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Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?

Year 2023, Volume: 7 Issue: 1, 1 - 13, 25.09.2023

Abstract

Influencer pazarlaması, markaların/firmaların tüketicilerle bağlantı kurması ve mallarını veya hizmetlerini tanıtması için öne çıkan bir strateji haline gelmiştir. Sosyal medyanın yükselişiyle birlikte, Influencer'lar kendilerini tüketici davranışlarını etkileyebilecek etkili figürler olarak kabul ettirmişlerdir. Ancak, influencer'lar arasındaki cinsiyet farklılıklarının, tüketicilerin tanıtılan ürünler için ödeme yapma istekliliği üzerindeki etkisine ilişkin literatürde boşluk bulunmaktadır. Bu çalışma, Kaynak Güvenilirliği Modelini teorik bir çerçeve olarak kullanarak, tüketicilerin ödeme istekliliğini, influencer'ların cinsiyetine göre inceleyerek bu araştırma boşluğunu doldurmayı amaçlamaktadır. Bunun için, sosyal medya hesabından en az bir erkek ve bir kadın influencer takip eden kişilere çevrimiçi anket uygulanmış ve 483 kullanılabilir veri elde edilmiştir. Tüketicilerin cinsiyetlerine göre influencer'ların uzmanlık, çekicilik ve güvenilirlik algılarının yanı sıra bu influencer'lar tarafından desteklenen ürünler için ödeme yapma istekleri bu çalışmada ölçülmüştür. Çalışmadan elde edilen ilk bulgular, cinsiyetin tüketicilerin influencer güvenilirliğine ilişkin algılarını gerçekten de etkilediğini göstermektedir. Sonuçlar, tüketicilerin belirli bir cinsiyetteki influencer'ları belirli alanlarda daha güvenilir veya bilgili olarak algılayabileceğini ve bunun da bu influencer'lar tarafından tanıtılan ürünler için ödeme yapma isteklerini etkileyebileceğini göstermektedir. Çalışma sonuçları, influencer cinsiyeti ile tüketicilerin ödeme istekliliği arasındaki ilişkiyi etkileyebilecek diğer faktörleri de tanımlamaktadır. Tüketicilerin ödeme istekliliğinin influencer'ların cinsiyetine göre incelenmesi, influencer pazarlama stratejilerini optimize etmek isteyen pazarlama profesyonelleri ve marka yöneticileri için pratik çıkarımlar sunmaktadır. Markalar, influencer pazarlamasında cinsiyetle ilişkili nüansları tanıyarak, belirledikleri tüketici segmentlerini daha iyi hedefleyebilir ve bu segmentlerle daha iyi etkileşim kurabilir. Ayrıca bulgular, kaynak güvenilirliği ve influencer pazarlamasına ilişkin akademik literatüre katkıda bulunmakta ve cinsiyetin tüketici davranışını etkilemedeki rolüne ilişkin değerli bilgiler sağlamaktadır. Genel olarak, bu çalışma influencer cinsiyeti, kaynak güvenilirliği ve tüketicilerin ödeme istekliliği arasındaki karmaşık ilişkiye ışık tutmaktadır. Influencer pazarlaması alanında hem teorik anlayışa hem de pratik çıkarımlara katkıda bulunan kapsamlı bir analiz sunmaktadır. Gelecekteki araştırmaların, bu ilişkiyi ılımlı hale getirebilecek ek faktörleri keşfetmesi ve tüketici davranışını etkileyebilecek diğer potansiyel influencer güvenilirliği boyutlarını araştırması önerilmektedir.

