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MEDIATING ROLE OF CONSUMER PURCHASE INTENTION ON THE RELATIONSHIP BETWEEN INFLUENCER’S PERCEIVED CHARACTERISTICS AND CONSUMER PURCHASE BEHAVIOR

Yıl 2023, Cilt: 21 Sayı: Cumhuriyetin 100. Yılı Özel Sayısı, 807 - 834, 18.10.2023
https://doi.org/10.35408/comuybd.1359816

Öz

This paper aims to explore the mediating role of purchase intention in the relationship between two selected characteristics of influencers and purchase behavior in the context of influencer marketing. In addition, the aim of this paper to examine these selected characteristics’ (trust and similarity, as defined by Parasocial Interaction Theory and Planned Behavior Theory) impact on both purchase intention and purchase behavior. The main population of this paper comprises social media users who actively use social media platforms and follow at least one influencer. Descriptive statistical analysis was performed in IBM SPSS 20 program, and confirmatory factor analysis and structural equation modeling analysis were performed using the SmartPLS 4 package program. The results showed that purchase intention has a mediating effect on the purchase behavior's relationships between trust and similarity. In addition, it was revealed that trust and similarity have positive and significant effects on purchase intention and purchase behavior. The main contribution of that paper to the literature is not only to reveal the mediating role of purchase intention in the purchase behavior’s relationship between trust and similarity but also to show the effects of trust and similarity on purchase intention and to determine the effects of these variables on purchase behavior in the context of influencer marketing.

Kaynakça

  • Abraham, J. S. E., Floreto, S. J. L., Pagkalinawan, M. I. B., & Etrata, A. E. (2022). Consumer perception on influencer marketing efforts of brands in the beauty and cosmetics industry. International Journal of Social and Management Studies, 3(2), 105-118.
  • Adnan, A., Jan, F. A., Ali, A., & Shah, S. A. (2018). Relationship between celebrity endorsements & consumer purchase intention. Contemporary Issues in Business & Economics (ICCIBE), 179.
  • Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations, 1(2), 21-30.
  • Al-Darraji, Z., Al Mansour, Z., & Rezai, S. (2020). Similarity, Familiarity, and Credibility in influencers and their impact on purchasing intention. Malardalen University, Sweden.
  • Ajzen, I. (1988). Attitudes, personality, and behavior, Chicago: Dorsey Press.
  • Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies.
  • Ba, S. and Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.
  • Bailis, R. (2022). The state of influencer marketing: 10 influencer marketing statistic to inform where you invest. Access: 09.07.2023, https://www.bigcommerce.co.uk/blog/influencer-marketing-statistics/#10-most-important-influencer-marketing-statistics-for-2020
  • Baron R. M. and Kenny DA. (1986). The Moderator-Mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 51, 1173–1182.
  • 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.
  • Bastrygina, T. and Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web Based Communities, 19(2-3), 222-242.
  • Bil, E. and Özkaya, M. (2020). Büyük veri analizi ve geleneksel pazarlama araştırmalarının kısa bir karşılatırılması. Troyacademy, 6(2), 462-476.
  • Bil, E. and Özkaya, M. (2022). Büyük verinin pazarlama karması üzerindeki etkileri. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 24(3), 969-980.
  • Bil, E., İnal, M., & Özkaya, M., (2022). The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 219-244.
  • Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904.
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, New Jersey: Lawrence Erlbaum Associates.
  • Chen, M., Xie, Z., Zhang, J., & Li, Y. (2021). Internet celebrities’ impact on luxury fashion impulse buying. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2470-2489.
  • Chen, H. and Ren, J. (2022). The effect of influencer persona on consumer decision- making towards short-form video ads—from the angle of narrative persuasion. In International Conference on Human-Computer Interaction, June 26-July 1, Cham: Springer International Publishing. 223-234.
  • Daud, N. A. P. (2021). The moderating role of Instagram influencer marketing on the relationship between purchase intention and actual purchase in an extended theory of planned behavior (TPB) (Doctoral dissertation, IPMI Business School).
  • Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 6(5), 196-200.
  • Dhanesh, G. S. and Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
  • EMarketer (2023). Influencer Marketing 2022 Report. Access: 04.07.2023, https://www.insiderintelligence.com/
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TÜKETİCİ SATIN ALMA NİYETİNİN İNFLUENCERLARIN ALGILANAN ÖZELLİKLERİ İLE TÜKETİCİ SATIN ALMA DAVRANIŞI ARASINDAKİ ARACILIK ROLÜ

