Araştırma Makalesi
BibTex RIS Kaynak Göster

SOSYAL MEDYA FENOMENİ PAZARLAMASINDA BENLİK UYUMU ALGISININ SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: PARA-SOSYAL ETKİLEŞİMİN ARACILIK ROLÜ

Yıl 2024, Cilt: 17 Sayı: 1, 143 - 170, 31.01.2024

Müzeyyen Gelibolu

Öz

Teknolojinin gelişmesiyle sosyal medya mecralarında yaşanan dönüşüm sosyal medya fenomenlerine (SMF) kullanıcılarıyla yakın ilişkiler geliştirmesine olanak sağlamıştır. Para sosyal ilişki olarak adlandırılan bu ilişki tüketici davranışlarını yönlendirmesi açısından markalar ve işletmeler için önem arz etmektedir. Bu çalışmada tüketici ile SMF arasında gelişen para sosyal ilişkinin gerçek benlik uyumu ile ideal benlik uyumunun satın alma niyetindeki ilişkisindeki aracılık etkisi ele alınmıştır. Bununla birlikte tüketicilerin para sosyal ilişki düzeyinin kullanılan sosyal medya türüne göre farklılaşıp farklılaşmadığı araştırılmıştır. Çalışma nicel araştırma yöntemi ile yapılmıştır. Çalışmanın örneklemini 18 yaş ve üstü sosyal medya kullanan tüketiciler oluşturmakta kolayda örnekleme yöntemi kullanılmıştır. Çevrimiçi anket tekniği ile 226 örnek birime ulaşılmıştır. Veriler kısmi en küçük kareler yapısal eşitlik modellemesi (Smart PLS) kullanılarak analiz edilmiştir. Farklılık analizleri Mann Whitney U testi ile analiz edilmiştir. Çalışma sonucunda para sosyal etkileşimin benlik uyumu türleri (gerçek ve ideal benlik) ile satın alma niyeti arasında aracılık etkisi olduğu bulunmuştur. Bununla birlikte Tik Tok ve SnapChat kullanan tüketicilerin para sosyal ilişki düzeylerinde anlamlı bir farklılık olduğu, Twitter, YouTube, Instagram and Facebook kullanıcılarının olmadığı sonucuna ulaşılmıştır. Çalışma sonuçları ile ilgili kuram geliştiricilere ve uygulayıcılara öneriler sunulmuştur.

Anahtar Kelimeler

fenomen pazarlama satınalma niyeti Sosyal medya fenomenleri benlik uyumu parasosyal etkleşim

