BibTex RIS Kaynak Göster

Sosyal Medya Fenomenleri ile Kurulan Parasosyal Etkileşimin Online Tüketici Davranışlarına Etkisi

Yıl 2021, Sayı: 25, 752 - 773, 29.01.2021

Öz

Sosyal medya sahip olduğu özellikler nedeniyle her geçen gün yeni gelişmelere neden olmaktadır. Son olarak geleneksel medya kanallarındaki kurgusal karakterler ile kurulan parasosyal etkileşimin sosyal medya fenomenleri ile de benzer ilişkilerin kuruluyor olması ile yeni bir araştırma alanına konu olmuştur. Marka ve firmalar tarafından yoğun biçimde pazarlama iletişim çalışmalarında yararlanılan sosyal medya fenomenleri takipçileri ile kurulan parasosyal etkileşimler nedeniyle takipçileri üzerinde ki etkilerini daha da arttırmaktadırlar. Bu araştırma ile tüketicilerin sosyal medya fenomenleri ile kurdukları parasosyal etkileşimin online satın alma davranışlarına etkisinin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda sosyal medya ünlülerini takip eden 234 sosyal medya kullanıcısından elde edilen verilerin analizi için açıklayıcı faktör analizi, bağımsız örneklem t testi, tek yönlü varyans analizi ANOVA ve çoklu regresyon analizi kullanılmıştır. Araştırma sonucunda parasosyal etkileşimin online alışveriş davranışlarından avantaj boyutu üzerinde anlamlı bir etkisi bulunurken, dezavantaj boyutu üzerinde anlamlı bir etkisi tespit edilememiştir. Ayrıca gelir ve meslek gruplarına göre online alışveriş tutumunun farklılaştığı sonucuna ulaşılmıştır.

