THE EFFECTS OF SOCIAL MEDIA AND INFLUENCERS ON CONSUMERS’ ATTITUDES AND PURCHASING TOWARDS ORGANIC FOODS

Erkan Arı; Veysel Yılmaz

Makale detayları

THE EFFECTS OF SOCIAL MEDIA AND INFLUENCERS ON CONSUMERS’ ATTITUDES AND PURCHASING TOWARDS ORGANIC FOODS

Yazarlar:

Erkan Arı | Veysel Yılmaz

Yayıncı:

Erciyes University

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Issue 69, pp.71-77

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001336209

pISSN:

1301-3688

Anahtar kelimeler:

Özet:

 The accelerated growth of digital technologies has led to an intensification of product promotion and advertising through social media and influencers. This development has given rise to the emergence of novel business models in the domain of advertising and product promotion. It has become evident that social media has a significant impact on consumer purchasing attitudes and behaviours. In particular, the influence of influencers, who make recommendations in digital environments, is increasing daily. This effect is particularly pronounced in the context of food product purchasing behaviour. This study examines the impact of social media and influencers on organic food OF purchasing behaviour, utilising a proposed model. Partial least squares structural equation modelling PLS-SEM was employed to assess the fit of the research model and the structural relationships within it. The data were collected from 453 organic food consumers via a voluntary online survey. The study concluded that social media advertising and influencers positively influence consumers attitudes towards organic products, leading to stronger purchase intentions and behaviours. Furthermore, the moderating role of food innovativeness on the relationship between purchase intention and purchase behaviour of organic food products is positive and significant. Furthermore, the study demonstrated that consumers who frequently adopt and purchase new foods as a result of being influenced by promotions in digital environments are more likely to purchase organic food products.

 The accelerated growth of digital technologies has led to an intensification of product promotion and advertising through social media and influencers. This development has given rise to the emergence of novel business models in the domain of advertising and product promotion. It has become evident that social media has a significant impact on consumer purchasing attitudes and behaviours. In particular, the influence of influencers, who make recommendations in digital environments, is increasing daily. This effect is particularly pronounced in the context of food product purchasing behaviour. This study examines the impact of social media and influencers on organic food OF purchasing behaviour, utilising a proposed model. Partial least squares structural equation modelling PLS-SEM was employed to assess the fit of the research model and the structural relationships within it. The data were collected from 453 organic food consumers via a voluntary online survey. The study concluded that social media advertising and influencers positively influence consumers attitudes towards organic products, leading to stronger purchase intentions and behaviours. Furthermore, the moderating role of food innovativeness on the relationship between purchase intention and purchase behaviour of organic food products is positive and significant. Furthermore, the study demonstrated that consumers who frequently adopt and purchase new foods as a result of being influenced by promotions in digital environments are more likely to purchase organic food products.

 The accelerated growth of digital technologies has led to an intensification of product promotion and advertising through social media and influencers. This development has given rise to the emergence of novel business models in the domain of advertising and product promotion. It has become evident that social media has a significant impact on consumer purchasing attitudes and behaviours. In particular, the influence of influencers, who make recommendations in digital environments, is increasing daily. This effect is particularly pronounced in the context of food product purchasing behaviour. This study examines the impact of social media and influencers on organic food OF purchasing behaviour, utilising a proposed model. Partial least squares structural equation modelling PLS-SEM was employed to assess the fit of the research model and the structural relationships within it. The data were collected from 453 organic food consumers via a voluntary online survey. The study concluded that social media advertising and influencers positively influence consumers attitudes towards organic products, leading to stronger purchase intentions and behaviours. Furthermore, the moderating role of food innovativeness on the relationship between purchase intention and purchase behaviour of organic food products is positive and significant. Furthermore, the study demonstrated that consumers who frequently adopt and purchase new foods as a result of being influenced by promotions in digital environments are more likely to purchase organic food products.

 Dijital teknolojilerin hızla büyümesi, sosyal medya ve etkileyiciler aracılığıyla ürün tanıtım ve reklamlarının yoğunlaşmasına yol açtı. Bu gelişme, reklam ve ürün tanıtımı alanında yeni iş modellerinin ortaya çıkmasına neden olmuştur. Sosyal medyanın tüketicilerin satın alma tutum ve davranışları üzerinde önemli bir etkisi olduğu ortaya çıkmıştır. Özellikle dijital ortamlarda önerilerde bulunan influencerların etkisi her geçen gün artıyor. Bu etki özellikle gıda ürünü satın alma davranışı bağlamında belirgindir. Bu çalışma, önerilen bir modeli kullanarak sosyal medyanın ve etkileyicilerin organik gıda OF satın alma davranışı üzerindeki etkisini incelemektedir. Araştırma modelinin uyumunu ve içindeki yapısal ilişkileri değerlendirmek için kısmi en küçük kareler yapısal eşitlik modeli PLS-SEM kullanıldı. Veriler, gönüllü bir çevrimiçi anket aracılığıyla 453 organik gıda tüketicisinden toplandı. Çalışma, sosyal medya reklamlarının ve etkileyicilerin tüketicilerin organik ürünlere yönelik tutumlarını olumlu yönde etkileyerek daha güçlü satın alma niyetleri ve davranışlarına yol açtığı sonucuna varmıştır. Ayrıca gıda yenilikçiliğinin, satın alma niyeti ile organik gıda ürünlerini satın alma davranışı arasındaki ilişkide düzenleyici rolü pozitif ve anlamlıdır. Ayrıca çalışma, dijital ortamlardaki promosyonlardan etkilenerek yeni gıdaları sıklıkla benimseyen ve satın alan tüketicilerin organik gıda ürünleri satın alma olasılıklarının daha yüksek olduğunu ortaya koydu.

Makale detayları

THE EFFECTS OF SOCIAL MEDIA AND INFLUENCERS ON CONSUMERS’ ATTITUDES AND PURCHASING TOWARDS ORGANIC FOODS

Yazarlar:

Erkan Arı | Veysel Yılmaz

Yayıncı:

Erciyes University

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Issue 69, pp.71-77

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001336209

pISSN:

1301-3688

Dijital and social media

Influencer effect

product promotion

Purchase

Organic foodDijital ve sosyal medya

Influencer etkisi

Ürün tanıtımı

Satın alma

organik gıda

Sayı

Makale detayları

Yazarlar: Erkan Arı | Veysel Yılmaz

Yayıncı: Erciyes University

Ana Başlıklar: Ekonometrik ve İstatistiksel Yöntemler

Dergi: Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Issue 69, pp.71-77

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001336209

pISSN: 1301-3688

Sayı

Yazarlar:

Erkan Arı | Veysel Yılmaz

Yayıncı:

Erciyes University

Ana Başlıklar:

Ekonometrik ve İstatistiksel Yöntemler

Dergi:

Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Issue 69, pp.71-77

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001336209

pISSN:

1301-3688