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Investigation of the Effect of Influencer's Trust on Brand Equity, Brand Love and Purchase Intention in Influencer Marketing

Year 2021, Volume: 6 Issue: 2, 213 - 225, 30.12.2021

Abstract

The purpose of this study is to investigate the effect of influencer's trust on brand equity, brand love and purchase intention in influencer marketing. The universe of the research consists of those who see the posts of a social media influencer with more than 1 million followers. The sample of the study consists of 411 people who were reached online and reached by convenience sampling method. In the study, a luxury ready-to-wear brand worn by the influencer was used. In the study, the direct effects of influencer's trust on purchase intention, brand love and brand equity, indirect effect on purchase intention through brand love and brand equity, and indirect effect on brand equity through brand love were investigated. Structural equation modeling was used to analyze the obtained data. According to the results, influencer's trust in influencer marketing in social media has a direct positive effect on brand love and brand equity. Influencer's trust has an indirect and positive effect on purchase intention through brand love and brand equity. According to another result, influencer's trust has an indirect and positive effect on brand equity through brand love. According to the results obtained, it is seen that influencer's trust is very important for influencer marketing in social media.

References

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Nüfuz Pazarlamasında (Influencer Marketing) Nüfuzluya Güvenin Marka Değeri, Marka Aşkı ve Satın Alma Niyeti Üzerindeki Etkisinin Araştırılması

Year 2021, Volume: 6 Issue: 2, 213 - 225, 30.12.2021

Abstract

Bu çalışmanın amacı nüfuz pazarlamasında nüfuzluya olan güvenin marka değeri, marka aşkı ve satın alma niyeti üzerindeki etkisinin araştırılmasıdır. Araştırmanın evrenini 1 milyondan fazla takipçisi olan bir sosyal medya nüfuzlusunun paylaşımlarını görenler oluşturmaktadır. Online olarak gerçekleştirilen ve kolayda örnekleme yöntemiyle ulaşılan 411 kişi çalışmanın örneklemini oluşturmaktadır. Çalışmada nüfuzlunun giydiği lüks bir hazır giyim markası kullanılmıştır. Çalışmada nüfuzluya olan güvenin satın alma niyetine, marka aşkına ve marka değerine olan doğrudan etkileri ayrıca marka aşkı ve marka değeri aracılığı ile satın alma niyetine dolaylı etkisi ve marka aşkı aracılığı ile marka değerine dolaylı etkisi araştırılmıştır. Elde edilen verilerin çözümlenmesinde yapısal eşitlik modellemesi kullanılmıştır. Elde edilen sonuçlara göre, sosyal medyada nüfuz pazarlamasında nüfuzluya olan güvenin marka aşkı ve marka değeri üzerinde doğrudan olumlu etkisi vardır. Nüfuzluya olan güvenin satın alma niyetinde marka aşkı ve marka değeri aracılıkları ile dolaylı ve olumlu etkisi bulunmaktadır. Diğer bir sonuca göre, nüfuzluya olan güvenin marka değeri üzerinde marka aşkı aracılığıyla dolaylı ve olumlu etkisi vardır. Elde edilen sonuçlar çerçevesinde, sosyal medyada nüfuz pazarlaması için kullanılacak nüfuzlunun güvenilir olmasının oldukça önemli olduğu görülmektedir.

