Araştırma Makalesi
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The Role of Emotional Involvement and Source Reliability in The Effect of Micro-Celebrities on Brand Preference: Instagram Example

Yıl 2023, Cilt: 25 Sayı: 44, 238 - 256, 30.06.2023

Öz

The aim of this study is to determine the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities that produce Instagram content on brand preference. An online survey of consumers watching Instagram content of micro-celebrities is used to investigate hypotheses. A total of 366 micro-celebrity followers were reached for analysis. Structural equation modeling approach was used to explore the relationships in the model. The findings reveal that the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities producing Instagram content on brand preference is important. The research introduces the factors that affect brand preference at different levels and expands previous research on this subject. The findings of the research will help marketing managers and brands in choosing the micro-celebrities to collaborate with brands on the Instagram platform.

Kaynakça

  • Akıncı, S. ve Çakır, V. (2017). Para-Sosyal İlişki Teorisi Perspektifinden Ürün Yerleştirme Etkililiği. İNİF E-Dergi, 2(2), 210-228.
  • Amin, S. ve Tarun, Md T. (2021). Effect of Consumption Values on Customers’ Green Purchase Intention: a Mediating Role of Green Trust. Social Responsibility Journal, 17(8), 1320-1336.
  • Ariffin, S., Mohan, T. ve Goh, Y. (2018). Influence of Consumers’ Perceived Risk on Consumers’ Online Purchase Intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
  • Aslan, A. ve Ünlü, D. G. (2016). Instagram Fenomenleri ve Reklam İlişkisi: Instagram Fenomenleri Gözünden Bir Uygulama. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(2), 41-45
  • Bashir, M. A. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(9), 1998-2015.
  • Biçer, M. ve Kılıç, K. C. (2022). Yönetici Davranışları Ölçeğinin Türkçe’ye Uyarlanması: Geçerlilik ve Güvenilirlik Uyarlaması. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 24(42), 277-291.
  • Casalo, L. V., Flavian, C. ve Sanchez, S. I. (2018). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510-519.
  • Chakraborty, U. (2019). The Impact of Source Credible Online Reviews on Purchase Intention: The Mediating Roles of Brand Equity Dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161.
  • Chetioui, Y. ve Lebdaoui, H. (2021). Covid-19 Cause-Related Campaigns and Consumers’ PurchaseIntention: Does Religiosity Matter?. Journal of Islamic Marketing, Vol: ahead-of-print, No: ahead-of-print.
  • Choi, S. M. ve Rifon, N. J. (2012). Its ıs Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639-650.
  • Connaughton, S. L. ve Daly, J. A. (2004). Identification with Leader: A Comparison of Perception of Identification Among Geographically Dispersed and Co-Located Teams. Corparate Communications: An International Journal, 9(2), 89-103.
  • Çalık, M., Altunışık, R. ve Sütütemiz, N. (2013). Bütünleşik Pazarlama İletişimi, Marka Performansı ve Pazarlama Performansı İlişkisinin İncelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 137162.
  • Çalışkan, A. (2022). Örgütsel Etik İklimi: Bir Ölçek Geliştirme Çalışması. Uluslararası İktisadi ve İdari Bilimler Dergisi, 8(1), 34-54.
  • Dalla-Pria, L. ve Rodriguez-de-Dios, I. (2022). CSR Communication on Social Media: The Impact of Source and Framing on Message Credibility, Corporate Reputation and WOM. Corporate Communications: An International Journal, 27(3), 543-567.
