Research Article
BibTex RIS Cite

INFLUENCER PAZARLAMA İLE ÇEVRİMİÇİ DAVRANIŞSAL PAZARLAMANIN MARKA SAVUNUCULUĞU VE SATIN ALMA NİYETİNE ETKİSİ

Year 2023, Volume: 4 Issue: 2, 148 - 177, 30.12.2023

Didem Sağındık Cemal Yükselen

https://doi.org/10.54439/gupayad.1386555

Abstract

Amaç: Bu çalışmanın temel amacı, influencer pazarlama ve çevrimiçi davranışsal pazarlamanın marka bağlılığı ve marka savunuculuğunu nasıl etkilediğini ve bu etkinin satın alma niyeti ile nasıl sonuçlandığını tespit etmektir. Alt amacı ise, dijitalleşme ile değişime uğrayan tüketici tutum ve davranışlarını gözlemlemektir. Gereç ve Yöntem: Araştırmada nicel bir yöntem olan anket yöntemine başvurulmuş ve veri toplama aracı olarak yüz yüze görüşme tekniği kullanılmıştır. Araştırmanın amacı kapsamında sunulan kavramsal model 619 genç dijital tüketicinin katılımıyla gerçekleştirilmiştir. Çalışmada SPSS programı kullanılmış olup, değişkenler arasındaki etki, basit ve çoklu regresyon analizleri ile test edilmiştir. Bulgular: Analizler sonucunda, influencer pazarlamanın marka bağlılığı ve marka savunuculuğunda; çevrimiçinde algılanan faydanın tüketicinin tutumunda, tutumun marka bağlılığında; marka bağlılığı ve marka savunuculuğunun satın alma niyetinde olumlu yönde etkileri gözlemlenmiştir. Ayrıca çalışmada marka savunuculuğunun kısmi aracılık rolü tespit edilmiştir ve çevrimiçinde tüketicinin tutumunda gizlilik endişesi ve algılanan müdahalenin etkisinin olmadığı saptanmıştır. Sonuç: Çalışma sonuçlarına göre, influencer pazarlama ile tüketicilerin markaya bağlılığı ve markayı savunması sağlanabilmektedir. Ayrıca, çevrimiçi davranışsal pazarlama bağlamında, kişiselleştirilmiş reklamlar ile karşılaşan tüketiciler, reklamın kendilerine faydalı olduğunu düşündüklerinde markaya bağlılık hissetmekte ve bu bağlılık duygusu satın alma ile sonuçlanabilmektedir.

Keywords

Influencer Pazarlama Çevrimiçi Davranışsal Pazarlama Marka Bağlılığı Marka Savunuculuğu Satın Alma Niyeti

