Araştırma Makalesi
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Tüketicilerin Youtuber’lara Yönelik Algılarının İncelenmesi: Türkiye Örneği

Yıl 2018, Cilt: 9 Sayı: 32, 23 - 38, 01.04.2018
https://doi.org/10.5824/1309-1581.2018.2.002.x

Öz

Bilgi ve iletişim teknolojilerinde meydana gelen gelişmeler sonucunda hayatımıza giren sosyal medya, pazarlama çalışmalarında da yeni bir takım uygulamalara neden olmaktadır. Bunlardan biri de gittikçe daha fazla karşımıza çıkan YouTuber’lardır. Milyonlara varan takipçi sayıları ile YouTuber’lar takipçileri üzerindeki etkileri nedeniyle markaların dikkatlerini çekmeyi başarmışlardır. Bu amaç doğrultusunda 2017 Kasım- Aralık ayları içinde Türkiye’de Kastamonu Üniversitesi öğrencisi olan 257 öğrenciye yüz yüze anket yapılmıştır. Araştırma sonucunda kullanıcıların markaların mobil uygulamalarına yönelik algıları -kolaylaştırma, alışveriş isteği yaratma, kişiselleştirme ve satış sonrası güven- faktörleri altında toplanmıştır. Araştırma sonucunda katılımcıların algıları YouTuber video algısı, içerik paylaşımı, algılanan fayda ve satın alım kararına etki olmak üzere dört boyut olarak ortaya çıkmıştır.

