Research Article
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Digital Influencers in New Media as a Marketing Communicatıon Tool: A Research About The Effects of Vloggers' Characteristics and Types of Knowledge on Vlogger’ Reputation

Year 2019, Volume: 11 Issue: 18, 180 - 204, 30.06.2019
https://doi.org/10.26466/opus.526579

Abstract

The growing power of vloggers, new players of new media, and their
effective influence on their connected network’s buying decisions have emerged
as a new communication tool for brands. Vloggers’ characteristics and knowledge
have important relationship with vloggers’ reputation. The purpose of this
paper is to investigate how consumers respond to this type of brand
communication activity (vlogging), and evaluate its effects on the choosen
vloggers’ reputation. A survey with convenience sampling involving 224 vlog
audiences as participants was analyzed in the empirical study to investigate
the relationship between the previously mentioned variables. As a result, with
the aim of being light for future studies about vlogs; in case of using
vloggers as a marketing communication tool, it must be well understood that
creating/choosing synergetic content with the elements of brand communication
mix is important. 

References

  • Alikılıç, Ö. ve Onat, F. (2007). Bir halkla ilişkiler aracı olarak kurumsal bloglar. Journal of Yasar University, 8(2),899-927.
  • Berryman R. ve Kavka, M. (2017). I guess a lot of people see me as a big sister or a friend: The role of intimacy in the celebrification of beauty vloggers. Journal of Gender Studies, 26(3), ss.307-320.
  • Biel, J. I. ve Gatica-Perez, D. (2012). The good, the bad, and the angry: Analyzing crowdsourced impressions of vloggers, Proceedings of the Sixth International Conference on Weblogs and Social Media. 407-410.
  • Buttle, F.A (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
  • Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
  • Chen-Hsun H., Kuang-Hui, C., Hsin, C., Anastasia, P., (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of En-terprise Information Management, 28(3), 346-362.
  • Dahlen, M., Granlund, A. ve Grenros, M. (2009). The consumer perceived value of non-traditional media: Effects of reputation, appropriateness and expense. Journal of Consumer Marketing, 26 (3), 155-163.
  • Doyle, D. J., Heslop, A.L., Ramirez, A. ve Cray, D. (2012). Trust intentions in readers of blogs. Management Research Review, 35(9), 837-856.
  • Erdoğan, İ., Keloğlu, E. ve Durmuş, N. (2005). Kitle iletişiminde pozitivist ampirik geleneğin kuruluşu: Lazarsfeld ve yönetimsel araştırmalar. Gazi Üniversitesi İletişim Dergisi, 20(2), 1-48.
  • Filieri, R. (2015).What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-wom. Journal of Business Research, 68(6), 1261-1270.
  • Filieri, R. ve McLeay, F. (2014). E-wom and accommodation: An analysis of the factors that influence travelers’ adaptation of information from online reviews. Journal of Travel Research, 53( 1), 44-57.
  • Fiore, A., L. Taylor, Mendelsohn, G. ve Hearst, M. (2008). Assessing attractiveness in online dating profiles. In Proc.of SIGCHI.
  • Hansen, D.L., Shneiderman, B. ve Smith, M.A. (2011). Analyzing social media networks with nodexl. Burlington, MA: Elsevier.
  • Hsu, Y. H. ve Tsou, H.T. (2011). Understanding customer experiences in online blog environment. International Journal of Information Management, 31, 510-523.
  • Johnson, T.J ve B.K., Kaye (2004). Wag the blog: How reliance on traditional media and the internet influence the credibility perception of weblogs amog blog users. Journalism and Mass Communication Quarterly, 81(3), 622-42
