Para-Social Interaction, Attitude Toward Brands And Intention To Purchase: A Review Of Video Bloggers

Yıl 2021, Cilt: 9 Sayı: 24, 138 - 167, 31.08.2021

Meltem Canoğlu , Bülent Öz , Gülhan Yenilmez

Öz

With the ever-increasing interest in social media and widespread use of social media characterizing
the era, para-social relations are developing among social media users. Heightened internet
addiction tends to increase para-social relations, and vlogs have become effective and cost-saving
advertising models. Given the importance of vlog and para-social interaction, the aims of this study
are to examine the factors affecting para-social interaction with video bloggers, to examine the
effect of para-social interaction on attitude toward the brand, and to examine how one’s attitude
toward the brand affects purchasing intention. The study employed convenience sampling—a nonrandom
sampling method—to select members of the sample. The sample group consisted of 337
female students who studied at Osmaniye Korkut Ata University and watched make-up videos of
a vlogger who shares her opinions on cosmetic products on social media platforms. The data were
analyzed using an EFA, CFA, and both simple and multiple regression analyses. The results revealed
that physical attraction, social attraction, entertainment motivation, and relationship motivation all
have a statistically significant effect on para-social interaction. We also found that the most effective
dimension on the para-social interaction was entertainment motivation. Likewise, we found that
the para-social interaction had a statistically significant effect on one’s attitude toward brands and
intention to purchase.

Anahtar Kelimeler

Para-Social Interaction, Celebrity Endorsement, Vlog

Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme

Öz

Günümüzde sosyal medyaya duyulan ilginin artışı ve sosyal medya kullanımının yaygınlaşması
ile sosyal medya kullanıcıları arasında para-sosyal ilişkiler gelişmektedir. Giderek artan internet
bağımlılığı para-sosyal ilişkileri arttırma eğilimi göstermiş ve popüler bir pazarlama aracı olarak
ortaya çıkan vloggerlar etkili ve maliyet tasarruflu reklam modelleri haline gelmiştir. Vloggerlar
ve para-sosyal etkileşimin önemi göz önüne alındığında, bu çalışmanın amaçları; vloggerlarla
kurulan para-sosyal etkileşim üzerinde etkili olan faktörleri, para-sosyal etkileşimin markaya
yönelik tutum üzerindeki etkisini ve markaya yönelik tutumun satın alma niyeti üzerindeki etkisini
incelemektir. Araştırmada örneklem seçiminde tesadüfi olmayan örnekleme yöntemlerinden biri
olan kolayda örnekleme yöntemi kullanılmıştır. Araştırmanın örneklemini Osmaniye Korkut Ata
Üniversitesi’nde eğitim alan ve sosyal medya platformlarında kozmetik ürünlere ilişkin yorumlarını
paylaşan bir vloggerın makyaj videolarını izleyen 337 kız öğrenci oluşturmaktadır. Araştırmada elde
edilen verilerin analizinde keşifsel ve doğrulayıcı faktör analizlerinden ve basit ve çoklu regresyon
analizlerinden yararlanılmıştır. Araştırma sonucunda fiziksel çekiciliğin, sosyal çekiciliğin, eğlence
güdüsünün ve ilişki kurma güdüsünün para-sosyal etkileşim üzerinde istatistiksel olarak anlamlı
bir etkiye sahip olduğu tespit edilmiştir. Araştırmada para-sosyal etkileşim üzerinde en etkili olan
boyutun ise eğlence güdüsü olduğu tespit edilmiştir. Ayrıca araştırmada para-sosyal etkileşimin
markaya yönelik tutum ve markaya yönelik tutumun da satın alma niyeti üzerinde istatistiksel
olarak anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

Para-Sosyal Etkileşim, Ünlü Desteği, Vlog

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