İNTERNETTE AĞIZDAN AĞIZA PAZARLAMA BAĞLAMINDA INFLUENCERLARIN SATIN ALMA KARAR SÜRECİNDE ROLÜ ÜZERİNDE BİR ARAŞTIRMA: INSTAGRAM ÖRNEĞİ
Date
2022-01-19
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Abstract
Günümüzde sık kullanılan iletişim araçlarından biri olan sosyal
medya, sosyal bilimler alanında son zamanlarda araştırılan konuların başında
gelmektedir. Teknolojinin gelişmesine paralel olarak yaygınlaşan bilgisayar,
tablet ve akıllı telefon kullanımı ile beraber iletişim şekillerinin yanı sıra satın
alma davranışı da değişiklik göstermiştir. Bu çalışmada influencerların satın
alma karar sürecindeki rolü internette ağızdan ağıza pazarlama bağlamında
Instagram örnekleminde tartışılmıştır.
Nitel araştırma yöntemlerinden derinlemesine mülakat tekniğinin
kullanıldığı çalışmada, Instagram kullanan ve influencer takip eden 20
katılımcı ile görüşmeler gerçekleştirilmiştir. Influencer pazarlaması ve güven,
satın alma karar sürecinde influencerların rolüne ilişkin bulgularından
hareketle temalar oluşturulmuştur. influencerların tanıttığı ürün/hizmetin
tüketicilerin ilgisini çektiği ve satın alma isteği oluşturduğu saptanmıştır.
Yapılan görüşmelerde, tüketicilerin influencerlara güven duymamasına
karşın, paylaşımlarını incelediği saptanarak, güven duyulmamasına rağmen
influencerların satın alma karar sürecinde rol oynadığı tespit edilmişti
Description
A Research on the Role of Influencers in the Decision Making
Process in the Context of Word of Mouth on the Internet: Instagram Example
ABSTRACT: Social media, which is one of the frequently used communication tools, is an area that has been subject to various researches. Along with the use of computers, tablets and smartphones, which have become widespread in parallel with the development of technology, the purchase behavior has changed as well as the communication styles. In this study, the role of Influencers in the purchasing decision process is discussed in Instagram sample in the context of word of mouth marketing. In the study, in which in-depth interview technique, which is one of the qualitative research methods, was used, interviews were conducted with 20 participants using Instagram and following influencer. Based on the findings of Influencer marketing and trust, the role of influencers in the purchasing decision process, themes were created. It was determined that the product / service introduced by the influencers attracted the attention of consumers and created a desire to purchase. In the interviews, it was determined that although consumers do not trust influencers, they examined their shares and influencers played a role in the purchasing decision process.
ABSTRACT: Social media, which is one of the frequently used communication tools, is an area that has been subject to various researches. Along with the use of computers, tablets and smartphones, which have become widespread in parallel with the development of technology, the purchase behavior has changed as well as the communication styles. In this study, the role of Influencers in the purchasing decision process is discussed in Instagram sample in the context of word of mouth marketing. In the study, in which in-depth interview technique, which is one of the qualitative research methods, was used, interviews were conducted with 20 participants using Instagram and following influencer. Based on the findings of Influencer marketing and trust, the role of influencers in the purchasing decision process, themes were created. It was determined that the product / service introduced by the influencers attracted the attention of consumers and created a desire to purchase. In the interviews, it was determined that although consumers do not trust influencers, they examined their shares and influencers played a role in the purchasing decision process.
Keywords
public relations and advertising