  • Dedeoglu, B. B. (2019). Are Information Quality and Source Credibility Really Important For Shared Content on Social Media? Moderating Role of Gender. International Journal of Contemporary Hospitality Management, 31(1), 513-534.
  • Dohen, C., Weems, C. F., Stickle, T. R., Costa, N. M. ve Berman, S. L. (2005). A Cross-Sectional Evaluation of the Factorical Invariance of Anxiety Sensivity in Adolescents and Young Adults. Behaviour Research Trherapy, 43, 799-810.
  • Fresno Garcia, M. D., Daly, A.J. ve Segado Sanchez-Cabezudo, S. (2016). Identifying The New Influencers in The Internet Era: Social Media and Social Network Analysis. Revista Espanola de Investigaciones Sociologicas, (153), 23-40
  • Forbes, K. (2016). Examining The Beauty Industry’s Use of Social Influencers. Elon Journal of Undergraduate Research in Communications, 7(2), 78-87.
  • Fornel, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Goldsmith, R. E. ve Clark, R. A. (2008). An Analysis of Factors Affecting Fashion Opinion Leadership and Fashion Opinion Seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.
  • Graham, S. (2017). The Age of Micro-Celebrity Fiction: The Impact and Influence of YouTube Celebrity Authors on The 21st Centry British Publishing Trade, The Journal of Publishing Culture, 7, 1-14.
  • Gürlek, M. ve Tuna, M. (2018). Sosyal Kimlik Teorisi Açısından Örgütsel Özdeşleşme Teorik Temelleri. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 2(3), 39-48.
  • Haigh, M. M. ve Brubaker, P. (2010). Examining How Image Restoration Strategy Impact Perceptions of Corporate Social Responsibility, Organization-Public Relationships, and Source Credibility. Corparate Communications: An International Journal, 15(4), 453-468.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2018). Multivarite Data Analysis, Cangage Learning. Boston: Eighth Edition
  • Hooper, D., Coughlan, J. ve Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
  • Hu, L. ve Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structural Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modelling: A Multidisciplinary Journal, 6(1), 1-55.
  • Hu, X., Chen, Z., Davison, R. M. ve Liu, Y. (2022). Charting Consumers’ Contiuned Social Commerce Intention, Internet Research. 32(1), 120-149.
  • Huang, C. C., Wang, Y. M., Wu, T. W. ve Wang, P. A. (2013). An Empirical Analysis of the Antecedents and Performance Consequences of Using the Moodle Platform. International Journal of Information and Education Technology, 3(2), 217-221.
  • Huang, Z., Zhu, Y. Hao, A. ve Deng, j. (2022). How Social Presence Influences Consumer Purchase Intention in Live Video Commerce: The Mediating Role of Immersive Experiance and The Moderating Role of Positive Emotions. Journal of Research in Interactive Marketing, Vol: ahead-of-print, No: ahead-of-print, 1-17.
  • Hunter, E. (2009). Celebrity Entrepreneurship and Celebrity Endorsement: Similarities, Differences and The Effect of Deeper Engagement. (Doktora Tezi). Jönköping International Business School, JIBS Dissertation Series No: 57.
  • Johnson, A. R. (2005). When Celebrity Is Tied to Immoral Behavior: Consumer Reaction to Micheal Jackson and Kobe Braynt, in NA – Advances in Consumer Research, 32, Geeta Menon and Akshay R. Rao, Duluth (Ed.) , MN: Association for Consumer Research, 100-101.
  • Kara, I. U. ve Zekioğlu, A. (2022). Sağlık Yöneticisi Adaylarının Karar Verme Tarzları ile Bilişsel Eneklik İlişkisinin İncelenmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 13(34), 398-411.
