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The aim of the study is to determine which needs of Generation Z individuals obtain satisfaction from influencers, who are described as the mechanism of action of social media, and to examine to which extent these satisfaction levels differ in the context of the Uses and Gratifications Theory. The survey method is preferred for the collection of re...
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... to the above information, it is observed that the vast majority of the individuals involved in the study were male (%54,4). The information on the distribution of the individuals participating in the study by age groups is given in Information on the distribution of the individuals participating in the study according to their educational status is given in Table 6. As a result of the data collected from the participants, it was determined that none of them had a primary education level, and as a result, the item on the primary education level was not given above. ...Context 2
... to the above information, it is observed that the vast majority of the individuals involved in the study were male (%54,4). The information on the distribution of the individuals participating in the study by age groups is given in Information on the distribution of the individuals participating in the study according to their educational status is given in Table 6. As a result of the data collected from the participants, it was determined that none of them had a primary education level, and as a result, the item on the primary education level was not given above. ...Similar publications
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... In addition, a number of research studies have applied the U&G theory to the social media domain. These studies have analyzed what drives consumer engagement with brand pages (de Oliveira et al., 2016), what drives mobile advertising through social media platforms (Luarn et al., 2015;Wu, 2016), why people use social networking sites (Khan, 2017), how social media content drives consumer engagement (Kefi & Maar, 2020;Kujur & Singh, 2020), and how consumers interact with social media influencers (Hwang & Zhang, 2018;Yaman & Çakin, 2021), while a small number of research studies have addressed problems pertaining to the context of human-like VIs (Lou et al., 2022) through the lens of U&G theory. The current study uses U&G theory to investigate source factors from a content-oriented perspective (Kujur & Singh, 2017). ...
... First of all, the theoretical underpinnings of U&G are confirmed and expanded upon in this paper. The concept has been examined in a number of contexts, including analysis of the driving forces behind mobile advertisements (Luarn et al., 2015;Wu, 2016), investigation of the reasons behind the use of social media networks (Khan, 2017), discovery of the different elements driving customer interaction with brand pages (de Oliveira et al., 2016), analysis of social media content for the purpose of engaging customers (Kefi & Maar, 2020;Kujur & Singh, 2020), and exploring the interaction between customers and social media influencers (Hwang & Zhang, 2018;Yaman & Çakin, 2021). However, our research expands on this concept by including the levels of satisfaction derived from being willing to follow human-like VIs, which in turn leads to purchase intentions, particularly from the standpoint of motivation that is content-oriented. ...
The swift progress in machine learning algorithms, artificial intelligence, and interactive immersive media technologies has led to the introduction of computer-generated imagery on Instagram. This feature, so-called "human-like virtual influencers (VIs)", has revolutionized the way people interact with technology. Using a combination of cutting-edge AI technologies, in a novel application of computer vision algorithms, and large language models to extract the content posted by two popular human-like VIs on Instagram, the present study is the first to categorize and classify types of human-like virtual-influencer-generated content. Quantitative methods, such as partial least squares structural equation modeling (PLS-SEM), were used to examine the impact of human-like virtual-influencer-generated content on consumers' willingness to follow as well as purchase intentions. The information was gathered from 650 Thai customers. The findings showed that consumers' willingness to follow and purchase intentions were significantly influenced by the positive effects of emotional appeal content, which includes relational, entertaining, positive emotion, and negative emotion content. These effects outweighed those of rational appeal content, such as informative and remunerative content, as well as authenticity appeal content. Meanwhile, disclosing sponsored content had no effect on consumers' willingness to follow. The theoretical underpinnings of uses and gratifications (U&G) theory, parasocial relationships and Richins' hierarchical model of emotions are confirmed and expanded upon in this work, and the suggested inclusive approach also significantly advances the expanding corpus of research on VIs. Our research also provides a contribution to the recent literature on human-like VI marketing.
... Lou et al. (2023) also found that carefully curated flaws and self-defense strategies can mitigate the uncanny valley effect caused by virtual social media influencers appearing excessively lifelike [21]. However, one of the primary functions of social media influencers is to satisfy consumers' cognitive needs regarding products and brands during their shopping decision-making processes [22]. Despite these insights, few studies have explored how virtual social media influencers satisfy cognitive needs and subsequently positively influence product preferences, particularly through their narrative strategies. ...
