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Journals / Dijital Çağda İşletmecilik Dergisi / 2025 / Cilt: 8 Sayı: 2

PHENOMENON MARKETING: A STUDY OF THE RELATIONSHIP BETWEEN PARASOCIAL INTERACTION, PSYCHOLOGICAL WELL-BEING AND CONSUMER LOYALTY

FENOMEN PAZARLAMA: PARASOSYAL ETKİLEŞİM, PSİKOLOJİK İYİ OLUŞ VE TÜKETİCİ SADAKATİ ARASINDAKİ İLİŞKİNİN İNCELENMESİNE YÖNELİK ARAŞTIRMA

Yunus Emre Almas0009-0006-3865-495X
Emre Çolakoğlu(KİLİS 7 ARALIK ÜNİVERSİTESİ)0000-0002-0075-4684
Pages
429–440
Publication Date
2026-01-02
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AI Summary & Key Takeaways

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

The findings indicate that parasocial interaction positively influences both psychological well-being and consumer loyalty.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the effect of parasocial interaction established with social media influencers on consumer loyalty and investigates the mediating role of psychological well-being in this relationship.
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Key Findings & Data:As digital media usage increases, the one-sided yet mutually perceived sense of closeness that individuals develop with influencers has become a significant determinant of consumer attitudes and behaviors.
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Conclusion & Impact:The findings indicate that parasocial interaction positively influences both psychological well-being and consumer loyalty.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Parasosyal Etkileşim · Psikolojik İyi Oluş · Tüketici Sadakati

Abstract

This study examines the effect of parasocial interaction established with social media influencers on consumer loyalty and investigates the mediating role of psychological well-being in this relationship. As digital media usage increases, the one-sided yet mutually perceived sense of closeness that individuals develop with influencers has become a significant determinant of consumer attitudes and behaviors. Data were collected through a survey administered to 215 social media users residing in Türkiye, and the analyses were conducted using the PLS-SEM method. The findings indicate that parasocial interaction positively influences both psychological well-being and consumer loyalty. Moreover, psychological well-being was found to have a significant and partial mediating role in the relationship between parasocial interaction and consumer loyalty. The explanatory power of the model was at a moderate level, with psychological well-being demonstrating particularly high explanatory strength. Overall, the results reveal that emotional bonds and well-being-oriented experiences are critical components that strengthen consumer loyalty within influencer marketing. The study offers important implications for brands and content creators seeking to develop sustainable and psychologically value-driven marketing strategies.

Özet

Bu çalışma, sosyal medya fenomenleriyle kurulan parasosyal etkileşimin tüketici sadakati üzerindeki etkisini ve bu ilişkide psikolojik iyi oluşun aracılık rolünü incelemektedir. Dijital medya kullanımının artmasıyla birlikte bireylerin fenomenlerle kurduğu tek yönlü fakat karşılıklı algılanan yakınlık ilişkileri, tüketici tutum ve davranışlarında belirleyici bir unsur hâline gelmiştir. Araştırma kapsamında Türkiye’de yaşayan 215 sosyal medya kullanıcısından anket yoluyla veri toplanmış ve veriler PLS-SEM yöntemiyle analiz edilmiştir. Bulgular, parasosyal etkileşimin hem psikolojik iyi oluşu hem de tüketici sadakatini pozitif yönde etkilediğini göstermektedir. Ayrıca psikolojik iyi oluşun, parasosyal etkileşim ile tüketici sadakati arasında anlamlı ve kısmi bir aracı role sahip olduğu belirlenmiştir. Modelin açıklayıcılık düzeylerinin orta seviyede olduğu ve özellikle psikolojik iyi oluş değişkeninin yüksek oranda açıklanabildiği görülmüştür. Sonuçlar, fenomen pazarlamasında duygusal bağların ve iyi oluş temelli deneyimlerin tüketici sadakatini güçlendiren kritik unsurlar olduğunu ortaya koymaktadır. Araştırma, markalar ve içerik üreticileri için sürdürülebilir ve psikolojik değer odaklı pazarlama stratejilerine yönelik önemli öneriler sunmaktadır.

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Cite This Article

Almas, Y. E., Çolakoğlu, E. (2026). PHENOMENON MARKETING: A STUDY OF THE RELATIONSHIP BETWEEN PARASOCIAL INTERACTION, PSYCHOLOGICAL WELL-BEING AND CONSUMER LOYALTY. Dijital Çağda İşletmecilik Dergisi, Cilt: 8 Sayı: 2, 429–440. https://doi.org/10.46238/jobda.1829851

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