Kaynakça

  • Akdeniz, P. C., ve Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan para-sosyal etkileşimin rolü. Erciyes akademi, 35(4), 1669-1688.
  • Aw, E.C.-X., ve Chuah, S.H.W. (2021). Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of business research, 132, 146-157.
  • Bi, N. C., ve Zhang, R. (2023). “I will buy what my ‘friend’ recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of research in ınteractive marketing, 17(2), 157–175.
  • Brown, T. J., Barry, T. E., Dacin, P. A., ve Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of- mouth intentions and behaviors in a retailing Context. Journal of the academy of marketing science, 33(2), 123-138.
  • Burke, P. J., ve Stets, J. E. (1999). Trust and commitment through self-verification. Social psychology quarterly, 347-366.
  • Casaló, L. V., Flavián, C., ve Ibáñez-Sánchez, S. (2020 Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117,510-519.
  • Chen, T.Y., Yeh, T.L. and Lee, F.Y. (2021), "The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction". Journal of research in interactive marketing, 15 (3), 483-501.
  • Dibble, J. L., Hartmann, T., ve Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human communication research, 42(1), 21-44
  • Dinh, T. C. T., ve Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of research in interactive marketing, 16(3), 346–364.
  • Djafarova, E., ve 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.
  • Eerde, R. V. (2020). Parasocial relationships and self-congruence in the domain of influencer marketing. https://theses.ubn.ru.nl/handle/123456789/9338
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
  • Hair, J. F., Risher, J. J., Sarstedt, M., ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Gudergan, S. P. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage.
  • Hartmann, T., ve Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of communication, 61(6), 1104-1121.
  • Henseler, J., Ringle, C. M., ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Horton, D., ve Wohl, R. R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19, 215-229.
  • Huting, L. (2020). To buy or not to buy: How self-congruent influencers affect your purchase intention. https://theses.ubn.ru.nl/handle/123456789/9356
  • Japutra, A., Ekinci, Y., ve Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of business research, 99, 456–463.
  • Japutra, A., Wang, S., & Li, T. (2023). The influence of self-congruence and relationship quality on student educational involvement. Journal of marketing for higher education, 33(1), 40-57.
  • Jin, S.V., Muqaddam, A. and Ryu, E. (2019), Instafamous and social media influencer marketing, Marketing Intelligence and Planning, 37(5), 567-579.
  • Ki, C. W. C., ve Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & marketing, 36(10), 905-922.
  • Kim, H. (2020). Unpacking unboxing video-viewing motivations: The uses and gratifications perspective and the mediating role of para social interaction on purchase intent. Journal of interactive advertising, 20(3), 196-208.
  • Kim, H. (2022). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of advertising, 41(3), 414-434.
  • 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, J., Kang, S., ve Lee, K.H. (2018). How social capital impacts the purchase intention of sustainable fashion products. Journal of business research, 1-8.
  • Koay, K. Y., Cheah, C. W., ve Yap, J. Y. (2023). Self-Influencer Congruence, Parasocial Relationships, Credibility, and Purchase Intentions: A Sequential Mediation Model. Journal of relationship marketing, 1-20.
  • Lee, J. E., ve Watkins, B. (2016). YouTube Vloggers' influence on consumer luxury brand perceptions and intentions. Journal of business research, 69, 5753-5760.
  • Lefever, S., Dal, M., ve Matthíasdóttir, Á. (2007). Online data collection in academic research: advantages and limitations. British journal of educational technology, 38(4), 574-582.
  • Levy, M. R. (1979). Watching tv news as para‐social interaction. Journal of Broadcasting, 23(1), 69-80.
  • Malar, L., Krohmer, H., Hoyer, W. D., ve Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
  • MarketingHub. (2023) Influencer Marketing Benchmark Report 2023.Erişim adresi: https://influencermarketinghub.com/influencer-marketing-benchmark-report/
  • Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., ve Lim, A. F. (2023). Social media influencers: An effective marketing approach? Journal of business research, 160, 113773.
  • Oyman, M. ve Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve youtube davranışları açısından vloggerların incelenmesi. Akdeniz üniversitesi iletişim fakültesi dergisi, (32), 441-464.
  • Özer, M. (2022). Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü sektör sosyal ekonomi dergisi, 57(2), 1153-1175.
  • Özer, M., Özer, A. ve Koçak, A (2021). Sosyal Medya Katılımı Kullanıcıları Mutlu Eder Mi: Sosyal Medya Fenomenlerinin Takipçileriyle Olan İlişkilerinde Benlik-Uyumu ve Para-Sosyal İlişkinin Rolü. 25.Pazarlama kongresi bildiri kitabı, 1-18.
  • Sarıtaş, A. (2019). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of ınternational scientific researches, 3(4), 62-74.
  • Sedikides, C., ve Strube, M. J. (1997). Self-evaluation: to thine own self be good, to thine own self be sure, to thine own self be true, and to thine own self be better. Advances in experimental social psychology, 29, 209-269.
  • Shan, Y., Chen, K. J., ve Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International journal of advertising, 39(5), 590-610.
  • Shan, Y., Chen, K. J., ve Lin, J. S. (2020). When social media influencers endorse brands: the effects of self-influencer congruence, para social identification, and perceived endorser motive. International journal of advertising, 39(5), 590-610.
  • Shen, H., Zhao, C., Fan, D. X., ve Buhalis, D. (2022). The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International journal of hospitality management, 107, 103348.
  • Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of business research, 13(3), 195–206.
  • Sirgy, M.J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of consumer research, 9(3), 287–300.
  • Sokolova, K., ve Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 1-9.
  • Sokolova, K., ve Perez, C. (2021). You follow fitness influencers on YouTube but do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of retailing and consumer services, 58, 1-11.
  • Swann, W. B. (2012). “Self-Verification Theory”, In P. Van Lange, A. Kruglanski and E. T. Higgins (Eds.), Handbook of theories of social psychology, Sage: London, p.23-42.
  • Swann, W. B., Griffin, J. J., Predmore, S. C., ve Gaines, B. (1987). The cognitive–affective crossfire: When self-consistency confronts self-enhancement. Journal of personality and social psychology, 52(5), 881–889.
  • Swann, W. B., Jr., ve Bosson, J. K. (2010). Self and identity. In S. T. Fiske, D. T. Gilbert, ve G. Lindzey (Eds.), Handbook of Social Psychology (5th ed., Vol. 1, pp. 589-628). John Wiley & Sons.
  • Taher, S. S., Chan, T. J., Zolkepli, I. A., ve Sharipudin, M. N. S. (2022). Mediating Role of Parasocial Relationships on Social Media Influencers' Reputation Signals and Purchase Intention of Beauty Products. Romanian journal of communication and public relations, 24(3), 45-66.
  • Tan, T. M., Salo, J., Juntunen, J., ve Kumar, A. (2019). The role of temporal focus and selfcongruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European journal of marketing, 53(1), 37–62.
  • Wallace, E., Buil, I., ve Catalán, S. (2020). Facebook and luxury fashion brands: self-congruent posts and purchase intentions. Journal of fashion marketing and management: an international journal, 24(4), 571-588.
  • We are social (2023). 2023 Küresel Dijital Raporu, 2023.Erişim adresi: wearesocial.com
  • Yaman, E. S. (2018). Ürün Yerleştirmede Yeni Bir Alan: Influencer Marketing Sosyal Medyada Influencer Annelerin Takipçileri Tarafından Değerlendirilmesine Yönelik Bir Araştırma. 2.Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme, (268-279), 3-4 Mayıs, İstanbul.

