El efecto de la credibilidad de los influenciadores de los medios sociales en las intenciones de compra del consumidor a través de la actitud hacia la publicidad

• Serhat Ata ^[1] ; Hakan Murat Arslan ^[1] ; Abdulvahap Baydaş ^[1] ; Ece Pazvant ^[1]
  1. [1] Duzce University

     Duzce University

     Turquía

     
• Localización: Esic market, ISSN 0212-1867, Vol. 53, Nº 1, 2022, págs. 31-40
• Idioma: español
• DOI: 10.7200/esicm.53.280
• Títulos paralelos:
  • The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement
• Enlaces
  • Texto completo  1    2  
• Resumen
  • español

    Las personas incorporan y utilizan Internet en sus vidas de acuerdo con el desarrollo de la tecnología. Facebook, Twitter, Instagram, que se definen especialmente como herramientas de redes sociales (RS), se encuentran entre las rutinas diarias de las personas. Así, se ha producido una gran transformación en la industria publicitaria de redes sociales. Los influencers de las redes sociales (SMI) surgieron como resultado de facilitar la comunicación en redes sociales. A diferencia de otros estudios evaluados principalmente sobre celebridades y que no detallan cómo el SMI afecta el comportamiento de compra de los consumidores a través de la publicidad, este estudio muestra cómo el SMI afecta el comportamiento de compra del consumidor al considerar el tamaño de la muestra y, por primera vez, se realizó con una encuesta para llenar el vacío en el campo. Este estudio fue un intento de explorar los efectos de los influencers utilizados como complementos de productos en los anuncios de las herramientas redes sociales en los anuncios de los consumidores y las intenciones de compra. De manera estimulante, este estudio explora cómo la credibilidad de SMI afecta la intención de compra del cliente a través de los anuncios. De acuerdo con esto, se utilizó el Modelado de Ecuaciones Estructurales (SEM) para clarificar el modelo y probar hipótesis.

  • English

    People incorporate and use the internet in their lives in line with the development of tech-nology. Facebook, Twitter, Instagram, which are especially defined as social media (SM) tools, are among the daily routines of people. Thus, a great transformation has occurred in the SM advertising industry. Social media influencers (SMI) emerged as a result of facilitating communication on SM. Unlike other studies mostly evaluated over celebrities and no detailed on how SMI affects consumers purchasing behavior through advertisement, this study shows how the SMI affects consumer purchasing behavior by considering the sample size and for the first time conducted with a survey to fill the gap in the field. This study was an attempt to explore the effects of the influencers used as product supplements in advertisements in SM tools on consumers' advertisements and purchasing intentions. Stimulatingly, this study explore how SMI’s credibility effects customer purchase intention through advertisements. In line with this, Structural Equation Modeling (SEM) was used to clarify the model and to test hypotheses. Results show that the trustworthiness, exper-tise, and attractiveness of the influencer have a positive effect on the attitude towards the advertisement, while the attitude towards the advertisement had no effect on the purchase intention. These results might be guideway for businesses to pay more attention to the SMI attracting the consumer's attention, having sufficient equipment about the subject and how gaining the trust of the consumer through SMI.

