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Sosyal Medya Etkileyicilerinin Paylaşımları mı Yoksa Tüketici Yorumları mı Daha Güvenilir? Tüketicilerin Satın Alma Davranışlarının İncelenmesi

Yıl 2025, Cilt: 26 Sayı: 3, 495 - 515

İlknur Saral

https://doi.org/10.37880/cumuiibf.1673391

Öz

İnternet ortamında bir ürünle ilgili paylaşılan tüketici yorumları ya da sosyal medya etkileyicilerin paylaşımları tüketici satın alma davranışları üzerinde etkili olabilmektedir. Günümüz rekabet ortamında teknolojinin de ilerlemesi ile birlikte işletmeler tarafından tüketici yorumlarına manipülasyon yapıldığı hakkında tüketiciler şüphe duyabilmektedir. Aynı şekilde, sosyal medya etkileyicilerine olan güvensizlik tüketiciler tarafından ticari bir iş birliği ve gerçeği yansıtmayan bir marka savunuculuğu olarak algılanabilmektedir. Bu doğrultuda, çalışmada tüketicilerin satın alma davranışlarında sosyal medya etkileyicilerine ve tüketici yorumlarına olan güvenin, güven üzerinde ise sosyal medya etkileyicilerin paylaşımlarının ticari yöneliminin ve internetteki tüketici yorumları hakkındaki manipülasyon şüphesinin etkilerini tespit etmek amaçlanmıştır. Araştırmada nicel bir yaklaşım benimsenmiş ve araştırma tasarımında ilişkisel ve tanımlayıcı analiz yöntemleri uygulanmıştır. Gözatım yöntemi kapsamında çevrimiçi yapılandırılmış bir anket formu hazırlanmıştır. Daha önce çevrimiçi alışveriş yapmış 443 tüketiciye çevrimiçi ortamda ulaşılmış ve veriler elde edilmiştir. SmartPLS programında verilerin güvenilirliği, geçerliliği ve çalışmanın hipotez testleri kısmi en küçük kareler yapısal eşitlik kapsamından değerlendirilmiştir. Çalışmanın sonucuna göre, sosyal medya etkileyicilerin paylaşımlarının ticari yönelimi arttıkça sosyal medya etkileyicisine güvenin de azaldığı tespit edilmiştir. Bununla birlikte çalışmada tüketicilerin sosyal medya etkileyicisine güvenleri arttıkça bu etkileyicilerin paylaşımına yönelik satın alma davranışlarının da arttığı belirlenmiştir. Tüketici yorumlarına yönelik manipülasyon şüphesi arttıkça tüketici yorumuna güvenin azaldığı anlaşılmaktadır. Fakat tüketici yorumlarına güven arttıkça tüketici yorumuna yönelik satın alma davranışı da artmaktadır. Tüketiciler sosyal medya etkileyicilerine göre tüketici yorumlarını daha güvenilir bulmakta ve satın alma davranışlarında tüketici yorumlarından daha fazla etkilenmektedirler. Bu çalışma, tüketicilerin güvenlerini ve satın alma davranışlarını, sosyal medya etkileyicilerin paylaşımlarının ticari yönelimi ve tüketici yorumlarındaki manipülasyon şüphesi açısından inceleyerek etkileyici pazarlama literatürünü genişletmektedir.

Anahtar Kelimeler

Sosyal Medya Etkileyicileri Tüketici Yorumları Güven Manipülasyon Şüphesi Ticari Yönelim

Kaynakça

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Are Social Media Influencers' Posts or Consumer Reviews More Trustworthy? Examining Consumers' Purchase Behaviour

