Etkileyici Kişilerin (influencer) Meşruiyeti ve Özgünlüğü Arasındaki Bağ: Daha Yüksek Özgünlük, Etkileşim ve Satın Alma Niyeti için Meşruiyete Odaklanmak

Yazarlar

  • Mehmet Ali Paylan Bilecik Şeyh Edebali Üniversitesi, Osmaneli Meslek Yüksekokulu, Yönetim ve Organizasyon Bölümü, Bilecik/Türkiye https://orcid.org/0000-0002-6739-2649
  • Buket Bora Semiz İzmir Bakırçay Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, İzmir/Türkiye https://orcid.org/0000-0002-5440-8496

DOI:

https://doi.org/10.37241/jatss.2026.154

Anahtar Kelimeler:

influencer'ın algılanan meşruiyeti- influencer'ın özgünlüğü - tüketici katılımı - satın alma niyeti

Özet

Giriş: Influencer pazarlaması, markaların dijital iletişim stratejilerinin merkezine yerleşmiştir; ancak, algılanan meşruiyet ve özgünlüğün tüketici tepkileri üzerindeki ortak etkisi yeterince araştırılmamıştır. Bu çalışma, bilişsel, ahlaki ve pragmatik meşruiyetin influencer özgünlüğüne, tüketici katılımına ve satın alma niyetine nasıl dönüştüğünü araştırmaktadır.

Yöntem: Veriler, kolay örnekleme yöntemiyle seçilen, Türkiye'de 18 yaş ve üzeri 402 sosyal medya kullanıcısından 2024 yılında çevrimiçi bir anket aracılığıyla toplanmıştır. Veriler ve önerilen model (PLS-SEM) kullanılarak analiz ve test edilmiştir.

Sonuçlar ya da Bulgular: Ahlaki ve pragmatik meşruiyet, özgünlük özelliklerini önemli ölçüde etkilerken, bilişsel meşruiyet etkilememektedir. Özgünlük özelliklerinden yalnızca dürüstlük ve benzersizlik, tüketici katılımını olumlu yönde etkilemekte ve bu da satın alma niyetini önemli ölçüde artırmaktadır. Tüketici katılımı ayrıca özgünlük özellikleri ile satın alma niyeti arasındaki ilişkiye aracılık etmektedir.

Tartışma ya da Yapılan Çıkarımlar: Araştırma bulguları, etkileyici kişilerin özgünlüğünü ahlaki ve pratik temellere dayalı meşruiyetle uyumlu hale getirmenin, tüketici katılımını artırmak ve satın alımları teşvik etmek için kritik önem taşıdığını göstermektedir.

İndirmeler

İndirme verileri henüz mevcut değil.

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Ek Dosyalar

Yayınlanmış

2026-06-25

Nasıl Atıf Yapılır

Paylan, M. A., & Semiz , B. B. (2026). Etkileyici Kişilerin (influencer) Meşruiyeti ve Özgünlüğü Arasındaki Bağ: Daha Yüksek Özgünlük, Etkileşim ve Satın Alma Niyeti için Meşruiyete Odaklanmak. Teorik Ve Uygulamalı Sosyal Bilimler Dergisi , 8(2), 309–338. https://doi.org/10.37241/jatss.2026.154