Sanal Etkileyicilerin Tüketici Satın Alma Niyetine Etkisi

Yıl 2023, Cilt: 14 Sayı: 1, 1 - 22, 16.10.2023

Cansel Acar , Hüseyin Ekizler

https://doi.org/10.18354/esam.1334461

Cited By: 1

Öz

Sosyal medya kullanımının hayatın her alanına nüfus etmesiyle pazarlama alanı da büyük değişimler yaşamaktadır. Sosyal medya fenomenleri olan influencerların verdikleri tavsiyeler ile aldıkları etkileşimler sonucunda influencer pazarlaması oldukça popüler bir pazarlama alanı haline gelmiştir. Teknolojik gelişmelerle beraber bu kavram da çok hızlı değişim yaşamaktadır. Metaverse kavramının hayatımıza girmesiyle beraber influencer pazarlaması da yeni bir ivme kazanmış, klasik influencerlar’a ek olarak “avatar” influencerlar ortaya çıkmıştır. Bu çalışmanın amacı günümüzde ve önümüzdeki dönemlerde Türkiye için avatar influencerların satın almaya etkilerinin araştırılmasıdır. Çalışma kapsamında, online anket formuna araştırma modelinde yer alan kavramlara ek olarak, bu çalışma için özel olarak hazırlanmış avatar influencerların tanıtıldığı video linki de dahil edilmiştir. Bu doğrultuda veriler sosyal medya platformları (Telegram, Instagram, LinkedIn) ve kütüphane, okul gibi kurumlara gidilerek birebir olarak 644 kişiden toplanmıştır. Filtreleme soruları ile aktif influencer takip eden 390 katılımcının verisi analize dahil edilmiştir. Analiz sonucunda avatar influencerın -uzmanlık, benzerlik ve çekicilik- olarak belirlenen özelliklerinin hiçbirinin satın alma niyeti üzerinde anlamlı bir etkiye sahip olmadığı bulunmuştur. Ancak influencera karşı tutumun satın alma niyetini olumlu etkilediği ve satın alma niyetinin de sadakat aracılığı ile WOM’u pozitif olarak etkilediği saptanmıştır.

Anahtar Kelimeler

Sanal etkileyici, Satın alma niyeti, WOM, Sadakat, Etkileyiciye karşı tutum

Destekleyen Kurum

Nişantaşı Üniversitesi

The Impact of Avatar Influencers on Consumer Purchase Intention

Öz

The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods.
The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods.
Within the scope of the study, an online survey was prepared including the concepts in research model and a video link introducing avatar influencers specially prepared for this study. In this direction, data were collected from 644 consumers via social media platforms (Telegram, Instagram, LinkedIn) and face-to-face questionnaires. The data of 390 participants who actively follow influencers were included in the analyses. The findings showed that none of the characteristics (expertise, similarity and attractiveness) of avatar influencers had a significant effect on purchase intention. However, it was determined that attitude towards influencer significantly and positively affected purchase intention and purchase intention positively affected WOM through loyalty.

