The Role Model Effect of Sports Celebrites in Social Media on the Behavioral Intentions of Generation Z

Yıl 2021, Cilt: 18 Sayı: Yönetim ve Organizasyon Özel Sayısı, 1038 - 1049, 10.07.2021

Mehmet Mürütsoy , Murat Toksarı

https://doi.org/10.26466/opus.876057

Öz

The aim of this study is to show the role model effect of sports celebrities in social media on Gen Z's brand loyalty, switching and complaining behavior and positive electronic word-of-mouth behavior (positive EWOM). The use of sports celebrities in advertising is of great interest to many businesses and organizations. When the literature is analyzed, although there are many studies on the use of sports celebrities in traditional media ads, it’s seen that there are very few studies on the use of sports celebrities in social media ads. In recent years, social media has become a new and popular online marketing channel. Especially, the increase in the number of consumers using social media sites day by day has made social media an important means of advertising. On the other hand it is really important for marketers to benefit from the support of role models, since the role models are important figures that influence the consumers’ behaviours. This study was conducted with 223 people from ages 18-22 in Nigde, Turkey. Structural equation model is used for the analysis of the data obtained from 223 participants. As a result it is found out that there is a positive relationship between role model effect of sports celebrities and brand loyalty along with positive EWOM behavior.

Anahtar Kelimeler

Social Media, Sports Celebrities, Generation Z, Role Model Effect

Sosyal Medya Üzerindeki Ünlü Sporcuların Z Kuşağının Davranışsal Niyetleri Üzerindeki Rol Model Etkisi

Öz

Bu çalışmanın amacı sosyal medya üzerindeki ünlü sporcuların Z kuşağındaki tüketicilerin marka sadakati, firma tercihi değişikliği ve şikayet davranışı ve pozitif elektronik ağızdan ağza pazarlama davranışı (pozitif EWOM) üzerindeki rol model etkisini ortaya çıkarmaktır. Ünlü sporcuların reklamlarda kullanılması birçok işletme ve organizasyon tarafından büyük ilgi görmektedir. Literatür incelendiğinde ünlü sporcuların geleneksel medya reklamlarında kullanımına ilişkin çok sayıda çalışma olmasına rağmen, ünlü sporcuların sosyal medya reklamlarında kullanılmasına ilişkin çok az çalışma olduğu görülmektedir. Son yıllarda sosyal medya yeni ve popüler bir online pazarlama kanalı haline gelmiştir. Özellikle sosyal medya sitelerini kullanan tüketici sayısının her geçen gün artması, sosyal medyayı önemli bir reklam aracı haline getirmiştir. Öte yandan rol modeller tüketicilerin davranışlarını etkileyen önemli figürler olduğundan, pazarlamacılar için rol modellerin desteğinden yararlanmak gerçekten önemlidir. Çalışma Türkiye’nin Niğde ilinde 18-22 yaş aralığındaki 223 kişi ile gerçekleştirilmiştir. 223 katılımcıdan elde edilen verilerin analizinde yapısal eşitlik modeli kullanılmıştır. Sonuç olarak ünlü sporcuların rol model etkisiyle marka sadakati ve pozitif EWOM davranışı üzerinde pozitif bir ilişki olduğu bulunmuştur.

Anahtar Kelimeler

Sosyal Medya, Sporcu Ünlüler, Z Kuşağı, Rol Model Etkisi

Kaynakça

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