References

  • Aktaş, A. ve Şener, G. (2019). Nüfuz pazarlamasında (influencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6(1), 399-422. https://doi.org/10.17680/erciyesiletisim.477592
  • Al-Emadi, F. A., & Yahia, I. B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing, 14(2), 195-213. https://doi.org/10.1108/JRIM-02-2018-0031
  • Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605-618. https://doi.org/10.1016/j.indmarman.2019.02.002
  • Ashworth, L., & Free, C. (2006). Marketing dataveillance and digital privacy: Using theories of justice to understand consumers’ online privacy concerns. Journal of Business Ethics, 67(2), 107-123. https://doi.org/10.1007/s10551-006- 9007-7
  • Association of National Advertisers, (2018, Nisan). Report: 2/How ANA Members Are Using Influencer Marketing. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/getfile/26389 Erişim tarihi: 24.07.2020
  • Association of National Advertisers, (2020a). The new reality: A guide to marketing in a post-COVID-19 world. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/content/show/id/new-reality-post-covid Erişim tarihi: 24.07.2020
  • Association of National Advertisers, (2020b, 19 Mart). Fad or Fixture? Finding the ROI in Virtual Influencers. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/miccontent/show/id/er-baa-infl-mar20-r3 Erişim tarihi: 11.8.2020
  • Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. http://dx.doi.org/10.2753/JOA0091-3367410105
  • Bakhtiari, K. (2020). How to turn your customers into a community of brand advocates. Forbes Online. Erişim adresi:https://www.forbes.com/sites/kianbakhtiari/2020/11/18/how-to-turn-your-customers-into-a-community-of-brandadvocates/?sh51143e63a492d Erişim tarihi: 21.04.2022
  • Balakrishan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase. Procedia-Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
  • Barth, S., & De Jong, M. D. (2017). The privacy paradox–Investigating discrepancies between expressed privacy concerns and actual online behavior–A systematic literature review. Telematics and Informatics, 34(7), 1038-1058. https://doi.org/10.1016/j.tele.2017.04.013
  • Baruönü, Ö. (2021). Algısal homofili ve marka-fenomen uyumu perspektifinden sosyal medya fenomenlerinin marka tutumuna etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 257-266. https://doi.org/10.18506/anemon.764031
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
  • Bharadiya, J. P. (2023). Artificial intelligence and the future of web 3.0: Opportunities and challenges ahead. American Journal of Computer Science and Technology, 6(2), 74-79. https://doi:10.11648/j.ajcst.20230602.14 Bhati, R., & Verma, H. V. (2020). Antecedents of customer brand advocacy: a meta- analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14(2), 153-172. https://doi.org/10.1108/JRIM-12-2018-0165
  • Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409. https://doi.org/10.1016/j.jretai.2015.04.001
  • Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363-376. https://doi.org/10.1080/00913367.2017.1339368
  • Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Routledge Budiman, S. (2021). The effect of social media on brand image and brand loyalty in generation Y. The Journal of Asian Finance, Economics and Business, 8(3), 1339-1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
  • Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469- 479. https://doi.org/10.1016/j.bushor.2020.03.003
  • Chaffey, D. (2020, 4 Ekim). Average display advertising clickthrough rates (CTRs)–2020 compilation. SmartInsights. Erişim adresi: https://www.smartinsights.com/internet- advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ Erişim tarihi: 04.10.2020
  • Chang, H. H., Rizal, H., & Amin, H. (2013). The determinants of consumer behavior towards email advertisement. Internet Research, 23(3), 316-337. https://doi.org/10.1108/10662241311331754
  • Cho, Y. H., & Kim, J. K. (2004). Application of Web usage mining and product taxonomy to collaborative recommendations in e-commerce. Expert Systems with Applications, 26(2), 233-246. https://doi.org/10.1016/S0957- 4174(03)00138-6
  • Choi, Y., Kroff, M. W., & Kim, J. (2021). Developing brand advocacy through brand activities on Facebook. Journal of Consumer Marketing, 38(3), 328-338. https://doi.org/10.1108/JCM-10-2019-3460
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075
  • Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154- 165. https://doi.org/10.1108/JPBM-09-2017-1593
  • Cooper, H., Schembri, S., & Miller, D. (2010). Brand‐ self identity narratives in the James Bond movies. Psychology & Marketing, 27(6), 557-567. https://doi.org/10.1002/mar.20344
  • Çolak, A. S. (2019). Marka deneyimi algılanan risk ve satın alma niyeti üzerine bir uygulama (Yüksek lisans tezi). Ankara Hacettepe Üniversitesi. Erişim adresi: http://www.openaccess.hacettepe.edu.tr:8080/xmlui/handle/11655/9075
  • Darwin, M. (2020). The effect of communication strategy in marketing 4.0 purchase decisions through brand advocacy in shopee e-commerce. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 375-396.
  • De Choudhury, M. (2011). Tie formation on twitter: Homophily and structure of egocentric networks. In 2011 IEEE Third International Conference on Privacy, Security, Risk and Trust and 2011 IEEE Third International Conference on Social Computing, 465-470. https://doi.org/10.1109/PASSAT/SocialCom.2011.177
  • 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. https://doi.org/10.1080/02650487.2017.1348035
  • Dehling, T., Zhang, Y., & Sunyaev, A. (2019). Consumer perceptions of online behavioral advertising. In 2019 IEEE 21st Conference on Business Informatics, 1, 345-354. https://doi.org/10.1109/CBI.2019.00046
  • Dencheva, V. (2023, 23 Ekim). Influencer marketing worldwide-statistics & facts. Statista Search Department. https://www.statista.com/topics/2496/influence-marketing/#topicOverview
  • Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35(2), 289-304. https://doi.org/10.1016/j.ijresmar.2017.12.009
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  • Dierks, Z. (2023, 1 Eylül). Number of social network users in Turkey 2018-2027. Statista Research Department. Erişim adresi:https://www.statista.com/statistics/569090/predicted-number-of-social-network-users-in-turkey/ Erişim tarihi: 20.10.2023
  • Dobosz, B., Green, K., & Sisler, G. (2006). Behavioral marketing: security and privacy issues. Journal of Information Privacy and Security, 2(4), 45-59. https://doi.org/10.1080/15536548.2006.10855803
  • Dönmez, M. ve Güler, Ş. (2016). Transmedya hikâyeciliği “Doritos Akademi” örneği incelemesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 7(16), 155-175. https://doi.org/10.21076/vizyoner.265477
  • Dwivedi, Y. K., Rana, N. P., Slade, E. L., Singh, N., & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53, 101909, 1-4. https://doi.org/10.1016/j.jretconser.2019.101909
  • Edelman, D. C. (2010). Branding in the digital age: You're spending your money in all the wrong places. Harvard Business Review, 88(12), 62-69.
  • Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100. https://hbr.org/2015/11/competing-on-%20customer-journeys
  • Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. https://doi.org/10.1080/00913367.2002.10673678
  • Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self- brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. https://doi.org/10.1016/j.ijresmar.2017.08.002
  • Erdoğmuş, İ. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360. https://doi.org/doi:10.1016/j.sbspro.2012.09.1119
  • Eroğlu, Ş. (2018). Dijital yaşamda mahremiyet (gizlilik) kavramı ve kişisel veriler: Hacettepe Üniversitesi bilgi ve belge yönetimi bölümü öğrencilerinin mahremiyet ve kişisel veri algılarının analizi. Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 35(2), 130-153. https://doi.org/10.32600/huefd.439007
  • Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180. https://doi.org/10.1207/s15327663jcp1401&2_19
  • Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371
  • Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
  • Fu, X., Kang, J., & Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel & Tourism Marketing, 34(9), 1261-1273. https://doi.org/10.1080/10548408.2017.1343704
  • Geyser, W. (2021). Brand advocacy: the most valuable marketing strategy today. Influencer Marketing Hub. Erişim adresi: https://influencermarketinghub.com/brand-advocacy-marketing-strategy/ Erişim tarihi: 21.04.2022
  • Geyser, W. (2022, 2 Mart). The State of Influencer Marketing 2022: Benchmark Report. Influencer Marketing Hub. Erişim adresi: https://influencermarketinghub.com/influencer-marketing-benchmark- report/ Erişim tarihi: 28.02.2022
  • Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements. Journal of Advertising Research, 55(1), 37-50. https://doi.org/10.2501/JAR-55-1-037-050
  • Goran, (2022, 4 Şubat). The 45 most important advertising statistics of 2022. Small Business Stats & Facts. Erişim adresi: https://www.smallbizgenius.net/by-the-%20numbers/advertising-statistics/#gref Erişim tarihi: 27.04.2022
  • Gökdemir, Ş. Ş. ve Akıncı, S. (2019). Çevrimiçi davranışsal reklamcılığa yönelik tüketici tutumları ve mahremiyet endişeleri. Erciyes İletişim Dergisi, 1, 21-38. https://doi.org/10.17680/erciyesiletisim.483907
  • Greengard, S. (2012). Advertising gets personal: Online behavioral advertising and sophisticated data aggregation have changed the face of advertising and put privacy in the crosshairs. Communication of the ACM, 55(8), 18-20. https://doi.org/10.1145/2240236.2240243
  • Gutierrez, A., O'Leary, S., Rana, N. P., Dwivedi, Y. K., & Calle, T. (2019). Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior, 95, 295-306. https://doi.org/10.1016/j.chb.2018.09.015
  • Jeong, Y., & Coyle, E. (2014). What are you worrying about on Facebook and Twitter? An empirical investigation of young social network site users’ privacy perceptions and behaviors. Journal of Interactive Advertising, 14(2), 51-59. https://doi.org/10.1080/15252019.2014.930678
  • Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15-24. https://doi.org/10.1080/00913367.1982.10672807
  • Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303-309. https://doi.org/10.1016/j.chb.2017.01.008
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166
  • Ham, C. D., & Nelson, M. R. (2016). The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising. Computers in Human Behavior, 62, 689-702. https://doi.org/10.1016/j.chb.2016.03.076
  • Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75. https://doi.org/10.1177/109467050141006
  • Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.
  • Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96. https://doi.org/10.1177/0022242919854374
  • Johansen, I. K., Guldvik, C. S., & Hem, L. E. (2017). Influencer marketing and purchase intentions. Norwegian School of Economics, Bergen. Erişim adresi: https://openaccess.nhh.no/nhh-xmlui/bitstream/handle/11250/2453218/masterthesis.PDF?sequence=1 Erişim tarihi: 09.07.2020
  • Jurvetson, S. (2000). What exactly is viral marketing. Red Herring, 78(1), 110-112. Erişim adresi:https://www.currypuffandtea.files.wordpress.com/2008/03/viral- marketing.pdf Erişim tarihi: 23.04.2022
  • Keçeci, G. B. ve Karaca, H. S. (2022). Reklamlardaki ünlülerden sosyal medyadaki fenomenlere: Influencer pazarlamasına bütüncül bir bakış. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 271-320. https://dergipark.org.tr/en/pub/ppad/issue/68372/994788
  • Khan, A. R., & Islam, M. A. (2017). The impact of digital marketing on increasing customer loyalty: A study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4), 521–528.
  • Kırlıdoğ, M. (2013). Çevrimiçi davranışsal reklamcılık ve kişisel mahremiyet ihlalleri. Akademik Bilişim, 1-5. Erişim adresi: https://ab.org.tr/ab13/bildiri/329.pdf Erişim tarihi: 11.02.2022
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision- making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564. https://doi.org/10.1016/j.dss.2007.07.001
  • Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.024
  • Kim, J., Morris, J. D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117. https://doi.org/10.2753/JOA0091-3367370208
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Pazarlama 4.0: Gelenekselden dijitale geçiş (Marketing 4.0: Moving from traditional to digital). (N. Özata, Çev.). İstanbul: Optimist Yayınları.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
  • Kozyreva, A., Lorenz-Spreen, P., Hertwig, R., Lewandowsky, S., & Herzog, S. M. (2021). Public attitudes towards algorithmic personalization and use of personal data online: Evidence from Germany, Great Britain, and the United States. Humanities and Social Sciences Communications, 8(1), 1-11. https://doi.org/10.1057/s41599-021-00787-w
  • Köksalan, N. (2021). Marka değerinin güçlendirilmesinde bir duygusal pazarlama stratejisi olarak hikâye anlatımı: Türkiye’den uygulama örnekleri. Kayseri Üniversitesi Sosyal Bilimler Dergisi, 3(2), 1-17. https://doi.org/10.51177/kayusosder.939059
  • Kumar, S., & Ramana, V. (2019). Celebrity endorsement, consumer based brand equity: A literature review. International Journal of Management Studies, 6(3), 54-57. http://dx.doi.org/10.18843/ijms/v6i3/08
  • Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027, 1-11. https://doi.org/10.1016/j.jretconser.2019.102027
  • Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13-18. https://dosen.perbanas.id/docs/wp-content/uploads/2020/08/02-Jurnal- Impact-of-Social-Media-Marketing.pdf
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  • Lee, S. M., & Han, S. M. (2020). How Can Customer Experience on CDJ Be Shaped? Can Rose Be Tamed? Asia Marketing Journal, 22(3), 87-105. http://dx.doi.org/10.15830/amj.2020.22.3.87
  • Leon, P. G., Ur, B., Balebako, R., Cranor, L. F., Shay, R., & Wang Y. (2012). Why Johnny can’t opt out: A usability evaluation of tools to limit online behavioral advertising. CHI '12: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 589–598. https://doi.org/10.1145/2207676.2207759
  • Li, H., & Nill, A. (2020). Online behavioral targeting: Are knowledgeable consumers willing to sell their privacy? Journal of Consumer Policy, 43(4), 723-745. https://doi.org/10.1007/s10603-020-09469-7
  • Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(09), 947-957. http://dx.doi.org/10.4236/ajibm.2016.69092
  • Liang, R., Jiao, Z., & Liu, Z. (2020). An empirical study on the influencing factors of customers' acceptance intention towards online behavioral advertising. Tehnički Vjesnik, 27(4), 1142-1149. https://doi.org/10.17559/TV- 20200131053815
  • Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710-718. https://doi.org/10.1016/j.chb.2016.07.027
  • Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202. https://doi.org/10.1016/j.jbusres.2017.06.014
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1) 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues and Research in Advertising, 36(1), 1– 19. http://doi.org/10.1080/10641734.2014.912595
  • Malhotra, N. K., Birks, D. F., & Wills P. (2012). Marketing research: An applied approach (4 ed.). Pearson.
  • Marotta, V., Zhang, K., & Acquisti, A. (2015). Who Benefits from targeted advertising. FTC Comment. Erişim adresi: http://masonlec.org/site/rte_uploads/files/Marotta_Zhang_Acquist i_April2016.pdf Erişim tarihi: 02.11.2020
  • Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607. https://doi.org/10.1080/0267257X.2020.1738525
  • Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
  • McDonald, A. M., & Cranor, L. F. (2010). Americans' attitudes about internet behavioral advertising practices. WPES '10: Proceedings of the 9th Annual ACM Workshop on Privacy in the Electronic Society, 63-72. https://doi.org/10.1145/1866919.1866929
