Sosyal Medya Kullanıcılarının Satın Alma Tercihlerinde Influencer Pazarlamasının Etkisi

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

Abstract

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.

Keywords

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

Kaynakça

1. AAKER, David A. (1996), “Measuring Brand Equity Across Products And Markets”, California Management Review, S.38(3), ss.102-120.
2. ACQUISTI, Alessandro ve SPIEKERMANN, Sarah (2011), “Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers' Willingness to Pay”, Journal of Interactive Marketing, S.25(4), ss.226-240.
3. AMOS, Clinton, HOLMES, Gary ve STRUTTON, David (2008), “Exploring The Relationship Between Celebrity Endorser Effects and Advertising Effectiveness: A Quantitative Synthesis of Effect Size”, International Journal of Advertising, S.27(2), ss.209-234.
4. AUDREZET, Alice ve DE KERVILER, Gwarlann (2009), “How Brands Can Build Successful Relationships With Influencers”, Harvard Business Review, https://hbr.org/2019/04/how-brands-can-build-successful-relationships-with-influencers (Erişim Tarihi: 18.04.2021).
5. AUDREZET, Alice, DE KERVILER, Gwarlann ve MOULARD, Julie Guidry (2018), “Authenticity Under Threat: When Social Media Influencers Need to Go Beyond Self-Presentation”, Journal of Business Research, S.117(1), ss.557-569.
6. AWAD, Neveen F. ve RAGOWSKY, Arik (2008), “Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders”, Journal of Management İnformation Systems, S.24(4), ss.101-121.
7. BACKALER, Joel (2018), Digital Influence: Unleash The Power of Influencer Marketing to Accelerate Your Global Business, Palgrave Macmillan Publisher, London (UK).
8. BANDURA, Albert (1976), Social Learning Theory, Prentice-Hall Publisher, New Jersey (US).