Yıl 2025, Cilt: 26 Sayı: 3, 495 - 515

İlknur Saral

https://doi.org/10.37880/cumuiibf.1673391

Öz

Consumer reviews shared about a product on the internet or posts by social media influencers can have an impact on consumer purchasing behaviours. In today's competitive environment, with the advancement of technology, consumers may have doubts about whether consumer reviews are being manipulated by businesses. Similarly, distrust of social media influencers can be perceived by consumers as a commercial collaboration and brand advocacy that does not reflect reality. In this context, the study aimed to determine the effects of trust in social media influencers and consumer reviews on consumers' purchasing behaviours, and the effects of the commercial orientation of social media influencers' posts and suspicion of manipulation about consumer reviews on the internet on trust. A quantitative approach was adopted in the research and relational and descriptive analysis methods were applied in the research design. An online structured survey form was prepared within the scope of the survey method. 443 consumers who had previously shopped online were reached online and data was obtained. In the SmartPLS program, the reliability and validity of the data and the hypothesis tests of the study were evaluated within the scope of partial least squares structural equation. According to the results of the study, it was determined that as the commercial orientation of social media influencers' posts increases, trust in social media influencers decreases. In addition, it was determined in the study that as consumers' trust in social media influencers increases, their purchasing behaviours towards the posts of these influencers also increase. As the suspicion of manipulation towards consumer reviews increases, it is understood that trust in consumer reviews decreases. However, as trust in consumer reviews increases, purchasing behaviour towards consumer reviews also increases. Consumers find consumer reviews more trustworthy than social media influencers and are more influenced by consumer reviews in their purchasing behaviour. This study extends the influencer marketing literature by examining consumers’ trust and purchasing behaviour in terms of the commercial orientation of social media influencers’ posts and suspicion of manipulation in consumer reviews.

Anahtar Kelimeler

Social Media Influencers Consumer Reviews Trust Suspicion of Manipulation Commercial Orientation

