Araştırma Makalesi
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An Empirical Study about the Effect of Micro-Celebrities on Consumers' Purchase Intention

Yıl 2019, 18. UİK Özel Sayısı, 230 - 261, 31.08.2019
https://doi.org/10.26466/opus.583856

Öz

The opportunity to reach thousands of people, arising from its dynamic nature, has enabled social media platforms to become an indispensable tool for both businesses and individual users. People who use social media have the opportunity to communicate with others, to introduce themselves to large masses, and promoting their name, to create their own environments with variables such as gaining followers, creating contents, gaining likes and comments. All of these things have brought our lives the term of “Micro-Celebrities”. In this study, a research was carried out on these micro celebrities, which have become as attractive as the traditional celebrities. The aim of the study is to examine the effect of the introductions of micro-celebrities, who have become an important source of communication in a developing country like Turkey as well as all over the world, on individuals’ purchase intention. To achieve this goal, a questionnaire was conducted with 390 people who are using social media and following micro-celebrities. Survey results were analyzed through structural equation modeling. According to the results, the attractiveness of micro-celebrities and the product matchup between the micro-celebrity and the product they introduce are positively related with consumer attitude, and consequently consumer attitude positively affects electronic word of mouth (eWOM), and finally, eWOM has a positive effect on purchase intention. On the other hand, the expertise of micro-celebrities and trustworthiness of them do not have any effect on consumer attitude. Based on findings, the limitations of the research and suggestions both for future studies and the businesses were given. 

Kaynakça

  • Anderson J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Arli, D. (2017). Does Social media matter? investigating the effect of social media features on consumer attitudes media features on consumer attitudes. Journal of Promotion Management, 23(4), 521–539.
  • Audi, M. ve Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: An application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research, 6(5), 273-287.
  • Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Biswas, D. A. ve Biswas, D. N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency, and product. Journal of Advertising, 35(2), 17–31.
  • Boerman, S. C., Willemsen, L. M. ve Van Der Aa, E. P. (2017). ‘’This post is sponsored” effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of facebook. Journal of Interactive Marketing, 38, 82–92.
  • Brison, N. T., Byon, K. K. ve Baker, T. A. (2016). To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers. Innovation, 18(3), 1–18.
  • Chan, Y. Y. Y. ve Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: an input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.
  • Choi, S. M. ve Rifon, N. J. (1990). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9),639–650.
  • Chung, S. ve Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  • Ding, Y. ve Qiu, L. (2017). The impact of celebrity-following activities on endorsement effectiveness on microblogging platforms: A parasocial interaction perspective. Nankai Business Review International, 8(2), 158-173.
  • Djafarova, E. ve Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
  • Djafarova, E. ve Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Erkan, I. ve 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.
  • Forkan, J. (1980). Product matchup key to effective star presentations. Advertising Age, 51, 42–58.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gegez, A. E. (2015). Pazarlama araştırmaları. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Goldsmith, R. E., Lafferty, B. A. ve Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements. Journal of Advertising, 29(3), 43–54.
  • Gong, W. ve Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Education.
  • Harrison, W. L. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
  • Hassan, S. R. U. ve Jamil, R. A. (2014). Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study. Journal of Management Info, 4(1), 1-23.
  • Hooper, D., Coughlan, J. ve Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Library Articles, Dublin Institue of Technology.
  • Hovland, C. I., Janis, I. L. ve Kelley, H. H. (1953). Communication and persuasion. New Haven, CT, US: Yale University Press.
  • Hwang, K. ve Zhang, Q. (2018). Computers in human behavior Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173.
  • Jin, S. A. A. ve Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
  • Kahle, L. R. ve Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
  • Kamins, M. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
  • Kamins, M. ve Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 1(1), 569-586.
  • Khamis, S., Ang, L. ve Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
  • Kim, H., Ko, E. ve Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, Y. J. ve Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23-33.
  • Lee, J. G. ve Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449.
  • Lee, J. E. ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lim, X. J., Cheah, J. H. ve Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19.
  • Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1 (75)), 137-160.
  • McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45.
  • McGinnies, E. ve Ward, C.D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467–472.
  • McGuire, W. J. (1985). Attitudes and attitude change. The Handbook of Social Psychology, 233-346.
  • Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R. ve McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, Communication Yearbook, 27(1), 293-335.
  • Miller, G. R. ve Baseheart J. (1969). Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication. Speech Monographs, 36(1), 1-7.
  • Nunnally, J. C. and Bernstein, I. H. (1967) Psychometric theory. New York: McGraw-Hill.
  • Ohanian. R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorser’s Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52.
  • Ohanian. R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.
  • Qin, Y. (2017). Research on the Influence of Social Media Information on Consumers’ Purchase Intention. MATEC Web of Conferences, 139, 00109.
  • Pitta, D. A. ve Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
  • Rifon, N. J., Jiang, M. ve Kim, S. (2016). Don’t hate me because I am beautiful: Identifying the relative influence of celebrity attractiveness and character traits on credibility. Advances in Advertising Research, 6(1), 125-134.
  • Senft, T. M. (2013). Microcelebrity and the branded self. A Companion to New Media Dynamics, 346-354.
  • Teng, L., Laroche, M. ve Zhu, H. (2007). The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27-35.
  • Till, B. D. ve Busler, M. (1998). Matching Products with Endorsers: Attractiveness versus Expertise. Journal of Consumer Marketing, 15(6), 576–84.
  • Till, B. D. ve Busler, M. (2000). The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 39(3), 1–13.
  • Um, N. H. (2016). Predictors of the effectiveness of celebrity endorsement on Facebook. Social Behavior and Personality: An International Journal, 44(11), 1839-1850.
  • Um, N. H. (2018). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution. Journal of Marketing Communications, 24(7), 746-759.
  • Utz, S. (2010). Show me your friends and I will tell you what type of person you are: How one's profile, number of friends, and type of friends influence impression formation on social network sites. Journal of Computer-Mediated Communication, 15(2), 314-335.
  • Wang, S. W., Kao, G. H. ve Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
  • We Are Social ve Hootsuite. (2019). Digital 2019 Turkey. Accessed on 15th of May 2019 from https://www.slideshare.net/DataReportal/digital-2019-turkey-january-2019-v01
  • Wright, S. A. (2016). Reinvestigating the endorser by product matchup hypothesis in advertising. Journal of Advertising, 45(1), 26-32.
  • Yeon Kim, H. ve Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.

