Ayrıntılandırma Olasılığı Modeli Perspektifiyle Etkileyici Pazarlama

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DOI : 10.29228/jatos.57482
Year-Number: 2022-Cilt:3 Sayı:1
Yayımlanma Tarihi: 2022-06-28 23:37:00.0
Language : İngilizce
Konu : Turizm
Number of pages: 1-12
Mendeley EndNote Alıntı Yap

Abstract

Teknolojinin gelişmesiyle birlikte işletmeler sosyal medya platformlarının bir pazarlama aracı olarak kullanılmasına önem vermişlerdir. Sosyal medya sayesinde tüketiciler bir markayla ilgili memnuniyetlerini veya şikayetlerini paylaşmakta ve bir ürünü satın almadan veya bir hizmeti deneyimlemeden önce ilgili ürün ya da hizmetle ilgili çevrimiçi bilgileri kontrol etmektedirler. Dolayısıyla sosyal medya kullanımının artmasıyla birlikte elektronik ağızdan ağıza iletişim (eWOM) daha büyük bir role sahip olmuştur. Bu bağlamda, kanaat önderleri elektronik ağızdan ağıza iletişimin temel kaynaklarından biri haline gelmiştir. Bu çalışmada ‘Ayrıntılandırma Olasılığı Modeline’ (ELM) odaklanılarak, elektronik ağızdan ağıza iletişimin ve etkileyici pazarlamanın önemi vurgulanmaktadır. Böylelikle yiyecek ve içecek endüstrisinde tüketicilerin tutumları ve satın alma kararları üzerindeki etkileri hakkında güncel literatür aktarılmaktadır. Literatürde yiyecek ve içecek sektörüyle ilgili sınırlı kaynaklar olmasına rağmen, literatür taraması bulguları etkileyici pazarlama ve ELM arasındaki ilişki hakkında bilgiler vermektedir. Tüketiciler, gıda ürünlerini satın alırken kaynak kalitesine çok dikkat etmekte, ancak bu durum işletmeler tarafında farklı ürün kategorilerinde farklı yollar (merkezi veya çevresel) olarak yansıtılabilmektedir. Bu nedenle, bu çalışma fikir liderlerine mesajın etkilerini tespit ederek ve ölçerek, ELM’nin yollarından faydalanması konusunda bir perspektif sağlamaktadır.

Keywords

Abstract

With the development of technology, businesses have stressed to the usage of social media platforms as a marketing tool. Thanks to social media, consumers share their pleasures or complaints about a brand and people can check the messages before buying a product or experiencing a service. Therefore, with the increase of social media usage, electronic word of mouth e-WOM had a bigger role and opinion leaders are one of the fundamental sources of e-WOM. This study stresses the updated literature about e-WOM, influencer marketing and their effects on consumers’ attitudes and purchase decisions in food and beverage (F&B) industry by focusing Elaboration Likelihood Model (ELM).

Keywords

Kaynakça

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