Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Can Saygıner

doi:10.26466/opusjsr.1706956

TR EN

Yapay Zekâ (YZ) Influencer Pazarlamasında Üniversite Öğrencilerinin Algısı ve Reklam İzleme Davranışının İncelenmesi

Öz

Sosyal medya reklamlarının etkinliği, giderek artan bir şekilde tüketici izleme davranışlarını etkileme düzeyine bağlı hâle gelmektedir. Bu çalışma, tüketici algılarının—özellikle bilgilendiricilik, eğlence, güvenilirlik, ekonomik katkı ve değer yozlaşması—yapay zekâ tabanlı influencer pazarlaması bağlamında reklam izleme davranışı üzerindeki etkilerini incelemektedir. Veriler, İzmir’deki devlet ve özel üniversitelerinde öğrenim gören 134 üniversite öğrencisinden yapılandırılmış bir anket aracılığıyla toplanmış ve SMARTPLS 4.0 kullanılarak yapısal eşitlik modelleme yöntemiyle analiz edilmiştir. Bulgular, bilgilendiricilik ve güvenilirliğin algılanan eğlence düzeyini anlamlı şekilde artırdığını ve eğlencenin reklam izleme davranışı üzerinde pozitif bir etkisi olduğunu ortaya koymuştur. Ayrıca, ekonomik katkı (yenilik katkısını temsilen) reklam izleme davranışını doğrudan ve anlamlı biçimde etkilemiştir. Model, reklam izleme davranışındaki varyansın %37,3’ünü açıklamış ve orta düzeyde bir açıklayıcılık sunmuştur. Bu bulgular, yapay zekâ influencer reklamlarında algılanan eğlence ve yenilik katkısının, tüketici etkileşimini şekillendirmedeki kritik rolünü vurgulamakta ve dijital reklam stratejilerini optimize etmek isteyen pazarlamacılar için değerli içgörüler sunmaktadır.

Anahtar Kelimeler

Sosyal Medya Reklamcılığı , Yapay Zekâ Influencer’ları , Üniversite Öğrencilerinin Algısı , Reklam İzleme Davranışı , Yapısal Eşitlik Modellemesi

Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Abstract

The effectiveness of social media advertisements increasingly depends on their influence on consumer viewing behavior. This study explores how consumer perceptions—specifically informativeness, entertainment, credibility, economic contribution, and value deterioration—affect advertisement viewing behavior in the context of AI influencer marketing. Data were collected from 134 university students at public and private universities in Izmir through a structured questionnaire and analyzed using SMARTPLS 4.0 with a structural equation modeling approach. Results showed that informativeness and credibility significantly enhanced perceived entertainment, which in turn positively influenced advertisement viewing behavior. Additionally, economic contribution (representing innovation) had a direct and significant effect on viewing behavior. The model explained 37.3% of the variance in advertisement viewing behavior, demonstrating moderate explanatory power. These findings highlight the critical role of perceived entertainment and innovation in shaping engagement with AI influencer ads, offering valuable insights for marketers aiming to optimize their digital advertising strategies in the age of artificial intelligence.

Keywords

Social Media Advertising , AI Influencers , University Students’ Perception , Advertisement Viewing Behavior , Structural Equation Modeling

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İletişim Teknolojisi ve Dijital Medya Çalışmaları , İnternet , Sosyal Medya Çalışmaları

Bölüm

Araştırma Makalesi

Yazarlar

Can Saygıner ^*
0000-0002-1680-392X
Türkiye

Erken Görünüm Tarihi

3 Ağustos 2025

Yayımlanma Tarihi

4 Ağustos 2025

Gönderilme Tarihi

26 Mayıs 2025

Kabul Tarihi

3 Ağustos 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 22 Sayı: 4

DOI

https://doi.org/10.26466/opusjsr.1706956

IZ

https://izlik.org/JA52JR92JF

APA

Saygıner, C. (2025). Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing. OPUS Journal of Society Research, 22(4), 810-820. https://doi.org/10.26466/opusjsr.1706956

Yapay Zekâ (YZ) Influencer Pazarlamasında Üniversite Öğrencilerinin Algısı ve Reklam İzleme Davranışının İncelenmesi

Öz

Anahtar Kelimeler

Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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