Dijital Çağın Yeni Trendi Sosyal Medya Etkileyicileri: Vloggerların Üniversite Öğrencilerinin Satın Alma Davranışı Üzerindeki Etkisi

Abstract

Today, social network influencers play an important role in marketing by introducing products to their masses. Thanks to the wide marketing opportunities of social networks, especially young media consumers are increasingly using the content of online influencers. This research, which examines whether Vlogger's recommendations affect the purchasing intentions of young adults and aims to reveal the effect of vloggers' homophily attitude, social and physical attractiveness, reliability, expertise roles and money social relations on purchasing, was conducted by using data collection tool with 525 university students studying at Gümüşhane University. Thirteen research questions were created in the study, and the answers given to the questionnaire were tested using the T test and Anova analysis. The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions. (English) [ABSTRACT FROM AUTHOR]