Publication: Z kuşağı tüketicilerinin satın alma kararı üzerinde sosyal medya fenomenlerinin rolü : Youtuber'lar örneği
Abstract
Günümüzde, Z kuşağı bireyleri pazarda aktif tüketiciler haline gelmeye başlamışlardır. Teknoloji çağında doğan Z kuşağı, sosyal medya kullanımında önemli bir yere sahiptir. İşletmeler Z kuşağına ulaşabilmek için farklı kaynaklar kullanmaktadırlar. Bu kaynaklardan biri de sosyal medya fenomenleridir. Sosyal medyayı aktif kullanan Z kuşağı bireyleri için sosyal medya fenomenleri birer kanaat önderi görevi görmektedir. Bu çalışmada da sosyal medya fenomenleri kanaat önderi kuramı bağlamında ele alınmıştır.Çalışmada, Z kuşağı tüketicilerinin satın alma kararı üzerinde sosyal medya fenomenlerinden biri olan YouTuber’ların etkisi ortaya konmaya çalışılmıştır. Bu kapsamda gerçekleştirilen anket çalışmasında Türkiye’deki 402 Z kuşağı bireyine ulaşılmıştır. Bunun sonucunda Z kuşağının, YouTuber’ların tanıttıkları ürün ve hizmetlerin dikkatlerini çektikleri, ürün ile ilgi düşüncelerinin olumlu yönde etkilendikleri fakat satın alma kararına etkilerinin orta düzeyde olduğu ortaya konmuştur. Ankete katılan bireylerden YouTuber’lardan etkilendiğini belirten 10 birey ve etkilenmediğini belirten 10 birey olmak üzere toplam 20 birey ile derinlemesine mülakat gerçekleştirilmiştir. Mülakat sonucunda YouTuber’lardan etkilenmediğini belirten bireyler, YouTuber’ların paylaştıkları videoları reklam amaçlı olarak gördükleri ve gerçek deneyimlerini paylaşmadıklarını düşündükleri için tanıtımını yaptıkları ürün ve hizmetleri satın almadıklarını belirtmişlerdir. YouTuber’lardan etkilendiklerini belirten bireyler ise onları doğal ve samimi bulduklarını, onların gerçek deneyimlerini paylaştıklarını düşündükleri için tanıttıkları ürün ve hizmetleri satın aldıklarını belirtmişlerdir.
Today, Generation Z individuals have begun to become active consumers in the market. Generation Z, born in the age of technology, has an important place in the use of social media. Businesses use different resources to reach Generation Z. One of these sources is the social media phenomenas. For Generation Z individuals who actively use social media, social media phenomena act as opinion leaders. In this study, social media influencers are discussed in the context of opinion leader theory.In the study, it has been tried to measure the effect of YouTubers, one of the social media phenomena, on the purchasing decision of Generation Z consumers. In the survey conducted in this context, 402 Generation Z individuals have been reached in Turkey. As a result, it was determined that the products and services promoted by YouTubers attract the attention of Generation Z, their thoughts about the product are positively affected, but their effect on the purchasing decision is moderate. Interviews were conducted with a total of 20 individuals, including 10 individuals who stated that they were affected by YouTubers and 10 individuals who stated that they were not affected. As a result of the interviews, individuals who stated that they were not affected by YouTubers stated that they see the videos shared by YouTubers for advertising purposes and that they do not purchase the products and services they promote because they think they do not share their real experiences. On the other hand, individuals who stated that they were influenced by YouTubers stated that they find them natural and sincere, and they buy the products and services they promote because they think they share their real experiences.
Today, Generation Z individuals have begun to become active consumers in the market. Generation Z, born in the age of technology, has an important place in the use of social media. Businesses use different resources to reach Generation Z. One of these sources is the social media phenomenas. For Generation Z individuals who actively use social media, social media phenomena act as opinion leaders. In this study, social media influencers are discussed in the context of opinion leader theory.In the study, it has been tried to measure the effect of YouTubers, one of the social media phenomena, on the purchasing decision of Generation Z consumers. In the survey conducted in this context, 402 Generation Z individuals have been reached in Turkey. As a result, it was determined that the products and services promoted by YouTubers attract the attention of Generation Z, their thoughts about the product are positively affected, but their effect on the purchasing decision is moderate. Interviews were conducted with a total of 20 individuals, including 10 individuals who stated that they were affected by YouTubers and 10 individuals who stated that they were not affected. As a result of the interviews, individuals who stated that they were not affected by YouTubers stated that they see the videos shared by YouTubers for advertising purposes and that they do not purchase the products and services they promote because they think they do not share their real experiences. On the other hand, individuals who stated that they were influenced by YouTubers stated that they find them natural and sincere, and they buy the products and services they promote because they think they share their real experiences.