Kaynakça

  • Arnold A. (2017). Why YouTube Stars Influence Millennials More Than Traditional Celebrities. https://www.forbes.com/sites/under30network/2017/06/20/why-youtube-stars-influence- millennials-more-than-traditional-celebrities/#14855fdd48c6 (Erişim tarihi: 18.12.2017).
  • Abidin C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia. 161, no. 1: 86–100. doi:10.1177/1329878X16665177
  • Biaudet S. (2017). Influencer Marketing as a Marketing Tool. Yrkeshögskolan Arcada. https://www.theseus.fi/bitstream/handle/10024/134139/Biaudet_Sofie.pdf?sequence=1
  • Boyd DM and Ellison NB. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication vol 13, no. 1: 210–30. doi:10.1111/j.1083- 6101.2007.00393.x
  • Brown D and Fiorella S. (2013). Influence Marketing How to Create, Manage, and Measure Brand Infl uencers in Social Media Marketing. Que Publishing: Indianapolis, USA .
  • Brown D and Hayes N, (2008). Influencer Marketing: Who Really Influences Your Customers Elsevier/Butterworth-Heinemann
  • Cheong HJ. And Morrison MA. (2008) Consumers' reliance on product information and recommendations found in UGC. Journal of Interactive Advertising,. 8(2), 38-49.
  • DEFY Media. (2015). ACUMEN report: Constant content. Retrieved Nowember 12, 2017, from http://cdn.defymedia.com/ Handout-150212-12.pdf
  • http://defymedia.com/wp-content/uploads/2017/11/Acumen
  • Dinesh D, (2017). Why Micro-Influencers Are a Social Media Marketing Imperative for 2017. industry insights. Influencers-are-a-Social-Media-Marketing-Imperative-for-2017-115835.htm (Erişim tarihi: 13.12.2017).
  • Enge E, (2012). Influencer Marketing - What it is, and Why YOU Need to be Doing it. https://moz.com/blog/influencer-marketing-what-it-is-and-why-you-need-to-be-doing-it (Erişim tarihi: 13.12.2017).
  • Evans NJ, Joe P, Jay L and Hyoyeun J. (2017) Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent, Journal of Interactive Advertising,. DOI: 10.1080/15252019.2017.1366885
  • Fägersten KB. (2017) The role of swearing in creating an online persona: The case of YouTuber PewDiePie. Discourse, Context & Media 2017. 18 1–10
  • Farooq F, And Ja Z. The Impact of Social Networking to Influence Marketing through Product Reviews. International Journal of Information and Communication Technology Research Volume 2 No. 8, August 2012
  • Forbes K. (2016) Examining the Beauty Industry’s Use of Social Influencers. Elon Journal of Undergraduate Research in Communications Vol. 7, No. 2, Fall
  • Gardner J and Lehnert K. (2016) What’s new about new media? How multi-channel networks work with http://dx.doi.org/10.1016/j.bushor.2016.01.009 Creators. Business Horizons 59, 293—302. Gen.video (2016)
  • http://gen.video/wp-content/uploads/downloads/2017/01/INFLUENCER
  • MARKETING-TRENDS-AND-BEST-PRACTICES-FOR-2017.pdf (Erişim tarihi:14.12.2017).
  • Gruen TW, Osmonbekov T and Czaplewski, AJ. (2006) eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research 59 449 – 456
  • Hwang J, Lee B and Kim K. (2014) Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in Korea. Cyberpsychology, Behavior, and Social networkin,. 17(2), 117-124. doi. 10.1089/cyber.2012.0566
  • Kalaycı Ş. (2009) SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. (4. Baskı) Asil Yayınları: Ankara.
  • Kiss C and Bichler M.( 2008) Identification of influencers — Measuring influence in customer networks. Decision Support Systems 46 233–253
  • Kim YA and Srivastava J. (2007) Impact of Social Influence in E-Commerce Decision makingttp://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.330.302&rep=rep1&type=pd f (Erişim tarihi:14.12.2017).
  • Lieber C. (2014). Clicks, Likes, Cash: How YouTube Beauty Stars Threw the Industry for a Loop. https://www.racked.com/2014/5/22/7597285/youtube-beauty-stars. (Erişim tarihi: 13.12.2017).
  • Linqia (2016) The State of Influencer Marketing 2017.
