THE ROLE OF AUTHENTICITY AND EMOTIONAL CONNECTION IN TRUSTING HUMAN AND VIRTUAL INFLUENCERS

Öz

This study investigates the comparative impact of influencer type (human vs. virtual) on consumer trust, specifically examining the serial mediating roles of perceived authenticity and emotional connection. Utilizing an experimental design, data collected from 159 participants were analyzed via Hayes’ PROCESS Model 6. The analysis reveals that influencer type exerts neither a direct nor an indirect effect on trust. Furthermore, no significant differences were observed between human and virtual influencers in perceived authenticity or emotional connection. These findings imply that as digital environments become increasingly realistic and normalized, consumers evaluate virtual influencers using mechanisms similar to those used for human influencers. Moreover, the robust influence of perceived authenticity on both trust and emotional connection underscores its critical value, irrespective of the influencer type. Consequently, the study suggests that the hybrid nature of virtual influencers challenges existing theoretical models, indicating a need for novel conceptual frameworks in influencer marketing.

Anahtar Kelimeler

• Virtual Influencer
• Influencer Marketing
• Consumer Trust
• Perceived Authenticity
• Emotional Connection

İNSAN VE SANAL ETKİLEYİCİLERE GÜVENMEDE ÖZGÜNLÜK VE DUYGUSAL BAĞIN ROLÜ

Öz

Bu çalışma, etkileyici türünün (insan vs. sanal) tüketicilerin etkileyiciye güveni üzerindeki etkisini ve bu ilişkide algılanan özgünlük ile duygusal bağın seri aracılık rollerini incelemektedir. Deney tasarımıyla gerçekleştirilen araştırmada toplanan 159 yanıt PROCESS Model 6 kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre bir etkileyiciye güvenmede etkileyicinin türünün doğrudan veya dolaylı bir etkisi bulunmamaktadır. Ayrıca, insan ve sanal etkileyicilere yönelik özgünlük algısı ve duygusal bağ anlamında da bir farklılık bulunamamıştır. Bulgular, sanal etkileyicilerin giderek artan gerçekçiliği ve dijital ortamda normalleşmesi nedeniyle tüketiciler tarafından insan etkileyicilere benzer şekilde değerlendirilebildiğine işaret etmektedir. Ayrıca, algılanan özgünlüğün hem güven hem de duygusal bağ üzerindeki güçlü etkisi etkileyici türünden bağımsız olarak etkileyicilerin özgünlüğünün tüketiciler için oldukça kıymetli olduğunu göstermektedir. Sonuçlar, sanal etkileyicilerin hibrit yapıları nedeniyle mevcut teorik modellerin bu alana tam olarak uymayabileceğini ve etkileyici pazarlamasında yeni kavramsal çerçevelere ihtiyaç duyulabileceğini ortaya koymaktadır.

Anahtar Kelimeler

• Sanal Etkileyici
• Etkileyici Pazarlama
• Tüketici Güveni
• Algılanan Özgünlük
• Duygusal Bağlantı

Kaynakça

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