  • Katz, E. (1957). The two-step flow of communication: An-up-to-date report on an hypothesis. Public Opinion Quarterly, 21, 61-78.
  • Kniffin, K. M. ve Wilson, D.S. (2004). The effect of non-physical traits on the perception of physical attractiveness: Three naturalistic studies. Evolution and Human Behavior, 25(2), 88-101.
  • Lee J.E. ve Watkins, B. (2016). Youtube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753-5760.
  • Liljander, V., Gummerus, J. ve Söderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing. Internet Research, 25(4), 610-632.
  • Lim, K., Sia, C., Lee, M. ve Benbasat, I. (2006). Do i trust you online, and if so, will i buy? an empirical study of two trust-building strategies. Journal of Management Information Systems, 23( 2), 233-266.
  • Malaga, R. A. (2001). Web-based reputation managment systems: problems and suggested solutions. Electronic Commerce Research, 1(4), 403-417
  • McQuail,D. ve Windahl, S. (2010). İletişim modelleri –kitle iletişim çalışmalarında. çev. Konca Yumlu. Ankara: İmge.
  • Milewicz, J. ve Herbig, P. (1994). Evaluating the brand extension desicion using a model of reputation building. Journal of Product and Brand Management, 1(3), 39-47.
  • Mishne, G.( 2005). Experiments with mood classification in blog posts. Style 2005-Proceedings of the 1st Workshops on Stylistic Analysis of Text for Information Access.
  • Peltekoğlu, F. B. ve Akbayır, Z. (2010). Kurumsal i̇letişimde bloglar: Türkiye’deki bilişim şirketlerinin kurumsal blog uygulamaları üzerine bir i̇nceleme. 2.Uluslararası Yeni Medya ve İnteraktivite Konferansı, İstanbul: 28‐ 30 Nisan 2010, http://www.filizbalta peltekoglu.com/903.pdf, (Erişim: 15.10.2018).
  • Sanchez-Villar, J., Bigne, E. ve Aldas-Manzano, J. (2017). Blog influence and politic activisim: An emerging and integrative model. Spanish Jounal of Marketing, 21, 102-116.
  • Sharma, S. (1996). Applied multivariate techniques. John Wiley & Sons, Inc.
  • Tosun, N . (2014). Marka değeri yaratmada reklam ile halkla ilişkiler arasındaki etkileşim. Galatasaray Üniversitesi İletişim Dergisi, 6 (6), 181-199.
  • Turan, N.(2007). Yeni medya ve gazetecilik, Ankara Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi.
  • Uzunoğlu E. ve Kip, S.M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34, 592-602.
  • Vargo, S. L. ve R. F. Lusch. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
  • Veer, E. (2013). The routledge companion to digital consumption içinde “ virtually ‘secret’ lives in ‘hidden’ communities ss.148-158 Edited by: Russel W. Belk ve Rosa Llamas
  • www.tdk.gov.tr ; (erişim tarihi 10.04.2018)
  • Yaylagül, L. (2010). Kitle iletişim kuramları egemen ve eleştirel yaklaşımlar. Ankara: Dipnot Yayınları.
  • Yueh H.P., Chen, T.L., Chiu, L.A. ve Lin, W.C. (2013). Exploring factors affecting learner's perception of learning information and communication technology: A hlm analysis of a national farmers' training program in Taiwan. Educational Technology And Society, 16, 231-242.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
  • Zehrer, A., Crofts, J.C. ve Magnini, V.P. (2011).The perceived useful-ness of blog postings: An extension of the expectancy discon-firmation paradigm. Tourism Management, 32(1), 106-113.

Pazarlama İletişim Aracı Olarak Yeni Medyada Dijital Etkileyiciler: Vloggerların Karakteristik Özellikleri Ve Bilgi Birikimi Tiplerinin Vlogger İtibarına Etkisi Üzerine Bir Araştırma

Year 2019, Volume: 11 Issue: 18, 180 - 204, 30.06.2019
https://doi.org/10.26466/opus.526579

Abstract

Günden
güne gücü artan yeni medyanın önemli oyuncuları olarak vloggerlar markaların
iletişim çabalarına destek olurken, kendilerine bağlı kitlelerin satın alma kararlarını
oluşturmalarında etkin rol oynamaktadırlar. Vloggerların karakteristik
özelliklerinin yanında sundukları bilgi birikimin kaynağı ve bunu nasıl bir ruh
halinde sundukları, vlogger tercihini ve sonrasında kendilerine duyulan itibar
algısını etkilemektedir. Bu çalışmada iletişim çabalarında vlogları kullanacak
markaların özellikle seçilen vloggerın bilgi birikimi tipleri ve karakteristik
özelliklerinin vloggerın itibar oluşumunda ne kadar etkili olduğu anlaşılmaya
çalışılmıştır. Bu sebeple, kolayda örneklem yöntemi kullanılarak 224
katılımcıyla yapılan anket veri toplama yöntemiyle söz konusu ilişki
irdelenmiştir. Sonuç olarak literatürde henüz az sayıda olan vlog üzerine
yapılacak olan gelecekteki çalışmalara ışık tutması amacıyla vloggerların iletişim
aracı olarak seçimi/kullanımında, içerik yaratılmasında marka ile özdeşleşen
iletişim stratejilerinin sunulmasının önemi vurgulanmaktadır.

