The Role of Parasocial Interaction with Social Media Phenomenes in the Purchase Intention of Consumers

Year 2021, , 1669 - 1688, 17.12.2021

Peruze Cansu Akdeniz , Kumru Uyar

https://doi.org/10.48070/erciyesakademi.1028374

Cited By: 4

Abstract

Parasocial interaction is a concept that continues to be popular to be studied in terms of media characters. Especially, the increase in interaction between users through various platforms in social media causes changes in the field of marketing when it is considered in terms of consumers. Because social media phenomena are known to affect consumer purchase intentions, and it is thought that research in this area will contribute to the literature. In this study, the factors related to the relationship established with the social media phenomenon were examined and the effect of the reliability, expertise, physical and social attractiveness of the phenomenon on the parasocial interaction with its follower and the effect of this interaction on the purchase intention was tried to be examined. In this direction, an online survey was conducted through 397 participants selected according to convenience sampling method. The findings show that the factors of social and physical attraction, expertise, reliability and similarity have a significant and positive effect on the parasocial interaction established with the social media phenomenon, and the level of parasocial interaction with the social media phenomenon on the purchasing intention of the follower.

Keywords

Parasocial interaction, Social media phenomenon, Purchase intention

Tüketicilerin Satın Alma Niyetlerinde Sosyal Medya Fenomenleri İle Kurulan Parasosyal Etkileşimin Rolü

Abstract

Parasosyal etkileşim, medya karakterleri açısından araştırılması konusunda popüler olmaya devam eden bir kavramdır. Özellikle sosyal medyada çeşitli platformlar aracılığıyla kullanıcılar arası etkileşimin artması, tüketiciler açısından düşünüldüğünde pazarlama alanında da değişime neden olmaktadır. Zira sosyal medya fenomenlerinin, tüketici satın alma niyetlerini etkilediği bilinmektedir ve bu alanda yapılacak araştırmaların da literatüre katkı sağlayacağı düşünülmektedir. Bu araştırmada da sosyal medya fenomeni ile kurulan ilişkiye yönelik faktörler incelenmeye çalışılmış ve fenomenin güvenilirliğinin, uzmanlığının, fiziksel ve sosyal çekiciliğinin, takipçisi ile benzerliğinin parasosyal etkileşim üzerindeki etkisi ve bu etkileşimin de satın alma niyeti üzerindeki etkisi incelenmeye çalışılmıştır. Bu doğrultuda kolayda örnekleme yöntemine göre belirlenen 397 katılımcı aracılığıyla çevrim içi anket uygulaması gerçekleştirilmiştir. Elde edilen bulgular ise sosyal ve fiziksel çekicilik, uzmanlık, güvenilirlik ve benzerlik faktörlerinin sosyal medya fenomeni ile kurulan parasosyal etkileşim üzerinde, sosyal medya fenomeni ile kurulan parasosyal etkileşim düzeyinin de, takipçinin satın alma niyeti üzerinde anlamlı ve pozitif yönde bir etkisi bulunduğunu kanıtlar niteliktedir.

Keywords

Parasosyal etkileşim, Sosyal medya fenomeni, Satın alma niyeti

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