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THE ROLE OF HOMOPHILY IN THE EFFECT OF PARASOCIAL INTERACTION AND PERCEIVED CREDIBILITY ON CONSUMERS’ PURCHASE INTENTION IN SOCIAL MEDIA

Yıl 2024, Cilt: 17 Sayı: 1, 39 - 76, 31.01.2024

Emine Şenbabaoğlu Danacı

Öz

Today, social media, which has a much more intense usage area compared to traditional media, has turned into an area where especially young consumers are intensely affected and influenced. Due to the fact that they are in constant interaction and communication with their followers, social media influencers have become an important source of influence that guides consumer behavior in decision-making processes. At this point, it is important to understand how social media influencers drive consumers’ behavioral intentions towards brands. In this direction to fill the knowledge gap, the study aims to examine the relationships between a social media influencer’s perceived credibility, homophily and purchase intention and parasocial interaction. Within the scope of the research, 394 data were collected and detailed analyzes were carried out. The findings of the study showed that homophily attitude in parasocial interaction and perceived credibility; Parasocial interaction and perceived reliability have significant effects on the formation of purchase intention in the context of digital marketing driven by social media influencers. At the same time, it has been determined that parasocial interaction has an effect on the formation of perceived credibility. In addition to its contribution to the literature, it is thought that the study will provide practical and managerial implications for marketers.

Anahtar Kelimeler

Influencer Marketing on Social Media Parasocial Interaction Homophily Perceived Credibility Purchase Intention

