Şehir Markalama Bağlamında Nüfuz Pazarlamasının Tutum ve Güvene Etkisi

Year 2023, Volume: 5 Issue: 2, 99 - 108, 31.12.2023

Osman Özdemir , Gülçin Çetinkaya Özdemir

https://doi.org/10.47138/jeaa.1384042

Abstract

Şehir markası ve nüfuz pazarlaması literatürde önemli bir yere sahiptir. Nüfuz pazarlaması, tüketici tutumlarını ve karar verme süreçlerini markalar lehine veya aleyhine etkileyebilen ve yüksek takipçi sayısına sahip kullanıcılardan yararlanılan bir pazarlama uygulamasıdır. Turizm sektörü bağlamında belirli bir şehre daha fazla ziyaretçi çekmek ve şehrin algısını şekillendirip marka yapmak için kullanılmaktadır. Bu çalışmada da şehirlerin marka olma sürecinde nüfuz pazarlamasından nasıl yararlandığı ve nüfuz pazarlamasının tutum ve güvene etkisinin ne olduğu üzerine durulmuştur. Çalışmanın anakütlesi sosyal medya kullanıcısı bireylerden oluşmaktadır. Çalışmanın örneklemi TRC3 Bölgesi’nde kolayda örnekleme ile seçilmiştir. Örneklemden çevrimiçi anket yoluyla 280 adet veri toplanmıştır. Toplanan verilerle faktör, güvenilirlik, korelasyon ve regresyon analizleri yapılmıştır. Yapılan analiz sonuçlarına göre nüfuz pazarlamasında bilgi, eğlence ve yetkinliğin önemi anlaşılmıştır. Ayrıca tutum değişkenindeki değişimin %49,5’inin nüfuz pazarlamasından; güven değişkenindeki değişimin %53,6’sının nüfuz pazarlamasından; güven değişkenindeki değişimin %67,8’inin nüfuz pazarlaması ve tutum değişkenlerinden kaynaklandığı sonucuna ulaşılmıştır.

Keywords

Şehir Markalama, Nüfuz Pazarlaması, Tutum ve Güven

The Effect of Influence Marketing on Attitude and Trust in the Context of City Branding

Abstract

City branding and influence marketing have an important place in the literature. Influence marketing is a marketing practice that utilizes users with a high number of followers, who can influence consumer attitudes and decision-making processes in favor or against brands. In the context of the tourism sector, it is used to attract more visitors to a particular city and to shape the perception of the city and make it a brand. This study focuses on how cities benefit from influence marketing in the process of becoming a brand and what the effect of influence marketing is on attitude and trust. The population of the study consists of individuals who are social media users. The sample of the study was selected by convenience sampling in the TRC3 Region. 280 data were collected from the sample via online survey. Factor, reliability, correlation and regression analyses were conducted. According to the results of the analyses, the importance of information, entertainment and competence in influence marketing was understood. Additionally, 49.5% of the change in the attitude variable was due to influence marketing. 53.6% of the change in the trust variable was due to influence marketing. 67.8% of the change in the trust variable was caused by influence marketing and attitude variables.

Keywords

City Branding, Influence Marketing, Attitude and Trust

References

• Aaker, D.A. (1996). Building strong brands. The Free Press: New York.
• Aaker, J., Fournier, S. & Brasel, S. A. (2004), When good brands do bad. JCR, 31 (June), 1-16. https://doi.org/10.1086/383419
• Ailawadi, K.L. & Keller, K.L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80, 331‐342. https://doi.org/10.1016/j.jretai.2004.10.008
• Blain, C., Levy, S.E. & Ritchie J.R.B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43: 328-338. https://doi.org/10.1177/0047287505274646
• Campbell C. & Farrell J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, (63), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003
• Çiçek, E. & Pala, U. (2017). Destinasyon markalaşması üzerine bir araştırma: Tarsus örneği. Çağ Üniversitesi Sosyal Bilimler Dergisi, 14(2), 25-47
• De Veirman, M., Cauberghe, V. & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
• Diamantopoulos, A., Smith, G., & Grime, I. (2005). The impact of brand extensions on brand personality: Experimental evidence. European Journal of Marketing, 39 (1/2), 129-149. https://doi.org/10.1108/03090560510572052
• 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. http://dx.doi.org/10.1016/j.chb.2016.11.009
• Erdil, S. & Uzun Y., (2009). Marka Olmak. Beta Yayınları: İstanbul
• Femenia-Serra, F. & Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. In J. Neidhardt and W. Wörndl (Eds.), Information and Communication Technologies in Tourism, 65-78.
• Hanna, S. & Rowley J. (2008). An analysis of terminology use in placebranding. Place Branding and Public Diplomacy, 4(1): 61-75
• Huang M. &Yu S., (1999). Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconscious inertia. Psychology & Marketing, 16(6) 523-544
• Kabiraj S. & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18, 285–299 (2011). https://doi.org/10.1057/bm.2010.42
• Kádeková, Z. & Holienčinová M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 2018, 9 (2), 1-9. https://www.communicationtoday.sk/download/22018/06.-kadekova-holıencınova-%25E2%2580%2593-CT-2-2018.pdf
• Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. https://doi.org/10.1080/13527260902757530
• Ki, C. W., Cuevas, L. M., Chong, S. M. & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 1-11. https://doi.org/10.1016/j.jretconser.2020.102133
• Knox, S. & Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic Marketing, (11)4. https://doi.org/10.1080/0965254032000159072
• Knox, S., (1998). Loyalty based segmentation and the customer development process. European Management Journal, 16(6) 729-737. https://doi.org/10.1016/S0263-2373(98)00049-8
• Litvin, S.W., Goldsmith, R.E. & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458-468. https://doi:10.1016/j.tourman.2007.05.011
• Özdemir, O. (2012). İhracat pazarlarında pazarlama iletişim yeteneklerinin kurumsal kimlik ve imaj üzerine etkilerinin incelenmesi. Sosyal Bilimler Enstitüsü, Süleyman Demirel Üniversitesi, Yüksek Lisans Tezi.
• Plummer, J. T. (1985, February). Brand personality: A strategic concept for multinational advertising. In Marketing educators' conference (1-31). New York: Young & Rubicam.
• Reast, J. D. (2003). The role of brand trust within related and unrelated brand extension activities: A consumer perspective. Leeds University Business School Doktora Tezi. Leeds University, Leeds
• Sengupta, J. & Johar, G. V. (2002). Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives. JCR, 29, 39-56. https://doi:10.1086/339920
• Sokołowska, E., Pawlak, K., Hajduk, G. & Dziadkiewicz, A. (2022). City brand equity, a marketing perspective. Cities, 130, 1-15 https://doi.org/10.1016/j.cities.2022.103936
• Torres-Moraga, E. & Barra, C. (2023). Does destination brand experience help build trust? Disentangling the effects on trust and trustworthiness. Journal of Destination Marketing & Management, 27, 1-11, https://doi.org/10.1016/j.jdmm.2023.100767
• Wassler, P., Wang, L. & Hung K. (2021). Residents’ power and trust: A road to brand ambassadorship? Journal of Destination Marketing & Management, 19, 1-9, https://doi.org/10.1016/j.jdmm.2020.100550