  • Mpinganjira, M., & Maduku, D. K. (2019). Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands. Journal of Business Research, 95, 464-478. https://doi.org/10.1016/j.jbusres.2018.07.037
  • Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008, 1-10. https://doi.org/10.1016/j.digbus.2021.100008
  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015
  • Ndlela, T., & Chuchu, T. (2016). Celebrity endorsement Advertising: Brand awareness, brand recall, brand loyalty as antecedence of South African young consumers' purchase behaviour. Journal of Economics and Behavioral Studies, 8(2), 79-90. https://doi.org/10.22610/jebs.v8i2(J).1256
  • Organisation for Economic Co-operation and Development, (2019). Online advertising: Trends, benefits and risks for consumers. OECD (Organisation for Economic Co-operation and Development) Digital Economy Papers, 272, OECD Publishing, Paris. https://doi.org/10.1787/1f42c85d-en
  • Ozanne, M., Liu, S. Q., & Mattila, A. S. (2019). Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews. Journal of Consumer Marketing, 36(6), 728–739. https://doi.org/10.1108/JCM-02-2017-2096
  • Örs, M. (2018). İnternet fenomenlerini neden takip ediyoruz? Tüketici-fenomen ilişkisini güçlendiren nedenlerin ampirik bir çalışma ile değerlendirilmesi. İşletme Araştırmaları Dergisi, 10(4), 187-209.
  • Özçelik, A. B. ve Varnalı, K. (2019). Effectiveness of online behavioral targeting: A psychological perspective. Electronic Commerce Research and Applications, 33, 100819, 1-44. https://doi.org/10.1016/j.elerap.2018.11.006
  • Parra-Lopez, E., Martínez-González, J. A., & Chinea-Martin, A. (2018). Drivers of the formation of e-loyalty towards tourism destinations. European Journal of Management and Business Economics, 27(1), 66-82. https://doi.org/10.1108/EJMBE-11-2017-0050
  • Petrosyan, A. (2023, 29 Ağustos). Internet and social media users in the world 2023. Statista Research Department. Erişim adresi: https://www.statista.com/statistics/617136/digital-population-worldwide/ Erişim tarihi: 20.10.2023
  • Pham, M., Dang, T. Y., Hoang, T. H. Y., Tran, T. T. N., & Ngo, T. H. Q. (2021). The effects of online social influencers on purchasing behavior of generation z: An empirical study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(11), 179-190. https://doi.org/10.13106/jafeb.2021.vol8.no11.0179
  • Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91. https://doi.org/10.1080/00913367.1994.10673443
  • Redondo, I., & Aznar, G. (2018). To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising. Telematics and Informatics, 35(6), 1607-1616. https://doi.org/10.1016/j.tele.2018.04.008
  • Richins, M. L., & Root-Shaffer, T. (1988). The role of evolvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit. ACR North American Advances, 15, 32-36.
  • Romansky, R. (2019). A Survey of informatization and privacy in the digital age and basic principles of the new regulation. International Journal on Information Technologies and Security, 1(11), 95-106.
  • Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654. https://doi.org/10.1207/s15506878jobem4404_7
  • Santiago, J. K., & Castelo, I. M. (2020). Digital influencers: An exploratory study of influencer marketing campaign process on instagram. Online Journal of Applied Knowledge Management (OJAKM), 8(2), 31-52. https://doi.org/10.36965/OJAKM.2020.8(2)31-52
  • Sanz-Blas, S., Buzova, D., & Pérez-Ruiz, P. (2021). Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness. Technological Forecasting and Social Change, 162, 120350. https://doi.org/10.1016/j.techfore.2020.120350
  • Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29(1), 128-142. https://doi.org/10.1177/002224379202900111
  • Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7- 22.
  • Shimul A. S., & Phau I. (2018). Consumer advocacy for luxury brands. Australasian Marketing Journal, 26(3), 264–271. https://doi.org/10.1016/j.ausmj.2018.05.016
  • Smit, E. G., Van Noort, G., & Voorveld, H. A. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22. https://doi.org/10.1016/j.chb.2013.11.008
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742, 1-9. https://doi.org/10.1016/j.jretconser.2019.01.011
  • Srivastava, N., Srivastava, S., & Pai, A. (2014). Attitude and perception towards online advertising among students and young professionals: A study. International Journal of Management, 5(5), 33-39.
  • Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research 16(3), 271-291. http://dx.doi.org/10.1287/isre.1050.0058
  • Tan, B. J., Brown, M., & Pope, N. (2017). The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site. Journal of Marketing Communications, 25(3), 288-306. https://doi.org/10.1080/13527266.2016.1270344
  • Taran, B. K. ve Tosun, N. Z. B. (2020). Yeni medyada hikayeleştirme kullanımı bağlamında marka sadakati. Türkiye İletişim Araştırmaları Dergisi, (36), 233-252. https://doi.org/10.17829/turcom.827347
  • Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi. Gaziantep University Journal of Social Sciences, 19(3), 1071-1098. https://doi.org/10.21547/jss.731673
  • Thaichon, P., Quach, T. N., & Lobo, A. (2013). Marketing communications: Factors influencing brand loyalty of internet service provider. In Australian and New Zealand Marketing Academy Conference (ANZMAC), 1-4. Erişim adresi:https://researchbank.swinburne.edu.au/file/7eb050b0-ea5e-4e04-868e-aa21e30ba64f/1/PDF%20%28Published%20version%29.pdf Erişim tarihi: 20.04.2022
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
  • Ur, B., Leon, P. G., Cranor, L. F., Shay, R., & Wang, Y. (2012). Smart, useful, scary, creepy: Perceptions of online behavioral advertising. SOUPS '12: Proceedings of the Eighth Symposium on Usable Privacy and Security, 4, 1-15. https://doi.org/10.1145/2335356.2335362
  • Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67. https://doi.org/10.18221/bujss.32305
  • Uzunoğlu, E. ve Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
  • Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541- 549. https://doi.org/10.1016/S0378-7206(02)00079-4
  • Varnalı, K. (2021). Online behavioral advertising: An integrative review. Journal of Marketing Communications, 27(1), 93-114. https://doi.org/10.1080/13527266.2019.1630664
  • Walsh, D., Parisi, J. M., & Passerini, K. (2017). Privacy as a right or as a commodity in the online world: the limits of regulatory reform and self-regulation. Electronic Commerce Research, 17(2), 185-203. https://doi.org/10.1007/s10660-015-9187-2
  • We Are Social, (2022, 26 Ocak). Digital 2022: Another Year of Bumper Growth. We Are Social. Erişim adesi: https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ Erişim tarihi: 12.12.2023
  • Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415-429. https://doi.org/10.1108/JPBM-10-2018-2090
  • Wilk, V., Soutar, G. N., & Harrigan, P. (2021). Online brand advocacy and brand loyalty: a reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, 33(10), 1977-1993. https://doi.org/10.1108/APJML-05-2020-0303
  • Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. Journal of Product & Brand Management. 29(5), 675-688. https://doi.org/10.1108/JPBM-05-2019-2362
  • Yükselen, C. (2017). Pazarlama araştırmaları (7. Baskı). Ankara: Detay Yayıncılık.
  • Zhang, H., Guerrero, C., Wheatley, D., & Lee, Y. S. (2010, Eylül). Privacy issues and user attitudes towards targeted advertising: A focus group study. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 54(19), 1416-1420. Los Angeles, CA: SAGE Publications. https://doi.org/10.1177/154193121005401913
  • Zhang, D., Voorveld, H., & Boerman, S. C. (2023). Privacy concerns matter, knowledge does not: Investigating effects of online behavioral advertising among Chinese and Dutch Adults. Journal of Current Issues & Research in Advertising, 1-19. https://doi.org/10.1080/10641734.2023.2199812
  • Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142. https://doi.org/10.1016/j.jbusres.2021.05.011