Kaynakça

  • Akdeniz, P. C., & Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan parasosyal etkileşimin rolü. Erciyes Akademi, 35(4), 1669-1688.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Arbabi, F., Khansari, S. M., Salamzadeh, A., Gholampour, A., Ebrahimi, P., & Fekete-Farkas, M. (2022). Social networks marketing, value co-creation, and consumer purchase behavior: combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15(10), 440-461.
  • Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. ACR North American Advances. 32, 197- 201.
  • Baycur, G. & Karaca, H. S. (2022). Reklamlardaki ünlülerden sosyal medyadaki fenomenlere: Influencer pazarlamasına bütüncül bir bakış. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 271-320.
  • Bhattacharya, A. (2022). Parasocial interaction in social media influencer-based marketing: An SEM approach. Journal of Internet Commerce, 22(2), 1-21.
  • Bi, N. C., & Zhang, R. (2022). “I will buy what my ‘friend’recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of Research in Interactive Marketing, 17(2), 157-175
  • Bozkurt, G. Ş. (2021). Pazarlamanın yeni silahı sosyal medya fenomenleri: fenomen pazarlamanın marka algısına etkisinin değerlendirilmesi. 25. Pazarlama Kongresi, 567- 579.
  • Brislin, R.W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Büyüköztürk, Ş. (2002). Faktör analizi: temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, (32), 470-483.
  • Canoğlu, M., Bülent, Ö. Z., & Yenilmez, G. (2021). Para-sosyal etkileşim, markaya yönelik tutum ve satın alma niyeti: Video bloggerlar üzerine bir inceleme. Gençlik Araştırmaları Dergisi, 9(24), 138-167.
  • Chen, K. J., Lin, J. S., & Shan, Y. (2021). Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent. Journal of Consumer Behaviour, 20(6), 1436-1448.
  • Cheng-Xi Aw, E. & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895-908.
  • Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320.
  • Coşkun, C., Altunışık, R., Bayraktaroğlu, S. ve Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri- SPSS Uygulamalı, (Sekizinci Baskı), Sakarya, Sakarya Kitabevi.
  • Çakır, V., & Akıncı, S. (2017). Para-sosyal ilişki teorisi perspektifinden ürün yerleştirme etkililiği. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(2), 210-228.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları, (Üçüncü Baskı), Ankara, Pegem Akademi.
  • Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
  • Djafarova, E., & 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.
  • Erkorkmaz, Ü., Etikan, İ., Demir, O., Özdamar, K. ve Sanisoğlu, S. Y. (2013). Doğrulayıcı faktör analizi ve uyum indeksleri. Türkiye Klinikleri Journal of Medical Sciences, 33(1), 210-223.
  • Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
  • Fügan Varol, Sibel & Kars Tayanç, Neşe (2019). Parasosyal ilişki: Kavramsal bir çerçeve. İletişim Kuram ve Araştırma Dergisi, (48), 257-277.
  • Gürbüz, S. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz, (Üçüncü Baskı), Ankara, Seçkin Yayıncılık.
  • Hair, J.F. Jr., Black, W.C., Babin, B.J. and Anderson, R.E. (2014). Multivariate Data Analysis, (Seventh Edition), New Jersey, Pearson Prentice Hall.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
  • Hudders, L., & Lou, C. (2022). The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations. International Journal of Advertising, 42(1), 151-161.
  • IAB Influencer Marketing for Publishers Guide, (2018). Why publishers are increasingly turning to influencer marketing- and what that means for marketers inside influence: Influencer marketing for publishers guide. New York. https://www.iab.com/wp-content/uploads/2018/01/IAB_Influencer_Marketing_for_Publishers_2018-01-25.pdf
  • Jin, S. V., Ryu, E., & Muqaddam, A. (2021). I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal, 25(4), 665-681.
  • Kaiser, H. F. (1974). An Index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Karataş, G., Dursun, İ., & Köksal, C. G. (2022). Fenomen pazarlamasında tüketici satın alma niyetine etki eden faktörler: parasosyal etkileşimin etkileri ve öncülleri. Journal of Research in Business, 7(2), 515-541.
  • Kavak, B. (2017). Pazarlama ve Pazar Araştırmaları Tasarım ve Analiz, (İkinci Baskı), Ankara, Detay Yayıncılık.
  • Kim, H. (2022). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of Advertising, 41(3), 414-434.
  • Kim, H., Ko, E., & 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.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling, (Third Edition), New York: Guilford Press.
  • Koay, K. Y., Cheung, M. L., Soh, P. C. H., & Teoh, C. W. (2022). Social media influencer marketing: The moderating role of materialism. European Business Review, 34(2), 224-243.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, S. A., & Lee, M. (2017). Effects of relationship types on customers’ parasocial interactions: Promoting relationship marketing in social media. Journal of Hospitality and Tourism Technology, 8(1), 132-146.
  • Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55-78.
  • Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Meydan, C.H., & Şeşen, H. (2015). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. (İkinci Baskı). Ankara: Detay Yayıncılık.
  • Nunnally, J. C, & Bernstein, I. H. (1994). Psychometric Theory, (Third Edition). New York, McGraw-Hill.
  • Özer, M. (2022). Ünlü güvenilirliği modelinin ünlülerle kurulan para-sosyal ilişki ve ünlü-benlik bağlantısı üzerindeki rolü. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 1153-1175.
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), 1-11.
  • Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Rasmussen, L. (2018). Parasocial interaction in the digital age: An examination of relationship building and the effectiveness of YouTube celebrities. The Journal of Social Media in Society, 7(1), 280-294.
  • Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach. (Seventh Edition). West Sussex, John Wiley & Sons.
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
  • Su, B. C., Wu, L. W., Chang, Y. Y. C., & Hong, R. H. (2021). Influencers on social media as References: Understanding the Importance of Parasocial Relationships. Sustainability, 13(19), 1-19.
  • Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi. Gaziantep University Journal of Social Sciences, 19(3), 1071-1098.
  • Tsen, W. S., & Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing. Young Consumers, 22(2), 237-253.
  • Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170.
  • Yousaf, S. (2022). Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the SOR paradigm. International Journal of Contemporary Hospitality Management, 34(9), 3525-3549.
  • Yuksel, M., & Labrecque, L. (2016),“Digital buddies”: parasocial interactions in social media. Journal of Research in Interactive Marketing, 10(4), 305-320.
  • Zarei, G., Asgarnezhad Nuri, B., & Noroozi, N. (2019). The effect of Internet service quality on consumers’ purchase behavior: The role of satisfaction, attitude, and purchase intention. Journal of Internet Commerce, 18(2), 197-220.
  • Zhang, K., Zhang, M., & Li, C. (2021). Effects of celebrity characteristics, perceived homophily, and reverence on consumer-celebrity para-social ınteraction and brand attitude. Frontiers in Psychology, 12, 1-12.
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SOSYAL MEDYADA PARASOSYAL ETKİLEŞİM VE ALGILANAN GÜVENİLİRLİĞİN TÜKETİCİLERİN SATIN ALMA NİYETİNE ETKİSİNDE HOMOFİLİNİN ROLÜ

