INSTAGRAM REKLAMLARINDA ÜRÜN DESTEKÇİSİ OLARAK SOSYAL MEDYA FENOMENİ KULLANIMININ REKLAMA YÖNELİK TUTUM VE E-WOM NİYETİNE ETKİLERİNİN İNCELENMESİ

Yıl 2018, Cilt: 11 Sayı: 21, 1 - 28, 01.06.2018

Mutlu Yüksel Avcılar Banu Külter Demirgüneş Mehmet Fatih Açar

Öz

Bu çalışmanın amacı, Instagram reklamlarında mesaj kaynağı olarak sosyal medya fenomeni kullanımının, reklama karşı tutum ve E-WOM niyeti üzerindeki etkilerini tespit etmektir. Bu çalışmada, mesaj kaynağı 3 yalnız ürün, fenomen ve ünlü X ürün ilgilenim düzeyi 2 ilgilenim düzeyi: yüksek ve düşük gruplar arası deney tasarımı uygulanmıştır. Analiz için veriler, deney çalışmasına katılan 150 üniversite öğrencisinden, yüz yüze anket yöntemi ile elde edilmiştir. Analiz sonucunda mesaj kaynağının, ürün ilgilinim düzeyinin ve etkileşim etkisinin reklama karşı tutum ve E-WOM niyeti üzerinde istatistiksel olarak anlamlı etkiye sahip olduğu tespit edilmiştir. Analiz sonuçlarına göre, sosyal medya fenomeni destekçi türünün, öğrencilerin reklama yönelik tutumunu ve E-WOM niyetini etkilediği tespit edilmiştir. Ayrıca, analizler sonucunda, mesaj kaynağının fenomen ve ünlü algılanan kaynak güvenilirliğini oluşturan çekicilik ve iyi niyet boyutlarını istatistiksel olarak anlamlı bir şekilde etkilediği tespit edilmiştir. Araştırmanın bulguları, pazarlama yöneticilerine sosyal medya reklamında yer alacak destekçi türü seçim kararlarında yardımcı olabilecektir

Anahtar Kelimeler

Ünlü ve fenomen destekçi, reklam etkinlik modeli, algılanan kaynak güvenilirliği, sosyal medya reklamı, elektronik ağızdan ağıza iletişim

DETERMINING THE EFFECTS OF MICRO-CELEBRITY ENDORSED INSTAGRAM ADVERTISEMENTS ON THE ATTITUDES TOWARDS ADVERTISEMENTS AND E-WOM INTENTIONS

Öz

The purpose of this study is to determine the effects of the social media micro-celebrities as an endorser type in the Instagram advertisements on the attitudes towards advertisements and E-WOM intentions. This study had an endorser type 3 message source: product only, micro-celebrity and celebrity X product involvement level 2 level: high and low between-subject experiment design. Data were collected from 150 university students who participated in the experiment by using face to face survey method. Analysis results showed that endorser type, product involvement level, and the interaction of endorser type and product involvement level had a statistically significant effect on the attitude towards the Instagram advertisements and E-WOM intentions. Results indicated that students’ attitude towards the advertisement were more influenced by micro-celebrity compared to only product advertisement. Moreover, students’ E-WOM intention was more influenced by micro-celebrity compared to celebrity endorser and only product advertisements. Results also showed that the endorser type message source: micro-celebrity and celebrity significantly influenced the perceived attractiveness and goodwill dimensions. Our findings would help marketing managers about a choice of endorser type

Anahtar Kelimeler

Social media advertisements, celebrity and micro-celebrity endorsement, advertising effectiveness model, perceived source credibility, electronic word of mouth

Kaynakça

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