  • http://www.linqia.com/wp content/uploads/2016/11/The-State-of-Influencer-Marketing-2017_Final-Report.pdf (Erişim tarihi:14.12.2017).
  • Lisichkova N and Othman Z. (2017)The Impact of Influencers on Online Purchase Intent. School of Business, Society & Engineering Course: Master Thesis in Business Administration Course code: EFO 704 15 cr. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf (Erişim tarihi: 13.12.2017).
  • Liu S, Jiang C, Lin Z, Ding Y, Duan R, and Xu Z. (2015) Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences 306 34–52.
  • Nazerali S. (2017) How YouTube influencers are rewriting the marketing rulebook. https://www.thinkwithgoogle.com/advertising-channels/video/youtube-influencer- marketing-rulebook/ (Erişim tarihi: 13.12.2017).
  • Park C and Lee TM. (2009) Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research 62 (2009) 61–67
  • Pophal L. (2016). Influencer Marketing: Turning Taste Makers Into Your Best Salespeople. http://www.econtentmag.com/Articles/Editorial/Feature/Influencer-Marketing-Turning- Taste-Makers-Into-Your-Best-Salespeople-113151.htm (Erişim tarihi:14.12.2017)
  • Ranga M and Sharma D. (2014) Influencer Marketing- A Marketing Tool In The Age Of Social Media. Abhinav International Monthly Refereed Journal of Research In Management & Technology. VOL. 3, ISSUE 8 August
  • Richins ML. (1983) Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing 47 (1), 68–78.
  • Roelens IP and Benoit DF. (2016) Identifying influencers in a social network: The value of real referral data. Decision Support Systems 91 25–36
  • Stauss B. (2010) Using new media for customer interaction: a challenge for relationship marketing. T. Henning- Thurau, U. Hansen (Eds.), Relationship Marketing, Springer, Berlin, 2000.
  • Sudha M and Sheena K. (2017) Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, July - September Şen F. https://www.dunya.com/ekonomi/youtube-sosyal-medya-devlerini-geride-birakti-haberi- 393046 (Erişim tarihi:25.12.2017) sosyal medya devlerini geride bıraktı.
  • Tolson A. (2010) A new authenticity ? Communicative practices on YouTube, Critical Discourse Studies, 7:4, 277-289, DOI: 10.1080/17405904.2010.511834.
  • Uzunoğlu E, and Kip SM. (2014) Brand communication through digital influencers: Leveraging bloggerengagement. International Journal of Information Management 34 592–602
  • Veirman MD, Veroline C, Liselot H. (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36:5, 798-828, DOI: 10.1080/02650487.2017.1348035
  • Vieria C,(2015) 7 Reasons To Work With Online Influencers. http://www.chiefmarketer.com/7-reasons- work-online-influencers/ (Erişim tarihi: 13.12.2017).
  • Walters K, (2016) 125+ Essential Social Media Statistics Every Marketer Should Knowhttps://blog.hootsuite.com/social-media-statistics-for-social-media-managers/ tarihi: 21.12.2017). (Erişim
  • Womma (2017) The Womma Guide To Influencer Marketing.
  • https://womma.org/wp content/uploads/2017/08/The-WOMMA-Guide-to-Influencer-Marketing compressed.pdf (Erişim tarihi:14.12.2017).
  • www.tr.euronews.com (2017) Altı yaşındaki 'Youtuber'ın yıllık kazancı 11 milyon dolar. http://tr.euronews.com/2017/12/13/alti-yasindaki-youtuber-in-yillik-kazanci-11-milyon-dolar
  • www.youtube.com (2017) YouTube by the numbers https://www.youtube.com/yt/about/press/. (Erişim tarihi:14.12.2017).
  • Westenberg W. (2016) The influence of YouTubers on teenagers. University of Twente | P.O. Box 217, 7500AE http://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf (Erişim tarihi:14.12.2017). | The Netherlands.
  • Zarrella D. (2010) The Social Media Marketing Book. 1005 Gravenstein Highway North, Sebastopol : Published by O’Reilly Media, Inc.
  • Zhang JQ, Georgiana C, and Dongwoo S. (2010) When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research. 63 1336–1341

