Şehir Markalama Bağlamında Nüfuz Pazarlamasının Tutum ve Güvene Etkisi

Yıl 2023, Cilt: 5 Sayı: 2, 99 - 108, 31.12.2023

Osman Özdemir , Gülçin Çetinkaya Özdemir

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

Öz

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.

Anahtar Kelimeler

Şehir Markalama, Nüfuz Pazarlaması, Tutum ve Güven

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

Öz

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.

Anahtar Kelimeler

City Branding, Influence Marketing, Attitude and Trust

Kaynakça

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