THE EFFECT OF SELF-CONGRUENCE ON PURCHASE INTENTION IN INFLUENCER MARKETING: MEDIATING ROLE OF PARA-SOCIAL INTERACTION

Yıl 2024, Cilt: 17 Sayı: 1, 143 - 170, 31.01.2024

Müzeyyen Gelibolu

Öz

RRecently, the advances in communication technologies have allowed social media influencers to develop close relationships with their followers, and also such relationships carry important marketing implications for social media influencers (SMI) and brands. The aim of current study is examining the mediation effect of parasocial relationship among the ideal self-congruity and actual self-congruity and purchase intention. Also, meaningful differences related to parasocial relationship between the users and non-users of social media types were examined. Data were collected from the sample consisted of 226 consumers using social media who were older than 18 age. A partial least square structural equation modeling (PLS-SEM) was applied to test the hypotheses suggested in the structural model. Differences analyses were tested with non-parametric Mann Whitney U test. The results indicated that parasocial relationship mediates the relationship among actual self -ideal self-congruity and purchase intention. Also, it is found that the differences of parasocial relationship levels between users and non-users of Tik Tok and SnapChat were statically significant whereas not significant for Twitter, YouTube, Instagram and Facebook. Theoretical and practical implications are discussed.

Anahtar Kelimeler

influencer marketing self congruity purchase intetion social media influencers parasocial interaction

Kaynakça

  • Akdeniz, P. C., ve Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan para-sosyal etkileşimin rolü. Erciyes akademi, 35(4), 1669-1688.
  • Aw, E.C.-X., ve Chuah, S.H.W. (2021). Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of business research, 132, 146-157.
  • Bi, N. C., ve Zhang, R. (2023). “I will buy what my ‘friend’ recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of research in ınteractive marketing, 17(2), 157–175.
  • Brown, T. J., Barry, T. E., Dacin, P. A., ve Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of- mouth intentions and behaviors in a retailing Context. Journal of the academy of marketing science, 33(2), 123-138.
  • Burke, P. J., ve Stets, J. E. (1999). Trust and commitment through self-verification. Social psychology quarterly, 347-366.
  • Casaló, L. V., Flavián, C., ve Ibáñez-Sánchez, S. (2020 Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117,510-519.
  • Chen, T.Y., Yeh, T.L. and Lee, F.Y. (2021), "The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction". Journal of research in interactive marketing, 15 (3), 483-501.
  • Dibble, J. L., Hartmann, T., ve Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human communication research, 42(1), 21-44
  • Dinh, T. C. T., ve Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of research in interactive marketing, 16(3), 346–364.
  • Djafarova, E., ve 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.
  • Eerde, R. V. (2020). Parasocial relationships and self-congruence in the domain of influencer marketing. https://theses.ubn.ru.nl/handle/123456789/9338
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
  • Hair, J. F., Risher, J. J., Sarstedt, M., ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Gudergan, S. P. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage.
  • Hartmann, T., ve Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of communication, 61(6), 1104-1121.
  • Henseler, J., Ringle, C. M., ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Horton, D., ve Wohl, R. R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19, 215-229.
  • Huting, L. (2020). To buy or not to buy: How self-congruent influencers affect your purchase intention. https://theses.ubn.ru.nl/handle/123456789/9356
  • Japutra, A., Ekinci, Y., ve Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of business research, 99, 456–463.
  • Japutra, A., Wang, S., & Li, T. (2023). The influence of self-congruence and relationship quality on student educational involvement. Journal of marketing for higher education, 33(1), 40-57.
  • Jin, S.V., Muqaddam, A. and Ryu, E. (2019), Instafamous and social media influencer marketing, Marketing Intelligence and Planning, 37(5), 567-579.
  • Ki, C. W. C., ve Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & marketing, 36(10), 905-922.
  • Kim, H. (2020). Unpacking unboxing video-viewing motivations: The uses and gratifications perspective and the mediating role of para social interaction on purchase intent. Journal of interactive advertising, 20(3), 196-208.
  • Kim, H. (2022). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of advertising, 41(3), 414-434.
  • 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, J., Kang, S., ve Lee, K.H. (2018). How social capital impacts the purchase intention of sustainable fashion products. Journal of business research, 1-8.
  • Koay, K. Y., Cheah, C. W., ve Yap, J. Y. (2023). Self-Influencer Congruence, Parasocial Relationships, Credibility, and Purchase Intentions: A Sequential Mediation Model. Journal of relationship marketing, 1-20.
