Research Article
EFFECTS OF VISUAL AND VERBAL SHARINGS OF INSTAGRAM INFLUENCERS ON BRAND SWITCHING, BRAND ATTITUDE AND ELECTRONIC WORD-OF-MOUTH
Abstract
In this study, it is aimed to
determine the effects of the visual and verbal contents of the Instagram
influencers in relation to any brand, on brand switching, brand attitude and
the intention of electronic word of mouth marketing. The research sample was
identified as Instagram users between the ages of 18 and 38, known as the Y Generation.
An online questionnaire form was applied to 520 participants between 15.11.2018
and 22.11.2018. However, 484 questionnaires were included in the analysis
because some participants did not use Instagram and some questionnaires were
incomplete and incorrect. The obtained data were analyzed with SPSS 21 and
Structural Equation Model (AMOS 24) and it was concluded that the visual contents sharing of Instagram
influencers had positive effect on brand attitude, brand switching and electronic
word of mouth marketing. Vverbal contents had positive effect on brand attitude
and electronic word of mouth marketing but had no significant effect on brand
switching.
References
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İNSTAGRAM FENOMENLERİNİN GÖRSEL VE SÖZEL PAYLAŞIMLARININ MARKA TUTUMU, MARKA DEĞİŞTİRME VE ELEKTRONİK KULAKTAN KULAĞA PAZALA-MA ÜZERİNE ETKİSİ
Abstract
Bu
araştırmada, İnstagram fenomenlerinin her hangi bir marka ile ilgili olarak
yaptıkları paylaşımlardaki görsel ve sözel içeriklerin, marka değiştirme, marka
tutumu ve elektronik kulaktan kulağa pazarlama niyeti üzerindeki etkisini
belirlemek amaçlanmaktadır. Araştırma örneklemi Y Jenerasyonu olarak bilinen
18-38 yaş aralığında yer alan İnstagram kullanıcıları olarak belirlenmiştir.
Araştırma kapsamında oluşturulan anket formu, 15.11.2018 ile 22.11.2018 tarih
aralığında online olarak 520 katılımcıya uygulanmıştır. Ancak bazı
katılımcıların İnstagram kullanmaması ve bazı anketlerin eksik ve hatalı
doldurulması nedeniyle 484 anket analize dahil edilmiştir. Elde edilen veriler
SPSS 21 ve Yapısal Eşitlik Modeli (AMOS 24) ile analiz edilmiş ve İnstagram fenomenlerinin
görsel içerikli paylaşımlarının marka tutumu, marka değiştirme ve elektronik
kulaktan kulağa pazarlama üzerinde olumlu etkisinin olduğu belirlenmiştir. Sözel
içerikli paylaşımların ise marka tutumu ve elektronik kulaktan kulağa pazarlama
üzerinde olumlu etkisi tespit edilirken, marka değiştirme üzerinde anlamlı bir etkisinin
olmadığı sonucuna ulaşılmıştır.
References
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Social Media + Society January-March 2017: 1-13Alikılıç, İ. ve Özkan, B., 2018, Bir Sosyal Medya Pazarlama Trendi, Hatırlı Pazarlama Ve Etkileyiciler: Instagram Fenomenleri Üzerine Bir Araştırma, Uluslararası Sosyal Bilimler Dergisi, Cilt 1, Sayı 2, ss.43-57Al-Kwifi, O.S ve Ahmed, Z.U (2015), An intellectual journey into the historical evolution of marke-ting research in brand switching behavior – past, present and future, Journal of Manage-ment History Vol. 21 No. 2, 2015 pp. 172-193Arshad, R., Akbar, I., Muqtadir, A., Shafique, U., Zia, H., Naseer, W. ve Amin, S.A (2013), Impact of Brand Switching, Brand Credibility, Customer Satisfaction and Service Quality on Brand Loyalty, IOSR Journal of Business and Management, Volume 1, 12-20Aslam, W. ve Frooghi, R. (2018), Switching Behaviour of Young Adults in Cellular Service Industry: An Empirical Study of Pakistan, Global Business Review 19(3) 1–15Avcılar, M.Y., Demirgüneş, B.K. ve Açar, M.F., 2017, Instagram Reklamlarında Ürün Destekçisi Ola-rak Sosyal Medya Fenomeni Kullanımının Reklama Yönelik Tutum Ve E-Wom Niyetine Etki-lerinin İncelenmesi, Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 21, Ocak 2018, ss. 1-27Aydın, K (2003), Müşterilerin Perakendeci Markalara Karşı Tutumlarının Ölçülmesine İlişkin Bir Ça-lışma, Süleyman Demirel Üniversitesi İktisadi İdari Bilimler Fakültesi dergisi, C.8, S.2, 125-146Bayuk, M.N. ve Aslan, M (2018), Influencer Marketıng (Hatırlı Pazarlama), Akademik Sosyal Araş-tırmalar Dergisi, Yıl: 6, Sayı: 75, Ağustos 2018, s. 173-185Boerman, S.C., Willemsen, L.M., ve Van Der Aa, E.P., 2017, “This Post Is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook, Journal of Interactive Marketing 38 (2017) 82–92Braatz, L.A., 2017, #Influencer Marketıng On Instagram Consumer Responses Towards Promotıonal Posts: The