Kaynakça

  • Arda, S. (2006). Predictors of Parasocial İnteraction with the Favorite and the Least Desirable Characters Portrayed in Tv Serials. (Yayınlanmamış Yüksek Lisans Tezi). Orta Doğu Teknik Üniversitesi Sosyal Bilimler Enstitüsü, Ankara
  • Armağan, E. ve Doğaner, M. (2018). Fenomen Pazarlaması: Youtube Güzellik Vloggerları Üzerine Bir Araştırma. 1st International Congress of Political, Economicand Financial Analysis - 2018 (PEFA’18), April 26-28, 2018, Nazilli, Aydın, Turkey.
  • Auter, P. J. ve Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: Theaudience-person a interaction scale. Communication Research Reports, 77(1), 79-89.
  • Ballantine, P. W. ve Martin, B. A. S. (2005). Forming Parasocial Relationships in Online Communities. Advances in Consumer Research, 32, 197-201.
  • Cha, H. S., You, S., Gang, K. W. ve Park, M. (2018). The value and risk of curated shopping: Online consumer’s choice. International Journal of Business and Information, 13(3), 321-348.
  • Chen, C. P. (2016). Forming digital self and parasocial relationships on YouTube. Journal of Consumer Culture, 16(1), 232–254.
  • Chung, S. ve Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychologyand Marketing, 34(4), 481-495.
  • Cohen, J. (1999). Favorite characters of teenage viewers of Israeli serials.J. Broadcast. Electron. Media 43, 327–345. doi: 10.1080/08838159909364495
  • Colliander, J. ve Dahlen, M. (2011). Following the fashionable friend: The power of social media weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 313-320.
  • Dibble, J.L., Hartmann, T. ve Rosaen, S.F. (2016). Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures. Hum Commun Res, 42: 21-44. doi:10.1111/hcre.12063
  • Eyal, K. ve Rubin, A. M. (2003). Viewer aggression and homophily, identification, and para-social relationships with television characters. Journal of Broadcasting ve Electronic Media, 47(1), 77–98.
  • Fetscherin, M. ve Dato, M. C. (2013). Brand Love: Interpersonal or parasocial love relationships?. Inbook: Consumer-brand relationships: theory and practice chapter: brand love: Interpersonal or parasocial love relationships? Publisher: Routledge Editors: Susan Fournier, Michael Breazeale, Marc Fetscherin.
  • Giles, D. C. (2002). Parasocial interaction: A review of the literatüre and a model for future research. Media Psychology, 4(3), 279-305.
  • Girginer, N., Güldalı, M.E. ve Duru, A. (2017). Dimension Of Consumers’ Attitudes Towards Online Shopping. EconWorld2017@Paris Proceedings, July 25-27, 2017; Paris, France
  • Gümüş, N. (2018). Consumers’ Perceptions of YouTubers: The Case of Turkey. AJIT-e: Online AcademicJournal of Information Technology, 9(32), 23-38.
  • Horton, D. ve Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19, 215-229.
  • Hwang, K., Zhang, Q. (2018). Inuence of parasocial relationship between digital celebrities and their followers on followers purchase and electronic word-of- mouthintentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Karaman, H. (2015) Açımlayıcı Faktör Analizinde Kullanılan Faktör Çıkartma Yöntemlerinin Karşılaştırılması. Hacettepe Üniversitesi Lisansüstü Eğitim- Öğretim ve Sınav Yönetmeliğinin Eğitim Bilimleri Anabilim Dalı, Ölçme ve Değerlendirme Bilim Dalı. Yayınlanmamış Yüksek Lisans Tezi
  • Kim, H., Ko, E. ve Kim, J. (2015). SNS users' para-social relationships with celebrities: Social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, Y., Sohn, D. ve Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of american and Korean college students. Computers in Human Behavior, 27, 365-372.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of para-social interaction. Journal of Interactive Marketing, 28, 134–148.
  • Lee, J. E. ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753– 5760.
  • Lisichkova, N. ve Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. School of Business, Society and Engineering, Mälardalen University, Master Thesis in Business Administration.
  • Mahmutoğlu, N., Tunal, D., Dönmezler, S. ve Kayalar, S. (2018). İnfluencer Pazarlaması. İABTürkiye.https://www.iabturkiye.org/UploadFiles/Reports/inluencer7620 18162344.pdf (Erişim tarihi: 02.10.2019).
  • Mathur, A., Narayanan, A. ve Chetty, M. (2018). Endorsementson social media: An empirical study of affiliate marketing disclosures on youtube and pinterest. Proceedings of the ACM on Human-Computer Interaction, 2 Article 119
  • Park, J. H. ve Lennon, S. J. (2004). Television Apparel Shopping: Impulse Buying and Parasocial Interaction. Clothing and Textiles Research Journal, 22(3), 135–144.
  • Perse, E. M. ve Rubin, R. R. (1989). Attribution in socialand para-social relationships. Communication Research, 19, 59–77.
  • Prashar, S., Vijay, T. ve Parsad, C. (2016). Predicting online buying behavior among ındian shoppers using a neural network technique. International Journal of Business and Information 11(2),175-198.
  • Rasmussen, L. (2018). Parasocial ınteraction in the digitalage: An examination of relationship building and the effectiveness of YouTube Celebrities. TheJournal of Social Media in Society Spring, 7 (1), 280-294.
  • Rihl, A ve Wegener, C. (2019). YouTube celebrities and parasocial interaction: Using feed back channels in mediatized relationships. Journal of Research into New Media Technologies, 25(3), 554–566.
  • Rubin, A. M., Perse, E. M. ve Powell, R. A. (1985). Loneliness, para-social interaction, and Local television news viewing. Human Communication Research, 12(2), 155–180.
  • Sokolova, K. ve Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailingand Consumer Services.
  • Stever, G. S. ve Lawson, K. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of para-social interaction. North American Journal of Psychology, 15(2), 339–354.
  • Ünür, E. (2016). Geleneksel medya’nın sosyal medyayı nasıl kullandığına ilişkin bir inceleme: Dizilerin Twitter kullanımı. Türkiye Sosyal Araştırmalar Dergisi, 20(1), 153-170.
  • Xiang,L., Xiabing, Z., Matthew K.O. Lee, ve Dingtao Z. (2016). Exploring consumers’ impulse buying behavior on social commerce platform. International Journal of Information Management. 36, 333–347.
  • Yaylagül, Ş. (2017). Sosyal medya fenomenlerine bağlanmışlığın belirlenmesi: Yükseköğretim öğrencileri üzerine bir uygulama. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4 (3), 219-235.

