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Journals / Gençlik Araştırmaları Dergisi / 2026 / Cilt: 9 Sayı: 24

Para-Social Interaction, Attitude Toward Brands And Intention To Purchase: A Review Of Video Bloggers

Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme

Meltem Canoğlu0000-0001-7712-1650
Bülent Öz0000-0001-8756-5386
Gülhan Yenilmez(OSMANİYE KORKUT ATA ÜNİVERSİTESİ)0000-0002-6570-6448
Pages
138–167
Publication Date
2021-08-31
DOI
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AI Summary & Key Takeaways

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

Likewise, we found that the para-social interaction had a statistically significant effect on one’s attitude toward brands and intention to purchase.

📌 3 Key Takeaways

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Objective & Hypothesis:With the ever-increasing interest in social media and widespread use of social media characterizing the era, para-social relations are developing among social media users.
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Key Findings & Data:Heightened internet addiction tends to increase para-social relations, and vlogs have become effective and cost-saving advertising models.
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Conclusion & Impact:Likewise, we found that the para-social interaction had a statistically significant effect on one’s attitude toward brands and intention to purchase.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Para-Sosyal Etkileşim · Ünlü Desteği · Vlog

Abstract

With the ever-increasing interest in social media and widespread use of social media characterizing the era, para-social relations are developing among social media users. Heightened internet addiction tends to increase para-social relations, and vlogs have become effective and cost-saving advertising models. Given the importance of vlog and para-social interaction, the aims of this study are to examine the factors affecting para-social interaction with video bloggers, to examine the effect of para-social interaction on attitude toward the brand, and to examine how one’s attitude toward the brand affects purchasing intention. The study employed convenience sampling—a nonrandom sampling method—to select members of the sample. The sample group consisted of 337 female students who studied at Osmaniye Korkut Ata University and watched make-up videos of a vlogger who shares her opinions on cosmetic products on social media platforms. The data were analyzed using an EFA, CFA, and both simple and multiple regression analyses. The results revealed that physical attraction, social attraction, entertainment motivation, and relationship motivation all have a statistically significant effect on para-social interaction. We also found that the most effective dimension on the para-social interaction was entertainment motivation. Likewise, we found that the para-social interaction had a statistically significant effect on one’s attitude toward brands and intention to purchase.

Özet

Günümüzde sosyal medyaya duyulan ilginin artışı ve sosyal medya kullanımının yaygınlaşması ile sosyal medya kullanıcıları arasında para-sosyal ilişkiler gelişmektedir. Giderek artan internet bağımlılığı para-sosyal ilişkileri arttırma eğilimi göstermiş ve popüler bir pazarlama aracı olarak ortaya çıkan vloggerlar etkili ve maliyet tasarruflu reklam modelleri haline gelmiştir. Vloggerlar ve para-sosyal etkileşimin önemi göz önüne alındığında, bu çalışmanın amaçları; vloggerlarla kurulan para-sosyal etkileşim üzerinde etkili olan faktörleri, para-sosyal etkileşimin markaya yönelik tutum üzerindeki etkisini ve markaya yönelik tutumun satın alma niyeti üzerindeki etkisini incelemektir. Araştırmada örneklem seçiminde tesadüfi olmayan örnekleme yöntemlerinden biri olan kolayda örnekleme yöntemi kullanılmıştır. Araştırmanın örneklemini Osmaniye Korkut Ata Üniversitesi’nde eğitim alan ve sosyal medya platformlarında kozmetik ürünlere ilişkin yorumlarını paylaşan bir vloggerın makyaj videolarını izleyen 337 kız öğrenci oluşturmaktadır. Araştırmada elde edilen verilerin analizinde keşifsel ve doğrulayıcı faktör analizlerinden ve basit ve çoklu regresyon analizlerinden yararlanılmıştır. Araştırma sonucunda fiziksel çekiciliğin, sosyal çekiciliğin, eğlence güdüsünün ve ilişki kurma güdüsünün para-sosyal etkileşim üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu tespit edilmiştir. Araştırmada para-sosyal etkileşim üzerinde en etkili olan boyutun ise eğlence güdüsü olduğu tespit edilmiştir. Ayrıca araştırmada para-sosyal etkileşimin markaya yönelik tutum ve markaya yönelik tutumun da satın alma niyeti üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu tespit edilmiştir.

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Cite This Article

Canoğlu, M., Öz, B., Yenilmez, G. (2021). Para-Social Interaction, Attitude Toward Brands And Intention To Purchase: A Review Of Video Bloggers. Gençlik Araştırmaları Dergisi, Cilt: 9 Sayı: 24, 138–167. https://ajindex.com/articles/1235500

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