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SOSYO-DEMOGRAFİK DEĞİŞKENLER AÇISINDAN YOUTUBE FENOMENLERİNE VE SPONSORLU İÇERİKLERİNE YÖNELİK GÜVENİNİN İNCELENMESİ

Yıl 2021, Cilt: 4 Sayı: 1, 22 - 39, 12.05.2021
https://doi.org/10.38004/sobad.890953

Öz

Günümüzde dijitalleşmenin artan etkisiyle beraber markalar, tüketicilere etkili bir şekilde ulaşmak için hemen her türlü sosyal medya platformundan faydalanmaya çalışmaktadır. Bireysel veya kurumsal kanallar açarak video formatında içerik paylaşılabilen ve küresel olarak en fazla kullanıcıya sahip sosyal medya platformundan biri olan YouTube, markaların fenomenlerle iş birliği yaparak tüketicilere ulaştıkları bir mecradır. Fenomenler, sponsorlu içerikler üretip paylaşarak markaların reklamlarını yapabilmekte ve böylelikle ürün ve hizmetleri takipçilerine duyurabilmektedir. Bu durumda takipçiler hem fenomenlere hem de sponsorlu içeriklerine yönelik bir güven geliştirebilmektedir. Bu güven neticesinde takipçiler, tüketimle ilgili davranışlar gerçekleştirebilmektedir. YouTube fenomenleri özelinde yapılan bu çalışmada nicel araştırma yöntemi ve kesitsel tarama modeli kullanılmıştır. Araştırmada, YouTube’ta fenomen takip eden kullanıcıların fenomene ve sponsorlu içeriğine yönelik güvenleri sosyo-demografik değişkenler açısından ele alınmıştır. Yapılan analizler sonucundan elde edilen bulgular, YouTube’ta hem fenomene hem de sponsorlu içeriğe yönelik güvenin cinsiyet, yaş, eğitim durumu, aylık gelir, günlük ortalama YouTube kullanım süresi ve fenomen takip etme biçimi açısından anlamlı bir şekilde farklılaştığını göstermiştir.

Kaynakça

  • Backaler, J. (2018). Digital influence: Unleash the power of influencer marketing to accelerate your global business. Switzerland: Springer International Publishing.
  • Başaran, Y.K. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 47(5), 480-495.
  • Berail, P., Guillon, M., & Bungener, C. (2019). The relations between YouTube addiction, social anxiety and parasocial relationships with YouTubers: A moderated-mediation model based on a cognitive-behavioral framework. Computers in Human Behavior, 99, 190-204.
  • Creswell, J. W. (2012). Educational research planning, conducting and evaluating quantitative and qualitative research. USA: Pearson
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
  • Dehghani, M., Niaki, M.K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165– 172.
  • Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
  • Digital Age. (2019, Şubat 7). Türkiye Influencer Marketing analizi yayınlandı. https://digitalage.com.tr/turkiye-influencer-marketing-analizi-yayinlandi/
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. NJ: Pearson.
  • Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 1-14.
  • Hwang, K. & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Kalaycı, Ş. (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Dinamik Akademi Yayın Dağıtım.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236–247.
  • Lou, C. & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 1-17.
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  • Nizam, F. & Öztürk Salgar, N. (2018). Yeni medyada tek tıkla şöhret üretimi: İnternet videolarıyla gelen şöhret. Uluslararası İletişimde Yeni Yönelimler Konferansı Bildiri Kitabı, s. 135-147, İstanbul.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Oyman, M. & Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve Youtube davranışları açısından vloggerların incelenmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 32, 441-464.
  • Ozer, S., Oyman, M., & Ugurhan, Y.Z.C. (2020). The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand. Journal of Marketing Communications, 26(6), 615-635.
  • Pallant, J. (2011). SPSS survival manual: A step-by-step guide to data analysis using SPSS (4th ed.). New York: Open University Press.
  • Puhakka, R., Ollila, S., Valve, R., & Sinkkonen, A. (2018). Consumer trust in a health enhancing innovation – comparisons between Finland, Germany, and the United Kingdom. Journal of International Consumer Marketing, 31(2), 162-176.
  • Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298.
  • Solomon, M. R. (2017). Consumer behavior, buying, having, and being (Global Edition). Malaysia: Pearson.
  • Sposito, V. A., Hand, M. L., & Skarpness, B. (1983). On the efficiency of using the sample kurtosis in selecting optimal lpestimators. Communications in Statistics-Simulation and Computation, 12(3), 265-272.
  • Uğurhan, Y.Z.C. & Yaşar, İ.H. (2020). Fenomene ve sponsorlu içeriğe yönelik güvenin satın alma niyeti üzerindeki rolü: YouTube fenomenleri üzerine bir araştırma. Proceedings of the 17th International Symposium Communication in the Millennium, s.127-139, Eskişehir, TÜRKİYE.