References

  • Alikılıç, Ö. ve Onat, F. (2007). Bir halkla ilişkiler aracı olarak kurumsal bloglar. Journal of Yasar University, 8(2),899-927.
  • Berryman R. ve Kavka, M. (2017). I guess a lot of people see me as a big sister or a friend: The role of intimacy in the celebrification of beauty vloggers. Journal of Gender Studies, 26(3), ss.307-320.
  • Biel, J. I. ve Gatica-Perez, D. (2012). The good, the bad, and the angry: Analyzing crowdsourced impressions of vloggers, Proceedings of the Sixth International Conference on Weblogs and Social Media. 407-410.
  • Buttle, F.A (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
  • Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
  • Chen-Hsun H., Kuang-Hui, C., Hsin, C., Anastasia, P., (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of En-terprise Information Management, 28(3), 346-362.
  • Dahlen, M., Granlund, A. ve Grenros, M. (2009). The consumer perceived value of non-traditional media: Effects of reputation, appropriateness and expense. Journal of Consumer Marketing, 26 (3), 155-163.
  • Doyle, D. J., Heslop, A.L., Ramirez, A. ve Cray, D. (2012). Trust intentions in readers of blogs. Management Research Review, 35(9), 837-856.
  • Erdoğan, İ., Keloğlu, E. ve Durmuş, N. (2005). Kitle iletişiminde pozitivist ampirik geleneğin kuruluşu: Lazarsfeld ve yönetimsel araştırmalar. Gazi Üniversitesi İletişim Dergisi, 20(2), 1-48.
  • Filieri, R. (2015).What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-wom. Journal of Business Research, 68(6), 1261-1270.
  • Filieri, R. ve McLeay, F. (2014). E-wom and accommodation: An analysis of the factors that influence travelers’ adaptation of information from online reviews. Journal of Travel Research, 53( 1), 44-57.
  • Fiore, A., L. Taylor, Mendelsohn, G. ve Hearst, M. (2008). Assessing attractiveness in online dating profiles. In Proc.of SIGCHI.
  • Hansen, D.L., Shneiderman, B. ve Smith, M.A. (2011). Analyzing social media networks with nodexl. Burlington, MA: Elsevier.
  • Hsu, Y. H. ve Tsou, H.T. (2011). Understanding customer experiences in online blog environment. International Journal of Information Management, 31, 510-523.
  • Johnson, T.J ve B.K., Kaye (2004). Wag the blog: How reliance on traditional media and the internet influence the credibility perception of weblogs amog blog users. Journalism and Mass Communication Quarterly, 81(3), 622-42
  • Katz, E. (1957). The two-step flow of communication: An-up-to-date report on an hypothesis. Public Opinion Quarterly, 21, 61-78.
  • Kniffin, K. M. ve Wilson, D.S. (2004). The effect of non-physical traits on the perception of physical attractiveness: Three naturalistic studies. Evolution and Human Behavior, 25(2), 88-101.
  • Lee J.E. ve Watkins, B. (2016). Youtube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753-5760.
  • Liljander, V., Gummerus, J. ve Söderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing. Internet Research, 25(4), 610-632.
  • Lim, K., Sia, C., Lee, M. ve Benbasat, I. (2006). Do i trust you online, and if so, will i buy? an empirical study of two trust-building strategies. Journal of Management Information Systems, 23( 2), 233-266.
  • Malaga, R. A. (2001). Web-based reputation managment systems: problems and suggested solutions. Electronic Commerce Research, 1(4), 403-417
  • McQuail,D. ve Windahl, S. (2010). İletişim modelleri –kitle iletişim çalışmalarında. çev. Konca Yumlu. Ankara: İmge.
  • Milewicz, J. ve Herbig, P. (1994). Evaluating the brand extension desicion using a model of reputation building. Journal of Product and Brand Management, 1(3), 39-47.
  • Mishne, G.( 2005). Experiments with mood classification in blog posts. Style 2005-Proceedings of the 1st Workshops on Stylistic Analysis of Text for Information Access.
  • Peltekoğlu, F. B. ve Akbayır, Z. (2010). Kurumsal i̇letişimde bloglar: Türkiye’deki bilişim şirketlerinin kurumsal blog uygulamaları üzerine bir i̇nceleme. 2.Uluslararası Yeni Medya ve İnteraktivite Konferansı, İstanbul: 28‐ 30 Nisan 2010, http://www.filizbalta peltekoglu.com/903.pdf, (Erişim: 15.10.2018).
  • Sanchez-Villar, J., Bigne, E. ve Aldas-Manzano, J. (2017). Blog influence and politic activisim: An emerging and integrative model. Spanish Jounal of Marketing, 21, 102-116.
  • Sharma, S. (1996). Applied multivariate techniques. John Wiley & Sons, Inc.
  • Tosun, N . (2014). Marka değeri yaratmada reklam ile halkla ilişkiler arasındaki etkileşim. Galatasaray Üniversitesi İletişim Dergisi, 6 (6), 181-199.
  • Turan, N.(2007). Yeni medya ve gazetecilik, Ankara Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi.
  • Uzunoğlu E. ve Kip, S.M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34, 592-602.
  • Vargo, S. L. ve R. F. Lusch. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
  • Veer, E. (2013). The routledge companion to digital consumption içinde “ virtually ‘secret’ lives in ‘hidden’ communities ss.148-158 Edited by: Russel W. Belk ve Rosa Llamas
  • www.tdk.gov.tr ; (erişim tarihi 10.04.2018)
  • Yaylagül, L. (2010). Kitle iletişim kuramları egemen ve eleştirel yaklaşımlar. Ankara: Dipnot Yayınları.
  • Yueh H.P., Chen, T.L., Chiu, L.A. ve Lin, W.C. (2013). Exploring factors affecting learner's perception of learning information and communication technology: A hlm analysis of a national farmers' training program in Taiwan. Educational Technology And Society, 16, 231-242.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
  • Zehrer, A., Crofts, J.C. ve Magnini, V.P. (2011).The perceived useful-ness of blog postings: An extension of the expectancy discon-firmation paradigm. Tourism Management, 32(1), 106-113.
There are 37 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Didem Zeynep Bayazıt This is me 0000-0003-3884-7349

Beril Durmuş This is me 0000-0002-9679-9608

Figen Yıldırım 0000-0002-9247-2245

Publication Date June 30, 2019
Acceptance Date April 14, 2019
Published in Issue Year 2019 Volume: 11 Issue: 18

Cite

APA Bayazıt, D. Z., Durmuş, B., & Yıldırım, F. (2019). Pazarlama İletişim Aracı Olarak Yeni Medyada Dijital Etkileyiciler: Vloggerların Karakteristik Özellikleri Ve Bilgi Birikimi Tiplerinin Vlogger İtibarına Etkisi Üzerine Bir Araştırma. OPUS International Journal of Society Researches, 11(18), 180-204. https://doi.org/10.26466/opus.526579