  • Karadeniz, M. ve Kocamaz, İ. (2020). An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Journal of Yasar University, 15, 307-315.
  • Keshavarz, H. ve Givi, M. E. (2020). A Scale for Credibility Evaluation of Scientific Websites: Findings from a Cross-Contextual Aproach. Online Information Review, 44(7), 1369-1386.
  • Khamis, S., Ang, L. ve Welling, R. (2016). Self-Branding, ‘Micro-Celebrity’ and The Rise of Social Media Influencers, Celebrity Studies, DOI: 10.1080/19392397.2016.1218292.
  • Kılıç, S. (2016). Cronbach’s Alpha Reliability Coefficient. Journal of Mood Disorders, 6(1), 47-48.
  • Kovoor-Misra, S. ve Smith, M. A. (2011). Artifacts, Identification and Support for Change After an Acquisition. Leadership & Organization Development Journal, 32(6), 584-604.
  • Lim, X. J., Mohd Radzol, A. R., Cheah, J. H. ve 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.
  • Martin, F. ve Tao-Peng, F. (2017). Morality Matters? Consumer Identification with Celebrity Endorsers in China. Asian Bus Manage, 16(3), 272-289.
  • Marwick, A. E. (2013). Status Update: Celebrity, Publicity, and Branding in Social Media Age, Yale University Press, New Haven & London, First Edition.
  • Munnukka, J., Uusitalo, O. ve Toivonen, H. (2016). Credibility of a Peer Endorser and Advertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  • Ngamvichaikit, A. ve Beise-Zee, R. (2014). Customer Preference for Decision Authority in Credence Services: The Moderating Effect of Source Credibility and Persuasion Knowledge. Managing Service Quality, 24(3), 274-299.
  • Nunes, Renata H., Ferreira, Jorge B., Freitas, Angilberto S. (2017). The Effects of Social Media Opininon Leaders Recommendations on Followers Intention to Buy. Review of Business Management, 20, 57-73.
  • Ohanian, R. (1990). Construction and Validation of Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52.
  • Pozharliev, R., Rossi, D. ve De Angelis M. (2022). Consumers’ Sef-Reported and Brain Responses to Advertising Post on Instagram: The Effect of Number of Followers and Argument Quality. European Journal of Marketing, 56(3), 922-948.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Senft, T. M. (2008). Camgirls: Celebrity and Community in the Age of Social Networks (First Edition). New York: Peter Lang.
  • Solansky, S.T. (2011). Team Identification: a Determining Factor of Performance. Journal of Managerial Psychology, 26(3), 247-258.
  • Subramaniam, M., Taylor, N. G., Jean, B., Follman, R., Kodama, C. ve Casciotti, D. (2015). As Simple as That? Tween Credibility Assessement in a Complex Online World. Journal of Documentation, 71(3), 550-571.
  • Teng, H., Ni, J.ve Chen, H. (2018). Relationship Between E-Servicescape and Purchase Intention Among Heavy and Light Internet Users. Internet Research, 28(2), 333-350.
  • Thamizhvanan, A. ve Xavier, M.J. (2013). Detarminants of Customers’ Online Purchase Intention: An Empirical Study in India. Journal of Indian Business Research, 5(1), 17-32.
  • Toufani, S., Stanton, J. P. ve Chikweche, T. (2017). The Importance of Aesthetics on Customers’ Intentions to Purchase Smartphones. Marketing Intelligence & Planning, 35(3), 316-338.
  • Verma, D. ve Dewani, P. P. (2021). eWOM Credibility: a Comprehensive Framework and Literature Review. Online Information Review, 45(3), 481-500.
  • Yaylagül, Ş. (2017). Sosyal Medya Fenomenlerine Bağlanmışlığın Belirlenmesi: Yükseköğretim Öğrencileri Üzerine Bir Uygulama. Adnan Menderes Üniversitesi Sosyal Bilimler Dergisi, 4(3), 219-235

