YouTube Kullanma Amacının YouTube’da Yapılan Marka İşbirliklerine Yönelik Tutuma Etkisi

İsmail Erkan

doi:10.37880/cumuiibf.614422

YouTube Kullanma Amacının YouTube’da Yapılan Marka İşbirliklerine Yönelik Tutuma Etkisi

Öz

Çalışmanın temel amacı, YouTube sitesini kullanma amacının Youtube’da yapılan marka işbirliklerine yönelik tutuma etkilerini araştırmaktır. Bu amaç doğrultusunda, YouTube sitesinde zaman geçiren 18-35 yaş aralığındaki üniversite öğrencileri ile yüz yüze anket çalışması yapılmış ve 399 kullanılabilir anket elde edilmiştir. YouTube kullanma amacını anlamak için Kullanımlar ve Doyumlar kuramının değişkenlerinden yararlanılmıştır: ruh hali iyileştirme, kaçınma, deneyimsel öğrenme, sosyal etkileşim. Araştırma sonuçlarına göre, ruh hali iyileştirme amacının YouTuber’lara (YouTube’da içerik üreten kişiler) yönelik tutumlarında anlamlı ve pozitif bir etkisi olduğu gözlemlenirken, marka işbirliklerine yönelim tutumları üzerinde anlamlı ancak negatif bir etkisi olduğu gözlenmektedir. Ayrıca, sosyal etkileşim amacının hem YouTuber’lara karşı olan tutumlar hem de marka işbirliklerine yönelik tutumlar üzerinde anlamlı ve pozitif etkisi olduğu saptanmıştır. Son olarak YouTuber’lara yönelik tutumların marka işbirliklerine yönelik tutumlar üzerinde anlamlı ve pozitif yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

YouTube Fenomenleri,YouTube,Sosyal Medya,Kullanımlar ve Doyumlar Kuramı,Yapısal Eşitlik Modellemesi

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

İsmail Erkan ^*
0000-0003-1271-3481
Türkiye

Publication Date

May 25, 2020

Submission Date

September 2, 2019

Acceptance Date

April 11, 2020

Published in Issue

Year 2020 Volume: 21 Number: 1

DOI

https://doi.org/10.37880/cumuiibf.614422

IZ

https://izlik.org/JA69JD33UY

Cite

RIS / Bibtex

APA

Erkan, İ. (2020). YouTube Kullanma Amacının YouTube’da Yapılan Marka İşbirliklerine Yönelik Tutuma Etkisi. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 21(1), 128-145. https://doi.org/10.37880/cumuiibf.614422

Cited By

Naive Bayes Sınıflandırıcısı Kullanılarak YouTube Verileri Üzerinden Çok Dilli Duygu Analizi

Bilişim Teknolojileri Dergisi

https://doi.org/10.17671/gazibtd.999960