INVESTIGATION OF TRUST IN YOUTUBE INFLUENCERS AND SPONSORED CONTENT WITH REGARDS TO SOCIO-DEMOGRAPHICS VARIABLES

Yıl 2021, Cilt: 4 Sayı: 1, 22 - 39, 12.05.2021
https://doi.org/10.38004/sobad.890953

Öz

Nowadays, thanks to the increasing impact of digitalization, brands try to make use of almost all kinds of social media platforms to reach consumers effectively. YouTube, which is one of the social media platforms where content can be shared in video format by means of individual or corporate channels, has the highest number of users globally, and it is a platform that brands reach consumers by collaborating with influencers. The influencers can advertise brands by producing and sharing sponsored content, and thus announce products and services to their followers. In this case, the followers can build trust in the influencers and their sponsored content. Based on the trust, the followers can perform consumption-related behaviors. In this study conducted on YouTube influencers, a cross-sectional quantitative research method was employed to examine the trust of the users in the influencers and their sponsored content on YouTube in terms of socio-demographic variables. The results indicated that the trust in both the influencers and their sponsored content differed significantly regarding gender, age, educational degree, monthly income, daily YouTube usage time and the way of following the influencers.

Kaynakça

  • Backaler, J. (2018). Digital influence: Unleash the power of influencer marketing to accelerate your global business. Switzerland: Springer International Publishing.
  • Başaran, Y.K. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 47(5), 480-495.
  • Berail, P., Guillon, M., & Bungener, C. (2019). The relations between YouTube addiction, social anxiety and parasocial relationships with YouTubers: A moderated-mediation model based on a cognitive-behavioral framework. Computers in Human Behavior, 99, 190-204.
  • Creswell, J. W. (2012). Educational research planning, conducting and evaluating quantitative and qualitative research. USA: Pearson
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
  • Dehghani, M., Niaki, M.K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165– 172.
  • Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
  • Digital Age. (2019, Şubat 7). Türkiye Influencer Marketing analizi yayınlandı. https://digitalage.com.tr/turkiye-influencer-marketing-analizi-yayinlandi/
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. NJ: Pearson.
  • Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 1-14.
  • Hwang, K. & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Kalaycı, Ş. (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Dinamik Akademi Yayın Dağıtım.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236–247.
  • Lou, C. & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 1-17.
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  • Nizam, F. & Öztürk Salgar, N. (2018). Yeni medyada tek tıkla şöhret üretimi: İnternet videolarıyla gelen şöhret. Uluslararası İletişimde Yeni Yönelimler Konferansı Bildiri Kitabı, s. 135-147, İstanbul.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Oyman, M. & Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve Youtube davranışları açısından vloggerların incelenmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 32, 441-464.
  • Ozer, S., Oyman, M., & Ugurhan, Y.Z.C. (2020). The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand. Journal of Marketing Communications, 26(6), 615-635.
  • Pallant, J. (2011). SPSS survival manual: A step-by-step guide to data analysis using SPSS (4th ed.). New York: Open University Press.
  • Puhakka, R., Ollila, S., Valve, R., & Sinkkonen, A. (2018). Consumer trust in a health enhancing innovation – comparisons between Finland, Germany, and the United Kingdom. Journal of International Consumer Marketing, 31(2), 162-176.
  • Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298.
  • Solomon, M. R. (2017). Consumer behavior, buying, having, and being (Global Edition). Malaysia: Pearson.
  • Sposito, V. A., Hand, M. L., & Skarpness, B. (1983). On the efficiency of using the sample kurtosis in selecting optimal lpestimators. Communications in Statistics-Simulation and Computation, 12(3), 265-272.
  • Uğurhan, Y.Z.C. & Yaşar, İ.H. (2020). Fenomene ve sponsorlu içeriğe yönelik güvenin satın alma niyeti üzerindeki rolü: YouTube fenomenleri üzerine bir araştırma. Proceedings of the 17th International Symposium Communication in the Millennium, s.127-139, Eskişehir, TÜRKİYE.
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Halkla İlişkiler
Bölüm Makaleler
Yazarlar

İbrahim Halil Yaşar 0000-0002-1480-569X

Yayımlanma Tarihi 12 Mayıs 2021
Gönderilme Tarihi 4 Mart 2021
Kabul Tarihi 18 Nisan 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 4 Sayı: 1

Kaynak Göster

APA Yaşar, İ. H. (2021). SOSYO-DEMOGRAFİK DEĞİŞKENLER AÇISINDAN YOUTUBE FENOMENLERİNE VE SPONSORLU İÇERİKLERİNE YÖNELİK GÜVENİNİN İNCELENMESİ. Sosyal Bilimler Akademi Dergisi, 4(1), 22-39. https://doi.org/10.38004/sobad.890953

The Journal of Social Sciences Academy
     Sosyal Bilimler Akademi Dergisi
(SOBAD)