Anahtar Kelimeler

Avatar Influencer, Purchase Intention, WOM, Loyalty, Attitude Towards Influencer

Kaynakça

• Alalwan A. A. (2018). Investigating the Impact of Social Media Advertising Features on Customer Purchase Intention. International Journal of Information Management, 42, 65-77
• Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
• Andersson, V., & Sobek, T. (2020). Virtual avatars, virtual influencers & authenticity, Master's Thesis. University of Gotenburg.
• Appelman, A., & Sundar, S. S. (2016). Measuring message credibility: Construction and validation of an exclusive scale. Journalism & Mass Communication Quarterly, 93(1), 59–79.
• Arakji, R. Y., Lang, K. R. (2008). Avatar Business Value Analysis: A Method for the Evaluation of Business Value Creation in Virtual a Commerce. Journal of Economic Commerce Research, 9(3), 207-218.
• Audrezet, A., & Koles, B. (2023). Virtual Influencer as a Brand Avatar in Interactive Marketing. In The Palgrave handbook of Interactive Marketing (pp. 353-376). Cham: Springer International Publishing.
• Ay, H. (2021). Pazarlama İletişimi Sürecinde Sanal Influencer Kullanımı, Yüksek Lisans Tezi. Kocaeli, Kocaeli Üniversitesi, Sosyal Bilimler Enstitüsü.
• Babin, B.J., William, R.D., & Mitch, G. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656.
• Ball, D. , Coelho, P. S. & Vilares, M. J. (2006). Service Personalization and Loyalty. Journal of Services Marketing, 20(6), 391-403.
• Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
• Beltramini, R. F., & Evans, K. R. (1985). Perceived Believability of Research Results Information in Advertising. Journal of Advertising, 14(3), 18-31.
• Brito Silva, M. J., de Oliveira Ramos Delfino, L., Alves Cerqueira, K., & de Oliveira Campos, P. (2022). Avatar marketing: a study on the engagement and authenticity of virtual influencers on Instagram. Social Network Analysis and Mining, 12(1), 130.
• Cagnina M. R., Pauluzzo, R., Poian, M. (2010). Values, Beliefs, Artifacts and Avatars: Cultural Issues Mediated by Virtual Worlds. Networking and Electronic Commerce Research Conference, 1-21.
• Carpenter, J., Fairhurst, A. (2005). Consumer Shopping Value, Satisfaction, and Loyalty for Retail Apparel Brands. Journal of Fashion Marketing and Management, 9(3), 256-269.
• Chapple, C., & Cownie, F. (2017). An Investigation into Viewers Trust in and Response Towards Disclosed Paid-for-endorsements by YouTube Lifestyle Vloggers. Journal of Promotional Communications 5,: 110–36.
• Chen, M. Y. & Teng, C. I. (2013). A Comprehensive Model of the Effects of Online Store Image on Purchase Intention in an E-commerce Environment. Electronic Commerce Research, 13, 1-23.
• Cheng, R., Wu, N., Chen, S., & Han, B. (2022). Will metaverse be next internet? vision, hype, and reality. IEEE Network, 36(5), 197-204.
• Colliander, J. & Dahlén, M. (2011). Following the Fashionable Friend: the Power of Social Media: Weighing Publicity Effectiveness of Blogs Versus Online Magazines. Journal of Advertising Research, 51(1), 313-320.
• Donmaz, A. (2014). E-perakendecilik hizmet kalitesi belirleyicilerinin tüketici davranışlarına etkisi üzerinde güven, tatmin ve itibar unsurlarının rolü. TC Haliç Üniversitesi, İstanbul.
• Elitaş, T. (2014). Televizyon Haberlerinin Anlatı Formunun Kurulmasında Özel Efektler. Yayımlanmamış Yüksek Lisans Tezi. Erzurum, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü.
• Fülöp, M. T., Topor, D. I., Căpușneanu, S., Ionescu, C. A., & Akram, U. (2023). Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions. Eastern European Economics, 1-23.
• Gitomer, J. (1998). Customer Satisfaction is Worthless: Customer Loyalty is Priceless. Austin, TX: Bard Press.
• Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
• Gökalan, B. (2009). Dayanıklı Tüketim Malları Sektöründe Ülke Orjininin Tüketicinin Satın Alma Niyetine Etkisi. Yayınlanmamış Yüksek Lisans Tezi, Ankara.: Ankara Üniversitesi.
• Gräve, J. F. (2017). Exploring the Perception of Influencers vs. Traditional Celebrities: Are Social Media Stars a New Type of Endorser?. Proceedings of the 8th International Conference on Social Media & Society (p. 36). ACM.
• Grider, D. (2021). “The Metaverse: Web 3.0 Virtual Cloud Economics.” Grayscale Research. Erişim tarihi: 11.05.2023 https://grayscale.com/wp-content/uploads/2021/11/Grayscale_Metaverse_Report_Nov2021.pdf
• Güleç Yalçın, F. (2019). “Influencer Marketing’in Sanal Yolculuğu”. Digitalage. Erişim tarihi:20.05.2023 https://digitalage.com.tr/influencer-marketingin-sanal-yolculugu/
