SOSYAL MEDYA ETKİLEYİCİLERİNE DUYULAN GÜVENİN MARKA ALGISI VE TÜKETİCİ SATIN ALMA DAVRANIŞINA ETKİSİ DOI
Çiğdem Sarı, Nil Esra Dal

Uluslararası Ekonomi ve Siyaset Bilimleri Akademik Araştırmalar Dergisi, Journal Year: 2024, Volume and Issue: 8(19), P. 27 - 41

Published: July 15, 2024

Etkileyici pazarlama bağlamında sosyal medya etkileyicileri bir markayı tanıtmak ve işletmenin bilinirliğini artırmak amacıyla mecralarda ürettikleri içeriklerle kanaat önderi konumuna yükselen, geniş takipçi kitlesine sahip olan yaptıkları yorumlar aracılığıyla satın alma kararlarını etkileyen bireyler olarak karşımıza çıkmaktadırlar. Çalışmanın amacı; etkileyicilerine duyulan güvenin tüketicinin marka algısı davranışı üzerindeki etkisinin sonuçlarını ortaya koymaktır. Bu amaç doğrultusunda; 8 - 30 Ocak 2024 tarihleri arasında, ağlarda en az etkileyici takip eden 406 katılımcıya çevrimiçi anket uygulanmıştır. Kolayda örneklem metoduyla toplanan verilerin normal dağıldığı tespit edilmiştir. Çalışmada geçerlik güvenilirlik analizi, frekans bağımsız t-testi, tek yönlü Anova testi, pearson korelasyon analizi basit doğrusal regresyon yapılmıştır. sonucunda algısını tüketici davranışını olumlu yönde etkilediği, ayrıca güven, davranışına verilen yanıtların katılımcıların demografik özelliklerine göre anlamlı farklılaştığı

Nonverbal communication of dual anchors in live streaming and its effects on sales DOI
Jinghua Liu, Jichang Zhao

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103972 - 103972

Published: July 4, 2024

Language: Английский

Citations

6
Beyond charisma on TikTok: Key attributes of content creators that attract and prefer audiences DOI Creative Commons
Catalina Ramirez Martínez, Sihmonne Barrios Reina, Leonardo Ortegón Cortázar

et al.

Región Científica, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 3, 2025

TikTok is the fastest-growing social network due to both features of interface and aspects related content creators that are valued by audiences. Along these lines, research was conducted explore attraction preference attributes from perspective their followers. The qualitative method used through three focus group sessions with active users this platform, guaranteeing groups at least 8 participants whose transcripts were systematically analyzed support Atlas Ti software. results suggest stand out for a combination key attributes. Authenticity requires creator develop genuine image projects trust transparency, improving connection Originality linked creativity innovation in content, providing an important differentiating factor. Charisma built spontaneous personality assertive communication, promoting closeness. Physical attractiveness causes significant interest initial perception, ability influence allows impact attitudes decisions These findings have several implications when collaborating influencers on TikTok.

Language: Английский

Citations

0
Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers DOI Creative Commons
Sara Alida Volkmer, Martin Meißner

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104217 - 104217

Published: Jan. 13, 2025

Language: Английский

Citations

0
Enhancing individuals’ engagement in marine recreational sport activities: from an institutional perspective DOI Creative Commons

Minghuan Shou,

Jiawei Xu

Frontiers in Marine Science, Journal Year: 2025, Volume and Issue: 12

Published: Jan. 27, 2025

Introduction Encouraging consumer participation in marine recreational sport activities is recognized as a key strategy for boosting both local and regional economies. However, compared to other traditional outdoor activities, rates recreation remain relatively low. Two major barriers are consumers' concerns about whether interesting suitable themselves, which can be summarized into product quality uncertainty fit uncertainty. Methods To address this issue, paper, grounded institutional theory, investigates how different environments influence certainty their behavioral engagement activities—an area previously underexplored the literature. Results discussions By collecting 292 survey responses utilizing ordinary least squares (OLS) regression analysis, we found that have significant positive effect on engagement. Additionally, regulatory-normative cognitive were shown significantly enhance certainty. Moreover, age was moderate these effects, with relationship between environment certainty, while only affecting

Language: Английский

Citations

0
Harmonizing Sensory Experiences DOI

Irina Pismennaya,

Monica Chaudhary,

Sanjuktha Babu

et al.

