Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Aydan Ünlükaya; Nurhan Zeynep Tosun

doi:10.16878/gsuilet.957638

Research Article

Mikro E-Etkileyici Kişi Bağlamında Marka Tutumu Oluşumu

Year 2021, Issue: 34, 34 - 64, 29.06.2021

Aydan Ünlükaya , Nurhan Zeynep Tosun

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

Cited By: 4

Abstract

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.

Keywords

Ağızdan ağıza pazarlama, mikro, e-etkileyici kişi, e-etkileyici kişi pazarlaması, marka tutumu

References

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Grimm, P. E. (2005). Ab components’ impact on brand preference. Journal of Business Research , 508 – 517.
Haenlein, M. A., 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.
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La formation d’attitude envers la marque dans le contexte du micro influenceur

Year 2021, Issue: 34, 34 - 64, 29.06.2021

Aydan Ünlükaya , Nurhan Zeynep Tosun

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

Cited By: 4

Abstract

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.

Keywords

Marketing bouche-à-oreille, micro-influenceur, marketing d, attitude envers la marque

References

Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100.
Adams, N. (2016). Micro Influencers vs. Macro Influencers. 01 10, 2019 tarihinde www.linkedin.com: https://www.linkedin.com/pulse/micro-influencers-vs-macro-nicole-adams adresinden alındı
Ajzen, I. (2005). Attitudes, Personality and Behavior (Second Edition). New York : Open University Press.
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index- insights from facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101.
Avcılar, M. Y., & Açar, F. (2017). Sosyal Medya Reklamlarında Ünlü Desteği Kullanımı: Mikro-Ünlülerin Yükselişi. 15. Uluslararası Türk Dünyası - Sosyal Bilimler Kongresi, (s. 1-14).
Baker, M. J., & Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 538-555.
Barker, S. (2017, 01 03). The Ultimate Guide to Micro-Influencers. 01 09, 2019 tarihinde shanebarker.com: https://shanebarker.com/blog/micro-influencers-guide/ adresinden alındı
Batra, R., & Ahtola, O. T. (1990). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters , 2(2), 159-170.
Beam, N., Chamberlin, B., Collins, J., Emerick, S., Fein, M., Laine, A., . . . Naik, D. (2013). Influencer Guidebook. Word of Mouth Marketing Association.
Bhakar, S., Bhakar, S., & Dubey, A. (2015). Analysis of the Factors Affecting Customers’ Purchase Intention: The Mediating Role of Customer Knowledge and Perceived Value. Advances in Social Sciences Research Journal, 2(1), 87-101.
Boerman, S. C. (2020). The effects of the standardized instagram disclosure for micro- and meso-influencers. Computers in Human Behavior, 199-207.
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59(4), 440-454.
Brown, D., & Fiorella, S. (2013). Influence Marketing - How to Create, Manage, and Measure Brand Infl uencers in Social Media Marketing. United States of America: Que Publishing.
Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? . Hungary: Elsevier Ltd.
Bruner, G. C., & Kumar, A. (2000). Web Commercials and Advertising Hierarchy of Effects. Journal of Advertising Research, 35-42.
Deges, F. (2018). Quick Guide Influencer Marketing: Wie Sie durch Multiplikatoren mehr Reichweite und Umsatz erzielen. Brühl: Springer Gabler.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Dobele, A. (2002). Categories of Word-of-Mouth Referrers. ANZMAC 2002 Conference Proceedings, (s. 671-677). Melbourne.
Evans, N. J., Phua, J., Jun, H., & Lim, J. (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.
Feick, L., & Price, L. L. (1987, 01). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51, 83-97.
Fuchs, C. (2016). Sosyal Medya: Eleştirel Bir Giriş. (D. S. İlker Kalaycı, Çev.) Ankara: NotaBene Yayınları. Gallegos, J. A. (2018, 01 03). Influencer Marketing: Understanding The Difference Between Micro-Influencers and Mega-Influencers. 01 08, 2019 tarihinde www.tintup.com: https://www.tintup.com/blog/micro-influencers-vs-mega-influencers-marketing/ adresinden alındı
Gedik, Y. (2020). Sosyal Medyada Yükselen Bir Trend: Influencer Pazarlama Üzerine Kavramsal Bir Değerlendirme. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 7(2), 362-385.
Gegez, A. E. (2015). Pazarlama Araştırmaları. İstanbul: Beta Basım Yayım Dağıtım A. Ş.
Gottbrecht, L. (2016, 10 18). The Three Types of Influencers All Marketers Should Know. 01 07, 2019 tarihinde www.mavrck.co: https://www.mavrck.co/the-three-types-of-influencers-all-marketers-should-know-infographic/ adresinden alındı
Grafström, J., Jakobsson, L., & Wiede, P. (2018). The Impact of Influencer Marketing on Consumers’ Attitudes.
Grimm, P. E. (2005). Ab components’ impact on brand preference. Journal of Business Research , 508 – 517.
Haenlein, M. A., 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.
Influence.co. (2018, 02 19). Instagram Influencer Rates. 01 08, 2019 tarihinde blog.influence.co: http://blog.influence.co/instagram-influencer-rates/ adresinden alındı
Jahnke, M. (2018). Influencer Marketing: Für Unternehmen und Influencer: Strategien, Plattformen, Instrumente, rechtlicher Rahmen. Mit vielen Beispielen. Hamburg: Springer Gabler.
Kıran, S., Yılmaz, C., & Emre, İ. E. (2019). Instagram’daki Influencer’ların Takipçiler Üzerindeki Etkisi. Uluslararası Yönetim Bilişim Sistemleri ve Bilgisayar Bilimleri Dergisi, 100-111.
Kiecker, P., & Cowles, D. (2001). Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth. Journal of Euromarketing, 11(2), 71-88.
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 18-25.
Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249.