Consumers Perceptions of YouTubers: The Case of Turkey

Yıl 2018, Cilt: 9 Sayı: 32, 23 - 38, 01.04.2018
https://doi.org/10.5824/1309-1581.2018.2.002.x

Öz

Bilgi ve iletişim teknolojilerinde meydana gelen gelişmeler sonucunda hayatımıza giren sosyal medya, pazarlama çalışmalarında da yeni bir takım uygulamalara neden olmaktadır. Bunlardan biri de gittikçe daha fazla karşımıza çıkan YouTuber’lardır. Milyonlara varan takipçi sayıları ile YouTuber’lar takipçileri üzerindeki etkileri nedeniyle markaların dikkatlerini çekmeyi başarmışlardır. Bu amaç doğrultusunda 2017 Kasım- Aralık ayları içinde Türkiye’de Kastamonu Üniversitesi öğrencisi olan 257 öğrenciye yüz yüze anket yapılmıştır. Araştırma sonucunda katılımcıların algıları YouTuber video algısı, içerik paylaşımı, algılanan fayda ve satın alım kararına etki olmak üzere dört boyut olarak ortaya çıkmıştır.

Kaynakça

  • Arnold A. (2017). Why YouTube Stars Influence Millennials More Than Traditional Celebrities. https://www.forbes.com/sites/under30network/2017/06/20/why-youtube-stars-influence- millennials-more-than-traditional-celebrities/#14855fdd48c6 (Erişim tarihi: 18.12.2017).
  • Abidin C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia. 161, no. 1: 86–100. doi:10.1177/1329878X16665177
  • Biaudet S. (2017). Influencer Marketing as a Marketing Tool. Yrkeshögskolan Arcada. https://www.theseus.fi/bitstream/handle/10024/134139/Biaudet_Sofie.pdf?sequence=1
  • Boyd DM and Ellison NB. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication vol 13, no. 1: 210–30. doi:10.1111/j.1083- 6101.2007.00393.x
  • Brown D and Fiorella S. (2013). Influence Marketing How to Create, Manage, and Measure Brand Infl uencers in Social Media Marketing. Que Publishing: Indianapolis, USA .
  • Brown D and Hayes N, (2008). Influencer Marketing: Who Really Influences Your Customers Elsevier/Butterworth-Heinemann
  • Cheong HJ. And Morrison MA. (2008) Consumers' reliance on product information and recommendations found in UGC. Journal of Interactive Advertising,. 8(2), 38-49.
  • DEFY Media. (2015). ACUMEN report: Constant content. Retrieved Nowember 12, 2017, from http://cdn.defymedia.com/ Handout-150212-12.pdf
  • http://defymedia.com/wp-content/uploads/2017/11/Acumen
  • Dinesh D, (2017). Why Micro-Influencers Are a Social Media Marketing Imperative for 2017. industry insights. Influencers-are-a-Social-Media-Marketing-Imperative-for-2017-115835.htm (Erişim tarihi: 13.12.2017).
  • Enge E, (2012). Influencer Marketing - What it is, and Why YOU Need to be Doing it. https://moz.com/blog/influencer-marketing-what-it-is-and-why-you-need-to-be-doing-it (Erişim tarihi: 13.12.2017).
  • Evans NJ, Joe P, Jay L and Hyoyeun J. (2017) Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent, Journal of Interactive Advertising,. DOI: 10.1080/15252019.2017.1366885
  • Fägersten KB. (2017) The role of swearing in creating an online persona: The case of YouTuber PewDiePie. Discourse, Context & Media 2017. 18 1–10
  • Farooq F, And Ja Z. The Impact of Social Networking to Influence Marketing through Product Reviews. International Journal of Information and Communication Technology Research Volume 2 No. 8, August 2012
  • Forbes K. (2016) Examining the Beauty Industry’s Use of Social Influencers. Elon Journal of Undergraduate Research in Communications Vol. 7, No. 2, Fall
  • Gardner J and Lehnert K. (2016) What’s new about new media? How multi-channel networks work with http://dx.doi.org/10.1016/j.bushor.2016.01.009 Creators. Business Horizons 59, 293—302. Gen.video (2016)
  • http://gen.video/wp-content/uploads/downloads/2017/01/INFLUENCER
  • MARKETING-TRENDS-AND-BEST-PRACTICES-FOR-2017.pdf (Erişim tarihi:14.12.2017).
  • Gruen TW, Osmonbekov T and Czaplewski, AJ. (2006) eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research 59 449 – 456
  • Hwang J, Lee B and Kim K. (2014) Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in Korea. Cyberpsychology, Behavior, and Social networkin,. 17(2), 117-124. doi. 10.1089/cyber.2012.0566
  • Kalaycı Ş. (2009) SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. (4. Baskı) Asil Yayınları: Ankara.
  • Kiss C and Bichler M.( 2008) Identification of influencers — Measuring influence in customer networks. Decision Support Systems 46 233–253
  • Kim YA and Srivastava J. (2007) Impact of Social Influence in E-Commerce Decision makingttp://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.330.302&rep=rep1&type=pd f (Erişim tarihi:14.12.2017).
