Araştırma Makalesi
Yıl 2020,
, 128 - 145, 25.05.2020
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
Kaynakça
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- İlter, B., ve Gökmen, H. (2009). Mevduat Bankalarında ilişkisel Fayda ile Müşteri Memnuniyeti arasındaki ilişki üzerine bir inceleme: İzmir ili Örneği.
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Toplam 45 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 25 Mayıs 2020 |
| Gönderilme Tarihi | 2 Eylül 2019 |
| Yayımlandığı Sayı | Yıl 2020 |
Cited By
Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.