The Role of Youtube Vloggers in Purchasing Intention as a EWOM Channel

Yıl 2018, Cilt: 9 Sayı: 24, 231 - 254, 31.12.2018

Seda Müftüoğlu , Nurhan Babür Tosun Yelda Ülker

Öz

Social
media is a broad medium that enables marketers to reach consumers directly.
Nowadays, blogs that are kind of a personal blog that internet users share
their writings are starting to get video blogs (vlogs), which are all videos.
The emergence of Vlogs and the success of vloggers have become a marketing tool
for brands that want to connect with consumers. This study examines the impact
of YouTube vloggers on purchasing decisions of university students. Vloggers'
monitoring ratios, young people ages 19-22 who are very effective tools at the point
of catching the consumer and which become brands' communication channels are
among the subjects that are influenced by consumers' comparison of vlogger
recommendations with the famous person in advertisement and advertisement. Two
focus group interviews were held with students from a state and a foundation
university under the research and comparative findings were made. The results
show that the students of both universities follow at least one vlog, that the
frequency of vlog follow-up is often more than once a week, and that when we
look at the reasons of vloggers they watch vloggers for their example. In
general, findings support the use of YouTube in favor of brands and consumers'
purchasing behavior.

Anahtar Kelimeler

Social media, eWOM, Vlog, Vlogger

Elektronik Ağızdan Ağıza İletişim (EWOM) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü

Öz

Günümüzde
internet kullanıcılarının yazılarını paylaştığı bir tür kişisel günlük olan
blogların yerini, tüm bunların videoyla anlatıldığı video bloglar almıştır. İzlenme
oranlarının artışı ile birlikte video bloglar, tüketicilerle bağlantı kurmak
isteyen markaların iletişim aracı durumuna gelmişlerdir. Bu çalışma, YouTube
vloggerlarının üniversite öğrencilerinin satın alma niyetine yönelik etkilerini
incelemeyi amaçlamaktadır. Üniversite öğrencilerinin vloggerları izlemeye
yönelik tutumları, hangi tür vlogları, ne sıklıkla ve hangi sebeple takip
ettikleri, vlogger tavsiyelerini samimi bulup bulmadıkları ve vlogger
tavsiyesinden etkilenme düzeylerinin reklamdaki ünlü kişi ya da arkadaş
tavsiyesi ile karşılaştırılması irdelenecek konular arasında yer almaktadır. Araştırma
kapsamında bir devlet ve bir vakıf üniversitesindeki öğrenciler ile iki odak
grup görüşmesi yapılmış ve karşılaştırmalı bulgular ortaya koyulmuştur. Sonuçlar,
her iki üniversitenin öğrencilerinin de en az bir vlog takip ettiğini, satın
alma niyetlerinde ve marka tercihlerinde vloggerların tavsiyelerini dikkate
aldıklarını göstermektedir. Ayrıca katılımcıların vloggerları kendilerine örnek
aldıkları için izledikleri anlaşılmaktadır. Genel olarak bulgular, marka imajı
geliştirmede ve tüketicinin satın alma niyeti göstermesinde YouTube'un
kullanımını destekler niteliktedir.

Anahtar Kelimeler

Sosyal Medya, eWOM, Vlog, Vlogger, YouTube

Kaynakça

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