The Effect of Influencer Attrıbutes on The Behavıoral Intentıons of Consumers

Yıl 2023, Sayı: 77, 219 - 233, 28.07.2023

Fatma Demirağ

https://doi.org/10.51290/dpusbe.1295684

Cited By: 4

Öz

Along with the increase in the number of consumers interacting with social media platforms, the successful interaction of influencers, which are expressed as social media influencers, with their followers has been widely used in marketing activities. In this study, the effect of physical attractiveness, social attractiveness and attitudinal homophily of influencers on the reliability of influencers and the effect of trust on consumers' behavioral intentions were examined. The quantitative research method was used in the study. A questionnaire was used as a data collection tool in the study. In the online survey, 318 valid data were obtained. LISREL8.5 package program was used in the analysis of the data. As a result of the research, it has been seen that the physical attractiveness, social attractiveness and attitude homophily of the influencers positively affect the reliability of the influencer. In addition, it has been concluded that the reliability of the influencer positively affects the consumers' recommendation intention and purchase intention. In this study, the proposed model contributes to the marketing literature theoretically. Practically speaking, it has been attempted to provide practitioners interested in influencer marketing with information on influencer characteristics that can influence credibility, which has a significant impact on consumers' behavioral intentions. Practitioners will be more effective on the behavioral intentions of consumers with the selection of highly reliable influencers.

Anahtar Kelimeler

Influencer marketing, physical attractiveness, social attractiveness, attitude homophily, purchase intention, recommendation intention

Influencer Özelliklerinin Tüketicilerin Davranışsal Niyetleri Üzerindeki Etkisi

Öz

Sosyal medya platformları ile etkileşime geçen tüketici sayısındaki artış ile birlikte sosyal medya etkileyicileri olarak ifade edilen influencerların takipçileri ile başarılı etkileşimi, pazarlama faaliyetlerinde yaygın olarak kullanılmaya başlanmıştır. Bu çalışmada, influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera yönelik duyulan güvenirliğe ve duyulan güvenirliğin de tüketicilerin davranışsal niyetleri üzerindeki etkisi incelenmiştir. Çalışmada nicel araştırma yöntemi kullanılmıştır. Çalışmada veri toplama aracı olarak anket kullanılmıştır. Çevrimiçi olarak uygulanan ankette 318 geçerli veri elde edilmiştir. Verilerin analizinde LİSREL8.5 paket programı kullanılmıştır. Araştırma sonucunda influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera karşı güvenirliğini olumlu etkilediği görülmüştür. Ayrıca influencera karşı güvenirliğin tüketicilerin tavsiye etme ve satın alma niyetini olumlu etkilediği sonucuna ulaşılmıştır. Bu çalışmada önerilen model ile teorik olarak pazarlama literatürüne katkı sunulmaktadır. Pratik olarak influencer pazarlaması ile ilgilenen uygulayıcılara tüketicilerin davranışsal niyetleri üzerinde önemli bir etkisi bulunan güvenirliği etkileyebilecek influencer özelliklerine yönelik bilgiler sağlanmaya çalışılmıştır. Uygulayıcılar güvenirliği yüksek influencer seçimiyle tüketicilerin davranışsal niyetleri üzerinde daha fazla etkili olabileceklerdir.

Anahtar Kelimeler

Influencer pazarlaması, fiziksel çekicilik, sosyal çekicilik, tutumsal benzerlik, satın alma niyeti, tavsiye etme niyeti

Kaynakça

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