SavedAdd your journal

Journals / Gaziantep Üniversitesi Sosyal Bilimler Dergisi / 2020 / Cilt: 19 - Sayı: 3

The New Trend of the Digital Age Social Media Impressors: The Effect of Vloggers on University Students' Purchasing Behavior

Dijital Çağın Yeni Trendi Sosyal Medya Etkileyicileri: Vloggerların Üniversite Öğrencilerinin Satın Alma Davranışı Üzerindeki Etkisi

Birgül TAŞDELEN
Pages
1071–1098
Publication Date
2020-07-01
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Today, social network influencers play an important role in marketing by introducing products to their masses.
📊
Key Findings & Data:This research, which examines whether Vlogger's recommendations affect the purchasing intentions of young adults and aims to reveal the effect of vloggers' homophily attitude, social and physical attractiveness, reliability, expertise roles and money social relations on purchasing, was conducted by using data collection tool with 525 university students studying at Gümüşhane University.
💡
Conclusion & Impact:The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Sosyal Medya · Vlogger · Snapchat

Abstract

Today, social network influencers play an important role in marketing by introducing products to their masses. Thanks to the wide marketing opportunities of social networks, especially young media consumers are increasingly using the content of online influencers. This research, which examines whether Vlogger's recommendations affect the purchasing intentions of young adults and aims to reveal the effect of vloggers' homophily attitude, social and physical attractiveness, reliability, expertise roles and money social relations on purchasing, was conducted by using data collection tool with 525 university students studying at Gümüşhane University. Thirteen research questions were created in the study, and the answers given to the questionnaire were tested using the T test and Anova analysis. The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions.

Özet

Günümüzde sosyal ağ etkileyicileri, kitlelerine ürün tanıtarak pazarlamada önemli bir rol oynamaktadır. Sosyal ağların geniş pazarlama imkanları sayesinde, özellikle genç medya tüketicileri giderek daha fazla çevrimiçi etkileyicilerin içeriklerini kullanıyor. Vlogger tavsiyelerinin gençlerin satın alma niyetleri üzerinde etkili olup olmadığını inceleyen ve vloggerların homofil tutum, sosyal ve fiziksel çekicilik, güvenirlilik, uzmanlık rollerinin ve para sosyal ilişkilerinin satın alma üzerindeki etkisini ortaya çıkarmayı amaçlayan bu araştırma, Gümüşhane Üniversitesi’nde öğrenim gören 525 üniversite öğrencisiyle veri toplama aracı kullanılarak gerçekleştirilmiştir. Çalışmada on üç tane araştırma sorusu oluşturulmuş, bu araştırma sorularından hareketle ankete verilen yanıtlar T testi ve Anova analizleri ile test edilmiştir. Ulaşılan sonuçlar, örneklem dahilindeki üniversiteli gençlerin çoğunun Snapchat üzerinden vlogger takip ettiğini ve satın alma kararlarında fiziksel çekicilik, homofil tutum ve para-sosyal ilişkileri dikkate aldıklarını göstermiştir.

🔖

Cite This Article

TAŞDELEN, B. (2020). The New Trend of the Digital Age Social Media Impressors: The Effect of Vloggers on University Students' Purchasing Behavior. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, Cilt: 19 - Sayı: 3, 1071–1098. https://ajindex.com/articles/106245

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (12)

  1. Agrawal, A. J. (2016). Why influencer marketing will explode in 2017. Forbes. Retrieved 5 November 2019 from: https://www. forbes. com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/# 24e3614420a9. Aguiar, T. D. and van Reijmersdal, E. (2018).
  2. Influencer Marketing, Vol. 76, ed. C. I. V. I. Leuven, (Coos Bay, OR: SWOCC). Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?. Social Media+ Society, 3(1). Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639-650.
  3. Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  4. 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.
  5. De Vries, L., Gensler, S., & Leeflang, PS (2012). Marka hayranlarının marka hayran sayfalarında popülerliği: Sosyal medya pazarlamasının etkileri üzerine bir araştırma. İnteraktif Pazarlama Dergisi, 26 (2), 83-91.
  6. Djafarova, E., & 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.
  7. Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social media: The good, the bad, and the ugly. Information Systems Frontiers, 20(3), 419-423.
  8. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
  9. Ertugan, A., & Mupindu, P. (2019). Understanding the relationship between celebrity endorsement on social media and consumer purchasing intention. International Journal of Advanced and Applied Sciences, 6(5), 59-66.
  10. Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
  11. Faklaris, C., & Hook, S. A. (2016). Oh, snap! The state of electronic discovery amid the rise of Snapchat, WhatsApp, Kik, and other mobile messaging apps. The Computer and Internet Lawyer, 33 (10), 1-17.
  12. Filieri, R., McLeay, F., Tsui, B., & Lin,