Yıl 2024, Cilt: 17 Sayı: 1, 39 - 76, 31.01.2024

Emine Şenbabaoğlu Danacı

Öz

Günümüzde geleneksel medyaya karşın çok daha yoğun bir kullanım alanı bulan sosyal medya, özellikle genç tüketicilerin yoğun bir şekilde etkilenme ve etkileme sergiledikleri bir alana dönüşmüştür. Takipçileriyle sürekli bir etkileşim ve iletişim halinde olmaları sebebiyle sosyal medya etkileyicileri, karar verme süreçlerinde tüketici davranışlarını yönlendiren önemli bir etki kaynağı haline dönüşmüşlerdir. Bu noktada, sosyal medya etkileyicilerinin, markalara yönelik tüketicilerin davranışsal niyetlerini nasıl yönlendirdiklerinin anlaşılması önemlidir. Bu doğrultuda bilgi boşluğunu doldurmak için çalışma, bir sosyal medya etkileyicisinin algılanan güvenilirliği, homofili ve satın alma niyeti ile parasosyal etkileşim arasındaki ilişkileri incelemeyi amaçlamaktadır. Araştırma kapsamında 394 veri toplanarak ayrıntılı analizler gerçekleştirilmiştir. Çalışmanın bulguları, homofili tutumun parasosyal etkileşim ve algılanan güvenilirlikte; parasosyal etkileşim ve algılanan güvenilirliğin ise satın alma niyetinin oluşmasında sosyal medya etkileyicileri tarafından yönlendirilen dijital pazarlama bağlamında anlamlı etkilere sahip olduğuna işaret etmektedir. Aynı zamanda parasosyal etkileşimin algılanan güvenilirliğin oluşmasında da etkisinin varlığı tespit edilmiştir. Çalışmanın literatüre katkısının yanı sıra pazarlamacılara pratik ve yönetimsel çıkarımlar da sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Sosyal Medyada Etkileyici Pazarlama Parasosyal Etkileşim Homofili Algılanan Güvenilirlik Satın Alma Niyeti

