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ÜNİVERSİTE ÖĞRENCİLERİNİN SATIN ALMA DAVRANIŞI ÜZERİNDE SOSYAL MEDYA FENOMENLERİNİN ROLÜ YOUTUBERLAR ÖRNEĞİ

Year 2023, Issue: 32 (Dicle Üniversitesi'nin 50. Yılına Özel 50 Makale), 1023 - 1041, 01.03.2023

Abstract

Web 2.0 ile birlikte ortaya çıkan ve yıllar içinde mevcut şeklini alan sosyal medyada içerik kavramlarını paylaşan sosyal medya fenomenleri, gönderilerinin bulunduğu kanallarda takipçileri/aboneleri tarafından tanınan ve tanınan "mikro ünlüler"dir. Bu bağlamda sosyal medya kullanıcıları, mecranın özelliklerine göre sosyal medya fenomenlerini takip etmekte veya kanallarına abone olmaktadır. Sosyal medya fenomenleri, paylaştıkları medyaya ve onları takip eden ya da kanallarına abone olan sosyal medya kullanıcı sayılarına göre çeşitli sınıflandırmalara tabi tutulmuştur. Bu çalışmada sosyal medya fenomenlerinden biri olan YouTuber'ların üniversite öğrencilerinin satın alma kararlarına etkisi araştırılmıştır. Bu kapsamda anket çalışmasında Dicle Üniversitesi'nde öğrenim gören 404 üniversite öğrencisine ulaşılmıştır. Sonuç olarak “Marka veya ürün dikkatimi çekiyor” maddesinin en yüksek ortalamaya sahip olduğu (3.256 ± 1.114) (3.256 ± 1.114), “Benzer ürün veya markaları kullanırsam kullanmayı bırakırım” maddesi en düşük ortalamaya (2.953 ± 1.051) sahip olduğu görülmüştür.

References

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  • Haridakis, P., & Hanson, G. (2009). Social Interaction and Co-Viewing With YouTube: Blending Mass Communication Reception and Social Connection. Journal of Broadcasting & Electronic Media,53(2), 317-335. https://doi.org/10.1080/08838150902908270
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236-247. https://doi.org/10.1016/j.chb.2016.09.024
  • Muthén, L. K., and Muthén, B. O. (1998-2017). Mplus user’s guide. 8th Edn. Los Angeles, CA: Muthén & Muthén.
  • Şahin, M., & Şahin, G. (2016). The New Rival of Traditional Media: New Media and Live Broadcasts. New Media Magazine, 1.
  • Şen, S. (2020). Structural equation modeling applications with Mplus. Nobel Publications.
  • Sladek, S., & Grabinger, A. (2014). ’Gen Z The first generation of the 21st Century has arrived. XYZ University.
  • Strangelove, M. (2010). Watching YouTube: Extraordinary Videos by Ordinary People. University of Toronto Press.
  • Xu, W. W., Park, J. Y., Kim, J. Y., & Park, H. W. (2016). Networked Cultural Diffusion and Creation on YouTube: An Analysis of YouTube Memes. Journal of Broadcasting & Electronic Media, 60(1), 104-122. https://doi.org/10.1080/08838151.2015.1127241
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  • Ying, H. (2007). YouTube True Story (1. bs). Pegasus Publications.
  • YouTube. (2020, Kasım 20). Mission and Vision Page. Https://Www.Youtube.Com/About.
Year 2023, Issue: 32 (Dicle Üniversitesi'nin 50. Yılına Özel 50 Makale), 1023 - 1041, 01.03.2023