References

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3).
  • Audrezet, A., & De Kerviler, G. (2009). How brands can build successful relationships with influencers. Harvard Business Review. Retrieved 18.04.2021 from https://hbr.org/2019/04/how-brands-can-build-successful-relationships-with-influencers
  • Audrezet, A., De Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(1), Journal of Business Research.
  • Backaler, J., & Shankman, P. (2018). Digital influence: Unleash the power of influencer marketing to accelerate your global business. Palgrave Macmillan.
  • Bala, M. V., Mauskopf, J. A., & Wood, L. L. (1999). Willingness to pay as a measure of health benefits. Pharmacoeconomics, 15(1), 9-18.
  • Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46.
  • Balakrishnan, J., & Griffiths, M. D. (2017). Social media addiction: What is the role of content in YouTube?. Journal of behavioral addictions, 6(3), 364-377.
  • Bandura, A. (1976). Social learning theory. Prentice-Hall.
  • Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
  • Belanche, D., Casaló, L. V., Flavián, M., & Ibanez-Sanchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585.
  • Chan, T. Y., Kadiyali, V., & Park, Y.-H. (2007). Willingness to pay and competition in online auctions. Journal of Marketing Research, 44(2), 324-333.
  • 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.
  • De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in psychology, 10, 2685.
  • Dedeoglu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International journal of contemporary hospitality management, 31(1), 513-534.
  • Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2).
  • Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Garcia, D., Mitike Kassa, Y., Cuevas, A., Cebrian, M., Moro, E., Rahwan, I., & Cuevas, R. (2018). Analyzing gender inequality through large-scale Facebook advertising data. Proceedings of the National Academy of Sciences, 115(27), 6958-6963.
  • Godey, B., Lagier, J., & Pederzoli, D. (2009). A measurement scale of “aesthetic style” applied to luxury goods stores. International Journal of Retail & Distribution Management, 37(6), 527-537.
  • Hanemann, W. M. (1991). Willingness to pay and willingness to accept: how much can they differ?. The American Economic Review, 81(3), 635-647.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 69(2), 84-96.
  • Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing.
  • InfluencerMarketingHub. (2021). The state of influencer marketing 2021: Benchmark report. https://influencermarketinghub.com/influencer-marketing-benchmark-report-2021/
  • Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and content creation calibration. International Journal of advertising, 41(1), 150-177.
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
  • Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2022). Influencer marketing and authenticity in content creation. Australasian Marketing Journal, 30(4), 342-351.
  • Khalid, R., & Yasmeen, T. (2019). Celebrity physical attractiveness effect on consumer buying behavior. Jema, 16(2), 173-180.
  • Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
  • Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
  • Krystallis, A., & Chryssohoidis, G. (2005). Consumers' willingness to pay for organic food: Factors that affect it and variation per organic product type. British Food Journal, 107(5), 320-343.
  • Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.
  • Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), 190-197.
  • Li, Y., Peng, L., Ma, S., & Zhou, X. (2022). Beauty premium or beauty penalty in sharing accommodation situations based on lay theories. International Journal of Contemporary Hospitality Management, 34(3), 929-950.
  • Liao, M. J., Zhang, J., Wang, R. M., & Qi, L. (2021). Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes. Information Processing in Agriculture, 8(4), 528-536.
  • Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482.
  • Liu, M. (2022). Determining the Role of Influencers' Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention. Frontiers in Psychology, 3567.
  • 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.
  • Manago, A., Walsh, A., & Barsigian, L. (2022). The Contributions of Gender Identity and Gender Ideologies to the Purposes of Social Media Use in Adolescence. Frontiers in Psychology, 13, 8326.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
  • Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-52.
  • Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843.
  • Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity endorsement and consumer buying intention with relation to the television advertisement for perfumes. Management Studies, 5(2), 128-148.
  • Reich, S. (2021). A systematic gender perspective on entertainment theory. The oxford handbook of entertainment theory, 81-102.
  • Ribeiro, H., Fonseca Amaro, S., Seabra, C., & Luís Abrantes, J. (2014). Travel content creation: The influence of travelers’ innovativeness, involvement and use of social media. Journal of Hospitality and Tourism Technology, 5(3), 245-260.
  • Sammis, K., Lincoln, C., & Pomponi, S. (2015). Influencer marketing for dummies. John Wiley & Sons. Slater, J. (2020). 10 benefits of influencer marketing. The Marketing Sage.
  • http://www.themarketingsage.com/10-benefits-of-influencer-marketing/
  • Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260.
  • Stubb, C., & Colliander, J. (2019). “This is not sponsored content”–The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98(1), 210-222.
  • Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International Journal of Advertising, 39(7), 889-891.
  • Taylor, J. B. (1998). Economics. Houghton–Mifflin Company.
  • Valente, T. W., & Pumpuang, P. (2007). Identifying opinion leaders to promote behavior change. Health education & behavior, 34(6), 881-896.
  • Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is Influencer and How to Choose the Right One to Improve Brand Reputation?. Managing Global Transitions: International Research Journal, 17(2).
  • Wertenbroch, K., & Skiera, B. (2002). Measuring consumers' willingness to pay at the point of purchase. Journal of marketing research, 39(2), 228-241.
  • YPulse. (2020). 3 stats that show influencers are as influential as ever. https://www.ypulse.com/article/2020/09/01/3-stats-that-show-influencers-are-as-influential-as-ever/
Year 2023, Volume: 7 Issue: 1, 1 - 13, 25.09.2023

