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Sosyal Medya Etkileyicileri Tarafından Üretilen Lüks Marka İçeriklerinin Parasosyal Etkileşim Kuramı Bağlamında İncelenmesi

Yıl 2022, Cilt: 9 Sayı: 17, 137 - 153, 31.12.2022
https://doi.org/10.56133/intermedia.1098410

Öz

Sosyal medya etkileyicileri ürettikleri lüks marka içerikleri ile takipçileriyle etkileşim yaratmaktadır. Aynı zamanda bilgi aktarımı, yeni fikir üretimi ve trend takibi açısından lüks marka içerikleri etkileşim sürecinde önemli bir unsur olmaktadır. Dünya genelinde sosyal medya etkileyicileri ile takipçileri arasında bir etkileşim vardır. Takipçiler önerilen bir ürünü ve markayı deneyimleme, deneyimin bir parçası olma eğilimine gitmektedir. Bu çalışmanın amacı bireylerin takip ettikleri sosyal medya etkileyicileri tarafından üretilen lüks marka içeriklerine yönelik düşünce ve yönelimlerini irdelemektir. Sosyal medya kullanımının yoğun olduğu gençlere yönelik yapılan araştırma kapsamında 20 Aralık 2021-6 Ocak 2022 tarihleri arasında 13 katılımcıyla derinlemesine görüşme yapılmıştır. Araştırma sonucunda; sosyal medya etkileyicilerinin ürün paylaşımlarının, katılımcıların satın alma davranışlarını doğrudan etkilemediği ancak önerileri değerlendirme sürecinde etkili olduğu saptanmıştır. Ayrıca sosyal medya etkileyicisine duyulan sevgi ve güvenin yani parasosyal ilişkinin önemli bir rol oynadığı saptanmıştır. Katılımcılar, sosyal medya etkileyicilerinin marka işbirlikleri ve kendi önerileri arasındaki farkı kavrayabilmekte ve iş birliği olduğu halde belirtilmeyen içeriklerden rahatsız olmaktadırlar. Katılımcılar, etkileyicilerin lüks marka tüketimlerinin onların statüsünü yükseltmediğini belirtirken lüks marka ile etkileyici uyumsuzsa markaya olumsuz tutum geliştirildiği saptanmıştır.