• Referencias bibliográficas
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Akyüz, A. (2010). Attitude toward Advertising: Beliefs as the Determinant Factors. Marmara İletişim Dergisi, 17(17), 214-227. https://dergipark.org.tr/en/...
  • AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & AlHaddad, S. (2021). Examining the impact of influencers’...
  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness:...
  • Arklan, Ü., & Tuzcu, N. (2019). Influencers as a Tool of Marketing and Brand Communication of the Digital Age: Study on Judgements, Criterias...
  • Baydas, A., & Yasar, M.E. (2019) Reklam ve etkili reklam unsurlarinin belirlenmesine yönelik uygulamali bir arastirma. Uluslararasi Bati...
  • Baydas, A., Bayat, M., & Yasar, M.E. (2019). An empirical research on the determination of consumer perceptions related to mobile marketing...
  • Boerman, S.C., van Reijmersdal, E.A., Rozendaal, E., & Dima, A.L. (2018). Development of the persuasion knowledge scales of sponsored...
  • Brueschke, R. (2021). Recurring dilemmas and complications with influencer marketing campaigns and ways to prevent them [Masters Thesis]....
  • Chia, K. C., Hsu, C. C., Lin, L. T., & Tseng, H. H. (2021). The Identifıcation of Ideal Social Media Influencers: Integrating The Social...
  • Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of...
  • De Cicco, R., Iacobucci, S., & Pagliaro, S. (2021). The effect of influencer–product fit on advertising recognition and the role of an...
  • Egemen Koray BEYLI [@muhendisinoglu]. (n.d.) Posts [Instagram profile]. Instagram. Retrieved May 17, 2021, from https://www.instagram.com/muhendisinoglu
  • Evans, C., & Erkan, I. (2015, May 27-29). The Influence of Electronic Word of Mouth in SM on Consumers’ Purchase Intentions [Conference...
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L.A. (2011). Who are the social media influencers? A study of public perceptions of...
  • Gürbüz, S., & Sahin, F. (2016). Sosyal Bilimlerde Arastirma Yöntemleri: Felsefe, Yöntem ve Analiz (3. Basim). Seçkin Yayinlari
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152....
  • Hair, J.F. Jr, Black, W.C., Babin, B.J., & Anderson, R.E. (2010), Multivariate Data Analysis (7th ed.). Pearson.
  • Harben, B., & Kim, S. (2007) Attitude towards fashion advertisements with political content: impacts of opinion leadership and perception...
  • Harrison, K. (2017). Top 10 trends that will transform digital marketing in 2017. Forbes. https://www.forbes.com/sites/kateharrison/2017/01/09/...
  • Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. In P.D. Marshall & S. Redmond (Eds.), A Companion to Celebrity....
  • Hoyer, W.D., & MacInnis, D.J. (2013). Consumer behavior (6th ed.). South-Western Cengage Learning.
  • Hwang, J., Park, S., & Woo, M. (2018). Understanding user experiences of online travel review websites for hotel booking behaviours: An...
  • Jang, W., Kim, J., Kim, S., & Chun, J. W. (2021). The role of engagement in travel influencer marketing: The perspectives of dual process...
  • Kabadayi, E.T., Alan, A.K., Aksoy, N.C., & Sidar, S.C. (2019). Mikro Ünlülerin Tüketicilerin Satin Alma Niyeti Üzerindeki Etkisini Incelemeye...
  • Kim, H., & Jeong, J. (2016). Effect of Celebrity Endorsement in Marketing of Musicals: Poster versus Social Networking Site. Social Behavior...
  • Kim, D. Y., & Kim, H. Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence...
  • Korotina, A., & Jargalsaikhan, T. (2016). Attitude Towards Instagram Micro celebrities and Their Influence on Consumers’ Purchasing Decisions...
  • Labrecque, L.I. (2014). Fostering consumer–brand relationships in social media environments: the role of parasocial interaction. Journal of...
  • Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2021). Why are consumers following social media influencers...
  • Leite, F. P., & Baptista, P. D. P. (2021). The effects of social media influencers’ selfdisclosure on behavioral intentions: The role...
  • Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females. Journal...
  • Lou, C. (2021). Social Media Influencers and Followers: Theorization of a TransParasocial Relation and Explication of Its Implications for...
  • Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social...
  • Meng, L. M., Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention...
  • McCroskey, J.C. (1966). Scales for the Measurement of Ethos. Speech Monographs, 33(1), 65–72. https://doi.org/10.1080/03637756609375482
  • McGuire, W.J. (1985). Attitudes and Attitude Change. In Lindzey, G. and Aronson, E., (Eds.), Handbook of Social Psychology (3rd edition, pp.233-346),...
  • Mills, A.J. (2012). Virality in SM: The SPIN Framework. Journal of Public Affairs, 12(2), 162-169, https://doi.org/10.1002/pa.1418.
  • Nakip, M. (2013). Pazarlama Arastirma Teknikleri (2. Baski). Seçkin Yayinlari
  • Nurhandayani, A., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Journal...
  • Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness....
  • Schouten, A.P., Janssen L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification,...
  • Schultz, D. (2016). The Future of Advertising or Whatever We’re Going to call it. Journal of Advertising, 45(3), 276-285. https://doi.org/10.1080/00913367.2016.1185061
  • Seiler, R., & Kucza, G. (2017). Source Credibility Model, Source Attractiveness Model and Match-Up-Hypothesis – An Integrated Model. Journal...
  • Sekeran, U. (2003). Research Methods for Business A Skill Building Approach (4th Edition). Hermitage Edition.
  • Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). SM Activities and its Influence on Consumer-Brand Relationship: An Empirical Study...
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction...
  • Sondhi, M. (2021). Social Media Influencers and Consumer Purchase Decision with Special Reference to Beauty and Wellness Products: A Study...
  • Strauss, A., & Corbin, J. (2014). Basics of Qualitative Research Techniques. Sage Publications.
  • Swant, M. (2016, May 10). Twitter says users now trust influencers nearly as much as their friends. Adweek. https://www.adweek.com/performance-marketing/...
  • Tajurahim, N.N.S., Bakar, E.A., Jusoh, Z.Md., Afida, S.A., & Arif, M.M. (2020) The effect of intensity of consumer education, self-efficacy,...
  • Um, N.H. (2018). What Affects The Effectiveness of Celebrity Endorsement? Impact of Interplay among Congruence, Identification, and Attribution....
  • Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product...
  • Wai-ling, T.L.Y. (2004). Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers....
  • Wang, X., Pancras, J. & Dey, D.K. (2020). Investigating Emergent Nested Geographic Structure in Consumer Purchases: A Bayesian Dynamic...
  • Wang, X., Wei, K.-.K., & Teo, H.-H. (2007, December 9-12). The acceptance of product recommendations from web-based word-of-mouth systems:...
  • Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility...
  • Wiedmann, K.P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal...
  • Yashoglu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Kesfedici ve dogrulayici faktör analizlerinin kullanilmasi Istanbul...
  • Yu, I. H., & Kim, H. (2020). The effect of influencer factors in personal media contents on purchase intention. The Journal of the Korea...