COVID-19 sürecinde influencer pazarlamasının güvenilirlik ve uyum boyutlarında beyaz yakalı tüketicilerin satın alma davranışına etkisi
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Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
Attribution-NonCommercial-NoDerivs 3.0 United States
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
İnternetin ortaya çıkması, teknoloji ve müşteri veri tabanlarının gelişmesiyle birlikte pazarlama faaliyetlerinde devrim niteliğinde değişimler yaşanmıştır. Fikir, ihtiyaç ve isteklerin hızla değiştiği tüketim toplumunda, beklentileri ve tarzları birbirinden çok ayrı olan kitlelerin analizlerini doğru yapıp, bu analizler neticesinde uygun pazarlama stratejileri uygulamak markalar için çok önemli hale gelmiştir. 11 Mart 2020 tarihinden beri süregelen Covid-19 pandemi sürecinde, kurumların hedef kitleleriyle en önemli iletişim aracının dijital kanallar olması nedeniyle zaten bir süredir pazarlama stratejileri arasında yer alan influencer pazarlaması hemen her markanın sıklıkla tercih ettiği bir strateji haline dönüşmüştür. Bu çalışmada, tamamı beyaz yakalı tüketicilerden oluşan katılımcılara Covid-19 pandemi süresince takip ettikleri influencer ile ilgili güvenilirlik ve uyum boyutlarını ölçen anket soruları yöneltilmiş ve bu sorular neticesinde takip ettikleri influencer’ların satın alma davranışlarında ne derece etkili olduğunun tespit edilmesi amaçlanmıştır. Çalışmanın literatür taraması bölümünde, dijital pazarlama araçlarından influencer pazarlama derinlemesine incelenmiş bunun yanı sıra tüketim, tüketici satın alma davranışı gibi kavramlar örneklerle detaylandırılmıştır. Araştırma bölümünde, anket sorularından elde edilen sonuçlar analiz edilerek, beyaz yakalı tüketicinin satın alma davranışında, influencer-marka uyumu, influencer-beyaz yakalı tüketici uyumu ve influencer’a olan güvenin etkili olduğu sonucuna varılmış ayrıca influencer’dan etkilenerek satın alma davranışının gelir düzeyine göre farklılık gösterdiği ve erkeklerin influencer’lardan daha fazla etkilendiği tespit edilmiştir.
With the emergence of the internet, the development of technology and customer databases, there have been thoroughgoing changes in marketing activities. In a consumer society where ideas, needs and desires change swiftly, it has become very important for brands to make precise analysis of audiences with differentiating expectations and styles. Overall, the main aim is to implement appropriate marketing strategies as a result of these analyses. Throughout the ongoing Covid-19 pandemic since March 11, 2020, influencer marketing has been among the marketing strategies for a while. It has become a strategy frequently preferred by almost every brand, since digital channels are the most important communication tool of institutions with their target audiences. In this study, survey questions measuring the reliability and compliance dimensions of the influencer they followed during the Covid-19 pandemic were asked to the participants, all of whom were white-collar consumers, and as a result of these questions, it was aimed to determine how effective the influencers they followed were in their buying behaviors. In the literature review section of the study, influencer marketing, which is one of the digital marketing tools was examined in depth, as well as concepts such as consumption and consumer buying behavior were detailed with examples. In the research section, by analyzing the results obtained from the survey questions, it was concluded that influencer - brand fit, influencer - white-collar consumer fit and trust in the influencer are effective in the buying behavior of the white-collar consumer. It has been determined that men are more affected by influencers.
With the emergence of the internet, the development of technology and customer databases, there have been thoroughgoing changes in marketing activities. In a consumer society where ideas, needs and desires change swiftly, it has become very important for brands to make precise analysis of audiences with differentiating expectations and styles. Overall, the main aim is to implement appropriate marketing strategies as a result of these analyses. Throughout the ongoing Covid-19 pandemic since March 11, 2020, influencer marketing has been among the marketing strategies for a while. It has become a strategy frequently preferred by almost every brand, since digital channels are the most important communication tool of institutions with their target audiences. In this study, survey questions measuring the reliability and compliance dimensions of the influencer they followed during the Covid-19 pandemic were asked to the participants, all of whom were white-collar consumers, and as a result of these questions, it was aimed to determine how effective the influencers they followed were in their buying behaviors. In the literature review section of the study, influencer marketing, which is one of the digital marketing tools was examined in depth, as well as concepts such as consumption and consumer buying behavior were detailed with examples. In the research section, by analyzing the results obtained from the survey questions, it was concluded that influencer - brand fit, influencer - white-collar consumer fit and trust in the influencer are effective in the buying behavior of the white-collar consumer. It has been determined that men are more affected by influencers.
Açıklama
Anahtar Kelimeler
Covid-19, Influencer pazarlama, Tüketim kavramı, Dijital tüketici davranışları, Satın alma davranışı, Covid-19, Influencer marketing, Consumption context, Consumer concept, Digital consumer behaviour, Buying behaviour
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Satar Şenel, G. (2022). COVID-19 sürecinde influencer pazarlamasının güvenilirlik ve uyum boyutlarında beyaz yakalı tüketicilerin satın alma davranışına etkisi / The effect of influencer marketing on buying behaviour white-collar consumers in dimensions of reliability and compliance during COVID-19 pandemic (Yayımlanmamış Yüksek Lisans Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
