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

Year 2020, Volume: 21 Issue: 1, 128 - 145, 25.05.2020

İsmail Erkan

https://doi.org/10.37880/cumuiibf.614422
Cited By: 1

Abstract

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.

Keywords

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

References

  • Abelman, R., Atkin, D., ve Rand, M. (1997). What viewers watch when they watch TV: Affiliation change as case study. Journal of Broadcasting & Electronic Media, 41(3), 360-379.
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Baek, K., Holton, A., Harp, D., ve Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in Human Behavior, 27(6), 2243–2248.
  • Bagozzi, R. P., ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
  • Bargh, J. A., ve McKenna, K. Y. (2004). The Internet and Social life. Annu. Rev. Psychol., 55, 573-590.
  • Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication research, 6(1), 9-36.
  • Braunsberger, K., ve Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12(1), 23-38.
  • Boyd, D., ve Heer, J. (2006, January). Profiles as conversation: Networked identity performance on Friendster. In System Sciences, 2006. HICSS'06. Proceedings of the 39th Annual Hawaii International Conference on (Vol. 3, pp. 59c-59c). IEEE.
  • Burkhardt, M. E. (1994). Social interaction effects following a technological change: A longitudinal investigation. Academy of Management Journal, 37(4), 869-898.
  • Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising? Computers in Human Behavior, 51, 312-324.
  • Charney, T., ve Greenberg, B. (2001). Uses and gratifications of the Internet. In C. Lin & D.Atkin (Eds.), Communication, technology and society: New media adoption and uses (pp. 379-407). Hampton Press.
  • Cheung, C. M. K., Chiu, P.-Y., ve Lee, M. K. O. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27, 1337-134.
  • Cohen, J. B., ve Andrade, E. B. (2004). Affective intuition and task-contingent affect regulation. Journal of Consumer Research, 31(2), 358-367.
  • Chowdhury, H. K., Parvin, N., Weitenberner, C., ve Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2).
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of advertising research, 21.
  • Elliott, M. T., ve Speck, P. S. (2005). Factors that affect attitude toward a retail web site. Journal of Marketing Theory and Practice, 13(1), 40-51.
  • Erkan, I., Gokerik, M., ve Acikgoz, F. (2019). The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
  • Eru, O., Çelik, I. K., Çelik, S., ve Cop, R. (2018). Kaynak Olarak YouTuber’a Güvenilirliğin ve Marka Güveninin Gençlerin Satın Alma Niyetine Etkisi. Ekonomik ve Sosyal Araştırmalar Dergisi.
  • Freeman, B., ve Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco control, 16(3), 207-210.
  • Foregger, S. K. (2008). Uses and gratifications of Facebook. com. ProQuest. Ann Arbor, MI.[Google Scholar].
  • Ho, C. H., Chiu, K. H., Chen, H., ve Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 346-362.
  • İlter, B., ve Gökmen, H. (2009). Mevduat Bankalarında ilişkisel Fayda ile Müşteri Memnuniyeti arasındaki ilişki üzerine bir inceleme: İzmir ili Örneği.
  • Gao, L., Waechter, K. A., ve Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study–A case of China. Computers in Human Behavior, 53, 249-262.
  • Grant, I. C. (2005). Young peoples' relationships with online marketing practices: An intrusion too far?. Journal of Marketing Management, 21(5-6), 607-623.
  • Katz, E., Blumer, J. G., ve Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-34). London, England: SAGE.
  • Kaye, B. K., ve Johnson, T. J. (2002). Online and in the know: Uses and gratifications of the web for political information. Journal of Broadcasting & Electronic Media, 46(1), 54-71.
  • Krause, A. E., North, A. C., ve Heritage, B. (2014). The uses and gratifications of using Facebook music listening applications. Computers in Human Behavior, 39, 71-77.
  • Lee, J. E., ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Limayem, M., ve Cheung, C. M. (2011). Predicting the continued use of Internet-based learning technologies: the role of habit. Behaviour & Information Technology, 30(1), 91–99.
  • Loken, B. (2006). Consumer psychology: categorization, inferences, affect, and persuasion. Annu. Rev. Psychol., 57, 453-485.
  • Luís Abrantes, J., Seabra, C., Raquel Lages, C., ve Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088.
  • Luo, M. M., Chea, S. ve Chen, J.-S. (2011). Web-based information service adoption: A comparison of the motivational model and the uses and gratifications theory. Decision Support Systems, 51 (1), 21-30.
  • Jamalzadeh, M., Behravan, N., ve Masoudi, R. (2012). An empirical study of email-based advertisement and its influence on consumers’ attitude. International Review of Management and Marketing, 2(3), 130-138.
  • Mathwick, C., ve Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324-332.
  • Malik, A., Dhir, A., ve Nieminen, M. (2016). Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129-138.
  • Muthukrishnan, A. V., ve Kardes, F. R. (2001). Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience. Journal of Consumer Research, 28(1), 89-104.
  • Okan, E. Y., ve Şahin, A. (2016). İnternet Kullanımı Motivasyonlarının Elektronik Ağızdan Ağıza İletişim (E-WOM) İle İlişkisi Üzerine Ampirik Bir Araştırma. Global Media Journal: Turkish Edition, 7(13).
  • Özgen E., ve Doymuş, H. (2013). A Communicational Approach to Content Management Concepts as a Differentiating Factor in Social Media Marketing. AJIT-e, 4(10), 91.
  • Pai, P. ve Arnott, D. C. (2013). User adoption of social networking sites: Eliciting uses and gratifications through a means-end approach. Computers in Human Behavior, 29 (3), 1039-1053.
  • Park, D. H., Lee, J., ve Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
  • Politis, D., ve Gabrielsson, J. (2009). Entrepreneurs' attitudes towards failure: An experiential learning approach. International Journal of Entrepreneurial Behavior & Research, 15(4), 364-383.
  • Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., ve Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of retailing, 85(1), 15-30.
  • Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
  • Wegener, D. T., Petty, R. E., ve Klein, D. J. (1994). Effects of mood on high elaboration attitude change: The mediating role of likelihood judgments. European journal of social psychology, 24(1), 25-43.
  • West, R. L., Turner, L. H., ve Zhao, G. (2010). Introducing communication theory: Analysis and application (Vol. 2). New York, NY: McGraw-Hill.