Abstract

References

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3).
  • Audrezet, A., & De Kerviler, G. (2009). How brands can build successful relationships with influencers. Harvard Business Review. Retrieved 18.04.2021 from https://hbr.org/2019/04/how-brands-can-build-successful-relationships-with-influencers
  • Audrezet, A., De Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(1), Journal of Business Research.
  • Backaler, J., & Shankman, P. (2018). Digital influence: Unleash the power of influencer marketing to accelerate your global business. Palgrave Macmillan.
  • Bala, M. V., Mauskopf, J. A., & Wood, L. L. (1999). Willingness to pay as a measure of health benefits. Pharmacoeconomics, 15(1), 9-18.
  • Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46.
  • Balakrishnan, J., & Griffiths, M. D. (2017). Social media addiction: What is the role of content in YouTube?. Journal of behavioral addictions, 6(3), 364-377.
  • Bandura, A. (1976). Social learning theory. Prentice-Hall.
  • Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
  • Belanche, D., Casaló, L. V., Flavián, M., & Ibanez-Sanchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585.
  • Chan, T. Y., Kadiyali, V., & Park, Y.-H. (2007). Willingness to pay and competition in online auctions. Journal of Marketing Research, 44(2), 324-333.
  • 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.
  • De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in psychology, 10, 2685.
  • Dedeoglu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International journal of contemporary hospitality management, 31(1), 513-534.
  • Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2).
  • Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Garcia, D., Mitike Kassa, Y., Cuevas, A., Cebrian, M., Moro, E., Rahwan, I., & Cuevas, R. (2018). Analyzing gender inequality through large-scale Facebook advertising data. Proceedings of the National Academy of Sciences, 115(27), 6958-6963.
  • Godey, B., Lagier, J., & Pederzoli, D. (2009). A measurement scale of “aesthetic style” applied to luxury goods stores. International Journal of Retail & Distribution Management, 37(6), 527-537.
  • Hanemann, W. M. (1991). Willingness to pay and willingness to accept: how much can they differ?. The American Economic Review, 81(3), 635-647.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 69(2), 84-96.
  • Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing.
  • InfluencerMarketingHub. (2021). The state of influencer marketing 2021: Benchmark report. https://influencermarketinghub.com/influencer-marketing-benchmark-report-2021/
  • Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and content creation calibration. International Journal of advertising, 41(1), 150-177.
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
  • Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2022). Influencer marketing and authenticity in content creation. Australasian Marketing Journal, 30(4), 342-351.
  • Khalid, R., & Yasmeen, T. (2019). Celebrity physical attractiveness effect on consumer buying behavior. Jema, 16(2), 173-180.
  • Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
  • Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
  • Krystallis, A., & Chryssohoidis, G. (2005). Consumers' willingness to pay for organic food: Factors that affect it and variation per organic product type. British Food Journal, 107(5), 320-343.
  • Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.
  • Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), 190-197.
  • Li, Y., Peng, L., Ma, S., & Zhou, X. (2022). Beauty premium or beauty penalty in sharing accommodation situations based on lay theories. International Journal of Contemporary Hospitality Management, 34(3), 929-950.
  • Liao, M. J., Zhang, J., Wang, R. M., & Qi, L. (2021). Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes. Information Processing in Agriculture, 8(4), 528-536.
  • Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482.
  • Liu, M. (2022). Determining the Role of Influencers' Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention. Frontiers in Psychology, 3567.
  • 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.
  • Manago, A., Walsh, A., & Barsigian, L. (2022). The Contributions of Gender Identity and Gender Ideologies to the Purposes of Social Media Use in Adolescence. Frontiers in Psychology, 13, 8326.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
  • Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-52.
  • Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843.
  • Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity endorsement and consumer buying intention with relation to the television advertisement for perfumes. Management Studies, 5(2), 128-148.
  • Reich, S. (2021). A systematic gender perspective on entertainment theory. The oxford handbook of entertainment theory, 81-102.
  • Ribeiro, H., Fonseca Amaro, S., Seabra, C., & Luís Abrantes, J. (2014). Travel content creation: The influence of travelers’ innovativeness, involvement and use of social media. Journal of Hospitality and Tourism Technology, 5(3), 245-260.
  • Sammis, K., Lincoln, C., & Pomponi, S. (2015). Influencer marketing for dummies. John Wiley & Sons. Slater, J. (2020). 10 benefits of influencer marketing. The Marketing Sage.
  • http://www.themarketingsage.com/10-benefits-of-influencer-marketing/
  • Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260.
  • Stubb, C., & Colliander, J. (2019). “This is not sponsored content”–The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98(1), 210-222.
  • Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International Journal of Advertising, 39(7), 889-891.
  • Taylor, J. B. (1998). Economics. Houghton–Mifflin Company.
  • Valente, T. W., & Pumpuang, P. (2007). Identifying opinion leaders to promote behavior change. Health education & behavior, 34(6), 881-896.
  • Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is Influencer and How to Choose the Right One to Improve Brand Reputation?. Managing Global Transitions: International Research Journal, 17(2).
  • Wertenbroch, K., & Skiera, B. (2002). Measuring consumers' willingness to pay at the point of purchase. Journal of marketing research, 39(2), 228-241.
  • YPulse. (2020). 3 stats that show influencers are as influential as ever. https://www.ypulse.com/article/2020/09/01/3-stats-that-show-influencers-are-as-influential-as-ever/
There are 54 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Selçuk Yasin Yıldız 0000-0002-1594-8799