Yıl 2023, Cilt: 21 Sayı: Cumhuriyetin 100. Yılı Özel Sayısı, 807 - 834, 18.10.2023
https://doi.org/10.35408/comuybd.1359816

Öz

Bu çalışmanın amacı, influencerların seçilmiş iki özelliği ile satın alma davranışı arasındaki ilişkide satın alma niyetinin aracı rolünü etkileyici pazarlama bağlamında araştırmaktır. Ayrıca, seçilen bu özelliklerin (Parasosyal Etkileşim Teorisi ve Planlı Davranış Teorisi’ne dayanan güven ve benzerlik) hem satın alma niyeti hem de satın alma davranışı üzerindeki etkisini araştırmak amaçlanmaktadır. Bu araştırmanın evrenini sosyal medya platformlarını aktif olarak kullanan ve en az bir influencerı takip eden sosyal medya kullanıcıları oluşturmaktadır. IBM SPSS 20 programında tanımlayıcı istatistiksel analizler, SmartPLS 4 paket programında ise doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi (YEM) analizi yapılmıştır. Analiz sonuçlarına göre, satın alma niyetinin, güven ile satın alma davranışı ve benzerlik ile satın alma davranışı arasındaki ilişkilerde aracı etkiye sahip olduğu tespit edilmiştir. Ayrıca güven ve benzerliğin satın alma niyeti ve satın alma davranışı üzerinde pozitif ve anlamlı etkilerinin olduğu ortaya çıkmıştır. Bu çalışmanın literatüre katkısı, yalnızca güven ve benzerlik ile satın alma davranışı arasındaki ilişkide satın alma niyetinin aracı rolünü ortaya koymak değil, aynı zamanda güven ve benzerliğin satın alma niyeti üzerindeki etkilerini ortaya koymak ve bu değişkenlerin satın alma davranışı üzerindeki etkilerini etkileyici pazarlama bağlamında incelemektir.

