Algılanan Reklam Değeri ve Satın Alma Niyeti: Kaynak Özelliklerinin Etkisi

Öz

Influencer pazarlaması, günümüz dijital çağında markaların tüketicilere ulaşma biçiminde önemli farklılıklara neden olmuştur. Bu farklılıkların temelinde, influencer’ların sahip olduğu özellikler ile tüketicilerin reklamlara yüklediği değer yer almaktadır. Bu araştırma, Kaynak Güvenilirlik Modeli’ne dayalı olarak influencer’ların algılanan reklam değeri ve satın alma niyeti üzerindeki etkisini araştırmaktadır. Influencer’ların çekiciliği, güvenilirliği, uzmanlığı ve benzerliğinin reklam değerini nasıl etkilediğine odaklanan araştırmada; bu değerin tüketicilerin satın alma niyetleri üzerinde nasıl bir etkisi olduğunu incelenmiştir. Anket tasarlanarak kolayda örnekleme yöntemi ile 319 sosyal medya kullanıcıdan oluşan örneklemin yer aldığı araştırma yapısal eşitlik modellemesi ile gerçekleştirilmiştir. Sonuçlar; influencer’ın çekiciliği, uzmanlığı ve benzerliğinin algılanan reklam değerini olumlu yönde etkilediğini göstermektedir. Buna karşın influencer güvenilirliğinin algılanan reklam değerine anlamlı bir etkisinin olmadığı görülmüştür. Influencer’ın yer aldığı reklam değerinin ise satın alma niyetine anlamlı ve pozitif etkisi olduğu tespit edilmiştir. Araştırma sonuçları, influencer’ların dijital pazarlama stratejilerindeki rolünü ve taşıdıkları özelliklerinin önemini vurgulamaktadır.

Anahtar Kelimeler

• influencer pazarlama
• algılanan reklam değeri
• satın alma niyeti
• kaynak güvenilirliği modeli
• sosyal medya

Perceived Advertising Value and Purchase Intention: The Effect of Source Characteristics

Öz

Influencer marketing has led to significant changes in how brands reach consumers in today’s digital age. These changes are fundamentally based on the characteristics of influencers, and the value consumers place on advertisements. This study investigates the effect of influencers on perceived advertising value and purchase intention based on the Source Credibility Model. It examines how influencers’ attractiveness, credibility, expertise, and similarity affect advertising value and how this value influences consumers’ purchase intentions. The study was conducted using structural equation modeling, with a sample of 319 social media users selected through convenience sampling, using a questionnaire. The results indicate that the influencer’s attractiveness, expertise, and similarity positively affect perceived advertising value. In contrast, the influencer’s credibility was found to have no significant effect on perceived advertising value. It was determined that the advertising value of influencers has a significant and positive effect on purchase intention. The research results emphasize the role of influencers in digital marketing strategies and the importance of their characteristics.

Anahtar Kelimeler

• Influencer marketing
• perceived advertising value
• purchase intention
• source credibility model
• social media

Kaynakça

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