Year 2020, Volume: 21 Issue: 1, 128 - 145, 25.05.2020

İsmail Erkan

https://doi.org/10.37880/cumuiibf.614422
Cited By: 1

Abstract

References

  • Abelman, R., Atkin, D., ve Rand, M. (1997). What viewers watch when they watch TV: Affiliation change as case study. Journal of Broadcasting & Electronic Media, 41(3), 360-379.
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Baek, K., Holton, A., Harp, D., ve Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in Human Behavior, 27(6), 2243–2248.
  • Bagozzi, R. P., ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
  • Bargh, J. A., ve McKenna, K. Y. (2004). The Internet and Social life. Annu. Rev. Psychol., 55, 573-590.
  • Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication research, 6(1), 9-36.
  • Braunsberger, K., ve Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12(1), 23-38.
  • Boyd, D., ve Heer, J. (2006, January). Profiles as conversation: Networked identity performance on Friendster. In System Sciences, 2006. HICSS'06. Proceedings of the 39th Annual Hawaii International Conference on (Vol. 3, pp. 59c-59c). IEEE.
  • Burkhardt, M. E. (1994). Social interaction effects following a technological change: A longitudinal investigation. Academy of Management Journal, 37(4), 869-898.
  • Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising? Computers in Human Behavior, 51, 312-324.
  • Charney, T., ve Greenberg, B. (2001). Uses and gratifications of the Internet. In C. Lin & D.Atkin (Eds.), Communication, technology and society: New media adoption and uses (pp. 379-407). Hampton Press.
  • Cheung, C. M. K., Chiu, P.-Y., ve Lee, M. K. O. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27, 1337-134.
  • Cohen, J. B., ve Andrade, E. B. (2004). Affective intuition and task-contingent affect regulation. Journal of Consumer Research, 31(2), 358-367.
  • Chowdhury, H. K., Parvin, N., Weitenberner, C., ve Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2).
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of advertising research, 21.
  • Elliott, M. T., ve Speck, P. S. (2005). Factors that affect attitude toward a retail web site. Journal of Marketing Theory and Practice, 13(1), 40-51.
  • Erkan, I., Gokerik, M., ve Acikgoz, F. (2019). The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
  • Eru, O., Çelik, I. K., Çelik, S., ve Cop, R. (2018). Kaynak Olarak YouTuber’a Güvenilirliğin ve Marka Güveninin Gençlerin Satın Alma Niyetine Etkisi. Ekonomik ve Sosyal Araştırmalar Dergisi.
  • Freeman, B., ve Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco control, 16(3), 207-210.
  • Foregger, S. K. (2008). Uses and gratifications of Facebook. com. ProQuest. Ann Arbor, MI.[Google Scholar].
  • Ho, C. H., Chiu, K. H., Chen, H., ve Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 346-362.
  • İlter, B., ve Gökmen, H. (2009). Mevduat Bankalarında ilişkisel Fayda ile Müşteri Memnuniyeti arasındaki ilişki üzerine bir inceleme: İzmir ili Örneği.
  • Gao, L., Waechter, K. A., ve Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study–A case of China. Computers in Human Behavior, 53, 249-262.
  • Grant, I. C. (2005). Young peoples' relationships with online marketing practices: An intrusion too far?. Journal of Marketing Management, 21(5-6), 607-623.
  • Katz, E., Blumer, J. G., ve Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-34). London, England: SAGE.