The Effect of Parasocial Interaction with Social Media Phenomena on Online Consumer Behavior

Yıl 2021, Sayı: 25, 752 - 773, 29.01.2021

Öz

Social media causes new developments every day due to its features. Finally, it has been the subject of a new research area with the establishment of similar relations with the social media phenomena of monetary interaction with fictional characters in traditional media channels. Social media phenomena, which are used extensively in marketing and communication activities by brands and companies, increase their influence on their followers due to the monetary interactions with their followers. With this research, it was aimed to investigate the effect of monetary interaction of consumers with social media phenomena on online buying behavior. For this purpose, explanatory factor analysis, independent sample t test, one way variance analysis ANOVA and multiple regression analysis were used to analyze the data obtained from 234 social media users following social media celebrities. As a result of the research, while there was a significant effect on the advantage dimension of online shopping behaviors, monetary interaction had no significant effect on the dimension of disadvantage. In addition, it is concluded that the online shopping attitude differs according to income and profession groups.

Kaynakça

  • Arda, S. (2006). Predictors of Parasocial İnteraction with the Favorite and the Least Desirable Characters Portrayed in Tv Serials. (Yayınlanmamış Yüksek Lisans Tezi). Orta Doğu Teknik Üniversitesi Sosyal Bilimler Enstitüsü, Ankara
  • Armağan, E. ve Doğaner, M. (2018). Fenomen Pazarlaması: Youtube Güzellik Vloggerları Üzerine Bir Araştırma. 1st International Congress of Political, Economicand Financial Analysis - 2018 (PEFA’18), April 26-28, 2018, Nazilli, Aydın, Turkey.
  • Auter, P. J. ve Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: Theaudience-person a interaction scale. Communication Research Reports, 77(1), 79-89.
  • Ballantine, P. W. ve Martin, B. A. S. (2005). Forming Parasocial Relationships in Online Communities. Advances in Consumer Research, 32, 197-201.
  • Cha, H. S., You, S., Gang, K. W. ve Park, M. (2018). The value and risk of curated shopping: Online consumer’s choice. International Journal of Business and Information, 13(3), 321-348.
  • Chen, C. P. (2016). Forming digital self and parasocial relationships on YouTube. Journal of Consumer Culture, 16(1), 232–254.
  • Chung, S. ve Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychologyand Marketing, 34(4), 481-495.
  • Cohen, J. (1999). Favorite characters of teenage viewers of Israeli serials.J. Broadcast. Electron. Media 43, 327–345. doi: 10.1080/08838159909364495
  • Colliander, J. ve Dahlen, M. (2011). Following the fashionable friend: The power of social media weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 313-320.
  • Dibble, J.L., Hartmann, T. ve Rosaen, S.F. (2016). Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures. Hum Commun Res, 42: 21-44. doi:10.1111/hcre.12063
  • Eyal, K. ve Rubin, A. M. (2003). Viewer aggression and homophily, identification, and para-social relationships with television characters. Journal of Broadcasting ve Electronic Media, 47(1), 77–98.
  • Fetscherin, M. ve Dato, M. C. (2013). Brand Love: Interpersonal or parasocial love relationships?. Inbook: Consumer-brand relationships: theory and practice chapter: brand love: Interpersonal or parasocial love relationships? Publisher: Routledge Editors: Susan Fournier, Michael Breazeale, Marc Fetscherin.
  • Giles, D. C. (2002). Parasocial interaction: A review of the literatüre and a model for future research. Media Psychology, 4(3), 279-305.
  • Girginer, N., Güldalı, M.E. ve Duru, A. (2017). Dimension Of Consumers’ Attitudes Towards Online Shopping. EconWorld2017@Paris Proceedings, July 25-27, 2017; Paris, France
  • Gümüş, N. (2018). Consumers’ Perceptions of YouTubers: The Case of Turkey. AJIT-e: Online AcademicJournal of Information Technology, 9(32), 23-38.
