Araştırma Makalesi
BibTex RIS Kaynak Göster

Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi

Yıl 2022, Cilt: 23 Sayı: 4, 943 - 953, 16.10.2022

Selçuk Yasin Yıldız

https://doi.org/10.37880/cumuiibf.1130303
Cited By: 4

Öz

Sosyal medyanın günümüzde elektronik ticaretin merkezi haline gelmesi ve devasa pazar paylarına ulaşmasıyla birlikte, beraberinde birçok iş modeli de ortaya çıkmıştır. Bunların en çok bilineni olarak son yıllarda influencer pazarlaması dikkat çekmektedir. Burada önemli olan daha fazla kişiye ulaşmak değil, doğru influencerlar kullanılarak doğru kişilere ulaşmaktadır. Doğru kişilere ulaşmak için influencerları tanımak kadar, sosyal medya kullanıcılarını da doğru bir şekilde analiz etmek gerekmektedir. Bu çalışmanın amacı, sosyal medyada faaliyet gösteren firmaların iş birliği yaptıkları influencerın cinsiyetlerine göre, takipçilerinin demografik profillerini belirlemektir. Instagram kullanıcılarının, hesaplarından takip ettikleri influencerlara yönelik araştırmanın yapıldığı bu çalışmada kümeleme analizi yapılarak tüketici profilleri belirlenmeye çalışılmıştır. Toplam 483 katılımcıdan elde edilen veriler, kaynak güvenirliği teorisi ön planda tutularak analiz edilmiştir. Araştırma sonuçlarına göre, kadın sosyal medya kullanıcılarının; kadın influencerların tanıttıkları ürün hakkındaki uzmanlıklarına önem verirken, erkek influencerların uzmanlığına dair algılarının düşük olduğu görülmüştür. Benzer özellikler taşıyan tüketicilerin genel olarak, kadın influencerlarda güvenilirlik ve çekicilik özelliklerini erkeklere influencerlara oranla daha fazla önemsedikleri ise araştırma ile elde edilen bir başka sonuç olarak dikkat çekmektedir. Bu çalışma sosyal medya kullanan kişilerin, Instagram hesaplarından takip ettikleri influencerların cinsiyetlerine göre uzmanlık, çekicilik ve güvenilirlik hakkında düşüncelerini açıklamaktadır. Elde edilen sonuçlar ürün tanıtımlarında influencer kullanmak isteyen firmalara ve influencer pazarlaması hakkında çalışma yapmak isteyen araştırmacılara yönelik öneriler sunmaktadır.

Anahtar Kelimeler

Influencer pazarlaması Kaynak güvenirliği Kümeleme analizi Tüketici profilleri

Kaynakça

  • Abidin, C. (2015). Communicative intimacies: Influencers and percieved interconnectedness. Ada: A Journal of Gender, New Media, and Technology, 8, 1-16.
  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.
  • Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
  • 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.
  • Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857-869.
  • Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4), 563-576.
  • Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Butterworth-Heinemann, Elsevier.
  • Chiu, C., Lin, D., & Silverman, A. (2012). China’s social-media boom. McKinsey. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/chinas-social-media-boom
  • DataReportal. (2022). Digital 2022: Global digital overview. https://datareportal.com/?utm_source=Statista&utm_medium=Data_Citation_Hyperlink&utm_campaign=Data_Partners&utm_content=Statista_Data_Citation
  • Enberg, J. (2020). Global Instagram users 2020. https://www.emarketer.com/content/global-instagram-users-2020
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Erdoğmuş, Z. İ., & Karakaya, M. (2022). Engaging with social media influencers on Youtube: A custer analysis. Istanbul Business Research, 51(1), 359-373.
  • Fogg, B. J., & Tseng, H. (1999, May 15-20, 1999). The elements of computer credibility Human factors and computing systems,
  • Foster, M., West, B., & Francescucci, A. (2011). Exploring social media user segmentation and online brand profiles. Journal of Brand Management, 19(1), 4–17.
  • Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. In O. C. P., H. p. W., & G. U. (Eds.), Information and communication technologies in tourism (pp. 35-46). Springer.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (New International ed.). Pearson.
  • Ho, H., & Ito, K. (2019). Consumption-oriented engagement in social network sites: Undesirable influence on personal well-being. European Journal of Marketing, 53(7), 1355-1377.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
  • Isosuo, H. (2016). Social media influencer marketing Jyväskylä University of Applied Sciences].
  • Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
  • Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
  • McGuire, W. J. (1985). Attitudes and attitude change. In The Handbook of Social Psychology (pp. 233-346). Random House.
  • Obviously. (2020). Trends Report: The Impact of Coronavorus on Influencer Marketing, page 10. https://static1.squarespace.com/static/5b1f2ba0b40b9d244893933e/t/5e83608cc927de74e8d5d298/1585668329525/Trends+Report+The+Impact+of+Coronavirus+on+Influencer+Marketing+Obviously.pdf
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
  • Özkaynar, K. (2022). Marketing strategies of banks in the period of Metaverse, Block-chain, and Cryptocurrency in the context of consumer behavior theories. International Journal of Insurance and Finance, 2(1), 1-12.
  • Peng, J., Agarwal, A., Hosanagar, K., & Iyengar, R. (2018). Network overlap and content sharing on social media platforms. Journal of marketing research, 55(4), 571-585.
  • Rahim, R. A., Sulaiman, Z., Chin, T. A., Zaidin, N., & Zakuan, N. (2015). E-WOM review adoption and green purchase intention: The application of source credibility theory (SCT). Advanced Science Letters, 21(6), 2150-2154.
  • Schmidt, J. (2007). Blogging practices: An analytical framework. Journal of computer-mediated communication, 12(4), 1409-1427.
  • Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R., & Dwivedi, Y. K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105.
  • Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198-212.
  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
  • SocialMediaExaminer. (2021). Social Media Marketing Industry Report 2021. https://www.tractionwise.com/wp-content/uploads/2021/06/Industry-Report-2021-Final.pdf
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
  • Statista. (2021a). Influencer marketing worldwide - Statistics & Facts. https://www.statista.com/topics/2496/influence-marketing/#dossierKeyfigures
  • Statista. (2021b). Social media advertising https://www.statista.com/outlook/dmo/digital-advertising/social-media-advertising/worldwide
  • Statista. (2022). Social media usage in the United States - Statistics & Facts. https://www.statista.com/topics/3196/social-media-usage-in-the-united-states/#topicHeader__wrapper
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
  • Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
  • Whitehead Jr, J. L. (1968). Factors of source credibility. Quarterly Journal of Speech, 54(1), 59-63.
  • Yıldız, S. Y. (2021). Sosyal medya kullanıcılarının satın alma tercihlerinde influencer pazarlamasının etkisi. Uluslararası Yönetim Akademisi Dergisi, 4(3), 599-610.
  • Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283-295.
  • Zhang, W., & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the association for information systems, 9(2), 73-94.
  • Zhang, Y., Moe, W. W., & Schweidel, D. A. (2017). Modeling the role of message content and influencers in social media rebroadcasting [Article]. International Journal of Research in Marketing, 34(1), 100-119. https://doi.org/10.1016/j.ijresmar.2016.07.003
  • Zheng, W., Yuan, C. H., Chang, W. H., & Wu, Y. C. J. (2016). Profile pictures on social media: Gender and regional differences. Computers in Human Behavior, 63, 891-898.