  • Lee, J. E., ve Watkins, B. (2016). YouTube Vloggers' influence on consumer luxury brand perceptions and intentions. Journal of business research, 69, 5753-5760.
  • Lefever, S., Dal, M., ve Matthíasdóttir, Á. (2007). Online data collection in academic research: advantages and limitations. British journal of educational technology, 38(4), 574-582.
  • Levy, M. R. (1979). Watching tv news as para‐social interaction. Journal of Broadcasting, 23(1), 69-80.
  • Malar, L., Krohmer, H., Hoyer, W. D., ve Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
  • MarketingHub. (2023) Influencer Marketing Benchmark Report 2023.Erişim adresi: https://influencermarketinghub.com/influencer-marketing-benchmark-report/
  • Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., ve Lim, A. F. (2023). Social media influencers: An effective marketing approach? Journal of business research, 160, 113773.
  • Oyman, M. ve Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve youtube davranışları açısından vloggerların incelenmesi. Akdeniz üniversitesi iletişim fakültesi dergisi, (32), 441-464.
  • Özer, M. (2022). Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü sektör sosyal ekonomi dergisi, 57(2), 1153-1175.
  • Özer, M., Özer, A. ve Koçak, A (2021). Sosyal Medya Katılımı Kullanıcıları Mutlu Eder Mi: Sosyal Medya Fenomenlerinin Takipçileriyle Olan İlişkilerinde Benlik-Uyumu ve Para-Sosyal İlişkinin Rolü. 25.Pazarlama kongresi bildiri kitabı, 1-18.
  • Sarıtaş, A. (2019). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of ınternational scientific researches, 3(4), 62-74.
  • Sedikides, C., ve Strube, M. J. (1997). Self-evaluation: to thine own self be good, to thine own self be sure, to thine own self be true, and to thine own self be better. Advances in experimental social psychology, 29, 209-269.
  • Shan, Y., Chen, K. J., ve Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International journal of advertising, 39(5), 590-610.
  • Shan, Y., Chen, K. J., ve Lin, J. S. (2020). When social media influencers endorse brands: the effects of self-influencer congruence, para social identification, and perceived endorser motive. International journal of advertising, 39(5), 590-610.
  • Shen, H., Zhao, C., Fan, D. X., ve Buhalis, D. (2022). The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International journal of hospitality management, 107, 103348.
  • Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of business research, 13(3), 195–206.
  • Sirgy, M.J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of consumer research, 9(3), 287–300.
  • Sokolova, K., ve Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 1-9.
  • Sokolova, K., ve Perez, C. (2021). You follow fitness influencers on YouTube but do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of retailing and consumer services, 58, 1-11.
  • Swann, W. B. (2012). “Self-Verification Theory”, In P. Van Lange, A. Kruglanski and E. T. Higgins (Eds.), Handbook of theories of social psychology, Sage: London, p.23-42.
  • Swann, W. B., Griffin, J. J., Predmore, S. C., ve Gaines, B. (1987). The cognitive–affective crossfire: When self-consistency confronts self-enhancement. Journal of personality and social psychology, 52(5), 881–889.
  • Swann, W. B., Jr., ve Bosson, J. K. (2010). Self and identity. In S. T. Fiske, D. T. Gilbert, ve G. Lindzey (Eds.), Handbook of Social Psychology (5th ed., Vol. 1, pp. 589-628). John Wiley & Sons.
  • Taher, S. S., Chan, T. J., Zolkepli, I. A., ve Sharipudin, M. N. S. (2022). Mediating Role of Parasocial Relationships on Social Media Influencers' Reputation Signals and Purchase Intention of Beauty Products. Romanian journal of communication and public relations, 24(3), 45-66.
  • Tan, T. M., Salo, J., Juntunen, J., ve Kumar, A. (2019). The role of temporal focus and selfcongruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European journal of marketing, 53(1), 37–62.
  • Wallace, E., Buil, I., ve Catalán, S. (2020). Facebook and luxury fashion brands: self-congruent posts and purchase intentions. Journal of fashion marketing and management: an international journal, 24(4), 571-588.
  • We are social (2023). 2023 Küresel Dijital Raporu, 2023.Erişim adresi: wearesocial.com
  • Yaman, E. S. (2018). Ürün Yerleştirmede Yeni Bir Alan: Influencer Marketing Sosyal Medyada Influencer Annelerin Takipçileri Tarafından Değerlendirilmesine Yönelik Bir Araştırma. 2.Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme, (268-279), 3-4 Mayıs, İstanbul.
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Müzeyyen Gelibolu 0000-0002-9852-7243

Yayımlanma Tarihi 31 Ocak 2024
Gönderilme Tarihi 13 Temmuz 2023
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 1

Kaynak Göster

APA Gelibolu, M. (2024). SOSYAL MEDYA FENOMENİ PAZARLAMASINDA BENLİK UYUMU ALGISININ SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: PARA-SOSYAL ETKİLEŞİMİN ARACILIK ROLÜ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(1), 143-170.
 Kapak Resmi İndir