Effects Of Message Sıdedness And Product Depıctıon, Unıversıty Of Twente Master Thesis of Marketing CommunicationsBrorsson, A. & Plotnikova, V., 2017, Choosing the right social media influencer A quasi-experiment to explore the impact of influencers’ different characteristics, Linnaeus University, Mas-ter ThesisBruns, I., 2018, Perceived Authenticity’ and ‘Trust’ in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland, Master of Business Administration in Marketing at Dublin Business School, Can, L. (2017), Sosyal Medya Pazarlaması Kanalı Olarak Instagram’da Algılanan Sürü Davranışı Ve Satın Alma Niyeti, Uluslararası Akademik Bakış Dergisi, 59, 208-220. Cantallops, A.S. ve Salvi, F. (2014), New consumer behavior: A review of research on eWOM and hotels, International Journal of Hospitality Management 36 (2014) 41– 51Chu, K.K, Allem, J.P, Cruz, T. B ve Unger, J.B (2016), Vaping on Instagram: cloud chasing, hand checks and product placement, Tobacco Control;26:575-578.Çakmak, V. ve Baş, Ü., 2017, Benlik Sunum Aracı Olarak Instagram Kullanımı: Öğrenciler Üzerine Nitel Bir Araştırma, Uluslararası Hakemli İletişim ve Edebiyat Araştırmaları Dergisi Ekim / Kasım / Aralık - Güz Dönemi Sayı: 17, ss.96-118Dangl, V., 2017, Social Media Influencer Marketing An empirical study on brand sponsorships and the effects on credibility of social media influencers in the fitness industry, Johannes Kep-ler Unıversıty, Master of Science General Management, Lin, May 2017Dekker, K. & Reijmersdal, E.A., (2013): Disclosing Celebrity Endorsement ina Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact,Journal of Promotion Management, 19:2, 224-240 Elli, D.M., 2017, The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands, International Hellenic University, Master of Scien-ce (MSc) in e-Business and Digital marketing, GreeceFeinberg, F.M, Kahn, B.E. ve Mc Alister, L (1992), Market Share Response When Consumers Seek Variety, Journal of Marketing Research Vol. XXIX (May 1992), 227-37Fintikasari, I ve Ardyan, E (2018), Brand Swıtchıng Behavıour In The Generatıon Y: Empırıcal Studıes On Smartphone Users, Jurnal Manajemen Dan Kewırausahaan, Vol. 20, No. 1, March 2018: 23–30Gautam, V. & Kumar, M. (2011), ‘‘An Empirical Investigation of Factors Determining the Consu-mers’ Choice of Mobile Service Providers’’, İşletme Araştırmaları Dergisi, 3 (4), pp. 3-17Ginsberg, K., 2015, Instabranding: Shaping the Personalities of the Top Food Brands on Instagram, The Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 1, Spring 2015, ss.78-91Glucksman, M., 2017, The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2, Fall 2017, ss.77-87Gulamali, A ve Persson, J (2017) The Social Media Influencer and Brand Switching. Master Thesis International Marketing & Brand Management, Lund University, School of Economic and Management, İsveçHem, I.K. ve Johansen, C.S., 2017, Influencer Marketing and Purchase Intentions, How does influ-encer marketing affect purchase intentions? Norwegıan School Of Economıcs, Master Thesis in Marketing and Brand Management, BergenHennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler, D.D. (2004), Journal Of Interactıve Mar-ketıng Volume 18 / Number 1, pp 38-52Hobson, R., 2016, The integration of influencer marketing into social media strategies, Masters of Business Administration, The Graduate School of Business University of Cape TownHurt, J.M., 2017, Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, John Carroll University in Partial Fulfillment of the Requirements for the Deg-ree of Master of ArtsHwang, Y. ve Jeong, S.H., 2016, This is a sponsored blog post, but all opinions are my own”: The ef-fects of sponsorship disclosure on responses to sponsored blog posts, Computers in Hu-man BehaviorVolume 62, September 2016, Pages 528-535Jargalsaikhan, T. ve Korotina, A. 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Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | October 25, 2019 |
| Published in Issue | Year 2019 Issue: 25 |
Cited By
Sosyal Medya ve Hedonik Tüketimin Tüketici Tutumu ve Tatmin Üzerindeki Etkisi
MANAS Sosyal Araştırmalar Dergisi
https://doi.org/10.33206/mjss.794879
Tüketicilerin Sosyal Medya Kullanımı, FoMO ve Hedonik Tüketim Arasındaki İlişki
OPUS Uluslararası Toplum Araştırmaları Dergisi
Filiz ÇOPUROĞLU
https://doi.org/10.26466/opus.845545
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