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Bu araştırmada, İnstagram fenomenlerinin her hangi bir marka ile ilgili olarak yaptıkları paylaşımlardaki görsel ve sözel içeriklerin, marka değiştirme, marka tutumu ve elektronik kulaktan kulağa pazarlama niyeti üzerindeki etkisini belirlemek amaçlanmaktadır. Araştırma örneklemi Y Jenerasyonu olarak bilinen 18-38 yaş aralığında yer alan İnstagram kullanıcıları olarak belirlenmiştir. Araştırma kapsamında oluşturulan anket formu, 15.11.2018 ile 22.11.2018 tarih aralığında online olarak 520 katılımcıya uygulanmıştır. Ancak bazı katılımcıların İnstagram kullanmaması ve bazı anketlerin eksik ve hatalı doldurulması nedeniyle 484 anket analize dahil edilmiştir. Elde edilen veriler SPSS 21 ve Yapısal Eşitlik Modeli (AMOS 24) ile analiz edilmiş ve İnstagram fenomenlerinin görsel içerikli paylaşımlarının marka tutumu, marka değiştirme ve elektronik kulaktan kulağa pazarlama üzerinde olumlu etkisinin olduğu belirlenmiştir. Sözel içerikli paylaşımların ise marka tutumu ve elektronik kulaktan kulağa pazarlama üzerinde olumlu etkisi tespit edilirken, marka değiştirme üzerinde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır.
In this study, it is aimed to determine the effects of the visual and verbal contents of the Instagram influencers in relation to any brand, on brand switching, brand attitude and the intention of electronic word of mouth marketing. The research sample was identified as Instagram users between the ages of 18 and 38, known as the Y Generation. An online questionnaire form was applied to 520 participants between 15.11.2018 and 22.11.2018. However, 484 questionnaires were included in the analysis because some participants did not use Instagram and some questionnaires were incomplete and incorrect. The obtained data were analyzed with SPSS 21 and Structural Equation Model (AMOS 24) and it was concluded that the visual content sharing of Instagram influencers had positive effect on brand attitude, brand switching and electronic word of mouth marketing. Vverbal contents had a positive effect on brand attitude and electronic word of mouth marketing but had no significant effect on brand switching.
In this study, it is aimed to determine the effects of the visual and verbal contents of the Instagram influencers in relation to any brand, on brand switching, brand attitude and the intention of electronic word of mouth marketing. The research sample was identified as Instagram users between the ages of 18 and 38, known as the Y Generation. An online questionnaire form was applied to 520 participants between 15.11.2018 and 22.11.2018. However, 484 questionnaires were included in the analysis because some participants did not use Instagram and some questionnaires were incomplete and incorrect. The obtained data were analyzed with SPSS 21 and Structural Equation Model (AMOS 24) and it was concluded that the visual contents sharing of Instagram influencers had positive effect on brand attitude, brand switching and electronic word of mouth marketing. Vverbal contents had positive effect on brand attitude and electronic word of mouth marketing but had no significant effect on brand switching.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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