Spor Influencerlarının Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisinin İncelenmesi
Özet
Bu çalışmanın amacı, günümüz sosyal medya ve internet dünyasında yeni bir çalışma alanı olan influencer kavramının, spor endüstrisinin geniş yelpazesindeki konumunu, etkisini, öneminin aktarılarak influencerların hangi özelliklere sahip olduklarını ve bu özellikler doğrultusunda spor endüstrisi içerisindeki markalar veya şirketlerle yapılan iş birlikleri sayesinde tüketicilerin hedeflenen ürünleri veya hizmetleri satın alma aşamalarındaki tutumlarını ortaya koyarak açıklamaktır. Bu amaç doğrultusunda spor endüstrisi içinde kullanılan influencerlara yönelik yapılan araştırmalar incelenmiştir. İncelenen araştırmalar sonucunda spor endüstri içinde yer alan spor influencerları, tüketicilerin satın alma tutumları üzerinde tüketiciyle buluşturulması hedeflenen ürünler veya hizmetler üzerinde olumlu yönde bir etkiye sahip olduğu görülmektedir. Bu olumlu etkilerin gerçekleşmesinde pay sahibi olan ve araştırmamızın da baş rolü olan spor influencerlarının, tüketicilerin satın alma tutumları üzerindeki etkilerinin çeşitli faktörlerle gerçekleştiği çalışmamızda aktarılmaya çalışılacaktır.
The purpose of this research is to explain the position, impact and importance of the influencer concept, which is a new field of study in today's social media and internet world, in the wide range of the sports industry, by revealing the characteristics of influencers and the attitudes of consumers in the stages of purchasing targeted products or services through collaborations with brands or companies in the sports industry in line with these characteristics. For this purpose, studies on influencers used in the sports industry have been analyzed. As a result of the analyzed studies, it has been observed that sports influencers in the sports industry have a positive effect on the purchasing attitudes of consumers on the products or services targeted to be brought to the consumer. In our study, it will be tried to be conveyed that the effects of sports influencers, who have a share in the realization of these positive effects and have a leading role in our research, on consumers' purchasing attitudes are realized by various factors.
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