Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi

YILDIZ, Selçuk Yasin

doi:10.37880/cumuiibf.1130303

Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi

Selçuk Yasin YILDIZ (Sivas Cumhuriyet Üniversitesi, Cumhuriyet Sosyal Bilimler Meslek Yüksekokulu, Sivas, Türkiye)

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi

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Yıl: 2022 Cilt: 23 Sayı: 4 Sayfa Aralığı: 943 - 953 Metin Dili: Türkçe DOI: 10.37880/cumuiibf.1130303 İndeks Tarihi: 13-10-2023

Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi

Öz:

Sosyal medyanın günümüzde elektronik ticaretin merkezi haline gelmesi ve devasa pazar paylarına ulaşmasıyla birlikte, beraberinde birçok iş modeli de ortaya çıkmıştır. Bunların en çok bilineni olarak son yıllarda influencer pazarlaması dikkat çekmektedir. Burada önemli olan daha fazla kişiye ulaşmak değil, doğru influencerlar kullanılarak doğru kişilere ulaşmaktadır. Doğru kişilere ulaşmak için influencerları tanımak kadar, sosyal medya kullanıcılarını da doğru bir şekilde analiz etmek gerekmektedir. Bu çalışmanın amacı, sosyal medyada faaliyet gösteren firmaların iş birliği yaptıkları influencerın cinsiyetlerine göre, takipçilerinin demografik profillerini belirlemektir. Instagram kullanıcılarının, hesaplarından takip ettikleri influencerlara yönelik araştırmanın yapıldığı bu çalışmada kümeleme analizi yapılarak tüketici profilleri belirlenmeye çalışılmıştır. Toplam 483 katılımcıdan elde edilen veriler, kaynak güvenirliği teorisi ön planda tutularak analiz edilmiştir. Araştırma sonuçlarına göre, kadın sosyal medya kullanıcılarının; kadın influencerların tanıttıkları ürün hakkındaki uzmanlıklarına önem verirken, erkek influencerların uzmanlığına dair algılarının düşük olduğu görülmüştür. Benzer özellikler taşıyan tüketicilerin genel olarak, kadın influencerlarda güvenilirlik ve çekicilik özelliklerini erkeklere influencerlara oranla daha fazla önemsedikleri ise araştırma ile elde edilen bir başka sonuç olarak dikkat çekmektedir. Bu çalışma sosyal medya kullanan kişilerin, Instagram hesaplarından takip ettikleri influencerların cinsiyetlerine göre uzmanlık, çekicilik ve güvenilirlik hakkında düşüncelerini açıklamaktadır. Elde edilen sonuçlar ürün tanıtımlarında influencer kullanmak isteyen firmalara ve influencer pazarlaması hakkında çalışma yapmak isteyen araştırmacılara yönelik öneriler sunmaktadır.

Anahtar Kelime: Influencer pazarlaması Kaynak güvenilirliği Kümeleme analizi Tüketici profilleri Instagram pazarlaması Sosyal medya pazarlaması

Determination of Consumer Profiles According to the Gender of Instagram Influencers

Öz:

With social media becoming the centre of electronic commerce today and reaching substantial market shares, many business models have emerged; influencer marketing has recently attracted attention. The important thing here is not to reach more people but to reach the right people by using the right influencers. To get the right people, it is necessary to analyse social media users correctly as well as to know the influencers. This study aims to determine the demographic profiles of their followers according to the gender of the influencer that the companies are operating in a social media collaboration. In this study, where research was conducted for the influencers that Instagram users follow from their accounts, clustering analysis was made, and consumer profiles were determined. The data obtained from 483 participants were analysed by keeping the source credibility theory in the foreground. According to the results of the research, female social media users, while female influencers attach importance to their expertise in the product they promote, it has been seen that the perception of male influencers about their expertise is low. In general, consumers with similar characteristics attach more importance to reliability and attractiveness features in female influencers than to male influencers is another result obtained by the research. This study explains the thoughts of people who use social media about expertise, attractiveness, and trust according to the gender of the influencers they follow from their Instagram accounts. The results suggest companies that want to use influencers in product promotions and researchers who wish to study influencer marketing.

Anahtar Kelime: Influencer marketing Source credibility Cluster analysis Consumer profiles Instagram marketing Social media marketing

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	YILDIZ S (2022). Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. , 943 - 953. 10.37880/cumuiibf.1130303
Chicago	YILDIZ Selçuk Yasin Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. (2022): 943 - 953. 10.37880/cumuiibf.1130303
MLA	YILDIZ Selçuk Yasin Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. , 2022, ss.943 - 953. 10.37880/cumuiibf.1130303
AMA	YILDIZ S Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. . 2022; 943 - 953. 10.37880/cumuiibf.1130303
Vancouver	YILDIZ S Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. . 2022; 943 - 953. 10.37880/cumuiibf.1130303
IEEE	YILDIZ S "Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi." , ss.943 - 953, 2022. 10.37880/cumuiibf.1130303
ISNAD	YILDIZ, Selçuk Yasin. "Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi". (2022), 943-953. https://doi.org/10.37880/cumuiibf.1130303

APA	YILDIZ S (2022). Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(4), 943 - 953. 10.37880/cumuiibf.1130303
Chicago	YILDIZ Selçuk Yasin Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 23, no.4 (2022): 943 - 953. 10.37880/cumuiibf.1130303
MLA	YILDIZ Selçuk Yasin Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.23, no.4, 2022, ss.943 - 953. 10.37880/cumuiibf.1130303
AMA	YILDIZ S Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2022; 23(4): 943 - 953. 10.37880/cumuiibf.1130303
Vancouver	YILDIZ S Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2022; 23(4): 943 - 953. 10.37880/cumuiibf.1130303
IEEE	YILDIZ S "Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi." Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23, ss.943 - 953, 2022. 10.37880/cumuiibf.1130303
ISNAD	YILDIZ, Selçuk Yasin. "Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi". Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi 23/4 (2022), 943-953. https://doi.org/10.37880/cumuiibf.1130303