Publication Date September 25, 2023
Submission Date May 18, 2023
Published in Issue Year 2023 Volume: 7 Issue: 1

Cite

APA Yıldız, S. Y. (2023). Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?. Pazarlama İçgörüsü Üzerine Çalışmalar, 7(1), 1-13.
AMA Yıldız SY. Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?. SOMI. September 2023;7(1):1-13.
Chicago Yıldız, Selçuk Yasin. “Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?”. Pazarlama İçgörüsü Üzerine Çalışmalar 7, no. 1 (September 2023): 1-13.
EndNote Yıldız SY (September 1, 2023) Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?. Pazarlama İçgörüsü Üzerine Çalışmalar 7 1 1–13.
IEEE S. Y. Yıldız, “Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?”, SOMI, vol. 7, no. 1, pp. 1–13, 2023.
ISNAD Yıldız, Selçuk Yasin. “Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?”. Pazarlama İçgörüsü Üzerine Çalışmalar 7/1 (September 2023), 1-13.
JAMA Yıldız SY. Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?. SOMI. 2023;7:1–13.
MLA Yıldız, Selçuk Yasin. “Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?”. Pazarlama İçgörüsü Üzerine Çalışmalar, vol. 7, no. 1, 2023, pp. 1-13.
Vancouver Yıldız SY. Influencer Kullanan Markaların Dikkatine! Influencer Cinsiyeti Tüketicilerin Ödeme İstekliliğini Nasıl Etkiliyor?. SOMI. 2023;7(1):1-13.