THE IMPACT OF INFLUENCER MARKETING AND ONLINE BEHAVIORAL MARKETING ON BRAND ADVOCACY AND PURCHASE INTENTION

Year 2023, Volume: 4 Issue: 2, 148 - 177, 30.12.2023

Didem Sağındık Cemal Yükselen

https://doi.org/10.54439/gupayad.1386555

Abstract

Purpose: The main purpose of this study is to determine how influencer marketing and online behavioral marketing affect brand loyalty and brand advocacy and how this effect results in purchase intention. The sub-purpose is to observe consumer attitudes and behaviors that are changing with digitalization. Material and Method: The survey method, which is a quantitative method, was used in the research and face-to-face survey technique was used as data collection tool. The conceptual model presented within the scope of the purpose of the research was realized with the participation of 619 young digital consumers. SPSS program was used in the study and the impacts among variables were tested with simple and multiple regression analyses. Findings: As a result of the analysis, influencer marketing on brand loyalty and brand advocacy; perceived benefit on attitude; attitude on brand loyalty; brand loyalty, and brand advocacy on purchase intention had positive impacts, as well as partial mediation role of brand advocacy, were determined. In addition, it was found that privacy concerns and perceived intrusiveness don't have impact on attitude. Result: According to the results of the study, consumers' brand loyalty and their advocacy for the brand can be provided by means of influencer marketing. In addition, based on online behavioral marketing, consumers who encounter personalized advertisements can feel loyalty to the brand when they think that the ad is beneficial to them, and this sense of loyalty can result in purchase.

Keywords

Influencer Marketing Online Behavioral Marketing Brand Loyalty Brand Advocacy Purchase Intention

