Reklamlardaki Ünlülerden Sosyal Medyadaki Fenomenlere: Influencer Pazarlamasına Bütüncül Bir Bakış

Yıl 2022, Cilt: 15 Sayı: 1, 271 - 320, 31.01.2022

Gözde Baycur Keçeci , Hüseyin Sami Karaca

Öz

Sosyal medya, tüketicilerin ürün tavsiyelerini ve deneyimlerini oluşturdukları içerikler aracılığıyla diğer tüketicilerle paylaşmalarına olanak sağlamıştır. “Influencer” olarak adlandırılan bazı içerik üreticileri, iletişim becerileri, özgün içerikleri, güvenilirlik, çekicilik veya uzmanlıkları nedeniyle farklılaşmış, popülerlik kazanmış ve yeni bir pazarlama iletişim kanalı olarak markaları kendine çekmiştir. Influencer pazarlaması, akademik çevrelerde son yıllarda artan bir ilgi görmektedir, ancak, bu alandaki akademik çalışmalar bütüncül değildir ve başarıyı etkileyen faktörlerin ve pazarlama sonuçlarının anlaşılması sınırlıdır. Mevcut literatürün kapsamlı ve eleştirel olarak incelenmesine acil ihtiyaç duyulmaktadır. Influencer pazarlaması literatürünü daha iyi anlamak için, bu alanın köklerini oluşturan fikir liderliği kuramı ve reklamlarda ünlü kullanımı literatürünün de yeniden ziyaret edilmesi gerekmektedir. Bu çalışma, bu ihtiyaca cevap vermek üzere, fikir liderliği kuramı ve reklamlarda ünlü kullanımı literatürünün anahtar bulgularını özetledikten sonra, influencer pazarlaması literatürünün mevcut durumunu ortaya koyan ve bulguları sentezleyen ilk çalışmalardandır. Literatürdeki araştırmaların sonuçlarının derlenmesi, bulgulardaki benzerlik ve farklılıkların tartışılması, boşlukların işaret edilmesi, gelecekteki akademik çalışmalar için verimli bir zemin yaratacaktır. Bu çalışma, influencer pazarlamasının etkinliğini belirleyen öncüller ve influencer kampanyalarının sonuçları ve bu ilişkiyi etkileyen aracı ve düzenleyici değişkenlerden oluşan bir çerçeve sunarak mevcut literatürü sentezledikten sonra, keşfedilmemiş veya bulguların çeliştiği alanları gelecek çalışmalar için öneri olarak sunmaktadır.

Anahtar Kelimeler

influencer pazarlaması, online fikir liderliği, literatür taraması, sosyal medya fenomenleri

From Celebrity Endorsement to Social Media Influencers: Influencer Marketing Literature Review

Öz

Social media has enabled consumers to share their consumption experiences through user-generated content. Some content creators, called “influencers”, have gained popularity due to their communication skills, original content, credibility, attractiveness, expertise, and attracted brands as a new marcom channel. Influencer marketing has received academic attention recently, however, studies in this area are fragmented and understanding of the succcess factors is limited. A comprehensive and critical review of the literature is urgently needed. To better understand the influencer marketing literature, opinion leadership theory and celebrity endorsement literature, which together form the roots of this field should be revisited. Summarizing the key findings of opinion leadership and celebrity endorsement literature, this pioneering study examines the current state of the influencer marketing to respond to this need. Compiling the results of the research, discussing the similarities and differences in the findings, and pointing out the gaps will create a fertile ground for future academic studies. Synthesizing the existing literature, this study presents unexplored or contradictory areas as suggestions for future study by presenting a literature review framework consisting of antecedents and outputs of influencer endorsement including moderating and mediating variables.

Anahtar Kelimeler

influencer marketing, social media influencers, online opinion leadership, literature review

Kaynakça

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