers within the scope of digitalized marketing practices to benefit from source reliability. As a result of these collaborations, companies; thanks to the visuality, reliability, and expertise of influencers, want to ensure that consumers are willing to buy and have more willingness to pay. The purpose of this study is to determine whether influencers in social media increase consumers' willingness to pay. The data examined in this study, which is being reviewed based on the Source Reliability Model, were collected based on the phenomena followed by the individuals using Instagram. According to the analysis results, the expertise and reliability of male influencers and the attractiveness and expertise of female influencers appear as factors in increasing consumers' willingness to pay. The results of the multivariate statistical analysis have managerial implications for companies and practitioners. From the consumers' point of view, working with male influencers with high expertise and female influencers with high attractiveness can contribute to obtaining higher benefits from marketing activities.

Anahtar Kelimeler

Influencer Marketing, Social Media Marketing, Willingness to Pay, Source Credibility Model

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