Sosyal Medya Fenomenlerinin Marka Tercihine Etkisinde Duygusal Katılım ve Kaynak Güvenilirliği Faktörlerinin Rolü: Instagram Örneği

Yıl 2023, Cilt: 25 Sayı: 44, 238 - 256, 30.06.2023

Öz

Bu araştırmanın amacı, Instagram içerikleri üreten sosyal medya fenomenlerinin marka tercihine etkisinde duygusal katılım ve kaynak güvenilirliği faktörlerinin rolünü tespit etmektir. Hipotezleri araştırmak için Sosyal Medya Fenomenlerinin Instagram içeriklerini izleyen tüketicilere yönelik çevrimiçi anket kullanılmaktadır. Analiz için toplam 366 Sosyal Medya Fenomeni takipçisine ulaşılmıştır. Modeldeki ilişkileri keşfetmek için yapısal eşitlik modelleme yaklaşımı kullanılmıştır. Elde edilen bulgular Instagram içerikleri üreten Sosyal Medya Fenomenlerinin marka tercihi üzerindeki etkisinde duygusal katılım ve kaynak güvenilirliği faktörlerinin rolünün önemli olduğunu ortaya koymaktadır. Araştırma marka tercihini farklı düzeylerde etkileyen faktörleri tanıtmakta ve bu konuya ilişkin önceki araştırmaları genişletmektedir. Araştırmanın bulguları, pazarlama yöneticilerine ve markalara Instagram platformunda marka iş birliği yapılacak Sosyal Medya Fenomeni seçiminde yardımcı olacaktır.

