EFFECTS OF VISUAL AND VERBAL SHARINGS OF INSTAGRAM INFLUENCERS ON BRAND SWITCHING, BRAND ATTITUDE AND ELECTRONIC WORD-OF-MOUTH

Yıl 2019, Sayı: 25, 179 - 198, 25.10.2019

Emel Yıldız , İbrahim Avcı

https://doi.org/10.18092/ulikidince.552765

Cited By: 4

Öz

In this study, it is aimed to
determine the effects of the visual and verbal contents of the Instagram
influencers in relation to any brand, on brand switching, brand attitude and
the intention of electronic word of mouth marketing. The research sample was
identified as Instagram users between the ages of 18 and 38, known as the Y Generation.
An online questionnaire form was applied to 520 participants between 15.11.2018
and 22.11.2018. However, 484 questionnaires were included in the analysis
because some participants did not use Instagram and some questionnaires were
incomplete and incorrect. The obtained data were analyzed with SPSS 21 and
Structural Equation Model (AMOS 24) and it was concluded that  the visual contents sharing of Instagram
influencers had positive effect on brand attitude, brand switching and electronic
word of mouth marketing. Vverbal contents had positive effect on brand attitude
and electronic word of mouth marketing but had no significant effect on brand
switching.

İNSTAGRAM FENOMENLERİNİN GÖRSEL VE SÖZEL PAYLAŞIMLARININ MARKA TUTUMU, MARKA DEĞİŞTİRME VE ELEKTRONİK KULAKTAN KULAĞA PAZALA-MA ÜZERİNE ETKİSİ

Öz

Bu
araştırmada, İnstagram fenomenlerinin her hangi bir marka ile ilgili olarak
yaptıkları paylaşımlardaki görsel ve sözel içeriklerin, marka değiştirme, marka
tutumu ve elektronik kulaktan kulağa pazarlama niyeti üzerindeki etkisini
belirlemek amaçlanmaktadır. Araştırma örneklemi Y Jenerasyonu olarak bilinen
18-38 yaş aralığında yer alan İnstagram kullanıcıları olarak belirlenmiştir.
Araştırma kapsamında oluşturulan anket formu, 15.11.2018 ile 22.11.2018 tarih
aralığında online olarak 520 katılımcıya uygulanmıştır. Ancak bazı
katılımcıların İnstagram kullanmaması ve bazı anketlerin eksik ve hatalı
doldurulması nedeniyle 484 anket analize dahil edilmiştir. Elde edilen veriler
SPSS 21 ve Yapısal Eşitlik Modeli (AMOS 24) ile analiz edilmiş ve İnstagram fenomenlerinin
görsel içerikli paylaşımlarının marka tutumu, marka değiştirme ve elektronik
kulaktan kulağa pazarlama üzerinde olumlu etkisinin olduğu belirlenmiştir. Sözel
içerikli paylaşımların ise marka tutumu ve elektronik kulaktan kulağa pazarlama
üzerinde olumlu etkisi tespit edilirken, marka değiştirme üzerinde anlamlı bir etkisinin
olmadığı sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Sosyal Medya, Fenomen Pazarlama, İnstagram, Görsel içerik

Kaynakça

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