... In exploring this, Yaman and ÇAKIN (2021) found that Generation Z consumers view one of the primary functions of social media influencers as meeting their cognitive needs for purchasing decisions [22]. Through the lens of UGT, these behaviors link the cognitive motivations for seeking media content-such as informational reinforcement and decisionmaking guidance-with the digital strategies employed by virtual influencers. ...
... Through the lens of UGT, these behaviors link the cognitive motivations for seeking media content-such as informational reinforcement and decisionmaking guidance-with the digital strategies employed by virtual influencers. Prior to forming an attitude toward a product or service, consumers heavily rely on the knowledge, feelings, and experiences of social media influencers and are significantly influenced by their discourse [22]. ...
As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications Theory (UGT) is employed as a theoretical framework to explore the effects of educational narrative strategies and evaluative narrative strategies on consumer product preferences, with an analysis of the mediating role of word-of-mouth effectiveness and the moderating role of perceived product usability. It was demonstrated in Experiment 1 that virtual influencers employing educational narrative strategies are more effective than those using evaluative narrative strategies in enhancing consumer product preferences. The boundaries of the study were clarified in Experiment 2, which found that the main effect of educational narrative strategies utilized by social media influencers to increase consumer product preferences is present only in the context of virtual influencers. In Experiment 3, the mediating role of word-of-mouth recommendation effectiveness in the relationship between narrative strategies and consumer product preferences was further verified. The moderating role of perceived product usability was examined in Experiment 4, and it was found that the main effect is more pronounced in contexts where perceived product usability is low. The results of this study provide theoretical and practical guidance on how companies can effectively leverage virtual influencers to promote their products.
Fecha de recepción del artículo: 30/01/2023 Fecha de aceptación definitiva: 15/04/2023 RESUMEN Los influencers congregan a millones de jóvenes en torno sus contenidos pasando horas observando sus recomenda-ciones y comentarios. Este escenario lleva a preguntarse ¿qué tipo de influencers son los que más les interesan?, ¿qué características poseen para que los jóvenes se decidan a seguir sus contenidos?, ¿cuáles son sus motivaciones para consumir sus producciones? Para responder a estas preguntas, se ha realizado una encuesta a 290 jóvenes (54% chi-cos; 46% chicas) de entre 18 y 24 años, del 2 de febrero al 3 de marzo de 2022. Los resultados muestran que los chi-cos siguen a gamers y streamers y las chicas a influencers que ofrecen contenidos dedicados belleza y moda. Ambos géne-ros se decantan por influencers que ofrecen contenidos humorísticos o divertidos. La identificación con los influencers y la posibilidad de formarse a través de sus contenidos son las principales características que valoran. Se detecta una tendencia en el modo de informarse de los jóvenes que comprenden los hechos de actualidad a través de los conte-nidos que ofrecen los influencers. Las principales motivaciones se vinculan con el tipo de influencer que deciden visuali-zar. Chicos y chicas lo hacen por diversión, por pasar el rato y por aprender cosas nuevas. ABSTRACT Thousands of young people are gathering around the content of influencers whose spend hours watching their recommendations and comments on their screens. Thus, the question arises: what types of influencers are they most interested in, what characteristics do influencers possess that motivate them to follow their content, and what are their motivations for doing so? The survey was conducted among 290 young adults (54% boys, 46% girls) between the ages of 18 and 24 between 2 February and 3 March 2022 in order to answer these questions. According to the find
تستهدف الدراسة الحالية الكشف عن اتجاه الجمهور نحو المؤثرين على مواقع التواصل الاجتماعي، فضلاً عن تحليل دوافع تعرض الجمهور للمحتوى الذي يقدمه هؤلاء المؤثرون، وعناصر مصداقية هذا المحتوى، بالاستعانة بمدخل الاستخدامات والإشباعات، ونظرية مصداقية المصدر، وذلك من خلال دراسة ميدانية -باستخدام منهج المسح- استهدفت 400 مبحوث مختلفي الخصائص الديموجرافية، وقد توصلت الدراسة لمجموعة من النتائج أبرزها:
- ارتفاع كثافة تعرض المبحوثين لصفحات المؤثرين على موقع Facebook لما يتمتع به من تفاعلية، وحرية فضلَا عن فورية رجع الصدى.