Kaynakça

  • Arda, S. (2006). Predictors of parasocial ınteraction with the favorite and the least desirable characters portrayed in tv serials. Middle East Technical University Master Thesis.
  • Armağan, E., & Doğaner, M.C., (2018, Nisan 26-28). Fenomen pazarlaması: youtube güzellik vloggerları üzerine bir araştırma, 1st International Congress of Political, Economic and Financial Analysis, Nazilli, Aydın, Turkey, 223-234
  • Braatz, L. (2017). #Influencer marketing on ınstagram consumer responses towards promotional posts: The effects of message sidedness and product depiction. University of Twente Master Thesis
  • Brown, D., & Hayes, N., (2008). Influencer Marketing, Who really influences your customers? Elsevier Ltd.
  • Burke, K. (2017). Social butterflies: How social media influencers are the new celebrity endorsement. Virginia Polytechnic Institute and State University. Master Thesis.
  • Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media+Society, 2(3). https://doi.org/10.1177/2056305116666305
  • Chapple, C., & Cownie, F., (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by Youtube lifestyle vloggers, Journal of Promotional Communications, 5(2), 110-136.
  • Chu, S.C., Kamal, S., & Kim, Y., (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products, Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 4(3), 158-174. https://doi.org/10.1080/20932685.2013.790709
  • Colliander, J., & Dahlén, M., (2011). Following the fashionable friend the power of social media weighing publicity effectiveness of blogs versus online magazines, Journal of Advertising Research, 51(1), 313-320. https://doi.org/10.2501/JAR-51-1-313-320
  • De Veirman, M., Cauberghe, V., & Hudders, L., (2017). Marketing through Instagram influencers: the impacy of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 789-828. https://doi.org/10.1080/02650487.2017.1348035
  • Dibble, J. L., Hartmann, T., & Rosaen, S.F., (2016). Parasocial interaction and parasocial relationship: conceptual clarification and a critical assessment of measures, Human Communication Research, 42, 21-44. https://doi.org/10.1111/hcre.12063
  • Djafarova, E. & Rushworth, C.,(2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users, Computers in Human Behavior, 68, 1-7.
  • Dubois, D. (2017). Digital and Social Strategies for Luxury Brands. In W.M. Thieme (Eds.), Luxusmmarkenmanagement (pp.321-337). Springer Gabler.
  • Elli, D. M. (2017). The phenomenon and rise of ınfluencer marketing and how it affects customer opinion and helps or damages brands. International Hellenic University Master Thesis
  • Evli, A. (2020). Sosyal Medya İstatistikleri 2020, https://teknoloji.org/sosyal-medya-istatistikleri/, Erişim: 19.01.2022.
  • Fernandes, A.R. (2018). Understanding influencer endorsement in the luxury sector. Universidade Catolica Portuguesa Master Thesis
  • Festinger, L. (1954). A theory of social comparison process, Human Relations, 7, 117- 140.
  • Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: a case study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Hartmann, T. & Goldhoorn, C. (2011). Horton and Wohl revisited: exploring viewers’ experience of parasocial interaction, Journal of Communication, 61, 1104-1121.
  • Horton, D., & Wohl, R.R., (1956) Mass communication and para-social interaction, Psychiatry, 19(3), 215-229, https://doi.org/10.1080/00332747.1956.11023049
  • Johnson, T.J., & Kaye, B.K., (2004). Wag the blog: how reliance on traditional media and the ınternet ınfluence credibility perceptions of weblogs among blog users. Journalism and Mass Communication Quarterly, 81(3), 622-642.
  • Kapferer, J.-N. (1997). Managing luxury brands, The Journal of Brand Management, 4(4), 251-260.
  • Khamis, S., Ang, L., & Welling, R., (2016). Selfbranding, ‘micro-celebrity’ and the rise of social media influencers, Celebrity Studies, https://doi.org/10.1080/19392397.2016.1218292
  • Kirvesmies, T. (2018). Parasocial Relationships Between GEN Z and Social Media Endorsers, University of Tampere Master Thesis
  • Kumar, V. & Mirchandani, R., (2012). Increasing the ROI of social media marketing, MITSloan Management Review, 54(1), 55-61.
  • Lee, J.E. & Watkins, B., (2016). YouYube vloggers’ influence on consumer luxury brand perceptions and intentions, Journal of Business Research, 69, 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  • Lou, C.,& Yuan, S., (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), 58-73, https://doi.org/10.1080/15252019.2018.1533501
  • Mert, Y.L. (2018). Dijital pazarlama ekseninde influencer marketing uygulamaları, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergi, 6(2), 1299-1328.
  • Miles, M.B., & Huberman, A.M., (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE Morgan, R.M., & Hunt, S.D., (1994). The commitment-trust theory of relationship marketing, Journal of Marketing, 58(3), 20-38.
  • Murray, C. (2015). Parasocial ınteraction on social media: How source ıdentification affects brand trust, University of Missouri-Columbia Master Thesis.
  • Phau, I., & Prendergast, G., (2000). Consuming luxury brands: the relevance of the ‘rarity principle’, Brand Management, 8(2), 122-138
  • Rasmussen, L. (2018). Parasocial interaction in the digital age: an examination of relationship building and the effectiveness of youtube celebrities, The Journal of Social Media in society, 7(1), 280-294
  • Singh, S. (2009). Social Media Marketing for Dummies. John Wiley & Sons.
  • Singh, R.P., & Banerjee, N., (2019). Exploring the ınfluence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), 225-251. https://doi.org/10.1080/10496491.2018.1443311
  • Tsay, M., & Bodine, B.M., (2012). Exploring parasocial interaction in college students as a multidimensional construct. Psychology of Popular Media Culture, 1(3), 185-200
  • Tynan, C., McKechnie, S. & Chhuon, C., (2010). Co-creating value for luxury brands, Journal of Business Research, 63, 1156-1163. https://doi.org/10.1016/j.jbusres.2009.10.012
  • Vickers, J.S, & Renand, F., (2003). The marketing of luxury goods: an exploratory study-three conceptual dimensions, The Marketing Review, 3, 459-478.
  • Vigneron, F., & Johnson, L.W., (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
  • Vigneron, F., & Johnson, L.W., (2004). Measuring brand luxury perceptions, The Journal of Brand Management, 11(6), 457-508.
  • Woods, S. (2016). #Sponsored: the emergence of influencer marketing, University of Tennessee Thesis Projects. https://trace.tennessee.edu/utk_chanhonoproj/1976
  • Yayla, N. (2019, Ekim 10-11). Youtuberlar açısından üniversite öğrencilerinin parasosyal etkileşim düzeyleri, 6th International Symposium of Communication Students, Eskişehir Anadolu Üniversitesi.
  • Yüksel, H.F. (2016). Factors affecting purchase intention in Youtube videos. The Journal of Knowledge Economy & Knowledge Management, 11, 33-47.