Abstract

References

  • Alexa. (2020, November 20). Keyword Research, Competitor Analysis, Website Ranking . Https://Www.Alexa. Com/ .
  • Başer, B. (2020). Z Kuşağı Tüketicilerinin Satın Alma Kararı Üzerinde Sosyal Medya Fenomenlerinin Rolü: Youtuber’lar Örneği. Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi.
  • Burgess, J. (2008). All Your Chocolate Rain are Belong to Us”? Viral Video, Youtube and the Dynamics of Participatory Culture. In G. Lovink & S. Niederer (Ed.), Video Vortex Reader: Responses to YouTube (ss. 101-109). Institute of Network Cultures.
  • Burgess, J., & Green, J. (2009). The entrepreneurial vlogger: Participatory culture beyond the professional-amateur divide.P. In Snickars & P. Vonderau (Ed.), The YouTube Reader (ss. 89-107). National Library of Sweden. de Mendiburu, F. (2021). Statistical Procedures for Agricultural Research (1.3-5).
  • Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures. Human Communication Research, 42(1), 21-44. https://doi.org/10.1111/hcre.12063
  • Ding, Y., Du, Y., Hu, Y., Liu, Z., Wang, L., Ross, K., & Ghose, A. (2011). Broadcast yourself. Proceedings of the 2011 ACM SIGCOMM Conference on Internet Measurement Conference - IMC ’11, 361. https://doi.org/10.1145/2068816.2068850
  • Establés, M., Guerrero-Pico, M., &Contreras-Espinosa, R. (2019). Gamers, writers and social media influencers: professionalisation processes among teenagers. https://doi.org/10.4185/RLCS-2019-1328en
  • Ferchaud, A., Grzeslo, J., Orme, S., & LaGroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels. Computers in Human Behavior, 80, 88-96. https://doi.org/10.1016/j.chb.2017.10.041
  • Haridakis, P., & Hanson, G. (2009). Social Interaction and Co-Viewing With YouTube: Blending Mass Communication Reception and Social Connection. Journal of Broadcasting & Electronic Media,53(2), 317-335. https://doi.org/10.1080/08838150902908270
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236-247. https://doi.org/10.1016/j.chb.2016.09.024
  • Muthén, L. K., and Muthén, B. O. (1998-2017). Mplus user’s guide. 8th Edn. Los Angeles, CA: Muthén & Muthén.
  • Şahin, M., & Şahin, G. (2016). The New Rival of Traditional Media: New Media and Live Broadcasts. New Media Magazine, 1.
  • Şen, S. (2020). Structural equation modeling applications with Mplus. Nobel Publications.
  • Sladek, S., & Grabinger, A. (2014). ’Gen Z The first generation of the 21st Century has arrived. XYZ University.
  • Strangelove, M. (2010). Watching YouTube: Extraordinary Videos by Ordinary People. University of Toronto Press.
  • Xu, W. W., Park, J. Y., Kim, J. Y., & Park, H. W. (2016). Networked Cultural Diffusion and Creation on YouTube: An Analysis of YouTube Memes. Journal of Broadcasting & Electronic Media, 60(1), 104-122. https://doi.org/10.1080/08838151.2015.1127241
  • Yalçın, H. (2021). Analysis of animal wellness by partial last square structural equality modeling (pls-sem) [doctoral thesıs]. Institute of sciences.
  • Ying, H. (2007). YouTube True Story (1. bs). Pegasus Publications.
  • YouTube. (2020, Kasım 20). Mission and Vision Page. Https://Www.Youtube.Com/About.
There are 19 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Pelin Yolcu 0000-0002-7235-4671

Early Pub Date March 1, 2023
Publication Date March 1, 2023
Submission Date November 18, 2022
Published in Issue Year 2023 Issue: 32 (Dicle Üniversitesi'nin 50. Yılına Özel 50 Makale)

Cite

APA Yolcu, P. (2023). ÜNİVERSİTE ÖĞRENCİLERİNİN SATIN ALMA DAVRANIŞI ÜZERİNDE SOSYAL MEDYA FENOMENLERİNİN ROLÜ YOUTUBERLAR ÖRNEĞİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(32 (Dicle Üniversitesi’nin 50. Yılına Özel 50 Makale), 1023-1041.

Dicle University
Journal of Social Sciences Institute (DUSBED)