  • Horton, D. ve Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19, 215-229.
  • Hwang, K., Zhang, Q. (2018). Inuence of parasocial relationship between digital celebrities and their followers on followers purchase and electronic word-of- mouthintentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Karaman, H. (2015) Açımlayıcı Faktör Analizinde Kullanılan Faktör Çıkartma Yöntemlerinin Karşılaştırılması. Hacettepe Üniversitesi Lisansüstü Eğitim- Öğretim ve Sınav Yönetmeliğinin Eğitim Bilimleri Anabilim Dalı, Ölçme ve Değerlendirme Bilim Dalı. Yayınlanmamış Yüksek Lisans Tezi
  • Kim, H., Ko, E. ve Kim, J. (2015). SNS users' para-social relationships with celebrities: Social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, Y., Sohn, D. ve Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of american and Korean college students. Computers in Human Behavior, 27, 365-372.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of para-social interaction. Journal of Interactive Marketing, 28, 134–148.
  • Lee, J. E. ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753– 5760.
  • Lisichkova, N. ve Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. School of Business, Society and Engineering, Mälardalen University, Master Thesis in Business Administration.
  • Mahmutoğlu, N., Tunal, D., Dönmezler, S. ve Kayalar, S. (2018). İnfluencer Pazarlaması. İABTürkiye.https://www.iabturkiye.org/UploadFiles/Reports/inluencer7620 18162344.pdf (Erişim tarihi: 02.10.2019).
  • Mathur, A., Narayanan, A. ve Chetty, M. (2018). Endorsementson social media: An empirical study of affiliate marketing disclosures on youtube and pinterest. Proceedings of the ACM on Human-Computer Interaction, 2 Article 119
  • Park, J. H. ve Lennon, S. J. (2004). Television Apparel Shopping: Impulse Buying and Parasocial Interaction. Clothing and Textiles Research Journal, 22(3), 135–144.
  • Perse, E. M. ve Rubin, R. R. (1989). Attribution in socialand para-social relationships. Communication Research, 19, 59–77.
  • Prashar, S., Vijay, T. ve Parsad, C. (2016). Predicting online buying behavior among ındian shoppers using a neural network technique. International Journal of Business and Information 11(2),175-198.
  • Rasmussen, L. (2018). Parasocial ınteraction in the digitalage: An examination of relationship building and the effectiveness of YouTube Celebrities. TheJournal of Social Media in Society Spring, 7 (1), 280-294.
  • Rihl, A ve Wegener, C. (2019). YouTube celebrities and parasocial interaction: Using feed back channels in mediatized relationships. Journal of Research into New Media Technologies, 25(3), 554–566.
  • Rubin, A. M., Perse, E. M. ve Powell, R. A. (1985). Loneliness, para-social interaction, and Local television news viewing. Human Communication Research, 12(2), 155–180.
  • Sokolova, K. ve Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailingand Consumer Services.
  • Stever, G. S. ve Lawson, K. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of para-social interaction. North American Journal of Psychology, 15(2), 339–354.
  • Ünür, E. (2016). Geleneksel medya’nın sosyal medyayı nasıl kullandığına ilişkin bir inceleme: Dizilerin Twitter kullanımı. Türkiye Sosyal Araştırmalar Dergisi, 20(1), 153-170.
  • Xiang,L., Xiabing, Z., Matthew K.O. Lee, ve Dingtao Z. (2016). Exploring consumers’ impulse buying behavior on social commerce platform. International Journal of Information Management. 36, 333–347.
  • Yaylagül, Ş. (2017). Sosyal medya fenomenlerine bağlanmışlığın belirlenmesi: Yükseköğretim öğrencileri üzerine bir uygulama. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4 (3), 219-235.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Niyazi Gümüş Bu kişi benim

Şükran Karaca

Ebru Onurlubaş Bu kişi benim

Yayımlanma Tarihi 29 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Sayı: 25

Kaynak Göster

APA Gümüş, N., Karaca, Ş., & Onurlubaş, E. (2021). Sosyal Medya Fenomenleri ile Kurulan Parasosyal Etkileşimin Online Tüketici Davranışlarına Etkisi. Iğdır Üniversitesi Sosyal Bilimler Dergisi(25), 752-773.