  • Kaye, B. K., ve Johnson, T. J. (2002). Online and in the know: Uses and gratifications of the web for political information. Journal of Broadcasting & Electronic Media, 46(1), 54-71.
  • Krause, A. E., North, A. C., ve Heritage, B. (2014). The uses and gratifications of using Facebook music listening applications. Computers in Human Behavior, 39, 71-77.
  • Lee, J. E., ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Limayem, M., ve Cheung, C. M. (2011). Predicting the continued use of Internet-based learning technologies: the role of habit. Behaviour & Information Technology, 30(1), 91–99.
  • Loken, B. (2006). Consumer psychology: categorization, inferences, affect, and persuasion. Annu. Rev. Psychol., 57, 453-485.
  • Luís Abrantes, J., Seabra, C., Raquel Lages, C., ve Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088.
  • Luo, M. M., Chea, S. ve Chen, J.-S. (2011). Web-based information service adoption: A comparison of the motivational model and the uses and gratifications theory. Decision Support Systems, 51 (1), 21-30.
  • Jamalzadeh, M., Behravan, N., ve Masoudi, R. (2012). An empirical study of email-based advertisement and its influence on consumers’ attitude. International Review of Management and Marketing, 2(3), 130-138.
  • Mathwick, C., ve Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324-332.
  • Malik, A., Dhir, A., ve Nieminen, M. (2016). Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129-138.
  • Muthukrishnan, A. V., ve Kardes, F. R. (2001). Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience. Journal of Consumer Research, 28(1), 89-104.
  • Okan, E. Y., ve Şahin, A. (2016). İnternet Kullanımı Motivasyonlarının Elektronik Ağızdan Ağıza İletişim (E-WOM) İle İlişkisi Üzerine Ampirik Bir Araştırma. Global Media Journal: Turkish Edition, 7(13).
  • Özgen E., ve Doymuş, H. (2013). A Communicational Approach to Content Management Concepts as a Differentiating Factor in Social Media Marketing. AJIT-e, 4(10), 91.
  • Pai, P. ve Arnott, D. C. (2013). User adoption of social networking sites: Eliciting uses and gratifications through a means-end approach. Computers in Human Behavior, 29 (3), 1039-1053.
  • Park, D. H., Lee, J., ve Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
  • Politis, D., ve Gabrielsson, J. (2009). Entrepreneurs' attitudes towards failure: An experiential learning approach. International Journal of Entrepreneurial Behavior & Research, 15(4), 364-383.
  • Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., ve Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of retailing, 85(1), 15-30.
  • Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
  • Wegener, D. T., Petty, R. E., ve Klein, D. J. (1994). Effects of mood on high elaboration attitude change: The mediating role of likelihood judgments. European journal of social psychology, 24(1), 25-43.
  • West, R. L., Turner, L. H., ve Zhao, G. (2010). Introducing communication theory: Analysis and application (Vol. 2). New York, NY: McGraw-Hill.
There are 45 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler
Authors

İsmail Erkan 0000-0003-1271-3481

Publication Date May 25, 2020
Submission Date September 2, 2019
Published in Issue Year 2020Volume: 21 Issue: 1

Cite

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
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