Taklit Etme Arzusunun Influencer Takipçilerinin Satın Alma Niyetleri Üzerindeki Aracılık Rolü

Öz

Geleneksel medya ünlülerinin sunduğu erişim ve itibar avantajlarının ötesinde influencerlar, sosyal medyanın dinamik yapısını kullanarak takipçileriyle daha kişisel ve güvene dayalı bağlar kurmaktadır. Bu nedenle influencer pazarlama faaliyetleri, günümüz dijital ekosisteminde oldukça önemli bir rol oynamaktadır. Bu çalışma, influencerlarla bağlantıda olma ile takipçilerin satın alma niyetleri arasındaki ilişkide taklit etme arzusunun aracılık rolünü incelemeyi amaçlamıştır. Çalışmada, kolayda örnekleme tekniği kullanılarak 18-24 yaş aralığındaki 272 üniversite öğrencisinden Likert tipi ölçekler aracılığıyla veriler toplanmıştır. Veriler, Hayes Process Macro’nun 4. modeli kullanılarak aracılık analiziyle değerlendirilmiştir. Bulgular, influencerlarla bağlantıda olma ile satın alma niyeti arasında anlamlı ve pozitif bir ilişki olduğunu göstermiştir (β = .530, p  .001). Ayrıca, influencerları taklit etme arzusunun bu ilişkide kısmi bir aracılık rolü oynadığı belirlenmiştir (indirect β = .091, p  .05). Bu sonuçlar, influencerların takipçileriyle kurdukları bağın yalnızca yüzeysel olmadığını, aynı zamanda tüketim davranışlarını yönlendiren derin bir etkileşim potansiyeli barındırdığını göstermektedir.

Anahtar Kelimeler

• Influencer Pazarlama
• Taklit Etme
• Reklamcılık
• Sosyal Medya
• Influencer

The Mediating Role of the Desire to Mimic in Follewers’ Purchase Intentions

Öz

Beyond the access and reputation advantages afforded by traditional media celebrities, influencers leverage the dynamic structure of social media to establish more personal, trust-based connections with their followers. Therefore, influencer marketing activities play a crucial role in today’s digital ecosystem. This study aimed to examine the mediating role of the desire to mimic in the relationship between being connected with influencers and purchase intention. The study included 272 university students aged 18-24 recruited via convenience sampling. Mediation analysis was conducted using Hayes’ PROCESS macro (Model 4). The results revealed a significant and positive relationship between being connected with influencers and purchase intention (β = .530, p  .001). Moreover, the desire to mimic influencers partially mediated this relationship (indirect β = .091, p  .05). The findings provide evidence that influencer-follower connections are not merely superficial but involve a deeper interaction potential that shapes consumer behavior.

Anahtar Kelimeler

• Influencer Marketing
• Imitation
• Advertising
• Social Media
• Influencer

Kaynakça

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