An Examination of Luxury Brand Contents Created by Social Media Influencers in the Context of Parasocial Interaction Theory

Yıl 2022, Cilt: 9 Sayı: 17, 137 - 153, 31.12.2022
https://doi.org/10.56133/intermedia.1098410

Öz

A relationship is establised between the media persona and the audience, and this relationship is called parasocial communication or in other words, parasocial interaction. This virtual relationship is one-sided. The viewers, that is the consumers of the media content, establish a close relationship with the media persona. Through their one-sided interaction, viewers tend to bond with the media persona as if they are in the same social circle, and gather information about them. This bond, increases their interest in the media persona and their desire to consume the relevant media content. The parasocial interaction has dimensions of face-to-face communication, guidance, intimacy, and familiarity. Although the theory of parasocial interaction is developed over traditional media and its audience, it is seen that a similar interaction takes place in social media. In this context, parasocial interaction is established between social media influencers, as they are the media personas of social media, and their followers. In social media, individuals can reach large audiences by attracting the attention of other content producers with their content and can have the ability to influence their followers.
Social media influencers become important advertising agents by attracting the attention of brand communication specialists because of their ability to reach large audiences and their potential influence. Individuals tend to consider the suggestions of people who are similar to them and have higher trust in ordinary people like themselves, rather than the brand generated content. The intimacy and familiarity established with the parasocial interaction between social media influencers and their followers ensures the followers trust in the products that are recommended by social media influencers. And the trust causes purchase intention. Followers tend to experience a recommended product or brand through their interaction with the influencer and become a part of the experience.
This study aims to examine the thoughts and orientations of individuals, towards luxury brand content produced by the social media influencers. In accordance with this study’s aim, qualitative data was collected by in-dept interview technique. Five research questions were determined according to the aim of the study. In-dept interview questions were formed by the research questions and literature review. Interview questions were grouped as demographic questions, parasocial relationship with social media influencers, characteristics of the relationship between influencers and followers, attitude towards luxury brand, and attitude towards social media influencers’ luxury consumption. There were 17 questions in the interview form. In-depth interviews were conducted with 13 participants between Dec 20, 2021 and Jan 6, 2022. The research population consists of university students between 18-29, who live in Turkey, use social media and follow social media influencers. Participants who follow social media influencers were chosen by purposive sampling method and in-depth intreviews were conducted.
According to research findings the effects of mutual interests, sincerity, creative and original content, humor and entertainment, number of followers are emphasized by the participants in the initiation and maintenance of parasocial interaction. Similarity is an important element for participants. When it comes to termination of the parasocial interaction there are two main reasons: the influencer is no longer helpful and interesting, brand collaborations and affiliate links are way too many. Participants don’t want to initiate face-to-face communication but they do feel intimacy. While following influencers who have mutual interests the participants use their suggestions as a resource.
As a result of the research, it is determined that the products shared by the social media influencers do not directly affect purchasing behavior, but do affect the evaluation process. The love and trust in the social media influencer, that is, the parasocial relationship, plays an important role. Participants can understand the difference between brand collaborations and influencers’ own suggestions and they feel uncomfortable with unlabelled brand collaborations. They state that the luxury consumption of the influencers does not increase their status and if the influencer is incompatible with the luxury brand, they develop a negative attitude towards the brand

