Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Aydan Ünlükaya; Nurhan Zeynep Tosun

doi:10.16878/gsuilet.957638

TR FR EN

Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Öz

Marka tutumu yaratmada benzer özelliklere sahip, spesifik ve amaçlara ulaşma açısından doğru hedef kitleye, beklentilerini karşılayacak mesajlarla ulaşmak önemlidir. Bu bağlamda bu araştırmada; tüketicilerin Instagram’daki iletişim kampanyalarında mikro e-etkileyici kişi kullanan markalara yönelik tutumları ile demografik durumları, günlük Instagram kullanma sıklıkları, Instagram’da takip ettikleri mikro e-etkileyici kişi sayısı, mikro e-etkileyici kişileri güvenilir bulma durumları ve mikro e-etkileyici kişilerin önerdikleri bir ürünü satın alma durumları arasındaki ilişkinin belirlenmesi amaçlanmıştır. İstatistiksel analiz uygulanacak rakamları elde ederek objektif sonuçlar saptamak için nicel araştırma kapsamında yer alan çalışmada yüz yüze anket yönteminden yararlanılmıştır. Araştırmanın bulgularına göre, kadınlar erkeklere göre mikro e-etkileyici kişi kullanan markalara karşı daha olumlu bir tutum sergilemektedir. Ayrıca Instagram’da 4 saat ve üzerinde vakit geçiren, 10 kişi ve üzerinde mikro e-etkileyici kişiyi takip eden, mikro e-etkileyici kişileri güvenilir bulan ve bu kişilerin tavsiye ettikleri ürünleri satın alan tüketicilerin, mikro e-etkileyici kişilerle iş birliği yapan markalara yönelik tutumlarının daha olumlu olduğu görülmektedir.

Anahtar Kelimeler

La formation d’attitude envers la marque dans le contexte du micro influenceur

Öz

Pour pouvoir former une attitude envers une marque, il est important d'atteindre un public qui conforme aux objectifs, un public cible spécifique ayant des caractéristiques similaires ; et il est important de les atteindre avec des messages qui répondent à leurs attentes. Dans ce contexte, cette recherche vise à déterminer la relation entre les achats des consommateurs et plusieurs différents déterminants : les produits qui sont suggérés par des influenceurs, les caractéristiques démographiques des consommateurs, leurs attitudes envers les marques qui utilisent le micro-influenceur dans leurs campagnes de communication sur Instagram, le temps qu’ils passent quotidiennement sur Instagram, le nombre de micro-influenceurs qu'ils suivent, leurs critères pour déterminer un micro-influenceur fiable. Afin d’obtenir des résultats objectifs en collectant des chiffres à analyser statistiquement, la recherche est basée sur des questionnaires réalisés face à face. Selon les résultats, les femmes ont une attitude plus positive que les hommes envers les marques utilisant un micro-influenceur. De plus, les consommateurs qui passent quatre heures et plus sur Instagram, qui suivent dix micro-influenceurs et plus, qui trouvent les micro-influenceurs fiables et qui achètent les produits qu'ils recommandent ont des attitudes plus positives envers les marques qui travaillent avec les influenceurs.

Anahtar Kelimeler

Brand Attitude Creation in the Context of Micro-Influencer

Abstract

It is essential to reach a specific target audience with similar characteristics through messages that will meet their expectations for achieving the goals in creating a brand attitude. This study mainly aims; to evaluate the relationship between consumer’s attitudes towards brands, which use micro-influencers in their communication campaigns on Instagram. Additionally, it was aimed to determine the consumer’s demographic characteristics, their daily Instagram usage frequency, the number of micro-influencers they follow on Instagram, finding micro-influencers reliable, and their purchase status of a product recommended by the micro-influencers. In the present study, following a quantitative approach, a face-to-face questionnaire technique was used to obtain objective results by specifying the figures to be analyzed statistically. According to the research findings, women have a more positive attitude towards brands that use micro-influencers than men. Besides, findings showed that consumers who spend 4 hours or more time on Instagram and following 10 or more micro-influencers find micro-influencers trustworthy, and purchasing products recommended by these people have more positive attitudes towards brands that cooperate with micro-influencers.

Keywords

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Aydan Ünlükaya
0000-0002-5645-6192
Türkiye

Nurhan Zeynep Tosun
0000-0003-0234-9647
Türkiye

Publication Date

June 29, 2021

Submission Date

July 17, 2020

Acceptance Date

June 25, 2021

Published in Issue

Year 2021 Number: 34

DOI

https://doi.org/10.16878/gsuilet.957638

IZ

https://izlik.org/JA25HC73CP

Cite

RIS / Bibtex

APA

Ünlükaya, A., & Tosun, N. Z. (2021). Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu. Galatasaray Üniversitesi İletişim Dergisi, 34, 34-64. https://doi.org/10.16878/gsuilet.957638

MARKA FARKINDALIĞI VE MARKA TUTUMUNUN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: GÖZLÜK KULLANICISI OLAN TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Van Yüzüncü Yıl Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

https://doi.org/10.54831/vanyyuiibfd.1386677

Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Öz

Anahtar Kelimeler

La formation d’attitude envers la marque dans le contexte du micro influenceur

Öz

Anahtar Kelimeler

Brand Attitude Creation in the Context of Micro-Influencer

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

Cited By

SANAL ETKİLEYİCİLERİN SOSYAL MEDYA PAYLAŞIMLARININ ANTROPOMORFİK BİÇİMLER BAĞLAMINDA İNCELENMESİ

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Influencer Kaynak Güvenilirliği ve Marka Tutumunun Satın Alma Niyeti Üzerindeki Etkisi

MARKA FARKINDALIĞI VE MARKA TUTUMUNUN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: GÖZLÜK KULLANICISI OLAN TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA