Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi

Perihan ŞIKER

Makale detayları

Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi

Yazarlar:

Perihan ŞIKER

Yayıncı:

Kirklareli University

Dergi:

Kırklareli University Journal of the Faculty of Economics and Administrative Sciences 2019 Vol.8 Issue 2, pp.235-245

Belge Tipi:

Makale

Yayın Tarihi:

9/2019

Belge Dili:

Türkçe

Document ID (Org No.):

2000525668

Sıklık:

İki Yıllık

eISSN:

2587-2052

pISSN:

2146-3417

Özet:

 


With the emergence of new platforms in the digitalizing world, consumers have begun to be affected by video shares on social networks such as YouTube while deciding to purchase. Therefore, many brands invest in digital influencers such as vloggers to reach their target audience. In this study where the source credibility scale developed by Ohanian (1990) was used, it was aimed to examine the effect of attractiveness, trustworthiness and expertise characteristics of the vloggers, who advertise brands, on the purchase intention of young people. As a result of the analysis performed, it was concluded that the trustworthiness, attractiveness and expertise characteristics of vloggers positively affected the purchase intention of young people.

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Makale detayları

Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi

Yazarlar: Perihan ŞIKER

Yayıncı: Kirklareli University

Dergi: Kırklareli University Journal of the Faculty of Economics and Administrative Sciences 2019 Vol.8 Issue 2, pp.235-245

Belge Tipi: Makale

Yayın Tarihi: 9/2019

Belge Dili: Türkçe

Document ID (Org No.): 2000525668

Sıklık: İki Yıllık

eISSN: 2587-2052

pISSN: 2146-3417

Sayı

Yazarlar:

Perihan ŞIKER

Yayıncı:

Kirklareli University

Dergi:

Kırklareli University Journal of the Faculty of Economics and Administrative Sciences 2019 Vol.8 Issue 2, pp.235-245

Belge Tipi:

Makale

Yayın Tarihi:

9/2019

Belge Dili:

Türkçe

Document ID (Org No.):

2000525668

Sıklık:

İki Yıllık

eISSN:

2587-2052

pISSN:

2146-3417