Kaynakça

  • Arda, S. (2006). Predictors of parasocial ınteraction with the favorite and the least desirable characters portrayed in tv serials. Middle East Technical University Master Thesis.
  • Armağan, E., & Doğaner, M.C., (2018, Nisan 26-28). Fenomen pazarlaması: youtube güzellik vloggerları üzerine bir araştırma, 1st International Congress of Political, Economic and Financial Analysis, Nazilli, Aydın, Turkey, 223-234
  • Braatz, L. (2017). #Influencer marketing on ınstagram consumer responses towards promotional posts: The effects of message sidedness and product depiction. University of Twente Master Thesis
  • Brown, D., & Hayes, N., (2008). Influencer Marketing, Who really influences your customers? Elsevier Ltd.
  • Burke, K. (2017). Social butterflies: How social media influencers are the new celebrity endorsement. Virginia Polytechnic Institute and State University. Master Thesis.
  • Carter, D. (2016). Hustle and brand: The sociotechnical shaping of influence. Social Media+Society, 2(3). https://doi.org/10.1177/2056305116666305
  • Chapple, C., & Cownie, F., (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by Youtube lifestyle vloggers, Journal of Promotional Communications, 5(2), 110-136.
  • Chu, S.C., Kamal, S., & Kim, Y., (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products, Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 4(3), 158-174. https://doi.org/10.1080/20932685.2013.790709
  • Colliander, J., & Dahlén, M., (2011). Following the fashionable friend the power of social media weighing publicity effectiveness of blogs versus online magazines, Journal of Advertising Research, 51(1), 313-320. https://doi.org/10.2501/JAR-51-1-313-320
  • De Veirman, M., Cauberghe, V., & Hudders, L., (2017). Marketing through Instagram influencers: the impacy of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 789-828. https://doi.org/10.1080/02650487.2017.1348035
  • Dibble, J. L., Hartmann, T., & Rosaen, S.F., (2016). Parasocial interaction and parasocial relationship: conceptual clarification and a critical assessment of measures, Human Communication Research, 42, 21-44. https://doi.org/10.1111/hcre.12063
  • Djafarova, E. & Rushworth, C.,(2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users, Computers in Human Behavior, 68, 1-7.
  • Dubois, D. (2017). Digital and Social Strategies for Luxury Brands. In W.M. Thieme (Eds.), Luxusmmarkenmanagement (pp.321-337). Springer Gabler.
  • Elli, D. M. (2017). The phenomenon and rise of ınfluencer marketing and how it affects customer opinion and helps or damages brands. International Hellenic University Master Thesis
  • Evli, A. (2020). Sosyal Medya İstatistikleri 2020, https://teknoloji.org/sosyal-medya-istatistikleri/, Erişim: 19.01.2022.
  • Fernandes, A.R. (2018). Understanding influencer endorsement in the luxury sector. Universidade Catolica Portuguesa Master Thesis
  • Festinger, L. (1954). A theory of social comparison process, Human Relations, 7, 117- 140.
  • Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: a case study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Hartmann, T. & Goldhoorn, C. (2011). Horton and Wohl revisited: exploring viewers’ experience of parasocial interaction, Journal of Communication, 61, 1104-1121.
  • Horton, D., & Wohl, R.R., (1956) Mass communication and para-social interaction, Psychiatry, 19(3), 215-229, https://doi.org/10.1080/00332747.1956.11023049
  • Johnson, T.J., & Kaye, B.K., (2004). Wag the blog: how reliance on traditional media and the ınternet ınfluence credibility perceptions of weblogs among blog users. Journalism and Mass Communication Quarterly, 81(3), 622-642.
  • Kapferer, J.-N. (1997). Managing luxury brands, The Journal of Brand Management, 4(4), 251-260.
