THE EFFECTS OF CONSUMER BELIEFS TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON ATTITUDE AND PURCHASE INTENTION WITHIN THE SCOPE OF INFLUENCER MARKETING

Alparslan Karaduman; Mustafa Özdemir

Makale detayları

THE EFFECTS OF CONSUMER BELIEFS TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON ATTITUDE AND PURCHASE INTENTION WITHIN THE SCOPE OF INFLUENCER MARKETING

Yazarlar:

Alparslan Karaduman | Mustafa Özdemir

Yayıncı:

Giresun University

Ana Başlıklar:

İşletme

Dergi:

Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.10 Issue 1, pp.32-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316722

pISSN:

2149-3391

Anahtar kelimeler:

Özet:

 This study aims to determine the effects of social media advertisements created by influencers on consumer beliefs, consumer attitude and purchasing intention within the scope of influencer marketing. For this purpose, a survey study was conducted with the participation of 307 students from Giresun University and the data obtained were analyzed with the SPSS 25.0 statistics program. First, exploratory factor analysis was performed to assess the reliability and validity of the measurement scales and then regression analysis was performed to determine the effects of personal dimensions of consumer beliefs on consumer attitude. As a result of the regression analysis, it was determined that the information seeking dimension had no effect on attitude, while the entertainment and credibility have a positive effect on attitude. Finally, regression analysis was applied in the research to determine whether attitude has a mediating effect on the effect of consumer beliefs on purchase intention. The results showed that attitude plays a partial mediator role in the effect of consumer beliefs on purchase intention.

 This study aims to determine the effects of social media advertisements created by influencers on consumer beliefs, consumer attitude and purchasing intention within the scope of influencer marketing. For this purpose, a survey study was conducted with the participation of 307 students from Giresun University and the data obtained were analyzed with the SPSS 25.0 statistics program. First, exploratory factor analysis was performed to assess the reliability and validity of the measurement scales and then regression analysis was performed to determine the effects of personal dimensions of consumer beliefs on consumer attitude. As a result of the regression analysis, it was determined that the information seeking dimension had no effect on attitude, while the entertainment and credibility have a positive effect on attitude. Finally, regression analysis was applied in the research to determine whether attitude has a mediating effect on the effect of consumer beliefs on purchase intention. The results showed that attitude plays a partial mediator role in the effect of consumer beliefs on purchase intention.

 This study aims to determine the effects of social media advertisements created by influencers on consumer beliefs, consumer attitude and purchasing intention within the scope of influencer marketing. For this purpose, a survey study was conducted with the participation of 307 students from Giresun University and the data obtained were analyzed with the SPSS 25.0 statistics program. First, exploratory factor analysis was performed to assess the reliability and validity of the measurement scales and then regression analysis was performed to determine the effects of personal dimensions of consumer beliefs on consumer attitude. As a result of the regression analysis, it was determined that the information seeking dimension had no effect on attitude, while the entertainment and credibility have a positive effect on attitude. Finally, regression analysis was applied in the research to determine whether attitude has a mediating effect on the effect of consumer beliefs on purchase intention. The results showed that attitude plays a partial mediator role in the effect of consumer beliefs on purchase intention.

 Bu çalışmanın amacı fenomenler tarafından yapılan sosyal medya reklamlarının nüfuz pazarlaması kapsamında, tüketici inançları, tüketici tutumu ve satın alma niyeti üzerindeki etkilerini belirlemektir. Bu amaç doğrultusunda Giresun Üniversitesinde eğitim gören 307 öğrencinin katılımıyla bir anket çalışması gerçekleştirilmiş ve elde edilen veriler SPSS 25.0 istatistik programı ile analiz edilmiştir. Araştırmada kullanılan ölçeklerin güvenilirlik ve geçerliliğini analiz etmek üzere ilk olarak keşfedici faktör analizi yapılmıştır. Daha sonra tüketici inançlarının kişisel boyutlarının tutum üzerindeki etkisinin belirlenmesi amacıyla regresyon analizi yapılmıştır. Regresyon analizi sonucunda bilgi arama boyutunun tutum üzerinde etkisi görülmezken eğlence ve güvenilir olma boyutlarının tutum üzerinde etkili olduğu tespit edilmiştir. Araştırmada son olarak tüketici inançlarının satın alma niyeti üzerindeki etkisinde tutumun aracılık etkisi olup olmadığının belirlenmesi amacıyla regresyon analizi uygulanmıştır. Analiz sonucunda tüketici inançlarının satın alma niyeti üzerindeki etkisinde tutumun kısmi aracılık rolü üstlendiği belirlenmiştir.

Makale detayları

THE EFFECTS OF CONSUMER BELIEFS TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON ATTITUDE AND PURCHASE INTENTION WITHIN THE SCOPE OF INFLUENCER MARKETING

Yazarlar:

Alparslan Karaduman | Mustafa Özdemir

Yayıncı:

Giresun University

Ana Başlıklar:

İşletme

Dergi:

Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.10 Issue 1, pp.32-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316722

pISSN:

2149-3391

Influencer marketing

Social media marketing

Consumer beliefsNüfuz Pazarlaması

Sosyal Medya Pazarlaması

Tüketici İnançları

Sayı

Makale detayları

THE EFFECTS OF CONSUMER BELIEFS TOWARDS SOCIAL MEDIA ADVERTISEMENTS ON ATTITUDE AND PURCHASE INTENTION WITHIN THE SCOPE OF INFLUENCER MARKETING

Yazarlar: Alparslan Karaduman | Mustafa Özdemir

Yayıncı: Giresun University

Ana Başlıklar: İşletme

Dergi: Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.10 Issue 1, pp.32-56

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001316722

pISSN: 2149-3391

Influencer marketing

Social media marketing

Consumer beliefsNüfuz Pazarlaması

Sosyal Medya Pazarlaması

Tüketici İnançları

Sayı

Yazarlar:

Alparslan Karaduman | Mustafa Özdemir

Yayıncı:

Giresun University

Ana Başlıklar:

İşletme

Dergi:

Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.10 Issue 1, pp.32-56

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316722

pISSN:

2149-3391