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2025, Volume and Issue: unknown, P. 245 - 272

Published: Feb. 7, 2025

Innovative techniques are necessary for luxury fashion firms to attract attention and foster brand loyalty in the competitive digital landscape of today. The significance that auditory visual signals play creating successful marketing campaigns is examined this study. study investigates how multi-sensory cues employed by Gucci Zimmermann as case studies produce immersive aspirational experiences their target audiences. emphasizes crucial it coordinate aural clues meet goals storytelling. Using striking imagery, well-chosen colour schemes, captivating audio or video, brands can improve reputation, connect emotionally with customers, eventually increase sales. For looking strategy, provides insightful information based on consumer persona interviews strategy analysis.

Language: Английский

Citations

0
Conceptual Design of a Cardioid Condenser Microphone Housing for Professional Producers in the Music Industry Using Kansei Engineering DOI
Miguel-Ángel Pardo-Vicente, Sergio de la Rosa, Lucía Rodríguez-Parada

et al.

Lecture notes in mechanical engineering, Journal Year: 2025, Volume and Issue: unknown, P. 29 - 41

Published: Jan. 1, 2025

Language: Английский

Citations

0
Understanding the formation process of positive customer engagement behaviors: a quantitative and qualitative interpretation DOI
Luning Zang, Xiong Wang, Yuying Liu

et al.

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 25, 2024

Purpose To investigate the impact of cognition, emotion and other factors on positive customer engagement behaviors to identify differential formation processes dynamic changes in these behaviors. Design/methodology/approach We used cognitive appraisals coping theory as well justice theory, analyze comment data from Xiaomi Community with natural language processing binary logistic regression. Findings Our results indicate that cognition are unnecessary for engagement. Users expressing different cognitions emotions exhibit varied The behavioral dimension was most frequently combined, followed by affective dimensions. Managers should adopt material or spiritual incentives encourage users become loyal. Additionally, addressing comments distributive can promote Originality/value This study clarifies complex interplay between behaviors, providing actionable insights brand managers foster loyalty

Language: Английский

Citations

1
Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude DOI Creative Commons

Siyu Che,

Xiaotong Jin,

Guanghua Sheng

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 84, P. 104188 - 104188

Published: Dec. 16, 2024

Language: Английский

Citations

1
SOSYAL MEDYA ETKİLEYİCİLERİNE DUYULAN GÜVENİN MARKA ALGISI VE TÜKETİCİ SATIN ALMA DAVRANIŞINA ETKİSİ DOI
Çiğdem Sarı, Nil Esra Dal

Uluslararası Ekonomi ve Siyaset Bilimleri Akademik Araştırmalar Dergisi, Journal Year: 2024, Volume and Issue: 8(19), P. 27 - 41

Published: July 15, 2024

Etkileyici pazarlama bağlamında sosyal medya etkileyicileri bir markayı tanıtmak ve işletmenin bilinirliğini artırmak amacıyla mecralarda ürettikleri içeriklerle kanaat önderi konumuna yükselen, geniş takipçi kitlesine sahip olan yaptıkları yorumlar aracılığıyla satın alma kararlarını etkileyen bireyler olarak karşımıza çıkmaktadırlar. Çalışmanın amacı; etkileyicilerine duyulan güvenin tüketicinin marka algısı davranışı üzerindeki etkisinin sonuçlarını ortaya koymaktır. Bu amaç doğrultusunda; 8 - 30 Ocak 2024 tarihleri arasında, ağlarda en az etkileyici takip eden 406 katılımcıya çevrimiçi anket uygulanmıştır. Kolayda örneklem metoduyla toplanan verilerin normal dağıldığı tespit edilmiştir. Çalışmada geçerlik güvenilirlik analizi, frekans bağımsız t-testi, tek yönlü Anova testi, pearson korelasyon analizi basit doğrusal regresyon yapılmıştır. sonucunda algısını tüketici davranışını olumlu yönde etkilediği, ayrıca güven, davranışına verilen yanıtların katılımcıların demografik özelliklerine göre anlamlı farklılaştığı

Citations

0