References

  • Aktaş, A. ve Şener, G. (2019). Nüfuz pazarlamasında (influencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6(1), 399-422. https://doi.org/10.17680/erciyesiletisim.477592
  • Al-Emadi, F. A., & Yahia, I. B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing, 14(2), 195-213. https://doi.org/10.1108/JRIM-02-2018-0031
  • Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605-618. https://doi.org/10.1016/j.indmarman.2019.02.002
  • Ashworth, L., & Free, C. (2006). Marketing dataveillance and digital privacy: Using theories of justice to understand consumers’ online privacy concerns. Journal of Business Ethics, 67(2), 107-123. https://doi.org/10.1007/s10551-006- 9007-7
  • Association of National Advertisers, (2018, Nisan). Report: 2/How ANA Members Are Using Influencer Marketing. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/getfile/26389 Erişim tarihi: 24.07.2020
  • Association of National Advertisers, (2020a). The new reality: A guide to marketing in a post-COVID-19 world. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/content/show/id/new-reality-post-covid Erişim tarihi: 24.07.2020
  • Association of National Advertisers, (2020b, 19 Mart). Fad or Fixture? Finding the ROI in Virtual Influencers. ANA (Association of National Advertisers). Erişim adresi: https://www.ana.net/miccontent/show/id/er-baa-infl-mar20-r3 Erişim tarihi: 11.8.2020
  • Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. http://dx.doi.org/10.2753/JOA0091-3367410105
  • Bakhtiari, K. (2020). How to turn your customers into a community of brand advocates. Forbes Online. Erişim adresi:https://www.forbes.com/sites/kianbakhtiari/2020/11/18/how-to-turn-your-customers-into-a-community-of-brandadvocates/?sh51143e63a492d Erişim tarihi: 21.04.2022
  • Balakrishan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase. Procedia-Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
  • Barth, S., & De Jong, M. D. (2017). The privacy paradox–Investigating discrepancies between expressed privacy concerns and actual online behavior–A systematic literature review. Telematics and Informatics, 34(7), 1038-1058. https://doi.org/10.1016/j.tele.2017.04.013
  • Baruönü, Ö. (2021). Algısal homofili ve marka-fenomen uyumu perspektifinden sosyal medya fenomenlerinin marka tutumuna etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 257-266. https://doi.org/10.18506/anemon.764031
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
  • Bharadiya, J. P. (2023). Artificial intelligence and the future of web 3.0: Opportunities and challenges ahead. American Journal of Computer Science and Technology, 6(2), 74-79. https://doi:10.11648/j.ajcst.20230602.14 Bhati, R., & Verma, H. V. (2020). Antecedents of customer brand advocacy: a meta- analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14(2), 153-172. https://doi.org/10.1108/JRIM-12-2018-0165
  • Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409. https://doi.org/10.1016/j.jretai.2015.04.001
  • Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363-376. https://doi.org/10.1080/00913367.2017.1339368
  • Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Routledge Budiman, S. (2021). The effect of social media on brand image and brand loyalty in generation Y. The Journal of Asian Finance, Economics and Business, 8(3), 1339-1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
  • Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469- 479. https://doi.org/10.1016/j.bushor.2020.03.003
  • Chaffey, D. (2020, 4 Ekim). Average display advertising clickthrough rates (CTRs)–2020 compilation. SmartInsights. Erişim adresi: https://www.smartinsights.com/internet- advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ Erişim tarihi: 04.10.2020
  • Chang, H. H., Rizal, H., & Amin, H. (2013). The determinants of consumer behavior towards email advertisement. Internet Research, 23(3), 316-337. https://doi.org/10.1108/10662241311331754
  • Cho, Y. H., & Kim, J. K. (2004). Application of Web usage mining and product taxonomy to collaborative recommendations in e-commerce. Expert Systems with Applications, 26(2), 233-246. https://doi.org/10.1016/S0957- 4174(03)00138-6
  • Choi, Y., Kroff, M. W., & Kim, J. (2021). Developing brand advocacy through brand activities on Facebook. Journal of Consumer Marketing, 38(3), 328-338. https://doi.org/10.1108/JCM-10-2019-3460
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075
  • Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154- 165. https://doi.org/10.1108/JPBM-09-2017-1593
  • Cooper, H., Schembri, S., & Miller, D. (2010). Brand‐ self identity narratives in the James Bond movies. Psychology & Marketing, 27(6), 557-567. https://doi.org/10.1002/mar.20344
  • Çolak, A. S. (2019). Marka deneyimi algılanan risk ve satın alma niyeti üzerine bir uygulama (Yüksek lisans tezi). Ankara Hacettepe Üniversitesi. Erişim adresi: http://www.openaccess.hacettepe.edu.tr:8080/xmlui/handle/11655/9075
  • Darwin, M. (2020). The effect of communication strategy in marketing 4.0 purchase decisions through brand advocacy in shopee e-commerce. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 375-396.
  • De Choudhury, M. (2011). Tie formation on twitter: Homophily and structure of egocentric networks. In 2011 IEEE Third International Conference on Privacy, Security, Risk and Trust and 2011 IEEE Third International Conference on Social Computing, 465-470. https://doi.org/10.1109/PASSAT/SocialCom.2011.177
  • 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. https://doi.org/10.1080/02650487.2017.1348035
  • Dehling, T., Zhang, Y., & Sunyaev, A. (2019). Consumer perceptions of online behavioral advertising. In 2019 IEEE 21st Conference on Business Informatics, 1, 345-354. https://doi.org/10.1109/CBI.2019.00046
  • Dencheva, V. (2023, 23 Ekim). Influencer marketing worldwide-statistics & facts. Statista Search Department. https://www.statista.com/topics/2496/influence-marketing/#topicOverview
  • Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35(2), 289-304. https://doi.org/10.1016/j.ijresmar.2017.12.009
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  • Dierks, Z. (2023, 1 Eylül). Number of social network users in Turkey 2018-2027. Statista Research Department. Erişim adresi:https://www.statista.com/statistics/569090/predicted-number-of-social-network-users-in-turkey/ Erişim tarihi: 20.10.2023
  • Dobosz, B., Green, K., & Sisler, G. (2006). Behavioral marketing: security and privacy issues. Journal of Information Privacy and Security, 2(4), 45-59. https://doi.org/10.1080/15536548.2006.10855803
  • Dönmez, M. ve Güler, Ş. (2016). Transmedya hikâyeciliği “Doritos Akademi” örneği incelemesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 7(16), 155-175. https://doi.org/10.21076/vizyoner.265477
  • Dwivedi, Y. K., Rana, N. P., Slade, E. L., Singh, N., & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53, 101909, 1-4. https://doi.org/10.1016/j.jretconser.2019.101909
  • Edelman, D. C. (2010). Branding in the digital age: You're spending your money in all the wrong places. Harvard Business Review, 88(12), 62-69.
  • Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100. https://hbr.org/2015/11/competing-on-%20customer-journeys
  • Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. https://doi.org/10.1080/00913367.2002.10673678
  • Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self- brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. https://doi.org/10.1016/j.ijresmar.2017.08.002
  • Erdoğmuş, İ. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360. https://doi.org/doi:10.1016/j.sbspro.2012.09.1119
  • Eroğlu, Ş. (2018). Dijital yaşamda mahremiyet (gizlilik) kavramı ve kişisel veriler: Hacettepe Üniversitesi bilgi ve belge yönetimi bölümü öğrencilerinin mahremiyet ve kişisel veri algılarının analizi. Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 35(2), 130-153. https://doi.org/10.32600/huefd.439007
  • Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180. https://doi.org/10.1207/s15327663jcp1401&2_19
  • Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371
  • Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
