Cilt 10 Sayı 2 (2022): Business & Management Studies: An International Journal
Makaleler

Instagram fenomenlerinin sahip olduğu özelliklerin markaya yönelik tutum ve satın alma niyeti üzerindeki etkisi

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  • Abdullah Abbas Ali ALİ,
  • Volkan TEMİZKAN
Abdullah Abbas Ali ALİ
İşletme Yüksek Lisans Mezunu, Karabük Üniversitesi LEE, Karabük, Türkiye
Biyografi
Volkan TEMİZKAN
Dr. Öğr. Üyesi, Karabük Üniversitesi, Sosyal Bilimler MYO, Karabük, Türkiye
Biyografi
DOI: https://doi.org/10.15295/bmij.v10i2.2062

Yayınlanmış 2022-06-25

Anahtar Kelimeler

  • Sosyal Medya Pazarlaması, Fenomen Pazarlama, Tutum, Satın Alma Niyeti
  • Social Media Marketing, Influencer Marketing, Attitude, Purchase Intentions

Nasıl Atıf Yapılır

ALİ, A. A. A., & TEMİZKAN, V. (2022). Instagram fenomenlerinin sahip olduğu özelliklerin markaya yönelik tutum ve satın alma niyeti üzerindeki etkisi. Business & Management Studies: An International Journal, 10(2), 740–756. https://doi.org/10.15295/bmij.v10i2.2062

Telif Hakkı (c) 2022 Abdullah Abbas Ali ALİ- Volkan TEMİZKAN

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Günümüzde, tüketicilerin sosyal medyada geçirdiği sürenin artması, sosyal medya fenomenlerinin takipçileri üzerindeki etkisini arttırmaktadır. Bu çalışmada, bir mesaj kaynağı olarak görülen Instagram fenomenlerinin, çekicilik, güvenilirlik ve uzmanlık özelliklerinin, tanıtmış oldukları markaya karşı tutum ve satın alma niyeti oluşturmaya yönelik etkisi test edilmiştir. Araştırmanın evrenini, Instagram üzerinden ürün tanıtan en az bir fenomeni takip eden Karabük Üniversitesi öğrencileri oluşturmaktadır. Bu evrenden kolayda örnekleme yöntemiyle elde edilen 343 veri yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Analiz sonuçlarına göre, fenomenin tanıtmış olduğu markaya yönelik tutum üzerinde, fenomenin uzmanlık ve güvenilirlik özelliklerinin, pozitif yönde anlamlı etkisi bulunmuştur. Markaya yönelik satın alma niyeti üzerinde ise fenomenin çekicilik özelliğinin ve markaya karşı oluşan tutumun anlamlı ve pozitif bir etkisinin olduğu görülmüştür. Bu nedenle, reklam verenler, markaya karşı tutum oluşturmak için tercih edecekleri fenomenleri, alanında uzman ve güvenilir olarak algılanan kişilerden seçmeye dikkat etmelidir. Satın alma niyeti oluşturmak için ise çekici olarak algılanan fenomenler ile çalışmayı tercih edebilirler.

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