Travel influencer advertisements: A study in Turkey

Yıl 2022, Cilt: 4 Sayı: 1, 37 - 45, 30.06.2022

İbrahim Karadeniz , Özgür Kayapınar , Emel Gönenç Güler

https://doi.org/10.48119/toleho.949883

Cited By: 1

Öz

The aim of this study is to analyze the effect of perception of social media users on travel Influencer advertisements on attitude and destination. The questionnaire used for the research was administered to 836 participants. The data obtained from these questionnaires were interpreted by using the SPSS 25.0 and Lisrel 8.80 package software. Descriptive statistics, explanatory and confirmatory factor analysis and structural equation model were used to analyze the data. At the end of the research, the perception of social media users about travel Influencer advertisements was found to have an effect on attitudes and destination. According to the results of the hypothesis obtained using structural equation modeling, these factors are interrelated.

Anahtar Kelimeler

Social Media, Travel Influencer, Influencer, Influencer Advertising, Advertisements

Kaynakça

• Abidin, C. (2016). “Aren’t these just young, rich women doing vain things online?”: Influencer selfies as subversive frivolity. Social media+ society, 2(2), 1-17.
• Achmad, S. H., & Hidayat, R. (2018). The Effect of Video Advertisement by Beauty Vlogger on Buying Intention. International Journal of Accounting, Finance, and Economics, 1(1), 18-23.
• Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
• Ananda, A. F., & Wandebori, H. (2016, September). The impact of drugstore makeup product reviews by beauty vlogger on youtube towards purchase intention by undergraduate students in Indonesia. In International Conference on Ethics of Business, Economics, and Social Science, 3(1), 264-272.
• Apejoye, A. (2013). Influence of celebrity endorsement of advertisement on students’ purchase intention. J Mass Communicat Journalism, 3(152), 2-7.
• Asan, K. (2021). Asan, K. (2021). Measuring the impacts of travel influencers on bicycle travellers. Current Issues in Tourism, 1-17, doi: 10.1080/13683500.2021.1914004.
• Ay, E., İpek, K., Özdağ, N. B., Özekici, E., & Alvarez, M. D. (2019). Travel bloggers as influencers: What compels them to blog. Tourist destination management, (159-175). Springer.
• Bakanauskas, P., & Kisieliauskas, J. (2018). Building a travel influencer brand using Instagram tools. Organizacijų vadyba: sisteminiai tyrimai= Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas, (80), 7– 18.
• Bakanauskas, P., & Kisieliauskas, J. (2018). Building a travel influencer brand using Instagram tools. Organizacijų vadyba: sisteminiai tyrimai= Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas, 2018.
• Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of retailing and consumer services, 18(1), 38-45.
• Bayram, N. (2004). Sosyal Bilimlerde SPSS ile Veri Analizi, Ezgi Kitabevi, Bursa,
• Berg, L., & Sterner, L. (2015). Marketing on Instagram: A Qualitative Study on How Companies Make Use of Instagram as a Marketing Tool (Bachelor’s Thesis Ed.). Umea University School of Business and Economics. Sweden.
• Britt, R. K., Hayes, J. L., Britt, B. C., & Park, H. (2020). Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. Journal of Interactive Advertising, 20(2), 111–118. https:// doi.org/10.1080/15252019.2020.1763873.
• Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing, USA. Brown, D., & Hayes, N. (2008), Influencer Marketing: Who really influences your customers?: Routledge.
• Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management research review, 35(9), 770-790.
• Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(2), 25-29.
• Chiang, C. F., & Hsieh, T. S. (2012). The impacts of perceived organizational support and psychological empowerment on job performance: The mediating effects of organizational citizenship behavior. International journal of hospitality management, 31(1), 180-190.
• Coates, A. E., Hardman, C. A., Halford, J. C. G., Christiansen, P., & Boyland, E. J. (2019). The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake. Pediatric obesity, 14(10), 1-9, e12540.
• Combley, R. (2011). Langenscheidt standard French dictionary: French-English, English-French; [new blue headwords]: Langenscheidt.
• Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tourists' travel planning behavior. Journal of Hospitality Marketing & Management, 18(8), 743-764.
• Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
• De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
• Dewey, C. (2014). Inside the world of the ‘Instafamous’, Washington Post. (https://www.washingtonpost.com/news/arts-and-entertainment/wp/2014/02/19/inside-the-world-of-the-instafamous/).
• Dogru, T., et al., (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, 12-23.
• Ducoffe, Robert H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5), 21-35.
• Erol, G., & Hassan, A. (2014). “Gençlerin Sosyal Medya Kullanımı ve Sosyal Medya Kullanımının Tatil Tercihlerine Etkisi”, Journal of International Social Research, 7(31), 804-812.
• Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149. https://doi.org/10.1080/15252019.2017.1366885.
• Femenia-Serra, F., & Gretzel, U. (2020). Influencer Marketing for Tourism Destinations: Lessons from a Mature Destination. In J. Neidhardt and W. Wörndl (Eds.), Information and Communication Technologies in Tourism 2020 (65–78). Switzerland: Springer International Publishing.
• Folkvord, F., Bevelander, K. E., Rozendaal, E., & Hermans, R. (2019). Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: An explorative study. Young Consumers, 20(2), 1–14.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
• Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
• Glover, P. (2009). Celebrity endorsement in tourism advertising: effects on destination image. J Hosp Tour Manag 16(1), 16–23.
• Gretzel, Ulrike (2018) Influencer marketing in travel and tourism. In: Sigala M, Gretzel U (eds) Advances in social media for travel, tourism and hospitality: new perspectives, practice and cases. Routledge, New York, 147–156.
• Guerreiro, C., Viegas, M., & Guerreiro, M. (2019). Social networks and digital influencers: Their role in customer decision journey in tourism. Journal of Spatial and Organizational Dynamics, 7(3), 240-260.
• Hair, J. F., Black, W. C., & Babin, B. J. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education. Retrieved from https://books.google.com.tr/ books?id=SLRPLgAACAAJ.
• Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), 1344-1357.
• Jaakonmäki, R., Müller, O., & Vom Brocke, J. (2017, January). The impact of content, context, and creator on user engagement in social media marketing. In Proceedings of the 50th Hawaii international conference on system sciences. Jang, Wonseok (Eric), Kim, Jihoon (Jay), Kim, Soojin and Chun, Jung Won (2021): The role of engagement in travel influencer marketing: the perspectives of dual process theory and the source credibility model, Current Issues in Tourism, 1-5. DOI: 10.1080/13683500.2020.1845126.
• Karagöz, D., et al., (2021). Solo female travel risks, anxiety and travel intentions: Examining the moderating role of online psychological-social support. Current Issues in Tourism, 24(11), 1595-1612. Karatepe, O. M. (2006). Customer complaints and organizational responses: the effects of complainants’ perceptions of justice on satisfaction and loyalty. International Journal of Hospitality Management, 25(1), 69-90.
• Kaur, H. (2018). Social media as a travel influencer: A review of recent studies. International Journal of Academic Research & Development (IJAR&D) 4(2),81-85.
• Kayapınar, Ö. (2019). “Pazarlama Araştırmalarında Güncel Gelişmeler”, Pazarlamada Güncel Gelişmeler, Ed: Altuğ, Nevin ve Özhan, Şeniz, Nobel Akademik Yayıncılık, Ankara.
• Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of Social Media Influencers. Celebrity studies, 8(2), 191-208.
• Ki, C. W. (2018). The Drivers and Impacts of Social Media Influencers: The Role of Mimicry, (Doctoral dissertations). The University of Tennessee, Knoxville.
• Kline, R. B. (2011). Principles and Practice of Structural Equation Modelling, The Guilford Press, New York.
• Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K. & Badahdah, R. (2019), "Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM", International Journal of Organizational Analysis, 27(2), 308-321.