- تفضيل الجمهور للمحتوى الذي يتنوع بين النصوص المكتوبة والصور، ولقطات الفيديو، وهو ما يكفل أكبر قدر من التفاعل مع الجمهور على اختلاف رغباته واحتياجاته، ومن ثم زيادة أعداد المتابعين المتأثرين بالمحتوى المقدم.
- برزت الدوافع النفعية أبرز دوافع المتابعين لمؤثرين على مواقع التواصل الاجتماعي سواء بشكل مباشر أو غير مباشر، وهي المتعلقة بأسلوب المؤثرين المميز والمكثف، والذي يجعل الشباب يستقبلون المعلومات بسهولة، تمكنهم من زيادة معلوماتهم وخبراتهم الحياتية ومهاراتهم.
- وبالنسبة لمكونات الاتجاه فظهر ارتفاع المكون الوجداني مقارنة بالمكونين السلوكي والمعرفي، بما يعني أنه كلما زادت العلاقة الوجدانية بين المؤثرين ومتابعيهم كلما زاد تأثيرهم، وارتفعت نسبة قبولهم واقتناعهم بما يقدمونه من محتوى.
In the quickly evolving landscape of global influencer marketing developments, there is an opportunity to create technologies to help manage brand deals. This research was conducted for a tech startup developing innovative AI tools designed to streamline the complex process of managing brand deals for influencers. As a startup, the company is agile and adaptive, eager to use research results to refine and improve its product. However, the main research insights will be publicized to serve as a resource for those seeking to understand the challenges and opportunities in managing brand deals within the global influencer landscape.
Influencer marketing has significantly altered the way brands connect with their target audience, specifically Generation Z. The aim of this research is to explore how brands using influencer marketing impact the purchasing decisions of Generation Z individuals aged 15 to 25 in Istanbul, Türkiye. Data collection for this study is conducted through a qualitative study approach. A semi-structed questionnaire is used to assess how Generation Z’s perception of an influencer affects how they engage with a brand and how that shapes their buying decision process. The results of this study showed that the attractiveness, integrity and level of fame that an influencer possesses affect the way Generation Z perceives them. If they have loyalty towards an influencer, they are more likely to have loyalty towards the brand associated with the influencer. The conclusions drawn from this study are particularly valuable for brands interested in optimizing their influencer marketing strategies to efficiently establish a connection with Generation Z in the Turkish market.
21. yüzyılın kanaat önderleri olarak kabul edilen sosyal medya fenomenlerinin söyle-dikleri, yaptıkları, önerdikleri kendilerini takip edenler tarafından dikkate alınmakta ve kararlar üzerinde etkili olabilmektedir. Bu araştırma kapsamında da Sinop Üniver-sitesi öğrencilerinin sosyal medya ve sosyal medya fenomenleri ile ilişkisi ele alınmış-tır. Araştırmanın amacı; üniversite öğrencilerinin karar alırken sosyal medya fenomen-lerini ne kadar dikkate aldıklarını tespit etmek olup, cinsiyet, yaş, bölüm gibi değiş-kenlere göre inceleme yapılmıştır. Araştırmanın katılımcılarını Sinop Üniversitesinde öğrenim gören 402 öğrenci oluşturmaktadır. 402 öğrenciye uygulanan anket sonucun-da elde edilen veriler SPSS 22 istatistik programında analize tabi tutulmuştur. Analiz sonuçlarından elde edilen bulgulara göre; her yaş grubunda öğrencilerin sosyal med-yayı her gün kullandığı, en sık kullanılan sosyal medya araçları arasında instagramın birinci sırada yer aldığı, öğrencilerin sosyal medya araçlarını öncelikli kullanma amaçlarının eğlenmek olduğu ve beklenilenin aksine karar aşamalarında sosyal medya fenomenlerinden ziyade ailelerinin etkili olduğu sonuçlarına varılmıştır. Araştırmanın bir diğer bulgusuna göre; öğrencilerin en sık takip ettiği ve en güvenilir bulduğu sosyal medya fenomeninin Oğuzhan Uğur olduğu tespit edilmiştir.
