The Role of Emotional Involvement and Source Reliability in The Effect of Micro-Celebrities on Brand Preference: Instagram Example

Yıl 2023, Cilt: 25 Sayı: 44, 238 - 256, 30.06.2023

Ömer Osman Poyraz , Yusuf Karaca

Öz

The aim of this study is to determine the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities that produce Instagram content on brand preference. An online survey of consumers watching Instagram content of micro-celebrities is used to investigate hypotheses. A total of 366 micro-celebrity followers were reached for analysis. Structural equation modeling approach was used to explore the relationships in the model. The findings reveal that the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities producing Instagram content on brand preference is important. The research introduces the factors that affect brand preference at different levels and expands previous research on this subject. The findings of the research will help marketing managers and brands in choosing the micro-celebrities to collaborate with brands on the Instagram platform.

Anahtar Kelimeler

Micro-Celebrities, Source Credibility, Emotional Involvement, Purchase Intention.

Sosyal Medya Fenomenlerinin Marka Tercihine Etkisinde Duygusal Katılım ve Kaynak Güvenilirliği Faktörlerinin Rolü: Instagram Örneği

Öz

Bu araştırmanın amacı, Instagram içerikleri üreten sosyal medya fenomenlerinin marka tercihine etkisinde duygusal katılım ve kaynak güvenilirliği faktörlerinin rolünü tespit etmektir. Hipotezleri araştırmak için Sosyal Medya Fenomenlerinin Instagram içeriklerini izleyen tüketicilere yönelik çevrimiçi anket kullanılmaktadır. Analiz için toplam 366 Sosyal Medya Fenomeni takipçisine ulaşılmıştır. Modeldeki ilişkileri keşfetmek için yapısal eşitlik modelleme yaklaşımı kullanılmıştır. Elde edilen bulgular Instagram içerikleri üreten Sosyal Medya Fenomenlerinin marka tercihi üzerindeki etkisinde duygusal katılım ve kaynak güvenilirliği faktörlerinin rolünün önemli olduğunu ortaya koymaktadır. Araştırma marka tercihini farklı düzeylerde etkileyen faktörleri tanıtmakta ve bu konuya ilişkin önceki araştırmaları genişletmektedir. Araştırmanın bulguları, pazarlama yöneticilerine ve markalara Instagram platformunda marka iş birliği yapılacak Sosyal Medya Fenomeni seçiminde yardımcı olacaktır.

Anahtar Kelimeler

Sosyal Medya Fenomenleri, Kaynak Güvenilirliği, Duygusal Katılım, Satın Alma Niyeti.

Kaynakça

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