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  • Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 40(1), 27-47.
  • Rashid, S., Warraich, U. A., Peerjan, G., & Salman, F. (2023). Impact of social media opinion leaders influencers on individual consumption decisions of visually conspicuous products. Market Forces, 18(2), 139-162. https://doi.org/10.51153/mf.v18i2.637
  • Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993-6001.
  • Ringle, C. M., Wende, S., & Becker, J-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. https://www.smartpls.com
  • Rizomyliotis, I., Konstantoulaki, K., & Giovanis, A. (2024). Social media influencers’ credibility and purchase intention: The moderating role of green consumption values. American Behavioral Scientist, 00027642241236172.
  • Roy, G., Datta, B., Mukherjee, S., Eckert, A., & Dixit, S. K. (2024). How online travel reviews sources affect travelers’ behavioral intentions? Analysis with source credibility theory. Tourism Planning & Development, 21(3), 299-329.
  • Rubin, R. B., Palmgreen, P., & Sypher, H. E. (2004). Source credibility scale–McCroskey. Communication research measures (ss. 332-339) içinde. Routledge.
  • Sahut, J. M., Laroche, M., & Braune, E. (2024). Antecedents and consequences of fake reviews in a marketing approach: An overview and synthesis. Journal of Business Research, 114572. https://doi.org/10.1016/j.jbusres.2024.114572
  • Sarıoğlu, C. İ. (2023). Influencer kaynak güvenilirliği ve marka tutumunun satın alma niyeti üzerindeki etkisi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 12(2), 912-937. https://doi.org/10.15869/itobiad.1248404
  • Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. C. Homburg, M. Klarmann, & A. E. Vomberg (Eds.), Handbook of market research (ss. 1-47) içinde. Springer.
  • Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7. ed.). John Wiley & Sons.
  • Siahaan, A., & Thiodore, J. (2022). Analysis influence of consumer behavior to purchase organic foods in Jakarta. 6th international conference of food, agriculture, and natural resource (IC-FANRES 2021). Atlantis Press.
  • Spates, S.A. (2023). Source credibility. The International Encyclopedia of Health Communication, 1-6. https://doi.org/10.1002/9781119678816.iehc0766
  • Stubb, C., Nyström, A. G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109-122. https://doi.org/10.1108/JCOM-11-2018-0119
  • Sundermann, G., & Munnukka, J. (2022). Hope you’re not totally commercial! Toward a better understanding of advertising recognition's impact on influencer marketing effectiveness. Journal of Interactive Marketing, 57(2), 237-254. https://doi.org/10.1177/10949968221087
  • Szczurski, M. (2017). Social media influencer-A Lifestyle or a profession of the XXIst century? https://open.icm.edu.pl/handle/123456789/15166
  • Şenbabaoğlu Danacı, E. (2024). Sosyal medyada parasosyal etkileşim ve algılanan güvenilirliğin tüketicilerin satın alma niyetine etkisinde homofilinin rolü. Pazarlama ve Pazarlama Araştırmaları Dergisi, 17(1), 39-76.
  • Tam, M. S. (2020). Sosyal medya etkileyicilerinin kanaat önderliği rolü. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8(2), 1325-1351.
  • Tormala, Z. L., Briñol, P., & Petty, R. E. (2006). When credibility attacks: The reverse impact of source credibility on persuasion. Journal of Experimental Social Psychology, 42(5), 684-691. https://doi.org/10.1016/j.jesp.2005.10.005
  • Tormala, Z. L., & Petty, R. E. (2004). Source credibility and attitude certainty: A metacognitive analysis of resistance to persuasion. Journal of Consumer Psychology, 14(4), 427-442.
  • Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.
  • Uzkurt, C., Sarıtaş, A., Özkul Arıkan N. E., & Sarı, D. (2022). Marka aşkının kaynak güvenilirliği ile satın alma ilişkisindeki aracılık rolü. Pazarlama Teorisi ve Uygulamaları Dergisi, 8(2), 231-254.
  • Uzunoğlu, E., & Misci Kip, S. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
  • van Reijmersdal, E. A., Walet, M., & Gudmundsdóttir, A. (2024). Influencer marketing: Explaining the effects of influencer self-presentation strategies on brand responses through source credibility. Marketing Intelligence & Planning, 42(7), 1214-1233.
  • Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506. https://doi.org/10.1016/j.jretconser.2023.103506
  • Walten, L., & Wiedmann, K. P. (2023). How product information and source credibility affect consumer attitudes and intentions towards innovative food products. Journal of Marketing Communications, 29(7), 637-653.
  • Walter, N., Föhl, U., & Zagermann, L. (2025). Big or small? Impact of influencer characteristics on influencer success, with special focus on micro-versus mega-influencers. Journal of Current Issues & Research in Advertising, 46(2), 160-182.
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  • Wiedmann, K. P., & Von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise–social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707-725.
  • Wolfe, M. T., & Patel, P. C. (2024). Image isn’t everything: Personality attractiveness, physical attractiveness, and self-employment earnings. Small Business Economics, 62(2), 807-831.
  • Wong, K. K-K., (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Technical Note 1, Marketing Bulletin, 24, 1-32.
  • Yavuz, A., & Özüpek, M. N. (2025). The role of online resource reliability of social media influencers on purchasing behavior. Erciyes İletişim Dergisi, 12(1), 29-51.
  • Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar. Seçkin Yayıncılık.
  • Yıldız, S. Y. (2023). Influencer kullanan markaların dikkatine! Influencer cinsiyeti tüketicilerin ödeme istekliliğini nasıl etkiliyor?. Pazarlama İçgörüsü Üzerine Çalışmalar, 7(1), 1-13.
  • Yin, H., Huang, X., & Zhou, G. (2024). An empirical investigation into the impact of social media fitness videos on users’ exercise intentions. Behavioral Sciences, 14(3), 157.
  • Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
  • Zhou, S, Blazquez, M, McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142. https://doi.org/10.1016/j.jbusres.2021.05.011
  • Zhuang, M., Cui, G., & Peng, L. (2018). Manufactured opinions: The effect of manipulating online product reviews. Journal of Business Research, 87, 24-35. https://doi.org/10.1016/j.jbusres.2018.02.016
  • Zorlu, N., & Uzgören, E. (2020). Elektronik ağızdan ağıza iletişimin tüketicilerin satın alma davranışları üzerindeki etkisinin belirleyicileri: Üniversite öğrencileri üzerinde bir araştırma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (63), 107-130.
Toplam 126 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

İlknur Saral 0000-0002-9099-9633

Erken Görünüm Tarihi 19 Temmuz 2025
Yayımlanma Tarihi
Gönderilme Tarihi 10 Nisan 2025
Kabul Tarihi 28 Haziran 2025
Yayımlandığı Sayı Yıl 2025Cilt: 26 Sayı: 3

Kaynak Göster

APA Saral, İ. (2025). Sosyal Medya Etkileyicilerinin Paylaşımları mı Yoksa Tüketici Yorumları mı Daha Güvenilir? Tüketicilerin Satın Alma Davranışlarının İncelenmesi. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 26(3), 495-515. https://doi.org/10.37880/cumuiibf.1673391
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