  • Fu, X., Kang, J., & Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel & Tourism Marketing, 34(9), 1261-1273. https://doi.org/10.1080/10548408.2017.1343704
  • Geyser, W. (2021). Brand advocacy: the most valuable marketing strategy today. Influencer Marketing Hub. Erişim adresi: https://influencermarketinghub.com/brand-advocacy-marketing-strategy/ Erişim tarihi: 21.04.2022
  • Geyser, W. (2022, 2 Mart). The State of Influencer Marketing 2022: Benchmark Report. Influencer Marketing Hub. Erişim adresi: https://influencermarketinghub.com/influencer-marketing-benchmark- report/ Erişim tarihi: 28.02.2022
  • Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements. Journal of Advertising Research, 55(1), 37-50. https://doi.org/10.2501/JAR-55-1-037-050
  • Goran, (2022, 4 Şubat). The 45 most important advertising statistics of 2022. Small Business Stats & Facts. Erişim adresi: https://www.smallbizgenius.net/by-the-%20numbers/advertising-statistics/#gref Erişim tarihi: 27.04.2022
  • Gökdemir, Ş. Ş. ve Akıncı, S. (2019). Çevrimiçi davranışsal reklamcılığa yönelik tüketici tutumları ve mahremiyet endişeleri. Erciyes İletişim Dergisi, 1, 21-38. https://doi.org/10.17680/erciyesiletisim.483907
  • Greengard, S. (2012). Advertising gets personal: Online behavioral advertising and sophisticated data aggregation have changed the face of advertising and put privacy in the crosshairs. Communication of the ACM, 55(8), 18-20. https://doi.org/10.1145/2240236.2240243
  • Gutierrez, A., O'Leary, S., Rana, N. P., Dwivedi, Y. K., & Calle, T. (2019). Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior, 95, 295-306. https://doi.org/10.1016/j.chb.2018.09.015
  • Jeong, Y., & Coyle, E. (2014). What are you worrying about on Facebook and Twitter? An empirical investigation of young social network site users’ privacy perceptions and behaviors. Journal of Interactive Advertising, 14(2), 51-59. https://doi.org/10.1080/15252019.2014.930678
  • Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15-24. https://doi.org/10.1080/00913367.1982.10672807
  • Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303-309. https://doi.org/10.1016/j.chb.2017.01.008
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166
  • Ham, C. D., & Nelson, M. R. (2016). The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising. Computers in Human Behavior, 62, 689-702. https://doi.org/10.1016/j.chb.2016.03.076
  • Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75. https://doi.org/10.1177/109467050141006
  • Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.
  • Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96. https://doi.org/10.1177/0022242919854374
  • Johansen, I. K., Guldvik, C. S., & Hem, L. E. (2017). Influencer marketing and purchase intentions. Norwegian School of Economics, Bergen. Erişim adresi: https://openaccess.nhh.no/nhh-xmlui/bitstream/handle/11250/2453218/masterthesis.PDF?sequence=1 Erişim tarihi: 09.07.2020
  • Jurvetson, S. (2000). What exactly is viral marketing. Red Herring, 78(1), 110-112. Erişim adresi:https://www.currypuffandtea.files.wordpress.com/2008/03/viral- marketing.pdf Erişim tarihi: 23.04.2022
  • Keçeci, G. B. ve Karaca, H. S. (2022). Reklamlardaki ünlülerden sosyal medyadaki fenomenlere: Influencer pazarlamasına bütüncül bir bakış. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 271-320. https://dergipark.org.tr/en/pub/ppad/issue/68372/994788
  • Khan, A. R., & Islam, M. A. (2017). The impact of digital marketing on increasing customer loyalty: A study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4), 521–528.
  • Kırlıdoğ, M. (2013). Çevrimiçi davranışsal reklamcılık ve kişisel mahremiyet ihlalleri. Akademik Bilişim, 1-5. Erişim adresi: https://ab.org.tr/ab13/bildiri/329.pdf Erişim tarihi: 11.02.2022
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision- making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564. https://doi.org/10.1016/j.dss.2007.07.001
  • Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.024
  • Kim, J., Morris, J. D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117. https://doi.org/10.2753/JOA0091-3367370208
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Pazarlama 4.0: Gelenekselden dijitale geçiş (Marketing 4.0: Moving from traditional to digital). (N. Özata, Çev.). İstanbul: Optimist Yayınları.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
  • Kozyreva, A., Lorenz-Spreen, P., Hertwig, R., Lewandowsky, S., & Herzog, S. M. (2021). Public attitudes towards algorithmic personalization and use of personal data online: Evidence from Germany, Great Britain, and the United States. Humanities and Social Sciences Communications, 8(1), 1-11. https://doi.org/10.1057/s41599-021-00787-w
  • Köksalan, N. (2021). Marka değerinin güçlendirilmesinde bir duygusal pazarlama stratejisi olarak hikâye anlatımı: Türkiye’den uygulama örnekleri. Kayseri Üniversitesi Sosyal Bilimler Dergisi, 3(2), 1-17. https://doi.org/10.51177/kayusosder.939059
  • Kumar, S., & Ramana, V. (2019). Celebrity endorsement, consumer based brand equity: A literature review. International Journal of Management Studies, 6(3), 54-57. http://dx.doi.org/10.18843/ijms/v6i3/08
  • Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027, 1-11. https://doi.org/10.1016/j.jretconser.2019.102027
  • Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13-18. https://dosen.perbanas.id/docs/wp-content/uploads/2020/08/02-Jurnal- Impact-of-Social-Media-Marketing.pdf
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  • Lee, S. M., & Han, S. M. (2020). How Can Customer Experience on CDJ Be Shaped? Can Rose Be Tamed? Asia Marketing Journal, 22(3), 87-105. http://dx.doi.org/10.15830/amj.2020.22.3.87
  • Leon, P. G., Ur, B., Balebako, R., Cranor, L. F., Shay, R., & Wang Y. (2012). Why Johnny can’t opt out: A usability evaluation of tools to limit online behavioral advertising. CHI '12: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 589–598. https://doi.org/10.1145/2207676.2207759
  • Li, H., & Nill, A. (2020). Online behavioral targeting: Are knowledgeable consumers willing to sell their privacy? Journal of Consumer Policy, 43(4), 723-745. https://doi.org/10.1007/s10603-020-09469-7
  • Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(09), 947-957. http://dx.doi.org/10.4236/ajibm.2016.69092
  • Liang, R., Jiao, Z., & Liu, Z. (2020). An empirical study on the influencing factors of customers' acceptance intention towards online behavioral advertising. Tehnički Vjesnik, 27(4), 1142-1149. https://doi.org/10.17559/TV- 20200131053815
  • Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710-718. https://doi.org/10.1016/j.chb.2016.07.027
  • Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202. https://doi.org/10.1016/j.jbusres.2017.06.014
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1) 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues and Research in Advertising, 36(1), 1– 19. http://doi.org/10.1080/10641734.2014.912595
  • Malhotra, N. K., Birks, D. F., & Wills P. (2012). Marketing research: An applied approach (4 ed.). Pearson.
  • Marotta, V., Zhang, K., & Acquisti, A. (2015). Who Benefits from targeted advertising. FTC Comment. Erişim adresi: http://masonlec.org/site/rte_uploads/files/Marotta_Zhang_Acquist i_April2016.pdf Erişim tarihi: 02.11.2020
  • Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607. https://doi.org/10.1080/0267257X.2020.1738525
  • Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
  • McDonald, A. M., & Cranor, L. F. (2010). Americans' attitudes about internet behavioral advertising practices. WPES '10: Proceedings of the 9th Annual ACM Workshop on Privacy in the Electronic Society, 63-72. https://doi.org/10.1145/1866919.1866929
  • Mpinganjira, M., & Maduku, D. K. (2019). Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands. Journal of Business Research, 95, 464-478. https://doi.org/10.1016/j.jbusres.2018.07.037
  • Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008, 1-10. https://doi.org/10.1016/j.digbus.2021.100008
  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015
  • Ndlela, T., & Chuchu, T. (2016). Celebrity endorsement Advertising: Brand awareness, brand recall, brand loyalty as antecedence of South African young consumers' purchase behaviour. Journal of Economics and Behavioral Studies, 8(2), 79-90. https://doi.org/10.22610/jebs.v8i2(J).1256