  • Lieber C. (2014). Clicks, Likes, Cash: How YouTube Beauty Stars Threw the Industry for a Loop. https://www.racked.com/2014/5/22/7597285/youtube-beauty-stars. (Erişim tarihi: 13.12.2017).
  • Linqia (2016) The State of Influencer Marketing 2017.
  • http://www.linqia.com/wp content/uploads/2016/11/The-State-of-Influencer-Marketing-2017_Final-Report.pdf (Erişim tarihi:14.12.2017).
  • Lisichkova N and Othman Z. (2017)The Impact of Influencers on Online Purchase Intent. School of Business, Society & Engineering Course: Master Thesis in Business Administration Course code: EFO 704 15 cr. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf (Erişim tarihi: 13.12.2017).
  • Liu S, Jiang C, Lin Z, Ding Y, Duan R, and Xu Z. (2015) Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences 306 34–52.
  • Nazerali S. (2017) How YouTube influencers are rewriting the marketing rulebook. https://www.thinkwithgoogle.com/advertising-channels/video/youtube-influencer- marketing-rulebook/ (Erişim tarihi: 13.12.2017).
  • Park C and Lee TM. (2009) Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research 62 (2009) 61–67
  • Pophal L. (2016). Influencer Marketing: Turning Taste Makers Into Your Best Salespeople. http://www.econtentmag.com/Articles/Editorial/Feature/Influencer-Marketing-Turning- Taste-Makers-Into-Your-Best-Salespeople-113151.htm (Erişim tarihi:14.12.2017)
  • Ranga M and Sharma D. (2014) Influencer Marketing- A Marketing Tool In The Age Of Social Media. Abhinav International Monthly Refereed Journal of Research In Management & Technology. VOL. 3, ISSUE 8 August
  • Richins ML. (1983) Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing 47 (1), 68–78.
  • Roelens IP and Benoit DF. (2016) Identifying influencers in a social network: The value of real referral data. Decision Support Systems 91 25–36
  • Stauss B. (2010) Using new media for customer interaction: a challenge for relationship marketing. T. Henning- Thurau, U. Hansen (Eds.), Relationship Marketing, Springer, Berlin, 2000.
  • Sudha M and Sheena K. (2017) Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, July - September Şen F. https://www.dunya.com/ekonomi/youtube-sosyal-medya-devlerini-geride-birakti-haberi- 393046 (Erişim tarihi:25.12.2017) sosyal medya devlerini geride bıraktı.
  • Tolson A. (2010) A new authenticity ? Communicative practices on YouTube, Critical Discourse Studies, 7:4, 277-289, DOI: 10.1080/17405904.2010.511834.
  • Uzunoğlu E, and Kip SM. (2014) Brand communication through digital influencers: Leveraging bloggerengagement. International Journal of Information Management 34 592–602
  • Veirman MD, Veroline C, Liselot H. (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36:5, 798-828, DOI: 10.1080/02650487.2017.1348035
  • Vieria C,(2015) 7 Reasons To Work With Online Influencers. http://www.chiefmarketer.com/7-reasons- work-online-influencers/ (Erişim tarihi: 13.12.2017).
  • Walters K, (2016) 125+ Essential Social Media Statistics Every Marketer Should Knowhttps://blog.hootsuite.com/social-media-statistics-for-social-media-managers/ tarihi: 21.12.2017). (Erişim
  • Womma (2017) The Womma Guide To Influencer Marketing.
  • https://womma.org/wp content/uploads/2017/08/The-WOMMA-Guide-to-Influencer-Marketing compressed.pdf (Erişim tarihi:14.12.2017).
  • www.tr.euronews.com (2017) Altı yaşındaki 'Youtuber'ın yıllık kazancı 11 milyon dolar. http://tr.euronews.com/2017/12/13/alti-yasindaki-youtuber-in-yillik-kazanci-11-milyon-dolar
  • www.youtube.com (2017) YouTube by the numbers https://www.youtube.com/yt/about/press/. (Erişim tarihi:14.12.2017).
  • Westenberg W. (2016) The influence of YouTubers on teenagers. University of Twente | P.O. Box 217, 7500AE http://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf (Erişim tarihi:14.12.2017). | The Netherlands.
  • Zarrella D. (2010) The Social Media Marketing Book. 1005 Gravenstein Highway North, Sebastopol : Published by O’Reilly Media, Inc.
  • Zhang JQ, Georgiana C, and Dongwoo S. (2010) When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research. 63 1336–1341
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Research Article
Yazarlar

Niyazi Gümüş Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2018
Gönderilme Tarihi 1 Nisan 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 9 Sayı: 32

Kaynak Göster

APA Gümüş, N. (2018). Consumers Perceptions of YouTubers: The Case of Turkey. AJIT-E: Academic Journal of Information Technology, 9(32), 23-38. https://doi.org/10.5824/1309-1581.2018.2.002.x