Kaynakça

  • Akıncı, S. ve Çakır, V. (2017). Para-Sosyal İlişki Teorisi Perspektifinden Ürün Yerleştirme Etkililiği. İNİF E-Dergi, 2(2), 210-228.
  • Amin, S. ve Tarun, Md T. (2021). Effect of Consumption Values on Customers’ Green Purchase Intention: a Mediating Role of Green Trust. Social Responsibility Journal, 17(8), 1320-1336.
  • Ariffin, S., Mohan, T. ve Goh, Y. (2018). Influence of Consumers’ Perceived Risk on Consumers’ Online Purchase Intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
  • Aslan, A. ve Ünlü, D. G. (2016). Instagram Fenomenleri ve Reklam İlişkisi: Instagram Fenomenleri Gözünden Bir Uygulama. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(2), 41-45
  • Bashir, M. A. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(9), 1998-2015.
  • Biçer, M. ve Kılıç, K. C. (2022). Yönetici Davranışları Ölçeğinin Türkçe’ye Uyarlanması: Geçerlilik ve Güvenilirlik Uyarlaması. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 24(42), 277-291.
  • Casalo, L. V., Flavian, C. ve Sanchez, S. I. (2018). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510-519.
  • Chakraborty, U. (2019). The Impact of Source Credible Online Reviews on Purchase Intention: The Mediating Roles of Brand Equity Dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161.
  • Chetioui, Y. ve Lebdaoui, H. (2021). Covid-19 Cause-Related Campaigns and Consumers’ PurchaseIntention: Does Religiosity Matter?. Journal of Islamic Marketing, Vol: ahead-of-print, No: ahead-of-print.
  • Choi, S. M. ve Rifon, N. J. (2012). Its ıs Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639-650.
  • Connaughton, S. L. ve Daly, J. A. (2004). Identification with Leader: A Comparison of Perception of Identification Among Geographically Dispersed and Co-Located Teams. Corparate Communications: An International Journal, 9(2), 89-103.
  • Çalık, M., Altunışık, R. ve Sütütemiz, N. (2013). Bütünleşik Pazarlama İletişimi, Marka Performansı ve Pazarlama Performansı İlişkisinin İncelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 137162.
  • Çalışkan, A. (2022). Örgütsel Etik İklimi: Bir Ölçek Geliştirme Çalışması. Uluslararası İktisadi ve İdari Bilimler Dergisi, 8(1), 34-54.
  • Dalla-Pria, L. ve Rodriguez-de-Dios, I. (2022). CSR Communication on Social Media: The Impact of Source and Framing on Message Credibility, Corporate Reputation and WOM. Corporate Communications: An International Journal, 27(3), 543-567.
  • Dedeoglu, B. B. (2019). Are Information Quality and Source Credibility Really Important For Shared Content on Social Media? Moderating Role of Gender. International Journal of Contemporary Hospitality Management, 31(1), 513-534.
  • Dohen, C., Weems, C. F., Stickle, T. R., Costa, N. M. ve Berman, S. L. (2005). A Cross-Sectional Evaluation of the Factorical Invariance of Anxiety Sensivity in Adolescents and Young Adults. Behaviour Research Trherapy, 43, 799-810.
  • Fresno Garcia, M. D., Daly, A.J. ve Segado Sanchez-Cabezudo, S. (2016). Identifying The New Influencers in The Internet Era: Social Media and Social Network Analysis. Revista Espanola de Investigaciones Sociologicas, (153), 23-40
  • Forbes, K. (2016). Examining The Beauty Industry’s Use of Social Influencers. Elon Journal of Undergraduate Research in Communications, 7(2), 78-87.
  • Fornel, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Goldsmith, R. E. ve Clark, R. A. (2008). An Analysis of Factors Affecting Fashion Opinion Leadership and Fashion Opinion Seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.
  • Graham, S. (2017). The Age of Micro-Celebrity Fiction: The Impact and Influence of YouTube Celebrity Authors on The 21st Centry British Publishing Trade, The Journal of Publishing Culture, 7, 1-14.
  • Gürlek, M. ve Tuna, M. (2018). Sosyal Kimlik Teorisi Açısından Örgütsel Özdeşleşme Teorik Temelleri. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 2(3), 39-48.
  • Haigh, M. M. ve Brubaker, P. (2010). Examining How Image Restoration Strategy Impact Perceptions of Corporate Social Responsibility, Organization-Public Relationships, and Source Credibility. Corparate Communications: An International Journal, 15(4), 453-468.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2018). Multivarite Data Analysis, Cangage Learning. Boston: Eighth Edition
  • Hooper, D., Coughlan, J. ve Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
  • Hu, L. ve Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structural Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modelling: A Multidisciplinary Journal, 6(1), 1-55.
  • Hu, X., Chen, Z., Davison, R. M. ve Liu, Y. (2022). Charting Consumers’ Contiuned Social Commerce Intention, Internet Research. 32(1), 120-149.
  • Huang, C. C., Wang, Y. M., Wu, T. W. ve Wang, P. A. (2013). An Empirical Analysis of the Antecedents and Performance Consequences of Using the Moodle Platform. International Journal of Information and Education Technology, 3(2), 217-221.