  • Organisation for Economic Co-operation and Development, (2019). Online advertising: Trends, benefits and risks for consumers. OECD (Organisation for Economic Co-operation and Development) Digital Economy Papers, 272, OECD Publishing, Paris. https://doi.org/10.1787/1f42c85d-en
  • Ozanne, M., Liu, S. Q., & Mattila, A. S. (2019). Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews. Journal of Consumer Marketing, 36(6), 728–739. https://doi.org/10.1108/JCM-02-2017-2096
  • Örs, M. (2018). İnternet fenomenlerini neden takip ediyoruz? Tüketici-fenomen ilişkisini güçlendiren nedenlerin ampirik bir çalışma ile değerlendirilmesi. İşletme Araştırmaları Dergisi, 10(4), 187-209.
  • Özçelik, A. B. ve Varnalı, K. (2019). Effectiveness of online behavioral targeting: A psychological perspective. Electronic Commerce Research and Applications, 33, 100819, 1-44. https://doi.org/10.1016/j.elerap.2018.11.006
  • Parra-Lopez, E., Martínez-González, J. A., & Chinea-Martin, A. (2018). Drivers of the formation of e-loyalty towards tourism destinations. European Journal of Management and Business Economics, 27(1), 66-82. https://doi.org/10.1108/EJMBE-11-2017-0050
  • Petrosyan, A. (2023, 29 Ağustos). Internet and social media users in the world 2023. Statista Research Department. Erişim adresi: https://www.statista.com/statistics/617136/digital-population-worldwide/ Erişim tarihi: 20.10.2023
  • Pham, M., Dang, T. Y., Hoang, T. H. Y., Tran, T. T. N., & Ngo, T. H. Q. (2021). The effects of online social influencers on purchasing behavior of generation z: An empirical study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(11), 179-190. https://doi.org/10.13106/jafeb.2021.vol8.no11.0179
  • Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91. https://doi.org/10.1080/00913367.1994.10673443
  • Redondo, I., & Aznar, G. (2018). To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising. Telematics and Informatics, 35(6), 1607-1616. https://doi.org/10.1016/j.tele.2018.04.008
  • Richins, M. L., & Root-Shaffer, T. (1988). The role of evolvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit. ACR North American Advances, 15, 32-36.
  • Romansky, R. (2019). A Survey of informatization and privacy in the digital age and basic principles of the new regulation. International Journal on Information Technologies and Security, 1(11), 95-106.
  • Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654. https://doi.org/10.1207/s15506878jobem4404_7
  • Santiago, J. K., & Castelo, I. M. (2020). Digital influencers: An exploratory study of influencer marketing campaign process on instagram. Online Journal of Applied Knowledge Management (OJAKM), 8(2), 31-52. https://doi.org/10.36965/OJAKM.2020.8(2)31-52
  • Sanz-Blas, S., Buzova, D., & Pérez-Ruiz, P. (2021). Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness. Technological Forecasting and Social Change, 162, 120350. https://doi.org/10.1016/j.techfore.2020.120350
  • Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29(1), 128-142. https://doi.org/10.1177/002224379202900111
  • Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7- 22.
  • Shimul A. S., & Phau I. (2018). Consumer advocacy for luxury brands. Australasian Marketing Journal, 26(3), 264–271. https://doi.org/10.1016/j.ausmj.2018.05.016
  • Smit, E. G., Van Noort, G., & Voorveld, H. A. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22. https://doi.org/10.1016/j.chb.2013.11.008
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742, 1-9. https://doi.org/10.1016/j.jretconser.2019.01.011
  • Srivastava, N., Srivastava, S., & Pai, A. (2014). Attitude and perception towards online advertising among students and young professionals: A study. International Journal of Management, 5(5), 33-39.
  • Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research 16(3), 271-291. http://dx.doi.org/10.1287/isre.1050.0058
  • Tan, B. J., Brown, M., & Pope, N. (2017). The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site. Journal of Marketing Communications, 25(3), 288-306. https://doi.org/10.1080/13527266.2016.1270344
  • Taran, B. K. ve Tosun, N. Z. B. (2020). Yeni medyada hikayeleştirme kullanımı bağlamında marka sadakati. Türkiye İletişim Araştırmaları Dergisi, (36), 233-252. https://doi.org/10.17829/turcom.827347
  • Taşdelen, B. (2020). Dijital çağın yeni trendi sosyal medya etkileyicileri: Vloggerların üniversite öğrencilerinin satın alma davranışı üzerindeki etkisi. Gaziantep University Journal of Social Sciences, 19(3), 1071-1098. https://doi.org/10.21547/jss.731673
  • Thaichon, P., Quach, T. N., & Lobo, A. (2013). Marketing communications: Factors influencing brand loyalty of internet service provider. In Australian and New Zealand Marketing Academy Conference (ANZMAC), 1-4. Erişim adresi:https://researchbank.swinburne.edu.au/file/7eb050b0-ea5e-4e04-868e-aa21e30ba64f/1/PDF%20%28Published%20version%29.pdf Erişim tarihi: 20.04.2022
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
  • Ur, B., Leon, P. G., Cranor, L. F., Shay, R., & Wang, Y. (2012). Smart, useful, scary, creepy: Perceptions of online behavioral advertising. SOUPS '12: Proceedings of the Eighth Symposium on Usable Privacy and Security, 4, 1-15. https://doi.org/10.1145/2335356.2335362
  • Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67. https://doi.org/10.18221/bujss.32305
  • Uzunoğlu, E. ve Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
  • Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541- 549. https://doi.org/10.1016/S0378-7206(02)00079-4
  • Varnalı, K. (2021). Online behavioral advertising: An integrative review. Journal of Marketing Communications, 27(1), 93-114. https://doi.org/10.1080/13527266.2019.1630664
  • Walsh, D., Parisi, J. M., & Passerini, K. (2017). Privacy as a right or as a commodity in the online world: the limits of regulatory reform and self-regulation. Electronic Commerce Research, 17(2), 185-203. https://doi.org/10.1007/s10660-015-9187-2
  • We Are Social, (2022, 26 Ocak). Digital 2022: Another Year of Bumper Growth. We Are Social. Erişim adesi: https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/ Erişim tarihi: 12.12.2023
  • Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415-429. https://doi.org/10.1108/JPBM-10-2018-2090
  • Wilk, V., Soutar, G. N., & Harrigan, P. (2021). Online brand advocacy and brand loyalty: a reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, 33(10), 1977-1993. https://doi.org/10.1108/APJML-05-2020-0303
  • Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. Journal of Product & Brand Management. 29(5), 675-688. https://doi.org/10.1108/JPBM-05-2019-2362
  • Yükselen, C. (2017). Pazarlama araştırmaları (7. Baskı). Ankara: Detay Yayıncılık.
  • Zhang, H., Guerrero, C., Wheatley, D., & Lee, Y. S. (2010, Eylül). Privacy issues and user attitudes towards targeted advertising: A focus group study. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 54(19), 1416-1420. Los Angeles, CA: SAGE Publications. https://doi.org/10.1177/154193121005401913
  • Zhang, D., Voorveld, H., & Boerman, S. C. (2023). Privacy concerns matter, knowledge does not: Investigating effects of online behavioral advertising among Chinese and Dutch Adults. Journal of Current Issues & Research in Advertising, 1-19. https://doi.org/10.1080/10641734.2023.2199812
  • Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142. https://doi.org/10.1016/j.jbusres.2021.05.011
There are 136 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing, Advertisement, Consumer Behaviour
Journal Section Research Articles
Authors

Didem Sağındık 0000-0002-7681-3388

Cemal Yükselen 0000-0001-5871-7280

Early Pub Date December 19, 2023
Publication Date December 30, 2023
Submission Date November 6, 2023
Acceptance Date December 15, 2023
Published in Issue Year 2023 Volume: 4 Issue: 2

Cite

APA Sağındık, D., & Yükselen, C. (2023). INFLUENCER PAZARLAMA İLE ÇEVRİMİÇİ DAVRANIŞSAL PAZARLAMANIN MARKA SAVUNUCULUĞU VE SATIN ALMA NİYETİNE ETKİSİ. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 4(2), 148-177. https://doi.org/10.54439/gupayad.1386555
 Download Cover Image

Dizinler (Indexing)

3114325799 21387 3114421388     21386     24076 28325 28331 28684