Instagram’daki Influencerlar’ın Takipçilerinin Satın Alma Niyetine Etkisi
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Tarih
2023-04-27
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info:eu-repo/semantics/openAccess
Özet
Bu araştırma, Instagram Influencerlar’ının takipçilerinin satın alma niyetine olan etkisini ele almaktadır. Araştırmanın amacı, Influencerlar’ın özelliklerinin, takipçilerinin satın alma niyetine nasıl etki ettiğini belirleyebilmektir. Araştırma verisi, Instagram sosyal medya platformundaki 314 kullanıcıdan anket yoluyla toplanmıştır. Araştırmada kullanılan ölçekler literatürde daha önceki çalışmalarla geçerliliği ve güvenilirliği onaylanmış ölçeklerdir. Kullanılan ölçeklere ek olarak; anket soru formuna bazı demografik sorular eklenmiş ve demografik faktörlere göre satın alma niyetinin farklılaşıp farklılaşmadığı da sorgulanmıştır. Verilerin analizinde SPSS paket programı kullanılmıştır. Değişkenlerin frekans ve güvenilirlik analizlerinden sonra çoklu regresyon analizleri ile hipotezlere ilişkin testler yapılmıştır. Araştırmanın sonucunda, ürün paylaşımı, samimiyet ve güvenilirlik ifadelerinin satın alma niyeti ile ilişkili olduğu uzmanlık, ücretli tanıtımın, kontrol karşılıklılığı, bağlılık, şeffaflık, görünürlük ve benzersizlik ifadelerinin ise satın alma niyetiyle ilişkisinin olmadığı belirlenmiştir. Araştırmanın hem literatüre hem de dijital pazarlama alanında faaliyetlerini sürdüren bireylere önemli katkılar sağlayacağı düşünülmektedir. ?
This research deals with the effect of Instagram Influencers on their followers purchase intention. The aim of the research is to determine how the characteristics of Influencers affect the purchase intention of their followers. The research data is obtained via survey, from 314 users on Instagram social media platform. The scales used in the research are the scales, whose validity and reliability have been confirmed by the previous studies in the literature. In addition to the scales used, some demographic questions were added to the survey questionnaire and it is questioned if the purchasing intention have became different or not according to the demographic factors. SPSS package software was used in the data analysis. After the frequency and reliability analyses of the variables, multiple regression analyses and tests about the hypotheses were made. As a result of the research, it was determined that the product sharing, sincerity, and reliability are connected with the purchasing intention, on the other hand control reciprocity, loyalty, expertise, paid promotion, transparency, visibility and uniquity do not have any relations with the purchasing intention. It is thought that, the research will make significant contributions to the persons, who carries on the activity about the both literature and the digital marketing field."
This research deals with the effect of Instagram Influencers on their followers purchase intention. The aim of the research is to determine how the characteristics of Influencers affect the purchase intention of their followers. The research data is obtained via survey, from 314 users on Instagram social media platform. The scales used in the research are the scales, whose validity and reliability have been confirmed by the previous studies in the literature. In addition to the scales used, some demographic questions were added to the survey questionnaire and it is questioned if the purchasing intention have became different or not according to the demographic factors. SPSS package software was used in the data analysis. After the frequency and reliability analyses of the variables, multiple regression analyses and tests about the hypotheses were made. As a result of the research, it was determined that the product sharing, sincerity, and reliability are connected with the purchasing intention, on the other hand control reciprocity, loyalty, expertise, paid promotion, transparency, visibility and uniquity do not have any relations with the purchasing intention. It is thought that, the research will make significant contributions to the persons, who carries on the activity about the both literature and the digital marketing field."
Açıklama
Anahtar Kelimeler
Satın Alma Niyeti, Influencer, Dijital Pazarlama, Instagram, Influencerlar’ın Özellikleri, Purchasing Intent, Influencer, Digital Marketing, Instagram, Features of Influencers