9. BERGEL, Maxi, FRANK, Phillip ve BROCK, Christian (2019), “The Role of Customer Engagement Facets on the Formation of Attitude, Loyalty and Price Perception”, Journal of Services Marketing, S.33(7), ss.890-903
10. BURGOON, Judee, BONITO, Joseph, BENGTSSON, Bjorn, CEDERBERG, Carl, LUNDEBERG, Magnus ve ALLSPACH, Lisa (2000), “Interactivity in Human–Computer Interaction: A Study of Credibility, Understanding, and Influence”, Computers in Human Behavior, S.16(6), ss.553-574.
11. BYRNE, Emma, KEARNEY, John ve MACEVILLY, Claire (2017), “The Role of Influencer Marketing and Social Influencers in Public Health”, Proceedings of The Nutrition, S.76(3), ss.E103.
12. CHAN, Tat Y., KADIYALI, Vrinda ve PARK, Young-Hoon (2007), “Willingness to Pay and Competition in Online Auctions”, Journal of Marketing Research, S.44(2), ss.324-333.
13. DE TONI, Deonir, MILAN, Gabriel Sperandio, SACILOTO, Evandro Busata ve LARENTIS, Saciloto Fabiano (2017), “Pricing Strategies And Levels And Their Impact on Corporate Profitability”, Revista de Administração (São Paulo), S.52, ss. 120-133.
14. DE VEIRMAN, Marijke, CAUBERGHE, Veroline ve HUDDERS, Liselot (2017), “Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude”, International Journal of Advertising, S.36(5), ss.798-828.
15. DUFFETT, Rodney Graeme (2017), “Influence of Social Media Marketing Communications on Young Consumers’ Attitudes”, Young Consumers, S.18(1), ss.19-39.
16. EISEND, Martin (2006), “Source Credibility Dimensions in Marketing Communication–A Generalized Solution”, Journal of Empirical Generalisations in Marketing Science, S.10(2), ss.1-33.
17. ERDOĞAN, Bayram Zafer (1999), “Celebrity Endorsement: A Literature Review”, Journal of Marketing Management, S.15(4), ss.291-314.
18. GODEY, Bruno, LAGIER, Joëlle ve PEDERZOLI, Daniele (2009), “A Measurement Scale of ‘Aesthetic Style’ Applied to Luxury Goods Stores”, International Journal of Retail & Distribution Management, S.37(6), ss.527-537.
19. HOMBURG, Christian, KOSCHATE, Nicole ve HOYER, Wayne D. (2005), “Do Satisfied Customers Really Pay More? A Study of The Relationship Between Customer Satisfaction and Willingness to Pay”, Journal of Marketing, S.69(2), ss.84-96.
20. INFLUENCER MARKETING HUB (2021), The State of Influencer Marketing 2021: Benchmark Report, https://influencermarketinghub.com/influencer-marketing-benchmark-report-2021/ (Erişim Tarihi: 18.04.2021).
21. KAHLE, Lynn R., HOMER, Pamela Miles (1985), “Physical Attractiveness of The Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, S.11(4), ss.954-961.
22. KALEKA, Anna ve MORGAN, Neil A. (2017), “Which Competitive Advantage (S)? Competitive Advantage–Market Performance Relationships in International Markets”, Journal of International Marketing, S.25(4), ss.25-49.
23. KI, Chung-Wha ‘Chloe’ ve KIM, Youn-Kyung (2019), “The Mechanism By Which Social Media Influencers Persuade Consumers: The Role of Consumers’ Desire to Mimic”, Psychology & Marketing, S.36(10), ss.905-922.
24. KIM, Do Yuon ve KIM, Hye-Young (2021), “Trust Me, Trust Me Not: A Nuanced View of Influencer Marketing on Social Media”, Journal of Business Research, S.134, ss.223-232.
25. KRYSTALLIS, Athanasios ve CHRYSSOHOIDIS, George M. (2005), “Consumers' Willingness to Pay For Organic Food: Factors That Affect it and Variation Per Organic Product Type”, British Food Journal, S.107(5), ss.320-343.
26. LE GALL-ELY, Marine (2009), “Definition, Measurement and Determinants of The Consumer's Willingness to Pay: A Critical Synthesis and Avenues For Further Research”, Recherche et Applications en Marketing, S.24(2), ss.91-112.
27. LIGAS, Mark ve CHAUDHURI, Arjun (2012), “The Moderating Roles of Shopper Experience and Store Type on The Relationship Between Perceived Merchandise Value and Willingness to Pay A Higher Price”, Journal of Retailing and Consumer Services, S.19(2), ss.249-258.
28. LINDSEY-MULLIKIN, Joan ve BORIN, Norm (2017), “Why Strategy is Key For Successful Social Media Sales”, Business Horizons, S.60(4), ss.473-482.
29. LITVIN, Stephen W., GOLDSMITH, Ronald E. ve PAN, Bing (2008), “Electronic Word-of-Mouth in Hospitality And Tourism Management”, Tourism management, S.29(3), ss.458-468.
30. LOPES, Alexandre B. ve GALLETTA, Dennis F. (2006), “Consumer Perceptions and Willingness to Pay for Intrinsically Motivated Online Content”, Journal of Management Information Systems, S.23(2), ss.203-231.
31. LOU, Chen ve YUAN, Shupei (2019), “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media”, Journal of Interactive Advertising, S.19(1), ss.58-73.
32. MASON, Roger Bruce ve STAUDE, Gavin (2007), “A Marketing Mix Model for A Complex and Turbulent Environment”, Acta Commercii, S.7(1), ss.236-254.
33. MICHAUD, Céline ve LLERENA, Daniel (2011), “Green Consumer Behaviour: An Experimental Analysis of Willingness to Pay for Remanufactured Products”, Business Strategy and the Environment, S.20(6), ss.408-420.