Mikro Ünlülerin Tüketicilerin Satın Alma Niyeti Üzerindeki Etkisini İncelemeye Yönelik Ampirik Bir Çalışma

Yıl 2019, 18. UİK Özel Sayısı, 230 - 261, 31.08.2019
https://doi.org/10.26466/opus.583856

Öz

Sosyal medya platformlarının dinamik doğası gereği binlerce kişiye ulaşabilme imkânı sağlaması, bu platformların hem işletmeler için hem de kullanıcılar için vazgeçilemeyecek kadar değerli bir araç haline gelmelerini sağlamıştır. Sosyal medya kullanan kişiler; takipçi kazanma, paylaşım yapma, beğeni ve yorum alma gibi değişkenlerle kendilerine çevre oluşturma, kendilerini geniş kitlelere tanıtma, adlarını duyurma fırsatı bulmuş ve dijital dünyada yeni bir terim olan “Mikro Ünlüler” kavramının doğmasına neden olmuştur. Bu çalışmada, işletmeler için de geleneksel ünlüler gibi cazip hale gelen mikro ünlüler üzerine bir araştırma yürütülmüştür. Çalışmanın amacı, tüm dünyada olduğu gibi Türkiye gibi gelişmekte olan bir ülkede de giderek artan bir öneme sahip olan ve güçlü bir iletişim kaynağı haline gelen mikro ünlülerin sosyal medyada yaptıkları tanıtımların bireylerin satın alma niyetine etkisini incelemektir.  Bu doğrultuda sosyal medya kullanan ve mikro ünlü takip eden 390 kişiye anket uygulanmıştır. Sonuçlar yapısal eşitlik modellemesi ile test edilmiştir. Çalışmanın bulgularına göre, mikro ünlülerin çekiciliği ve ürün-ünlü uyumu tüketici tutumunu pozitif şekilde etkilemekte, neticesinde tüketici tutumu elektronik ortamda ağızdan ağıza iletişimi ve nihayetinde satın alma niyetini olumlu şekilde etkilemektedir. Diğer yandan, mikro ünlülerin uzmanlığı ve güvenilirliğinin tüketici tutumu üzerinde herhangi bir etkisine rastlanmamıştır. Bulgular neticesinde,  işletmelere ve gelecek çalışmalara öneriler sunulmuş ve araştırma kısıtları aktarılmıştır. 