  • Huang, Z., Zhu, Y. Hao, A. ve Deng, j. (2022). How Social Presence Influences Consumer Purchase Intention in Live Video Commerce: The Mediating Role of Immersive Experiance and The Moderating Role of Positive Emotions. Journal of Research in Interactive Marketing, Vol: ahead-of-print, No: ahead-of-print, 1-17.
  • Hunter, E. (2009). Celebrity Entrepreneurship and Celebrity Endorsement: Similarities, Differences and The Effect of Deeper Engagement. (Doktora Tezi). Jönköping International Business School, JIBS Dissertation Series No: 57.
  • Johnson, A. R. (2005). When Celebrity Is Tied to Immoral Behavior: Consumer Reaction to Micheal Jackson and Kobe Braynt, in NA – Advances in Consumer Research, 32, Geeta Menon and Akshay R. Rao, Duluth (Ed.) , MN: Association for Consumer Research, 100-101.
  • Kara, I. U. ve Zekioğlu, A. (2022). Sağlık Yöneticisi Adaylarının Karar Verme Tarzları ile Bilişsel Eneklik İlişkisinin İncelenmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 13(34), 398-411.
  • Karadeniz, M. ve Kocamaz, İ. (2020). An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Journal of Yasar University, 15, 307-315.
  • Keshavarz, H. ve Givi, M. E. (2020). A Scale for Credibility Evaluation of Scientific Websites: Findings from a Cross-Contextual Aproach. Online Information Review, 44(7), 1369-1386.
  • Khamis, S., Ang, L. ve Welling, R. (2016). Self-Branding, ‘Micro-Celebrity’ and The Rise of Social Media Influencers, Celebrity Studies, DOI: 10.1080/19392397.2016.1218292.
  • Kılıç, S. (2016). Cronbach’s Alpha Reliability Coefficient. Journal of Mood Disorders, 6(1), 47-48.
  • Kovoor-Misra, S. ve Smith, M. A. (2011). Artifacts, Identification and Support for Change After an Acquisition. Leadership & Organization Development Journal, 32(6), 584-604.
  • Lim, X. J., Mohd Radzol, A. R., Cheah, J. H. ve 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.
  • Martin, F. ve Tao-Peng, F. (2017). Morality Matters? Consumer Identification with Celebrity Endorsers in China. Asian Bus Manage, 16(3), 272-289.
  • Marwick, A. E. (2013). Status Update: Celebrity, Publicity, and Branding in Social Media Age, Yale University Press, New Haven & London, First Edition.
  • Munnukka, J., Uusitalo, O. ve Toivonen, H. (2016). Credibility of a Peer Endorser and Advertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  • Ngamvichaikit, A. ve Beise-Zee, R. (2014). Customer Preference for Decision Authority in Credence Services: The Moderating Effect of Source Credibility and Persuasion Knowledge. Managing Service Quality, 24(3), 274-299.
  • Nunes, Renata H., Ferreira, Jorge B., Freitas, Angilberto S. (2017). The Effects of Social Media Opininon Leaders Recommendations on Followers Intention to Buy. Review of Business Management, 20, 57-73.
  • Ohanian, R. (1990). Construction and Validation of Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52.
  • Pozharliev, R., Rossi, D. ve De Angelis M. (2022). Consumers’ Sef-Reported and Brain Responses to Advertising Post on Instagram: The Effect of Number of Followers and Argument Quality. European Journal of Marketing, 56(3), 922-948.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Senft, T. M. (2008). Camgirls: Celebrity and Community in the Age of Social Networks (First Edition). New York: Peter Lang.
  • Solansky, S.T. (2011). Team Identification: a Determining Factor of Performance. Journal of Managerial Psychology, 26(3), 247-258.
  • Subramaniam, M., Taylor, N. G., Jean, B., Follman, R., Kodama, C. ve Casciotti, D. (2015). As Simple as That? Tween Credibility Assessement in a Complex Online World. Journal of Documentation, 71(3), 550-571.
  • Teng, H., Ni, J.ve Chen, H. (2018). Relationship Between E-Servicescape and Purchase Intention Among Heavy and Light Internet Users. Internet Research, 28(2), 333-350.
  • Thamizhvanan, A. ve Xavier, M.J. (2013). Detarminants of Customers’ Online Purchase Intention: An Empirical Study in India. Journal of Indian Business Research, 5(1), 17-32.
  • Toufani, S., Stanton, J. P. ve Chikweche, T. (2017). The Importance of Aesthetics on Customers’ Intentions to Purchase Smartphones. Marketing Intelligence & Planning, 35(3), 316-338.
  • Verma, D. ve Dewani, P. P. (2021). eWOM Credibility: a Comprehensive Framework and Literature Review. Online Information Review, 45(3), 481-500.
  • Yaylagül, Ş. (2017). Sosyal Medya Fenomenlerine Bağlanmışlığın Belirlenmesi: Yükseköğretim Öğrencileri Üzerine Bir Uygulama. Adnan Menderes Üniversitesi Sosyal Bilimler Dergisi, 4(3), 219-235
Toplam 54 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Tüketici Davranışı, Tüketici Odaklı Ürün veya Hizmet Geliştirme
Bölüm Araştırma Makalesi
Yazarlar

Ömer Osman Poyraz

Yusuf Karaca

Erken Görünüm Tarihi 23 Haziran 2023
Yayımlanma Tarihi 30 Haziran 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 25 Sayı: 44

Kaynak Göster

APA Poyraz, Ö. O., & Karaca, Y. (2023). Sosyal Medya Fenomenlerinin Marka Tercihine Etkisinde Duygusal Katılım ve Kaynak Güvenilirliği Faktörlerinin Rolü: Instagram Örneği. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi, 25(44), 238-256.

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