Determination of Consumer Profiles According to the Gender of Instagram Influencers

Yıl 2022, Cilt: 23 Sayı: 4, 943 - 953, 16.10.2022

Selçuk Yasin Yıldız

https://doi.org/10.37880/cumuiibf.1130303
Cited By: 4

Öz

With social media becoming the centre of electronic commerce today and reaching substantial market shares, many business models have emerged; influencer marketing has recently attracted attention. The important thing here is not to reach more people but to reach the right people by using the right influencers. To get the right people, it is necessary to analyse social media users correctly as well as to know the influencers. This study aims to determine the demographic profiles of their followers according to the gender of the influencer that the companies are operating in a social media collaboration. In this study, where research was conducted for the influencers that Instagram users follow from their accounts, clustering analysis was made, and consumer profiles were determined. The data obtained from 483 participants were analysed by keeping the source credibility theory in the foreground. According to the results of the research, female social media users, while female influencers attach importance to their expertise in the product they promote, it has been seen that the perception of male influencers about their expertise is low. In general, consumers with similar characteristics attach more importance to reliability and attractiveness features in female influencers than to male influencers is another result obtained by the research. This study explains the thoughts of people who use social media about expertise, attractiveness, and trust according to the gender of the influencers they follow from their Instagram accounts. The results suggest companies that want to use influencers in product promotions and researchers who wish to study influencer marketing.

