Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü

Mehmet ÖZER (Ankara Üniversitesi, Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Ankara, Türkiye)
Üçüncü Sektör Sosyal Ekonomi
2 0
Yıl: 2022 Cilt: 57 Sayı: 2 Sayfa Aralığı: 1153 - 1175 Metin Dili: Türkçe DOI: 10.15659/3.sektor-sosyal-ekonomi.22.05.1857 İndeks Tarihi: 09-09-2022

Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü

Öz:
Kaynak güvenilirliği modeli halen pazarlama iletişim çalışmalarında yaygın bir şekilde araştırılan konular arasında yer almaktadır. Pazarlama iletişimi çalışmaları bu modeli ünlü güvenilirliği modeli olarak ele almış ve ünlü bir kişinin güvenilir, çekici ve uzman olarak algılanması halinde pozitif tüketici tepkilerinin ortaya çıkacağını ortaya koymuştur. Ancak, ünlüler sadece markaları tanıtan kişiler olarak değil, tüketicilerle ve özellikle hayranlarıyla yoğun ilişkiler kuran kişilikler olarak da değerlendirilmektedir. Ünlü güvenilirliği modelinin ise kurulan bu tüketici-ünlü ilişkileri üzerindeki rolü tam olarak bilinmemektedir. Bu çalışmada ünlü güvenilirliği modelinin ünlülerle kurulan para-sosyal ilişki ve benlik-ünlü bağlantısı üzerindeki rolü ve bunun sonucunda ünlünün tanıttığı ürüne yönelik satın alma niyeti üzerindeki etkisi araştırılmaktadır. Ayrıca, çalışma para-sosyal ilişki ve benlik-ünlü bağlantısının ünlü güvenilirliği modeli ile satın alma niyeti arasındaki ilişkideki aracılık etkisini de incelemektedir. Kolayda örneklem yoluyla elde edilen 366 anket Yapısal Eşitlik Modellemesiyle analiz edilmiştir. Sonuçlar, ünlü güvenilirliği modeli değişkenlerinin para-sosyal ilişki ve benlik-ünlü bağlantısı oluşturma potansiyeline sahip olduğunu göstermektedir. Ayrıca para-sosyal ilişki ve benlik-ünlü bağlantısı, ünlü güvenilirliği modeli ile satın alma niyeti arasında aracılık etkilerine sahiptir. Ünlü güvenilirliği modelinin ünlülerle tüketiciler arasında ilişkiler kurulmasına yardım edebileceğini gösteren bu sonuçlar, mevcut bilgiye katkı sağlamaktadır.
Anahtar Kelime:

The Role Of Celebrity Credibility Model On Para-Social Relationship And Celebrity-Self Connection

Öz:
The source credibility model is still one of the most popular topics in marketing communication studies. Advertisement research has examined this model as the celebrity credibility model and concluded that the perception of the celebrities as trustworthy, attractive, and expert results in positive consumer responses. However, celebrities are not only figures who endorse brands but also personas establish intense relationships with consumers, especially with their fans. What is not yet clear is the role of the celebrity credibility model in these consumer-celebrity relationships. This study aims to research the effect of the celebrity credibility model on para-social relationships with celebrities and celebrity-self connection, which result in purchase intention regarding the brand endorsed by the celebrity. Besides, the study investigates the mediation effects of para-social relationships and celebrity-self connection between celebrity credibility model and purchase intention. 366 questionnaires obtained by convenience sampling have been analysed by Structural Equation Modelling. Results have shown that the celebrity credibility model has potent in establishing para-social relationships with celebrities and celebrity-self connections. Moreover, para-social relationships and celebrity-self connection have vital mediator effects between celebrity credibility model and purchase intention. These results, which show that the celebrity credibility model can help establish relationships between celebrities and consumers, have potential to contribute to the celebrity literature.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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  • İnternet kaynakları
  • https://www.capital.com.tr/yonetim/pazarlama/unlu-kullanimi-yuzde-70e-ulasti; Erişim tarihi: 07.03.2022
APA Özer M (2022). Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. , 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
Chicago Özer Mehmet Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. (2022): 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
MLA Özer Mehmet Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. , 2022, ss.1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
AMA Özer M Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. . 2022; 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
Vancouver Özer M Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. . 2022; 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
IEEE Özer M "Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü." , ss.1153 - 1175, 2022. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
ISNAD Özer, Mehmet. "Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü". (2022), 1153-1175. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.22.05.1857
APA Özer M (2022). Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi, 57(2), 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
Chicago Özer Mehmet Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi 57, no.2 (2022): 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
MLA Özer Mehmet Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi, vol.57, no.2, 2022, ss.1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
AMA Özer M Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi. 2022; 57(2): 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
Vancouver Özer M Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi. 2022; 57(2): 1153 - 1175. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
IEEE Özer M "Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü." Üçüncü Sektör Sosyal Ekonomi, 57, ss.1153 - 1175, 2022. 10.15659/3.sektor-sosyal-ekonomi.22.05.1857
ISNAD Özer, Mehmet. "Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosyal İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü". Üçüncü Sektör Sosyal Ekonomi 57/2 (2022), 1153-1175. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.22.05.1857
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24-04-2024 23:2

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