Kaynakça

  • Anderson J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Arli, D. (2017). Does Social media matter? investigating the effect of social media features on consumer attitudes media features on consumer attitudes. Journal of Promotion Management, 23(4), 521–539.
  • Audi, M. ve Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: An application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research, 6(5), 273-287.
  • Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Biswas, D. A. ve Biswas, D. N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency, and product. Journal of Advertising, 35(2), 17–31.
  • Boerman, S. C., Willemsen, L. M. ve Van Der Aa, E. P. (2017). ‘’This post is sponsored” effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of facebook. Journal of Interactive Marketing, 38, 82–92.
  • Brison, N. T., Byon, K. K. ve Baker, T. A. (2016). To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers. Innovation, 18(3), 1–18.
  • Chan, Y. Y. Y. ve Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: an input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.
  • Choi, S. M. ve Rifon, N. J. (1990). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9),639–650.
  • Chung, S. ve Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  • Ding, Y. ve Qiu, L. (2017). The impact of celebrity-following activities on endorsement effectiveness on microblogging platforms: A parasocial interaction perspective. Nankai Business Review International, 8(2), 158-173.
  • Djafarova, E. ve Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
  • Djafarova, E. ve Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Erkan, I. ve 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.
  • Forkan, J. (1980). Product matchup key to effective star presentations. Advertising Age, 51, 42–58.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gegez, A. E. (2015). Pazarlama araştırmaları. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Goldsmith, R. E., Lafferty, B. A. ve Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements. Journal of Advertising, 29(3), 43–54.
  • Gong, W. ve Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Education.
  • Harrison, W. L. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
  • Hassan, S. R. U. ve Jamil, R. A. (2014). Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study. Journal of Management Info, 4(1), 1-23.
  • Hooper, D., Coughlan, J. ve Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Library Articles, Dublin Institue of Technology.
  • Hovland, C. I., Janis, I. L. ve Kelley, H. H. (1953). Communication and persuasion. New Haven, CT, US: Yale University Press.
  • Hwang, K. ve Zhang, Q. (2018). Computers in human behavior Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173.
  • Jin, S. A. A. ve Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
  • Kahle, L. R. ve Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
  • Kamins, M. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
  • Kamins, M. ve Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 1(1), 569-586.
  • Khamis, S., Ang, L. ve Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
  • Kim, H., Ko, E. ve Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, Y. J. ve Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23-33.
  • Lee, J. G. ve Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449.
  • Lee, J. E. ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lim, X. J., Cheah, J. H. ve Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19.
  • Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1 (75)), 137-160.
  • McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45.
  • McGinnies, E. ve Ward, C.D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467–472.
  • McGuire, W. J. (1985). Attitudes and attitude change. The Handbook of Social Psychology, 233-346.
  • Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R. ve McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, Communication Yearbook, 27(1), 293-335.
  • Miller, G. R. ve Baseheart J. (1969). Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication. Speech Monographs, 36(1), 1-7.
  • Nunnally, J. C. and Bernstein, I. H. (1967) Psychometric theory. New York: McGraw-Hill.
  • Ohanian. R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorser’s Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52.
  • Ohanian. R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.
  • Qin, Y. (2017). Research on the Influence of Social Media Information on Consumers’ Purchase Intention. MATEC Web of Conferences, 139, 00109.
  • Pitta, D. A. ve Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
  • Rifon, N. J., Jiang, M. ve Kim, S. (2016). Don’t hate me because I am beautiful: Identifying the relative influence of celebrity attractiveness and character traits on credibility. Advances in Advertising Research, 6(1), 125-134.
  • Senft, T. M. (2013). Microcelebrity and the branded self. A Companion to New Media Dynamics, 346-354.
  • Teng, L., Laroche, M. ve Zhu, H. (2007). The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior. Journal of Consumer Marketing, 24(1), 27-35.
  • Till, B. D. ve Busler, M. (1998). Matching Products with Endorsers: Attractiveness versus Expertise. Journal of Consumer Marketing, 15(6), 576–84.
  • Till, B. D. ve Busler, M. (2000). The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 39(3), 1–13.
  • Um, N. H. (2016). Predictors of the effectiveness of celebrity endorsement on Facebook. Social Behavior and Personality: An International Journal, 44(11), 1839-1850.
  • Um, N. H. (2018). What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution. Journal of Marketing Communications, 24(7), 746-759.
  • Utz, S. (2010). Show me your friends and I will tell you what type of person you are: How one's profile, number of friends, and type of friends influence impression formation on social network sites. Journal of Computer-Mediated Communication, 15(2), 314-335.
  • Wang, S. W., Kao, G. H. ve Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
  • We Are Social ve Hootsuite. (2019). Digital 2019 Turkey. Accessed on 15th of May 2019 from https://www.slideshare.net/DataReportal/digital-2019-turkey-january-2019-v01
  • Wright, S. A. (2016). Reinvestigating the endorser by product matchup hypothesis in advertising. Journal of Advertising, 45(1), 26-32.
  • Yeon Kim, H. ve Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ebru Tümer Kabadayı Bu kişi benim 0000-0002-0673-6866

Alev Koçak Alan 0000-0002-1060-1593

Nilşah Cavdar Aksoy 0000-0003-0734-3930

Salih Can Sidar Bu kişi benim 0000-0003-1571-0198

Yayımlanma Tarihi 31 Ağustos 2019
Kabul Tarihi 2 Ağustos 2019
Yayımlandığı Sayı Yıl 2019 18. UİK Özel Sayısı

Kaynak Göster

APA Tümer Kabadayı, E., Koçak Alan, A., Cavdar Aksoy, N., Sidar, S. C. (2019). Mikro Ünlülerin Tüketicilerin Satın Alma Niyeti Üzerindeki Etkisini İncelemeye Yönelik Ampirik Bir Çalışma. OPUS International Journal of Society Researches, 12, 230-261. https://doi.org/10.26466/opus.583856