Kaynakça

  • Abraham, J. S. E., Floreto, S. J. L., Pagkalinawan, M. I. B., & Etrata, A. E. (2022). Consumer perception on influencer marketing efforts of brands in the beauty and cosmetics industry. International Journal of Social and Management Studies, 3(2), 105-118.
  • Adnan, A., Jan, F. A., Ali, A., & Shah, S. A. (2018). Relationship between celebrity endorsements & consumer purchase intention. Contemporary Issues in Business & Economics (ICCIBE), 179.
  • Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations, 1(2), 21-30.
  • Al-Darraji, Z., Al Mansour, Z., & Rezai, S. (2020). Similarity, Familiarity, and Credibility in influencers and their impact on purchasing intention. Malardalen University, Sweden.
  • Ajzen, I. (1988). Attitudes, personality, and behavior, Chicago: Dorsey Press.
  • Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies.
  • Ba, S. and Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.
  • Bailis, R. (2022). The state of influencer marketing: 10 influencer marketing statistic to inform where you invest. Access: 09.07.2023, https://www.bigcommerce.co.uk/blog/influencer-marketing-statistics/#10-most-important-influencer-marketing-statistics-for-2020
  • Baron R. M. and Kenny DA. (1986). The Moderator-Mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 51, 1173–1182.
  • 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.
  • Bastrygina, T. and Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web Based Communities, 19(2-3), 222-242.
  • Bil, E. and Özkaya, M. (2020). Büyük veri analizi ve geleneksel pazarlama araştırmalarının kısa bir karşılatırılması. Troyacademy, 6(2), 462-476.
  • Bil, E. and Özkaya, M. (2022). Büyük verinin pazarlama karması üzerindeki etkileri. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 24(3), 969-980.
  • Bil, E., İnal, M., & Özkaya, M., (2022). The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 219-244.
  • Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904.
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, New Jersey: Lawrence Erlbaum Associates.
  • Chen, M., Xie, Z., Zhang, J., & Li, Y. (2021). Internet celebrities’ impact on luxury fashion impulse buying. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2470-2489.
  • Chen, H. and Ren, J. (2022). The effect of influencer persona on consumer decision- making towards short-form video ads—from the angle of narrative persuasion. In International Conference on Human-Computer Interaction, June 26-July 1, Cham: Springer International Publishing. 223-234.
  • Daud, N. A. P. (2021). The moderating role of Instagram influencer marketing on the relationship between purchase intention and actual purchase in an extended theory of planned behavior (TPB) (Doctoral dissertation, IPMI Business School).
  • Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 6(5), 196-200.
  • Dhanesh, G. S. and Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
  • EMarketer (2023). Influencer Marketing 2022 Report. Access: 04.07.2023, https://www.insiderintelligence.com/
  • Enke, N. and Borchers, N. S. (2021). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. In Social media influencers in strategic communication (pp. 7-23). Routledge.
  • Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
  • Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. E-Commerce: The Role of Familiarity and Trust. Omega, 28, 725-73.
  • Fishbein, M. and Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
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  • Li, Y. and Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978.
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  • Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
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  • Moran, M. (2022). 29 significant influencer marketing statistics and trends. Access: 09.05.2023, https://startupbonsai.com/influencer-marketing-statistics/
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  • Müller, L., Mattke, J., & Maier, C. (2018). #Sponsored# ad: exploring the effect of influencer marketing on purchase intention. AMCIS 2018 Proceedings. 29
  • Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020). Influencer marketing and its impact on consumer lifestyles. In Forum Scientiae Oeconomia, 8(2), 109-120.
  • Niloy, A. C., Alam, J. B., & Alom, M. S. (2023). Influencer marketing: factors influencing a customer’s purchase intention. Asian Journal of Business Environment, 13(1), 23-32.
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  • Wu, Y. and Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 4432.
  • Xu, J. D., Cenfetelli, R. T., & Aquino, K. (2016). Do different kinds of trust matter? An examination of the three trusting beliefs on satisfaction and purchase behavior in the buyer–seller context. The Journal of Strategic Information Systems, 25(1), 15-31.
  • Yadav, R. and Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
  • Yuan, J. and Jang, S. (2008). The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival. Journal of Travel Research, 46(3), 279-288.
  • Zarei, G., Asgarnezhad Nuri, B., & Noroozi, N. (2019). The effect of Internet service quality on consumers’ purchase behavior: The Role of Satisfaction, Attitude, and Purchase Intention. Journal of Internet Commerce, 18(2), 197-220.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Uluslararası İşletmecilik
Bölüm Makaleler
Yazarlar

Mert İnal 0000-0002-2993-2982

Erkan Bil 0000-0003-4301-3816

Yayımlanma Tarihi 18 Ekim 2023
Gönderilme Tarihi 13 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 21 Sayı: Cumhuriyetin 100. Yılı Özel Sayısı

Kaynak Göster

APA İnal, M., & Bil, E. (2023). MEDIATING ROLE OF CONSUMER PURCHASE INTENTION ON THE RELATIONSHIP BETWEEN INFLUENCER’S PERCEIVED CHARACTERISTICS AND CONSUMER PURCHASE BEHAVIOR. Yönetim Bilimleri Dergisi, 21(Cumhuriyetin 100. Yılı Özel Sayısı), 807-834. https://doi.org/10.35408/comuybd.1359816

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