• Koščak, M., Knežević, M., Binder, D., Pelaez-Verdet, A., et al., (2021). Exploring the neglected voices of children in sustainable tourism development: A comparative study in six European tourist destinations. Journal of Sustainable Tourism, 1-20.
• Kotler, P. and Armstrong, G. (2012). Principles of Marketing, Pearson Prentice Hall. Kurtuluş, K. (2010). Araştırma Yöntemleri, Türkmen Kitabevi, İstanbul.
• Kutthakaphan, R., & Chokesamritpol, W. (2013). “The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case Study of Magnum Ice Cream Thailand”, (Master thesis), Mälardalen University, School of Business, Society and Engineering Västerås, Sweden.
• Lorcu, F. (2015). Örneklerle Veri Analizi SPSS Uygulamalı. Ankara: Detay Yayıncılık. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
• Marwick, A. & Boyd, D. (2011). “To See and Be Seen: Celebrity Practice on Twitter”, Convergence: The International Journal of Research Into New Media Technologies, 17(2), 139–158.
• Mayfield, A. (2008). What is Social Media, E-books, iCrossing.
• Neal, M. (2017). Instagram Influencers: The Effects of Sponsorship on Follower Engagement With Fitness Instagram Celebrities, Rochester Institute of Technology School of Communication College of Liberal Arts, A Thesis submitted in partial fulfillment of the Master of Science degree in Communication & Media Technologies.
• Nezakati, H., Amidi, A., Jusoh, Y. Y., Moghadas, S., Aziz, Y. A., & Sohrabinezhadtalemi, R. (2015). Review of social media potential on knowledge sharing and collaboration in tourism industry. Procedia-social and behavioral sciences, 172, 120-125.
• Ong, Y. X., & Ito, N. (2019). “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. In: Pesonen J., Neidhardt J. (eds) Information and Communication Technologies in Tourism 2019. 132-144. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_11.
• Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412-424.
• Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2021). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, https://doi.org/10.1080/13683500.2021.1895729.
• Ryan, D. & Jones, C. (2009). Understanding Digital Marketing: marketing strategies for engaging the digital generation, US, Kogan Page Limited. Schumacker, R. E., & Lomax, R. G. (2010). A Beginner’s Guide to Structural Equation Modelling, Routledge Taylor and Francis Group, New York.
• Scott, D. M. (2015). The new rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly. John Wiley & Sons.
• Suciati, P., Maulidiyanti, M., & Lusia, A. (2018, January). Cultivation effect of tourism TV program and influencer’s instagram account on the intention of traveling. In Proceedings of the International Conference on Social Sciences (ICSS) 1(1).
• Talih Akkaya, D. (2013). Sosyal Medya Reklamlarında Tüketici Algılarının Tutum, Davranış ve Satın Alma Niyeti Üzerine Etkisi (The Effect of Consumer Perceptions on Their Attitude, Behavior and Purchase Intention in Social Media Advertising-Doctoral Dissertations), Trakya University, Edirne, Turkey.
• Tuten, T. L. (2008). Advertising 2.0: social media marketing in a web 2.0 world: social media marketing in a web 2.0 world. ABC-CLIO.
• Wang, Y., Sun, S., Lei, W., & Toncar, M. (2009). Examining beliefs and attitudes toward online advertising among Chinese consumers. Direct Marketing: An International Journal. 3(1), 52-66, https://doi.org/10.1108/17505930910945732.
• Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: implications for tourism marketing. Tourism management, 23(4), 407-417.
• We are Social, Digital 2019 Turkey, https://wearesocial.com/digital-2020, (Date of Access: 25. 04.2021). Winer, R. S. (2009). “New Communications Approaches in Marketing: Issues and Research Directions”, Journal of Interactive Marketing, (23), 108–117.
• Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of travel & tourism marketing, 35(7), 958-972, DOI: 10.1080/10548408.2018.1468851.
• Yılmaz, M., Sezerel, H., & Uzuner, Y. (2020). Sharing experiences and interpretation of experiences: a phenomenological research on Instagram influencers. Current Issues in Tourism, 23(24), 3034-3041, doi:10.1080/13683500.2020.1763270.
• Yürük, P., Akyol, A., & Şimşek, G. G. (2017). Analyzing the effects of social impacts of events on satisfaction and loyalty. Tourism Management, 60, 367-378.