Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme

YENİLMEZ, Gülhan; OZ, BÜLENT; Canoglu, Meltem

Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme

Meltem CANOĞLU, (Osmaniye Korkut Ata Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Osmaniye, Türkiye)

Bülent ÖZ, (Osmaniye Korkut Ata Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Osmaniye, Türkiye)

Gülhan YENİLMEZ (Osmaniye Korkut Ata Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Osmaniye, Türkiye)

GENÇLİK ARAŞTIRMALARI DERGİSİ

15 2

Yıl: 2021 Cilt: 9 Sayı: 24 Sayfa Aralığı: 138 - 167 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme

Öz:

Günümüzde sosyal medyaya duyulan ilginin artışı ve sosyal medya kullanımının yaygınlaşmasıile sosyal medya kullanıcıları arasında para-sosyal ilişkiler gelişmektedir. Giderek artan internetbağımlılığı para-sosyal ilişkileri arttırma eğilimi göstermiş ve popüler bir pazarlama aracı olarakortaya çıkan vloggerlar etkili ve maliyet tasarruflu reklam modelleri haline gelmiştir. Vloggerlarve para-sosyal etkileşimin önemi göz önüne alındığında, bu çalışmanın amaçları; vloggerlarlakurulan para-sosyal etkileşim üzerinde etkili olan faktörleri, para-sosyal etkileşimin markayayönelik tutum üzerindeki etkisini ve markaya yönelik tutumun satın alma niyeti üzerindeki etkisiniincelemektir. Araştırmada örneklem seçiminde tesadüfi olmayan örnekleme yöntemlerinden biriolan kolayda örnekleme yöntemi kullanılmıştır. Araştırmanın örneklemini Osmaniye Korkut AtaÜniversitesi’nde eğitim alan ve sosyal medya platformlarında kozmetik ürünlere ilişkin yorumlarınıpaylaşan bir vloggerın makyaj videolarını izleyen 337 kız öğrenci oluşturmaktadır. Araştırmada eldeedilen verilerin analizinde keşifsel ve doğrulayıcı faktör analizlerinden ve basit ve çoklu regresyonanalizlerinden yararlanılmıştır. Araştırma sonucunda fiziksel çekiciliğin, sosyal çekiciliğin, eğlencegüdüsünün ve ilişki kurma güdüsünün para-sosyal etkileşim üzerinde istatistiksel olarak anlamlıbir etkiye sahip olduğu tespit edilmiştir. Araştırmada para-sosyal etkileşim üzerinde en etkili olanboyutun ise eğlence güdüsü olduğu tespit edilmiştir. Ayrıca araştırmada para-sosyal etkileşiminmarkaya yönelik tutum ve markaya yönelik tutumun da satın alma niyeti üzerinde istatistikselolarak anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Anahtar Kelime: Vlog Para-Sosyal Etkileşim Ünlü Desteği

Para-Social Interaction, Attitude Toward Brands And Intention To Purchase: A Review Of Video Bloggers

Öz:

With the ever-increasing interest in social media and widespread use of social media characterizingthe era, para-social relations are developing among social media users. Heightened internetaddiction tends to increase para-social relations, and vlogs have become effective and cost-savingadvertising models. Given the importance of vlog and para-social interaction, the aims of this studyare to examine the factors affecting para-social interaction with video bloggers, to examine theeffect of para-social interaction on attitude toward the brand, and to examine how one’s attitudetoward the brand affects purchasing intention. The study employed convenience sampling—a nonrandomsampling method—to select members of the sample. The sample group consisted of 337female students who studied at Osmaniye Korkut Ata University and watched make-up videos ofa vlogger who shares her opinions on cosmetic products on social media platforms. The data wereanalyzed using an EFA, CFA, and both simple and multiple regression analyses. The results revealedthat physical attraction, social attraction, entertainment motivation, and relationship motivation allhave a statistically significant effect on para-social interaction. We also found that the most effectivedimension on the para-social interaction was entertainment motivation. Likewise, we found thatthe para-social interaction had a statistically significant effect on one’s attitude toward brands andintention to purchase.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	Canoglu M, OZ B, YENİLMEZ G (2021). Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. , 138 - 167.
Chicago	Canoglu Meltem,OZ BÜLENT,YENİLMEZ Gülhan Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. (2021): 138 - 167.
MLA	Canoglu Meltem,OZ BÜLENT,YENİLMEZ Gülhan Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. , 2021, ss.138 - 167.
AMA	Canoglu M,OZ B,YENİLMEZ G Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. . 2021; 138 - 167.
Vancouver	Canoglu M,OZ B,YENİLMEZ G Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. . 2021; 138 - 167.
IEEE	Canoglu M,OZ B,YENİLMEZ G "Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme." , ss.138 - 167, 2021.
ISNAD	Canoglu, Meltem vd. "Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme". (2021), 138-167.

APA	Canoglu M, OZ B, YENİLMEZ G (2021). Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. GENÇLİK ARAŞTIRMALARI DERGİSİ, 9(24), 138 - 167.
Chicago	Canoglu Meltem,OZ BÜLENT,YENİLMEZ Gülhan Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. GENÇLİK ARAŞTIRMALARI DERGİSİ 9, no.24 (2021): 138 - 167.
MLA	Canoglu Meltem,OZ BÜLENT,YENİLMEZ Gülhan Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. GENÇLİK ARAŞTIRMALARI DERGİSİ, vol.9, no.24, 2021, ss.138 - 167.
AMA	Canoglu M,OZ B,YENİLMEZ G Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. GENÇLİK ARAŞTIRMALARI DERGİSİ. 2021; 9(24): 138 - 167.
Vancouver	Canoglu M,OZ B,YENİLMEZ G Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. GENÇLİK ARAŞTIRMALARI DERGİSİ. 2021; 9(24): 138 - 167.
IEEE	Canoglu M,OZ B,YENİLMEZ G "Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme." GENÇLİK ARAŞTIRMALARI DERGİSİ, 9, ss.138 - 167, 2021.
ISNAD	Canoglu, Meltem vd. "Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme". GENÇLİK ARAŞTIRMALARI DERGİSİ 9/24 (2021), 138-167.