The Role of Influencer Marketing on Consumer Behavior: A Research on YouTube Influencers

Bora Göktaş; Rezzan Eroğlu

Makale detayları

The Role of Influencer Marketing on Consumer Behavior: A Research on YouTube Influencers

Yazarlar:

Bora Göktaş | Rezzan Eroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bucak İşletme Fakültesi Dergisi Vol.7 Issue 1, pp.10-23

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316342

pISSN:

2687-3826

Anahtar kelimeler:

Özet:

 Since the concepts of time, space and quality have completely changed with the digital revolution, todays businesses do not only exist physically, they can now appear in the virtual environment and even operate only in any digital media. As digital media continues to influence the world, influencer marketing is also becoming a part of the brands marketing budget. Influencers are one of the marketing strategies that can increase brands success rates by influencing a wider group of potential customers. Because on social media tools that bring the general society together, the posts made by influencers for brands can attract the attention of the targeted audience. In this study, it is aimed to examine the role of influencer marketing, a digital marketing strategy, in consumer behavior through YouTube influencers. For this reason, the concepts of influencer marketing and consumer behavior were first mentioned in the study. For the application part of the study, an online survey was conducted and a data set consisting of 477 participants was prepared and these data were tested in the SPSS26 package program. According to the findings, the marketing activities carried out by influencers on the YouTube platform have a positive impact on purchasing, entertainment and credibility dimensions; on the other hand, it was concluded that it had no effect on the irritation dimension. In addition, when the averages of the dimensions were examined, it was concluded that the participants were not irritated by the influencers and found them trustworthy. With these findings of the study; It can benefit influencers operating on YouTube in creating strategies, planning the events of brands that benefit from influencers, and also shed light on the realization of new research.

 Since the concepts of time, space and quality have completely changed with the digital revolution, todays businesses do not only exist physically, they can now appear in the virtual environment and even operate only in any digital media. As digital media continues to influence the world, influencer marketing is also becoming a part of the brands marketing budget. Influencers are one of the marketing strategies that can increase brands success rates by influencing a wider group of potential customers. Because on social media tools that bring the general society together, the posts made by influencers for brands can attract the attention of the targeted audience. In this study, it is aimed to examine the role of influencer marketing, a digital marketing strategy, in consumer behavior through YouTube influencers. For this reason, the concepts of influencer marketing and consumer behavior were first mentioned in the study. For the application part of the study, an online survey was conducted and a data set consisting of 477 participants was prepared and these data were tested in the SPSS26 package program. According to the findings, the marketing activities carried out by influencers on the YouTube platform have a positive impact on purchasing, entertainment and credibility dimensions; on the other hand, it was concluded that it had no effect on the irritation dimension. In addition, when the averages of the dimensions were examined, it was concluded that the participants were not irritated by the influencers and found them trustworthy. With these findings of the study; It can benefit influencers operating on YouTube in creating strategies, planning the events of brands that benefit from influencers, and also shed light on the realization of new research.

 Since the concepts of time, space and quality have completely changed with the digital revolution, todays businesses do not only exist physically, they can now appear in the virtual environment and even operate only in any digital media. As digital media continues to influence the world, influencer marketing is also becoming a part of the brands marketing budget. Influencers are one of the marketing strategies that can increase brands success rates by influencing a wider group of potential customers. Because on social media tools that bring the general society together, the posts made by influencers for brands can attract the attention of the targeted audience. In this study, it is aimed to examine the role of influencer marketing, a digital marketing strategy, in consumer behavior through YouTube influencers. For this reason, the concepts of influencer marketing and consumer behavior were first mentioned in the study. For the application part of the study, an online survey was conducted and a data set consisting of 477 participants was prepared and these data were tested in the SPSS26 package program. According to the findings, the marketing activities carried out by influencers on the YouTube platform have a positive impact on purchasing, entertainment and credibility dimensions; on the other hand, it was concluded that it had no effect on the irritation dimension. In addition, when the averages of the dimensions were examined, it was concluded that the participants were not irritated by the influencers and found them trustworthy. With these findings of the study; It can benefit influencers operating on YouTube in creating strategies, planning the events of brands that benefit from influencers, and also shed light on the realization of new research.

 Dijital devrimle zaman, mekan ve kalite kavramları tamamen değiştiğinden bugünün işletmeleri sadece fiziksel olarak var olmamakta, artık sanal ortamda da boy gösterebilmektedirler ve hatta sadece herhangi bir dijital medyada faaliyet yürütebilmektedirler. Dijital medya dünyayı etkilemeye devam ederken, influencer pazarlama da markanın pazarlama bütçesinin bir parçası haline gelmektedir. Influencerlar etkileyiciler, markaların daha geniş bir potansiyel müşteri grubuna tesir ederek, başarı oranlarını artırabilecek pazarlama stratejilerinden biridir. Çünkü toplumun genelini bir araya getiren sosyal medya araçlarında influencerların markalar için yaptığı paylaşımlar hedeflenen kitlenin dikkatini çekebilmektedir. Bu çalışmada bir dijital pazarlama stratejisi olan influencer pazarlamanın tüketici davranışındaki rolünün youtube influencerları üzerinden incelenmesi amaçlanmıştır. Bu nedenle çalışmada önce influencer pazarlama ve tüketici davranışları kavramlarından bahsedilmiştir. Çalışmanın uygulama kısmı için çevrimiçi bir anket gerçekleştirilmiş 477 katılımcıdan oluşan bir veri seti hazırlanmıştır ve bu veriler SPSS26 paket programında analize tabi tutulmuştur. Elde edilen bulgulara göre influencerların YouTube platformunda gerçekleştirdiği pazarlama etkinliklerinin satın alma, eğlence ve güvenilirlik boyutları üzerinde olumlu yönde bir etkisi olduğu; buna karşın rahatsız edicilik boyutu üzerinde ise bir etkisi olmadığı sonucu elde edilmiştir. Ayrıca boyutların ortalamalarına bakıldığında katılımcıların influencerlardan rahatsız olmadıkları ve onları güvenilir buldukları sonuçlarına ulaşılmıştır. Çalışma bu bulgularıyla; YouTubeda faaliyet gösteren influencerların stratejiler oluşturmasına, influencerlardan faydalanan markaların etkinliklerinin planlanmasına fayda sağlayabilecek ve ayrıca yeni araştırmaların gerçekleşmesine ışık tutabilecektir.

Makale detayları

The Role of Influencer Marketing on Consumer Behavior: A Research on YouTube Influencers

Yazarlar:

Bora Göktaş | Rezzan Eroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bucak İşletme Fakültesi Dergisi Vol.7 Issue 1, pp.10-23

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316342

pISSN:

2687-3826

Influencer

Influencer Marketing

Consumer Behaviors

YouTube InfluencersInfluencer

Influencer Pazarlama

Tüketici Davranışları

YouTube Influencerları

Sayı

Makale detayları

Yazarlar: Bora Göktaş | Rezzan Eroğlu

Yayıncı: Burdur Mehmet Akif Ersoy University

Ana Başlıklar: Dijital Pazarlama

Dergi: Bucak İşletme Fakültesi Dergisi Vol.7 Issue 1, pp.10-23

Belge Tipi: Makale

Yayın Tarihi: 4/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001316342

pISSN: 2687-3826

Sayı

Yazarlar:

Bora Göktaş | Rezzan Eroğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Dijital Pazarlama

Dergi:

Bucak İşletme Fakültesi Dergisi Vol.7 Issue 1, pp.10-23

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316342

pISSN:

2687-3826