Linqia. (2017). The State Of Influencer Marketing 2018: A look into how brands and agencies view the future of influencer marketing. Linqia.
Markerly. (2016). Instagram Marketing: Does Influencer Size Matter? 01 08, 2019 tarihinde markerly.com: http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/ adresinden alındı
Marwick, A. E. (2013). Status update: Celebrity, publicity, & branding in the social media age. New Haven: Yale University Press.
Mavrck. (2016). The 7 Step Guide to Influencer Marketing. 01 07, 2019 tarihinde http://cdn2.hubspot.net/hubfs/392015/7_Steps_to_Influencer_Marketing_Mavrck_2016.pdf adresinden alındı
Mediakix. (2017, 06 21). Guide: The Pros & Cons of Marketing With Micro-Influencers. 01 11, 2019 tarihinde mediakix.com: http://mediakix.com/2017/06/micro-influencers-pros-vs-cons-guide/#gs.CNXWKF5A adresinden alındı
Mediakix. (2017, 06 02). How 7 Top Brands Used Instagram Micro-Influencer Campaigns. 01 11, 2019 tarihinde mediakix.com: https://mediakix.com/2017/06/top-instagram-micro-influencer-campaigns/#gs.l0ebwoHQ adresinden alındı
Mert, Y. L. (2018). Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları. Gümüşhane Üniversitesi İletişim Fakültesi Eleltronik Dergisi, 6(2), 1299-1328.
Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318-332.
Mothersbaugh, D. L., & Hawkins, D. I. ( 2016). Consumer Behavior: Building Marketing Strategy (Thirteenth Edition). New York: McGraw-Hill Education.
Naresh, K. M., & Birks, D. F. (2000). Marketing Research: An Applied Approach. Prentice Hall.
Neil, A. (2018, 04 09). Micro, Macro, and Mega Influencers: Understanding the Difference. 01 07, 2019 tarihinde https://www.liftlikes.com/micro-macro-mega-influencers-understanding-difference/: https://www.liftlikes.com/micro-macro-mega-influencers-understanding-difference/ adresinden alındı
Öztürk, E., & Şener, G. (2018). Modada Nüfuz Pazarlaması: Mikro Instabloggerların Ürün Yerleştirme Uygulamaları. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 11(1), 382-412.
Peter, J. P., & Olson, J. C. (2009). Consumer Behavior & Marketing Strategy (Ninth Edition). New York: McGraw-Hill/Irwin.
Reisinger, Y. (2009). International Tourism: Cultures and Behavior (First Edition). Hungary: Elsevier Ltd.
Sandoval, M. (2018, 05 10). Nano, Micro, Macro and Mega Influencers. What are these and which one is the correct option for my brand? 01 07, 2019 tarihinde www.godandbeauty.com: https://www.godandbeauty.com/blog/2018/5/10/nano-micro-macro-and-mega-influencers-what-are-these-and-which-one-is-the-correct-option-for-my-brand adresinden alındı
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior. Eleventh Edition. London: Pearson Education Limited.
Silva, R. V., & Alw, S. F. (2006). Cognitive, affective attributes and conative, behavioural responses in retail corporate branding. Journal of Product & Brand Management, 15(5), 293 - 305.
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (Twelfth Edition). England: Pearson Education Limited.
Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising, 53-66.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
Statista. (2019). Distribution of Instagram users worldwide as of April 2019, by age group. 06 20, 2019 tarihinde www.statista.com: https://www.statista.com/statistics/325587/instagram-global-age-group/ adresinden alındı
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, 14-30.
Sümbüloğlu, K. (1993). Biyoistatistik. Ankara: Özdemir Yayıncılık.
Towhidi, G., & Sinha, A. P. (2015). Predicting Opinion Leaders in Word-of-Mouth Communities . Twenty-first Americas Conference on Information Systems, (s. 1-10). Puerto Rico.
Uyar, A. (2018). Reklamlarda Ünlü Kullanımın Tüketiciler Açısından Değerlendirilmesi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 121-127.
Veirman, M. D., 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.
Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109-122.
Yaylagül, Ş. (2017). Sosyal Medya Fenomenlerine Bağlanmışlığın Belirlenmesi: Yükseköğretim Öğrencileri Üzerine Bir Uygulama. Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, 4(3), 219-235.
Yıldırım, A., & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık San. ve Tic. A. Ş.
Zeren, D., & Gökdaglı, N. (2020). Influencer Versus Celebrity Endorser Performance on Instagram. Strategic Innovative Marketing and Tourism (s. 695-704). içinde Springer.

Brand Attitude Creation in the Context of Micro-Influencer

Year 2021, Issue: 34, 34 - 64, 29.06.2021

Aydan Ünlükaya , Nurhan Zeynep Tosun

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

Cited By: 4

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

Word of mouth marketing, micro, influencer, influencer marketing, brand attitude

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Veirman, M. D., 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.
Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109-122.
Yaylagül, Ş. (2017). Sosyal Medya Fenomenlerine Bağlanmışlığın Belirlenmesi: Yükseköğretim Öğrencileri Üzerine Bir Uygulama. Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, 4(3), 219-235.
Yıldırım, A., & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık San. ve Tic. A. Ş.
Zeren, D., & Gökdaglı, N. (2020). Influencer Versus Celebrity Endorser Performance on Instagram. Strategic Innovative Marketing and Tourism (s. 695-704). içinde Springer.

There are 64 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Aydan Ünlükaya 0000-0002-5645-6192 Nurhan Zeynep Tosun 0000-0003-0234-9647
Publication Date	June 29, 2021
Acceptance Date	June 25, 2021
Published in Issue	Year 2021Issue: 34

Cite

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