  • Khamis, S., Ang, L., & Welling, R., (2016). Selfbranding, ‘micro-celebrity’ and the rise of social media influencers, Celebrity Studies, https://doi.org/10.1080/19392397.2016.1218292
  • Kirvesmies, T. (2018). Parasocial Relationships Between GEN Z and Social Media Endorsers, University of Tampere Master Thesis
  • Kumar, V. & Mirchandani, R., (2012). Increasing the ROI of social media marketing, MITSloan Management Review, 54(1), 55-61.
  • Lee, J.E. & Watkins, B., (2016). YouYube vloggers’ influence on consumer luxury brand perceptions and intentions, Journal of Business Research, 69, 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  • Lou, C.,& Yuan, S., (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), 58-73, https://doi.org/10.1080/15252019.2018.1533501
  • Mert, Y.L. (2018). Dijital pazarlama ekseninde influencer marketing uygulamaları, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergi, 6(2), 1299-1328.
  • Miles, M.B., & Huberman, A.M., (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE Morgan, R.M., & Hunt, S.D., (1994). The commitment-trust theory of relationship marketing, Journal of Marketing, 58(3), 20-38.
  • Murray, C. (2015). Parasocial ınteraction on social media: How source ıdentification affects brand trust, University of Missouri-Columbia Master Thesis.
  • Phau, I., & Prendergast, G., (2000). Consuming luxury brands: the relevance of the ‘rarity principle’, Brand Management, 8(2), 122-138
  • Rasmussen, L. (2018). Parasocial interaction in the digital age: an examination of relationship building and the effectiveness of youtube celebrities, The Journal of Social Media in society, 7(1), 280-294
  • Singh, S. (2009). Social Media Marketing for Dummies. John Wiley & Sons.
  • Singh, R.P., & Banerjee, N., (2019). Exploring the ınfluence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), 225-251. https://doi.org/10.1080/10496491.2018.1443311
  • Tsay, M., & Bodine, B.M., (2012). Exploring parasocial interaction in college students as a multidimensional construct. Psychology of Popular Media Culture, 1(3), 185-200
  • Tynan, C., McKechnie, S. & Chhuon, C., (2010). Co-creating value for luxury brands, Journal of Business Research, 63, 1156-1163. https://doi.org/10.1016/j.jbusres.2009.10.012
  • Vickers, J.S, & Renand, F., (2003). The marketing of luxury goods: an exploratory study-three conceptual dimensions, The Marketing Review, 3, 459-478.
  • Vigneron, F., & Johnson, L.W., (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
  • Vigneron, F., & Johnson, L.W., (2004). Measuring brand luxury perceptions, The Journal of Brand Management, 11(6), 457-508.
  • Woods, S. (2016). #Sponsored: the emergence of influencer marketing, University of Tennessee Thesis Projects. https://trace.tennessee.edu/utk_chanhonoproj/1976
  • Yayla, N. (2019, Ekim 10-11). Youtuberlar açısından üniversite öğrencilerinin parasosyal etkileşim düzeyleri, 6th International Symposium of Communication Students, Eskişehir Anadolu Üniversitesi.
  • Yüksel, H.F. (2016). Factors affecting purchase intention in Youtube videos. The Journal of Knowledge Economy & Knowledge Management, 11, 33-47.
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Ebru Gökaliler 0000-0002-4134-8447

Ezgi Saatcıoğlu 0000-0003-3108-0579

Yayımlanma Tarihi 31 Aralık 2022
Gönderilme Tarihi 4 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 9 Sayı: 17

Kaynak Göster

APA Gökaliler, E., & Saatcıoğlu, E. (2022). Sosyal Medya Etkileyicileri Tarafından Üretilen Lüks Marka İçeriklerinin Parasosyal Etkileşim Kuramı Bağlamında İncelenmesi. Intermedia International E-Journal, 9(17), 137-153. https://doi.org/10.56133/intermedia.1098410

Creative Commons Lisansı Intermedia International E-journal

Bu eser Creative Commons Alıntı-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.