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Dergiler / Beykoz Akademi Dergisi / 2026 / Cilt: 13 Sayı: 1

DİJİTAL REKLAMCILIKTA ÜNLÜ ONAYININ TÜKETİCİ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: PAKİSTAN’DAKİ INSTAGRAM KULLANICILARINDAN KANITLAR

THE IMPACT OF CELEBRITY ENDORSEMENTS IN DIGITAL ADVERTISING ON CONSUMER PURCHASE BEHAVIOUR: EVIDENCE FROM INSTAGRAM USERS IN PAKISTAN

Asma Nayyar0009-0007-7998-8558
Ümit Deniz İlhan(BEYKOZ ÜNİVERSİTESİ)0000-0003-3565-0938
Sayfa
354–376
Yayın Tarihi
2025-06-18
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, ünlü onayının tüketici satın alma davranışını anlamlı ve olumlu bir şekilde etkilediğini ortaya koyarak, dijital pazarlama stratejilerini optimize etmek isteyen işletmeler için önemli içgörüler sunmaktadır.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Bu çalışma, dijital reklamcılıkta ünlü onayının tüketici satın alma davranışı üzerindeki etkisini, özellikle Pakistan’daki Instagram kullanıcıları üzerinde incelemektedir.
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Temel Bulgular & Veri:Instagram gibi sosyal medya platformları pazarlama stratejilerinin giderek daha merkezine gelmesiyle, ünlülerin onaylarının tüketici kararlarını nasıl etkilediğini anlamak ve dijital varlıklarını güçlendirmek isteyen işletmeler için kritik önem taşımaktadır.
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Sonuç & Katkı:Bulgular, ünlü onayının tüketici satın alma davranışını anlamlı ve olumlu bir şekilde etkilediğini ortaya koyarak, dijital pazarlama stratejilerini optimize etmek isteyen işletmeler için önemli içgörüler sunmaktadır.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Stratejik Yönetim · Ünlü Onayı · Dijital Reklamcılık

Özet

Bu çalışma, dijital reklamcılıkta ünlü onayının tüketici satın alma davranışı üzerindeki etkisini, özellikle Pakistan’daki Instagram kullanıcıları üzerinde incelemektedir. Instagram gibi sosyal medya platformları pazarlama stratejilerinin giderek daha merkezine gelmesiyle, ünlülerin onaylarının tüketici kararlarını nasıl etkilediğini anlamak ve dijital varlıklarını güçlendirmek isteyen işletmeler için kritik önem taşımaktadır. Bu nedenle bu çalışma, ünlü onayının üç boyutu -ünlünün çekiciliği, güvenilirliği ve uzmanlığı- ile tüketici satın alma davranışı arasındaki ilişkiyi, 300 Pakistanlı üniversite öğrencisinden (53% kadın, 47% erkek) toplanan nicel bir anket verisini analiz ederek araştırmayı amaçlamaktadır. Bulgular, ünlü onayının tüketici satın alma davranışını anlamlı ve olumlu bir şekilde etkilediğini ortaya koyarak, dijital pazarlama stratejilerini optimize etmek isteyen işletmeler için önemli içgörüler sunmaktadır.

Abstract

This study explores the impact of celebrity endorsement in digital advertising on consumer purchase behavior, with a specific focus on Instagram users in Pakistan. As social media platforms like Instagram become increasingly central to marketing strategies, understanding how celebrity endorsements influence consumer decisions is critical for businesses aiming to enhance their digital presence. Thus this study aims to investigate the relationship between celebrity endorsement across three dimensions -attractiveness, reliability, and expertise of the celebrity- and consumer purchasing behaviour by analyzing a quantitative survey data from 300 Pakistani university students (53% female, 47% male). The findings reveal that celebrity endorsement significantly and positively affects consumer purchase behavior, providing important insights for organisations looking to optimize their marketing strategies in the digital landscape.

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Bu Makaleye Atıf Yap

Nayyar, A., İlhan, Ü. D. (2025). DİJİTAL REKLAMCILIKTA ÜNLÜ ONAYININ TÜKETİCİ SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: PAKİSTAN’DAKİ INSTAGRAM KULLANICILARINDAN KANITLAR. Beykoz Akademi Dergisi, Cilt: 13 Sayı: 1, 354–376. https://doi.org/10.14514/beykozad.1567781

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