References

  • Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
  • Aaker, D.A., Kumar,V. & Day, G.S. (2007). Marketing Research. Danvers: John Wiley & Sons.
  • Aktaş, A., & Şener, G. (2019). Nüfuz pazarlamasında (influencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6(1), 399-422.
  • Albert, N., & Merunka, D. (2015). Role of Brand Love in Consumer Brand Relationships. İçinde: Marc Fetscherin & Tobias Heilmann (Ed.), Consumer Brand Relationships Meaning, Measuring, Managing (s. 15-30). London: Palgrave Macmillan.
  • Armstrong, G. &Kotler, P. (2017). Marketing an Introduction. Amerika Birleşik Devletleri, Pearson Education Inc.
  • Awad, T. A., & Fatah, S. M. A. (2015). The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups. International Journal of Online Marketing (IJOM), 5(4), 37-59.
  • Aydın, İ. (2021). Sosyal Medyada Nüfuz Pazarlaması. İçinde: Aytuğ Mermer Üzümlü (Ed.), Dijital Çağda pazarlama iletişimi (s.139-159). Ankara: Nobel Akademik Yayıncılık Eğitim Danışmanlık Tic. Ltd. Şti.
  • Aydın Aslaner, D., & Aydın G. (2021). Dijitali Yeniden Okumak: Sosyal Etki Pazarlaması ve Influencerler. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42, 30-43.
  • Aytekin, P., & Taştepe, Ö. (2020). Samsung Markası Üzerinden Marka Aşkının, Marka Özgünlüğü ve Marka Tercihi Arasındaki Aracılık Etkisinin İncelenmesi. İşletme Araştırmaları Dergisi, 12(3), 2846-2863.
  • Bergkvist, L., & Bech-larsen, T. (2010). Two Studies of Consequences and Actionable Antecedents of Brand Love. Journal of Brand Management, 17(7), 504-518
  • Blythe, J. (2006). Essentials of Marketing Communications. Essex: Pearson Education Limited.
  • Braatz, L. (2017). # Influencer Marketing on Instagram: Consumer Responses Towards Promotional Posts: The Effects of Message Sidedness. Yüksek Lisans Tezi: Twente Üniversitesi.
  • Bridgewater, S. (2015). Football Brands. In: Kartikeya Kompella (Ed.), The Brand Challenge: Adapting Branding to Sectorial Imperatives (s. 311-330). London: Kogan Page Limited.
  • Büyüköztürk, Ş. (2011). Sosyal Bilimler İçin Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum. Ankara: Pegem Akademi.
  • Carroll, B. A., & Ahuvia A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2): 79–89.
  • Cavallone, M. (2017). Marketing and Customer Loyalty. Cham: Springer.
  • Charlesworth, A. (2018). Digital Marketing: A Practical Approach. New York: Routledge.
  • Chen, C. F., & Chang, Y. Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions—The Moderating Effects of Switching Costs. Journal of Air Transport Management, 1(14), 40-42.
  • Chi, H. H., Yeh, H. R., & Yang Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135-144.
  • Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of advertising, 24(3), 25-40.
  • Coursaris, C. K., Van Osch, W., & Balogh, B. A. (2016). Do Facebook Likes Lead to Shares or Sales? Exploring the Empirical Links Between Social Media Content, Brand Equity, Purchase Intention, and Engagement. 49th Hawaii international conference on system sciences (HICSS), 3546-3555.
  • Constantinides, E., & Fountain S. J. (2008). Web 2.0: Conceptual Foundations and Marketing Issues. Journal of Direct Data and Digital Marketing Practice, 9(3), 231-244.
  • 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.
  • Dibb, S., & Simkin, L. (2013). Marketing Essentials. United Kingdom: Cengage Learning.
  • Erdoğan, H., & Özcan, B. M. (2020). Influencer Pazarlaması Kullanımının Tüketicilerin Satın Alma Niyetine Etkisi: Instagram Influencerları Üzerine Bir Araştırma. İşletme Araştırmaları Dergisi, 12(4), 3813-3827.
  • Fetscherin, M., & Conway Dato-on, M. (2012). Brand Love: Investigating Two Alternative Love Relationships. İçinde: Susan Fournier, Michael Breazeale & Marc Fetscherin (Ed.), Consumer-Brand Relationships: Theory and Practice (s. 151-164). London: Routledge.
  • Fill, C., & Turnbull, S. (2016). Marketing Communications. Edinburgh: Pearson Education Limited.
  • Gómez, M. C. O., & Pérez, W. G. (2018). Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers. International Review of Management and Marketing, 8(4), 7-13.
  • Gunawardane, N. R. (2015). Impact of Brand Equity Towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka. Journal of Marketing Management, 3(1), 100-117.
  • Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76-89.
  • Ismail, A. R., & Spinelli, G. (2012). Effects of Brand Love, Personality and Image on Word of Mouth the Case of Fashion Brands Among Young Consumers. Journal of Fashion Marketing and Management, 16(4), 386-398.
  • Javed, M., Roy, S., & Mansoor, B. (2015). Will You Defend Your Loved Brand?. İçinde: Marc Fetscherin & Tobias Heilmann (Ed.), Consumer Brand Relationships Meaning, Measuring, Managing (s. 31-54), London: Palgrave Macmillan.
  • Jin, S.V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579.
  • Jung, J., & Sung, E. (2008). Consumer‐Based Brand Equity: Comparisons Among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12(1), 24-35.
  • Kapferer, J.-N. (2008). The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term. London: Kogan Page Publishers.
  • Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity. Harlow: Pearson Education Limited.
  • Kerin, R. A., & Hartley, S. (2018). Marketing: The Core. New York: McGraw-Hill.
  • Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business research, 65(10), 1480-1486.
  • Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. Global Edition. Londra: Pearson Education Limited.
  • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
  • Kretz, G. (2015). Evolution of Luxury Brand Love Intensity over Time. İçinde: Marc Fetscherin & Tobias Heilmann (Ed.), Consumer Brand Relationships Meaning, Measuring, Managing (s. 55-80), London: Palgrave Macmillan.
  • Lamb, C. W. Hair, J. F., & McDaniel, C. (2018). Principles of Marketing. Bostton: Cengage Learning.
  • Levens, M. (2014). Marketing Defined, Explained, Applied. Harlow, Pearson Education Limited.
  • Lou, C., Tan, S. S., & Chen, X. (2019). Investigating Consumer Engagement with İnfluencer-vs. Brand-Promoted Ads: The Roles of Source and Disclosure. Journal of Interactive Advertising, 19(3), 169-186.
  • Machado, J. C., Vacas-De-Carvalho, L., Azar, S., André, A. R., & dos Santos, B. P. (2019). Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love. Journal of Business Research, 96, 376-385.
  • Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153.
  • Malhotra, N. K. (2004). Marketing Research an Applied Orientation. New Jersey: Pearson Prentice Hall.
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There are 81 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

İbrahim Aydın 0000-0002-0720-364X

Publication Date December 30, 2021
Published in Issue Year 2021 Volume: 6 Issue: 2

Cite

APA Aydın, İ. (2021). Nüfuz Pazarlamasında (Influencer Marketing) Nüfuzluya Güvenin Marka Değeri, Marka Aşkı ve Satın Alma Niyeti Üzerindeki Etkisinin Araştırılması. JOEEP: Journal of Emerging Economies and Policy, 6(2), 213-225.

JOEEP is published as two issues per year June and December and all publication policies and processes are conducted according to the international standards. JOEEP accepts and publishes the research articles in the fields of economics, political economy, fiscal economics, applied economics, business economics, labour economics and econometrics. JOEEP, without depending on any institution or organization, is a non-profit journal that has an International Editorial Board specialist on their fields. All “Publication Process” and “Writing Guidelines” are explained in the related title and it is expected from authors to Show a complete match to the rules. JOEEP is an open Access journal.