• Hapák, Palo. (2018). “Influencer Marketing: Značky Tvoria Virtuálnych Influencerov”. Erişim tarihi: 23.05.2023 https://marketeris.sk/clanok/influencer-marketing-znacky-tvoria-virtualnych-influencerov
• Hazari, S., & Sethna, B. N. (2023). A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users. Journal of Promotion Management, 29(4), 491-534.
• Heskett, J., Reichheld, F., & Sasser, W. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105–112.
• Joseph, W. B. (1982). The Credibility of Physically Attractive Communicators: A Review. Journal of Advertising, 11(3), 15-24.
• Kamins, M. A. (1989). Celebrity and Noncelebrity Advertising in a Two-sided Context. Journal of Advertising Research, 29(3), 34–42.
• Kelman, H. C. (2006). Interests, Relationships, Identities: Three Central Issues for Individuals and Groups in Negotiating their Social Environment. Annual Review of Psychology, 57, 1-26.
• Kim, H., Ko, E., & Kim, J. (2015). SNS users’ para-social relationships with celebrities: Social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279–294.
• Kugler, L. (2023). “Virtual Influencers in the Real World”. Communications of the ACM. Erişim tarihi: 16.05.2023 https://dl.acm.org/doi/pdf/10.1145/3579635
• Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529-537.
• Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249.
• Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
• Madahi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention Amongst Young Generation in Malaysia. International Business Research, 5(8), 153.
• Mediakix (2019). “Influencer Marketing 2019 Industry Benchmarks”. Erişim tarihi: 16.05.2023 https://mediakix.com/influencer-marketing-resources/influencer-marketing-industrystatistics-survey-benchmarks/
• Nolan, H. (2018). “Brands Are Creating Virtual Influencers, Which Could Make the Kardashians a Thing of the Past.” Erişim tarihi: 23.05.2023 https://www.adweek.com/brand-marketing/brands-are-creating-virtual-influencers-which-could-make-the-kardashians-a-thing-of-the-past/
• Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of advertising, 19(3), 39-52.
• Oralhan, B., Sargın, S., & Topcu, T. (2022). Sosyal Medya Reklamlarının Üniversite Öğrencilerinin Satın Alma Niyeti Üzerinde Etkisi. Turkish Studies-Economics, Finance, Politics, 17(1), 111-137.
• Phillips, S. (2018).” Exploring Mixed Race Identity in CGI Influencers”. Dazed Digital.Erişimtarihi:16.05.2023.https://www.dazeddigital.com/beauty/head/article/41436/1/mixedrace-identity-cgi-influencers-lil-miquela /
• Pladson, K. (2021). “What or the Metaverse?” DW. Erişim tarihi: 11.05.2023.https://www.dw.com/tr/nedir-bu-metaverse/a-59609436
• Santo, P. E., & Marques, A. M. A. (2022). Determinants of the online purchase intention: hedonic motivations, prices, information and trust. Baltic Journal of Management, 17(1), 56-71.
• Sarıgöl, E. (2018). “Yeni Nesil Influencer’lar: Sanal Fenomenler”. Creatorden. Erişim tarihi: 16.05.2023 https://creatorden.com/yeni-nesil-influencerlar-sanal-fenomenler/
• Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
• Silverman, G. (2001). The Secrets of Word of Mouth Marketing, American Management Assocation: New York.
• Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742.
• Sun, T., Seounmi, Y., Guohua W., & Mana, K. (2006). Online Word-of-Mouth (or Mouse): An Exploration of ItsAntecedents and Consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127.
• Tanprajna, R. F., & Ellyawati, J. (2020). Effect of e-referral and e-wom on purchase intention: An empirical study in Indonesia. 11th International Conference on Modern Research in Management, Economics & Accounting, Oxford: UK.
• Thomas, V. L., & Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as brand endorsers. Journal of Advertising, 50(1), 11-25.
• To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
• Wang, J. C., & Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337-346.
• Woodside, A. G. & Deloizer, M. W. (1976). Effect of Word of Mouth Advertising on Consumer Risk Taking. Journal of Advertising, 5(4), 10-23.
• Yu, C., & Bastin, M. (2010). Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace. Journal of Brand Management, 18, 105-114.
• Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147.
• Zhu, Y. Q. & Chang, J. H. (2016). The Key Role of Relevance in Personalized Advertisement: Examining Its Impact on Perceptions of Privacy Invasion, Self-awareness, and Continuous Use Intentions. Computers in Human Behavior 65, 442-447.
• Zuckerberg, Mark. 2021. “Founder’s Letter, 2021.” Erişim tarihi: 11.05.2023. https://about.fb.com/news/2021/10/founders-letter/