Anahtar Kelimeler

Influencer marketing Source credibility Cluster analysis Consumer profiles

Kaynakça

  • Abidin, C. (2015). Communicative intimacies: Influencers and percieved interconnectedness. Ada: A Journal of Gender, New Media, and Technology, 8, 1-16.
  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.
  • Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
  • 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.
  • Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857-869.
  • Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4), 563-576.
  • Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Butterworth-Heinemann, Elsevier.
  • Chiu, C., Lin, D., & Silverman, A. (2012). China’s social-media boom. McKinsey. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/chinas-social-media-boom
  • DataReportal. (2022). Digital 2022: Global digital overview. https://datareportal.com/?utm_source=Statista&utm_medium=Data_Citation_Hyperlink&utm_campaign=Data_Partners&utm_content=Statista_Data_Citation
  • Enberg, J. (2020). Global Instagram users 2020. https://www.emarketer.com/content/global-instagram-users-2020
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
  • Erdoğmuş, Z. İ., & Karakaya, M. (2022). Engaging with social media influencers on Youtube: A custer analysis. Istanbul Business Research, 51(1), 359-373.
  • Fogg, B. J., & Tseng, H. (1999, May 15-20, 1999). The elements of computer credibility Human factors and computing systems,
  • Foster, M., West, B., & Francescucci, A. (2011). Exploring social media user segmentation and online brand profiles. Journal of Brand Management, 19(1), 4–17.
  • Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. In O. C. P., H. p. W., & G. U. (Eds.), Information and communication technologies in tourism (pp. 35-46). Springer.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (New International ed.). Pearson.
  • Ho, H., & Ito, K. (2019). Consumption-oriented engagement in social network sites: Undesirable influence on personal well-being. European Journal of Marketing, 53(7), 1355-1377.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
  • Isosuo, H. (2016). Social media influencer marketing Jyväskylä University of Applied Sciences].
  • Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
  • Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
  • McGuire, W. J. (1985). Attitudes and attitude change. In The Handbook of Social Psychology (pp. 233-346). Random House.
  • Obviously. (2020). Trends Report: The Impact of Coronavorus on Influencer Marketing, page 10. https://static1.squarespace.com/static/5b1f2ba0b40b9d244893933e/t/5e83608cc927de74e8d5d298/1585668329525/Trends+Report+The+Impact+of+Coronavirus+on+Influencer+Marketing+Obviously.pdf
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
  • Özkaynar, K. (2022). Marketing strategies of banks in the period of Metaverse, Block-chain, and Cryptocurrency in the context of consumer behavior theories. International Journal of Insurance and Finance, 2(1), 1-12.
  • Peng, J., Agarwal, A., Hosanagar, K., & Iyengar, R. (2018). Network overlap and content sharing on social media platforms. Journal of marketing research, 55(4), 571-585.
  • Rahim, R. A., Sulaiman, Z., Chin, T. A., Zaidin, N., & Zakuan, N. (2015). E-WOM review adoption and green purchase intention: The application of source credibility theory (SCT). Advanced Science Letters, 21(6), 2150-2154.
  • Schmidt, J. (2007). Blogging practices: An analytical framework. Journal of computer-mediated communication, 12(4), 1409-1427.
  • Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R., & Dwivedi, Y. K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105.
  • Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198-212.
  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
  • SocialMediaExaminer. (2021). Social Media Marketing Industry Report 2021. https://www.tractionwise.com/wp-content/uploads/2021/06/Industry-Report-2021-Final.pdf
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
  • Statista. (2021a). Influencer marketing worldwide - Statistics & Facts. https://www.statista.com/topics/2496/influence-marketing/#dossierKeyfigures
  • Statista. (2021b). Social media advertising https://www.statista.com/outlook/dmo/digital-advertising/social-media-advertising/worldwide
  • Statista. (2022). Social media usage in the United States - Statistics & Facts. https://www.statista.com/topics/3196/social-media-usage-in-the-united-states/#topicHeader__wrapper
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
  • Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
  • Whitehead Jr, J. L. (1968). Factors of source credibility. Quarterly Journal of Speech, 54(1), 59-63.
  • Yıldız, S. Y. (2021). Sosyal medya kullanıcılarının satın alma tercihlerinde influencer pazarlamasının etkisi. Uluslararası Yönetim Akademisi Dergisi, 4(3), 599-610.
  • Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283-295.
  • Zhang, W., & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the association for information systems, 9(2), 73-94.
  • Zhang, Y., Moe, W. W., & Schweidel, D. A. (2017). Modeling the role of message content and influencers in social media rebroadcasting [Article]. International Journal of Research in Marketing, 34(1), 100-119. https://doi.org/10.1016/j.ijresmar.2016.07.003
  • Zheng, W., Yuan, C. H., Chang, W. H., & Wu, Y. C. J. (2016). Profile pictures on social media: Gender and regional differences. Computers in Human Behavior, 63, 891-898.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Selçuk Yasin Yıldız 0000-0002-1594-8799

Erken Görünüm Tarihi 11 Ekim 2022
Yayımlanma Tarihi 16 Ekim 2022
Gönderilme Tarihi 13 Haziran 2022
Yayımlandığı Sayı Yıl 2022Cilt: 23 Sayı: 4

Kaynak Göster

APA Yıldız, S. Y. (2022). Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 23(4), 943-953. https://doi.org/10.37880/cumuiibf.1130303

Cited By

TÜKETİM TOPLUMUNUN İNŞASINDA INFLUENCER’LARIN LİNK EKLEME HAREKETLİLİĞİ: INSTAGRAM HİKAYELERİ ÖRNEĞİ
İNİF E - Dergi
https://doi.org/10.47107/inifedergi.1332633
INFLUENCERLARIN (Online Etkileyici) KAYNAK GÜVENİLİRLİĞİ BOYUTLARININ SOSYO-DEMOGRAFİK DEĞİŞKENLER AÇISINDAN İNCELENMESİ
Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
https://doi.org/10.18070/erciyesiibd.1374186
Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty
İnsan ve Toplum Bilimleri Araştırmaları Dergisi
https://doi.org/10.15869/itobiad.1422438
Influencer Kaynak Güvenilirliği ve Marka Tutumunun Satın Alma Niyeti Üzerindeki Etkisi
İnsan ve Toplum Bilimleri Araştırmaları Dergisi
https://doi.org/10.15869/itobiad.1248404
 Kapak Resmi İndir

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.