34. MILLER, Klaus M., HOFSTETTER, Reto, KROHMER, Harley ve ZHANG, Z. John (2011), “How Should Consumers’ Willingness to Pay be Measured? An Empirical Comparison of State-of-The-Art Approaches”, Journal of Marketing Research, S.48(1), ss.172-184.
35. NANDAGIRI, Vaibhavi ve PHILIP, Leena (2018), “Impact of Influencers From Instagram and Youtube on Their Followers”, International Journal of Multidisciplinary Research and Modern Education, S.4(1), ss.61-65.
36. NETEMEYER, Richard G., KRISHNAN, Balaji, PULLIG, Chris, WANG, Guangping, YAGCI, Mehmet, DEAN, Dwane, RICKS, Joe ve WIRTH, Ferdinand (2004), “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, S.57(2), ss.209-224.
37. OHANIAN, Roobina (1991), “The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention To Purchase”, Journal of Advertising Research, S.31(1), ss.46-52.
38. PARENT, Michael, PLANGGER, Kirk, & BAL, Anjali (2011), “The New WTP: Willingness to Participate”, Business horizons, S.54(3), ss.219-229.
39. PETTY, Richard E. ve CACIOPPO, John T. (1986), The elaboration likelihood model of persuasion, In: Communication and persuasion, Springer: New York (US).
40. PRELEC, Drazen ve SIMESTER, Duncan (2001), “Always Leave Home Without it: A Further Investigation of The Credit-Card Effect on Willingness to Pay”, Marketing Letters, S.12(1), ss.5-12.
41. RODRIGUES, Paula ve MARTINS, Francisco Vitorino, (2016), “Perceptual And Behavioural Dimensions: Measuring Brand Equity Consumer Based”, Journal of Fashion Marketing and Management: An International Journal, S.20(4), ss. 507-519.
42. SIMONSOHN, Uri ve LOEWENSTEIN, George (2006), “Mistake: The Effect of Previously Encountered Prices on Current Housing Demand”, The Economic Journal, S.116(508), ss.175-199.
43. SINGH, Shiv ve DIAMOND, Stephanie (2012), Social Media Marketing For Dummies, John Wiley & Sons Publisher, New Jersey (US).
44. SLATER, Jeff (2020), “10 Benefits of Influencer Marketing”, The Marketing Sage, http://www.themarketingsage.com/10-benefits-of-influencer-marketing/ (Erişim Tarihi: 18.04.2021).
45. STATISTA (2021), “Number of Social Network Users Worldwide from 2017 to 2025”, Statista, https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Erişim Tarihi: 18.04.2021).
46. STEENKAMP, Jan-Benedict EM, VAN HEERDE, Harald J. ve GEYSKENS, Inge (2010), “What Makes Consumers Willing to Pay A Price Premium for National Brands Over Private Labels?”, Journal of Marketing Research, S.47(6), ss.1011-1024.
47. STERNTHAL, Brian, DHOLAKIA, Ruby ve LEAVITT, Clark (1978), “The Persuasive Effect of Source Credibility: Tests of Cognitive Response”, Journal of Consumer Research, S.4(4), ss.252-260.
48. STUBB, Carolina ve COLLIANDER, Jonas (2019), “‘This is Not Sponsored Content’–The Effects of Impartiality Disclosure and E-Commerce Landing Pages on Consumer Responses to Social Media Influencer Posts”, Computers in Human Behavior, S.98(1), ss.210-222.
49. TABELLION, Jana ve ESCH, Franz-Rudolf (2019), “Influencer Marketing and its Impact on The Advertised Brand”, Advances in Advertising Research X (Ed. E. Bigne, S. Rosengren), Springer Publisher, Berlin (Germany), ss.29-41.
50. TAYLOR, John B. (1998), Economics, Houghton–Mifflin Company, Boston (US).
51. VARADARAJAN, Rajan (2010), “Strategic Marketing And Marketing Strategy: Domain, Definition, Fundamental Issues And Foundational Premises”, Journal of the Academy of Marketing Science, S.38(2), ss.119-140.
52. WAKEFIELD, Kirk L. ve INMAN, J. Jeffrey (2003), “Situational Price Sensitivity: The Role of Consumption Occasion, Social Context and Income”, Journal of Retailing, S.79, ss.199-212.
53. WATHEN, C. Nadine ve BURKELL, Jacquelyn (2002). “Believe It or Not: Factors Influencing Credibility on the Web”, Journal of the American Society for Information Science and Technology, S.53(2), ss.134-144.
54. WERTENBROCH, Klaus ve SKIERA, Bernd (2002), “Measuring Consumers' Willingness to Pay at The Point of Purchase”, Journal of Marketing Research, S.39(2), ss.228-241.
55. WU, Linhai, XU, Lingling, ZHU, Dian ve WANG, Xiaoli (2012), “Factors Affecting Consumer Willingness to Pay for Certified Traceable Food in Jiangsu Province of China”, Canadian Journal of Agricultural Economics/Revue Canadienne D'agroeconomie, S.60(3), ss.317-333.
56. Y-PULSE (2020), “3 Stats That Show Influencers Are as Influential as Ever”, Y-Pulse, https://www.ypulse.com/article/2020/09/01/3-stats-that-show-influencers-are-as-influential-as-ever/ (Erişim Tarihi: 18.04.2021).
57. YILMAZ, Aykut ve AYKAÇ, Ömer Sezai (2018), “Marka İmajının Marka Evangelizmine Etkisinde Marka Güveninin ve Marka Sadakatinin Aracı Rolü”, Uluslararası Ekonomi Yönetimi Araştırmaları Dergisi, S.16, ss.54-75.
58. YOLCU, Tarık, EKİCİ GÖKDEMİR, Seda, ALTUNIŞIK, Remzi ve ÖZKAYNAR, Kürşad (2017), “Online Mı? Offline Mı? Tüketici Tercihlerini Etkileyen Faktörlerin Incelenmesi”, Uluslararası Yönetim İktisat ve İşletme Dergisi, S.13(13), ss.1027-1033.
59. ZALEJSKA-JONSSON, Agnieszka, WILKINSON, Sara J. ve WAHLUND, Richard (2020), “Willingness to Pay for Green Infrastructure in Residential Development—A Consumer Perspective”, Atmosphere, S.11(2), s.152.