Kaynakça

  • Akdeniz, P. C., & Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan parasosyal etkileşimin rolü. Erciyes Akademi, 35(4), 1669-1688.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Arbabi, F., Khansari, S. M., Salamzadeh, A., Gholampour, A., Ebrahimi, P., & Fekete-Farkas, M. (2022). Social networks marketing, value co-creation, and consumer purchase behavior: combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15(10), 440-461.
  • Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. ACR North American Advances. 32, 197- 201.
  • Baycur, G. & Karaca, H. S. (2022). Reklamlardaki ünlülerden sosyal medyadaki fenomenlere: Influencer pazarlamasına bütüncül bir bakış. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 271-320.
  • Bhattacharya, A. (2022). Parasocial interaction in social media influencer-based marketing: An SEM approach. Journal of Internet Commerce, 22(2), 1-21.
  • Bi, N. C., & Zhang, R. (2022). “I will buy what my ‘friend’recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of Research in Interactive Marketing, 17(2), 157-175
  • Bozkurt, G. Ş. (2021). Pazarlamanın yeni silahı sosyal medya fenomenleri: fenomen pazarlamanın marka algısına etkisinin değerlendirilmesi. 25. Pazarlama Kongresi, 567- 579.
  • Brislin, R.W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Büyüköztürk, Ş. (2002). Faktör analizi: temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, (32), 470-483.
  • Canoğlu, M., Bülent, Ö. Z., & Yenilmez, G. (2021). Para-sosyal etkileşim, markaya yönelik tutum ve satın alma niyeti: Video bloggerlar üzerine bir inceleme. Gençlik Araştırmaları Dergisi, 9(24), 138-167.
  • Chen, K. J., Lin, J. S., & Shan, Y. (2021). Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent. Journal of Consumer Behaviour, 20(6), 1436-1448.
  • Cheng-Xi Aw, E. & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895-908.
  • Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320.
  • Coşkun, C., Altunışık, R., Bayraktaroğlu, S. ve Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri- SPSS Uygulamalı, (Sekizinci Baskı), Sakarya, Sakarya Kitabevi.
  • Çakır, V., & Akıncı, S. (2017). Para-sosyal ilişki teorisi perspektifinden ürün yerleştirme etkililiği. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2(2), 210-228.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları, (Üçüncü Baskı), Ankara, Pegem Akademi.
  • Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
  • Djafarova, E., & 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.
  • Erkorkmaz, Ü., Etikan, İ., Demir, O., Özdamar, K. ve Sanisoğlu, S. Y. (2013). Doğrulayıcı faktör analizi ve uyum indeksleri. Türkiye Klinikleri Journal of Medical Sciences, 33(1), 210-223.
  • Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
  • Fügan Varol, Sibel & Kars Tayanç, Neşe (2019). Parasosyal ilişki: Kavramsal bir çerçeve. İletişim Kuram ve Araştırma Dergisi, (48), 257-277.
  • Gürbüz, S. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz, (Üçüncü Baskı), Ankara, Seçkin Yayıncılık.
  • Hair, J.F. Jr., Black, W.C., Babin, B.J. and Anderson, R.E. (2014). Multivariate Data Analysis, (Seventh Edition), New Jersey, Pearson Prentice Hall.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
  • Hudders, L., & Lou, C. (2022). The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations. International Journal of Advertising, 42(1), 151-161.
  • IAB Influencer Marketing for Publishers Guide, (2018). Why publishers are increasingly turning to influencer marketing- and what that means for marketers inside influence: Influencer marketing for publishers guide. New York. https://www.iab.com/wp-content/uploads/2018/01/IAB_Influencer_Marketing_for_Publishers_2018-01-25.pdf
  • Jin, S. V., Ryu, E., & Muqaddam, A. (2021). I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal, 25(4), 665-681.
  • Kaiser, H. F. (1974). An Index of factorial simplicity. Psychometrika, 39(1), 31-36.
  • Karataş, G., Dursun, İ., & Köksal, C. G. (2022). Fenomen pazarlamasında tüketici satın alma niyetine etki eden faktörler: parasosyal etkileşimin etkileri ve öncülleri. Journal of Research in Business, 7(2), 515-541.
  • Kavak, B. (2017). Pazarlama ve Pazar Araştırmaları Tasarım ve Analiz, (İkinci Baskı), Ankara, Detay Yayıncılık.
  • Kim, H. (2022). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of Advertising, 41(3), 414-434.
  • Kim, H., Ko, E., & 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.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling, (Third Edition), New York: Guilford Press.
  • Koay, K. Y., Cheung, M. L., Soh, P. C. H., & Teoh, C. W. (2022). Social media influencer marketing: The moderating role of materialism. European Business Review, 34(2), 224-243.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, S. A., & Lee, M. (2017). Effects of relationship types on customers’ parasocial interactions: Promoting relationship marketing in social media. Journal of Hospitality and Tourism Technology, 8(1), 132-146.
  • Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55-78.
  • Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Meydan, C.H., & Şeşen, H. (2015). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. (İkinci Baskı). Ankara: Detay Yayıncılık.
  • Nunnally, J. C, & Bernstein, I. H. (1994). Psychometric Theory, (Third Edition). New York, McGraw-Hill.
  • Özer, M. (2022). Ünlü güvenilirliği modelinin ünlülerle kurulan para-sosyal ilişki ve ünlü-benlik bağlantısı üzerindeki rolü. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 1153-1175.
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), 1-11.
  • Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Rasmussen, L. (2018). Parasocial interaction in the digital age: An examination of relationship building and the effectiveness of YouTube celebrities. The Journal of Social Media in Society, 7(1), 280-294.
  • Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach. (Seventh Edition). West Sussex, John Wiley & Sons.
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
  • Su, B. C., Wu, L. W., Chang, Y. Y. C., & Hong, R. H. (2021). Influencers on social media as References: Understanding the Importance of Parasocial Relationships. Sustainability, 13(19), 1-19.
  • Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi. Gaziantep University Journal of Social Sciences, 19(3), 1071-1098.
  • Tsen, W. S., & Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing. Young Consumers, 22(2), 237-253.
  • Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170.
  • Yousaf, S. (2022). Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the SOR paradigm. International Journal of Contemporary Hospitality Management, 34(9), 3525-3549.
  • Yuksel, M., & Labrecque, L. (2016),“Digital buddies”: parasocial interactions in social media. Journal of Research in Interactive Marketing, 10(4), 305-320.
  • Zarei, G., Asgarnezhad Nuri, B., & Noroozi, N. (2019). The effect of Internet service quality on consumers’ purchase behavior: The role of satisfaction, attitude, and purchase intention. Journal of Internet Commerce, 18(2), 197-220.
  • Zhang, K., Zhang, M., & Li, C. (2021). Effects of celebrity characteristics, perceived homophily, and reverence on consumer-celebrity para-social ınteraction and brand attitude. Frontiers in Psychology, 12, 1-12.
  • https://collabstr.com/2023-influencer-marketing-report (Erişim Tarihi: Kasım 2023)
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Emine Şenbabaoğlu Danacı 0000-0002-8402-5904

Yayımlanma Tarihi 31 Ocak 2024
Gönderilme Tarihi 11 Temmuz 2023
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 1

Kaynak Göster

APA Şenbabaoğlu Danacı, E. (2024). SOSYAL MEDYADA PARASOSYAL ETKİLEŞİM VE ALGILANAN GÜVENİLİRLİĞİN TÜKETİCİLERİN SATIN ALMA NİYETİNE ETKİSİNDE HOMOFİLİNİN ROLÜ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(1), 39-76.
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