Tüketicilerin yeme içme davranışları üzerinde sosyal medya fenomenlerinin rolü

Mehmet Selman Bayındır; Bahar Bayındır

doi:10.53601/tourismandrecreation.1545335

EN TR

The role of social media influencers on consumers' eating and drinking behavior

Abstract

Social media influencers have become important in shaping consumer behavior and guiding consumers' purchasing decisions in recent years. Accordingly, the aim of this study is to examine the role of social media influencers on the eating and drinking behaviors of consumers of different generations. In this study, in which a qualitative research method was used, 12 social media users were reached by using the purposive sampling method, and the data collected from these people were collected through interviews. The data were presented descriptively by quoting the answers of the participants, and these data were interpreted and analysed. The results showed that social media influencers have significant roles on generations. Participants of all generations pay attention to the promise of flavour and visual appeal of social media influencers' content. Generation X is generally more conservative towards the recommendations of social media influencers, while Generation Y is more open and positive towards these recommendations. Generation Z, on the other hand, tends to shape their decisions based on their own experiences while following the recommendations of social media influencers.

Keywords

Social media , Generation , Social media phenomenon , Eating and drinking , Consumer behaviour

Tüketicilerin yeme içme davranışları üzerinde sosyal medya fenomenlerinin rolü

Öz

Sosyal medya fenomenleri, tüketici davranışlarını şekillendirmede ve tüketicilerin satın alma kararlarını yönlendirmede son yıllarda önemli hale gelmiştir. Bu çalışmanın amacı da sosyal medya fenomenlerinin farklı kuşaklardaki tüketicilerin yeme içme davranışları üzerindeki rolünü incelemektir. Nitel araştırma yönteminin kullanıldığı bu çalışmada amaçlı örnekleme yöntemi kullanılarak sosyal medya kullanıcısı 12 kişiye ulaşılmış ve bu kişilerden görüşme yoluyla veriler toplanmıştır. Katılımcıların cevaplarından alıntı yapılarak veriler betimsel olarak sunulmuş ve bu veriler yorumlanarak analiz edilmiştir. Elde edilen sonuçlar sosyal medya fenomenlerinin kuşaklar üzerinde belirgin rolleri olduğunu göstermiştir. Tüm kuşak katılımcıları sosyal medya fenomenlerinin içeriklerdeki lezzet vaadine ve görsel çekiciliğine dikkat etmektedir. X kuşağı genellikle sosyal medya fenomenlerinin tavsiyelerine karşı daha muhafazakâr bir tutum sergilerken, Y kuşağı bu önerilere daha açık ve olumlu bir yaklaşım sergilemektedir. Z kuşağı ise sosyal medya fenomenlerinin önerilerini takip ederken aynı zamanda kendi deneyimlerine dayanarak kararlarını şekillendirme eğilimindedir.

Anahtar Kelimeler

Sosyal medya , Kuşak , Sosyal medya fenomeni , Yeme içme , Tüketici davranışı

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Mutfak Kültürü , Gastronomik Trendler , Gıda Tüketimi , Gıda Pazarlaması , Gastronomi (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Mehmet Selman Bayındır ^*
0000-0002-9806-3522
Türkiye

Bahar Bayındır
0000-0002-6440-1132
Türkiye

Yayımlanma Tarihi

30 Haziran 2025

Gönderilme Tarihi

8 Eylül 2024

Kabul Tarihi

22 Aralık 2024

Yayımlandığı Sayı

Yıl 2025 Cilt: 7 Sayı: 1

DOI

https://doi.org/10.53601/tourismandrecreation.1545335

IZ

https://izlik.org/JA53PJ67PY

APA

Bayındır, M. S., & Bayındır, B. (2025). Tüketicilerin yeme içme davranışları üzerinde sosyal medya fenomenlerinin rolü. Tourism and Recreation, 7(1), 141-151. https://doi.org/10.53601/tourismandrecreation.1545335

24661

Tourism and Recreation tarafından yayınlanan eserler Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Lisence ile lisanslanmaktadır.

The role of social media influencers on consumers' eating and drinking behavior

Abstract

Keywords

Tüketicilerin yeme içme davranışları üzerinde sosyal medya fenomenlerinin rolü

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster