Araştırma Makalesi
Para-Social Interaction, Attitude Toward Brands And Intention To Purchase: A Review Of Video Bloggers
Öz
With the ever-increasing interest in social media and widespread use of social media characterizing
the era, para-social relations are developing among social media users. Heightened internet
addiction tends to increase para-social relations, and vlogs have become effective and cost-saving
advertising models. Given the importance of vlog and para-social interaction, the aims of this study
are to examine the factors affecting para-social interaction with video bloggers, to examine the
effect of para-social interaction on attitude toward the brand, and to examine how one’s attitude
toward the brand affects purchasing intention. The study employed convenience sampling—a nonrandom
sampling method—to select members of the sample. The sample group consisted of 337
female students who studied at Osmaniye Korkut Ata University and watched make-up videos of
a vlogger who shares her opinions on cosmetic products on social media platforms. The data were
analyzed using an EFA, CFA, and both simple and multiple regression analyses. The results revealed
that physical attraction, social attraction, entertainment motivation, and relationship motivation all
have a statistically significant effect on para-social interaction. We also found that the most effective
dimension on the para-social interaction was entertainment motivation. Likewise, we found that
the para-social interaction had a statistically significant effect on one’s attitude toward brands and
intention to purchase.
Anahtar Kelimeler
Kaynakça
- Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
- Ballantine, P.W. & Martin, B.A.S. (2005). Forming para-social relationships in online communities, Advances in Consumer Research, Vol. 32, pp. 197-201, available at: www.acrwebsite.org/ volumes/v32/acr_vol32_83.pdf
- Cai, Q. (2009). The Web and the development of fans culture. Journal of International Communication, 07,86–90.
- Chung, S. & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: implications for celebrity endorsement, Psychology and Marketing, Vol. 34 No. 4, pp. 481-495.
- Davis, J.L. & Rusbult, C.E. (2001). Attitude alignment in close relationships, Journal of Personality and Social Psychology, Vol. 81 No. 1, pp. 65-84.
- De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
- Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocialRelationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44.
- Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal (AMJ), 21(1), 36-42.
- Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social Media: The good, the bad, and the ugly. Information Systems Frontiers, 20(3), 419-423.
- Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
- Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175.
- Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
- Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
- Frederick, E. L., Lim, C. H., Clavio, G., & Walsh, P. (2012). Why we follow: An examination of parasocial interaction and fan motivations for following athlete archetypes on Twitter. International Journal of Sport Communication, 5(4), 481-502.
- Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
- Gleason, T. R., Theran, S. A., & Newberg, E. M. (2017). Parasocial interactions and relationships in early adolescence. Frontiers in Psychology, 8, 255.
- Greenwood, D. N., Pietromonaco, P. R., & Long, C. R. (2008). Young women's attachment style and interpersonal engagement with female TV stars. Journal of Social and Personal Relationships, 25(3), 387-407.
- Hair, J. F., Rolp, E. A., Ronald, L. T., & William, C. B. (1998). Multivariate data analysis, (International Fifth Edition). USA: Prentice Hall.
- Han, S., & Yang, H. (2018). Understanding adoption of intelligent personal assistants: a parasocial relationship perspective. Industrial Management & Data Systems, 118(3), 618-636.
- Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
- Heider, F. (1946). Attitudes and cognitive organization. The Journal of psychology, 21(1), 107-112.
- Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
- Huan, T. J., Chin, T. A., Sulaiman, Z., & Zakuan, N. (2020). Review the Relationships Between Antecedents of Parasocial Interaction and Branding in Video Blog, International Conference on E-Commerce, 2-3 November 2020, UUM, Sıntok, Kedah, Malaysıa.
- Hui, T. X. (2017). The effect of source credibility on consumers’ purchase intention in Malaysia online community. Journal of Arts & Social Sciences, 1(1), 12-20.
- Hwang, J., Yoon, Y. S., & Park, N. H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897-907.
- Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
- İslamoğlu A.H. ve Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri, İstanbul: Beta Yayınları. Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25 (3), 279-294.
- Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
- Lee, S. (2018). Enhancing customers’ continued mobile app use in the service industry. Journal of Services Marketing, 32(6), 680-691.
- Lee, S. A., & Lee, M. (2017). Effects of relationship types on customers’ parasocial interactions: Promoting relationship marketing in social media. Journal of Hospitality and Tourism Technology, 8(1), 133-147.
- Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference. European Journal of Marketing, 45 (7/8), 1214-1235.
- Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics. doi:10.1108/apjml-01-2018-0021
- MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modeling in psychological research. Annual review of psychology, 51(1), 201-226.
- Madianou, M., & Miller, D. (2013). Polymedia: Towards a new theory of digital media in interpersonal communication. International journal of cultural studies, 16(2), 169-187.
- Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59-77.
- Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654.
- Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human communication research, 12(2), 155-180.
- Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships, Journal of Broadcasting and Electronic Media, 31 (3), 279-292.
- Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21.
- Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
- Schramm, H., & Wirth, W. (2010). Testing a universal tool for measuring parasocial interactions across different situations and media: Findings from three studies. Journal of Media Psychology: Theories, Methods, and Applications, 22(1), 26.
- Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622-634.
- Shiau, W.L., Dwivedi, Y.K., & Yang, H.S. (2017). Co-citation and cluster analyses of extant literature on social networks. International Journal of Information Management, 37, 390 – 399.
- Shin, D. H. (2016). Do users experience real sociability through social tv? Analyzing parasocial behavior in relation to social tv. Journal of Broadcasting & Electronic Media, 60(1), 140–159.
- Smith, A. N., & Pyle, M. A. (2015). A Video is Worth 1000 Words: Linking Consumer Value for Opinion Seekers to Visually Oriented eWOM Practices, Consumer Psychology in a Social Media World, Routledge, New York, NY, 97-118.
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
- Spears, N. & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66
- Stelzner, M. (2017). Social media marketing industry report: how marketers are using social media to grow their businesses. 21 Şubat 2021 tarihinde www.socialmediaexaminer.com/report2017/ adresinden erişildi.
- Terblanche, N. S., & Boshoff, C. (2008). Improved scale development in marketing: An empirical illustration. International Journal of Market Research, 50(1), 105-119.
- Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
- Utz, S. (2015). The function of self-disclosure on social network sites: Not only intimate, but also positive and entertaining self-disclosures increase the feeling of connection. Computers in Human Behavior, 45, 1-10.
- Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320.
- Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 1-16.
- Xiao, Z. J., & Zhang, H. (2016). A calm thinking about the great upsurge in digital ce-lebrity economy. China Newspaper Industry, 17,39–41.
- Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803.
- Zhang, L., & Pentina, I. (2012). Motivations and usage patterns of Weibo. Cyberpsychology, Behavior, and Social Networking, 15(6), 312-317.
Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme
Öz
Günümüzde sosyal medyaya duyulan ilginin artışı ve sosyal medya kullanımının yaygınlaşması
ile sosyal medya kullanıcıları arasında para-sosyal ilişkiler gelişmektedir. Giderek artan internet
bağımlılığı para-sosyal ilişkileri arttırma eğilimi göstermiş ve popüler bir pazarlama aracı olarak
ortaya çıkan vloggerlar etkili ve maliyet tasarruflu reklam modelleri haline gelmiştir. Vloggerlar
ve para-sosyal etkileşimin önemi göz önüne alındığında, bu çalışmanın amaçları; vloggerlarla
kurulan para-sosyal etkileşim üzerinde etkili olan faktörleri, para-sosyal etkileşimin markaya
yönelik tutum üzerindeki etkisini ve markaya yönelik tutumun satın alma niyeti üzerindeki etkisini
incelemektir. Araştırmada örneklem seçiminde tesadüfi olmayan örnekleme yöntemlerinden biri
olan kolayda örnekleme yöntemi kullanılmıştır. Araştırmanın örneklemini Osmaniye Korkut Ata
Üniversitesi’nde eğitim alan ve sosyal medya platformlarında kozmetik ürünlere ilişkin yorumlarını
paylaşan bir vloggerın makyaj videolarını izleyen 337 kız öğrenci oluşturmaktadır. Araştırmada elde
edilen verilerin analizinde keşifsel ve doğrulayıcı faktör analizlerinden ve basit ve çoklu regresyon
analizlerinden yararlanılmıştır. Araştırma sonucunda fiziksel çekiciliğin, sosyal çekiciliğin, eğlence
güdüsünün ve ilişki kurma güdüsünün para-sosyal etkileşim üzerinde istatistiksel olarak anlamlı
bir etkiye sahip olduğu tespit edilmiştir. Araştırmada para-sosyal etkileşim üzerinde en etkili olan
boyutun ise eğlence güdüsü olduğu tespit edilmiştir. Ayrıca araştırmada para-sosyal etkileşimin
markaya yönelik tutum ve markaya yönelik tutumun da satın alma niyeti üzerinde istatistiksel
olarak anlamlı bir etkiye sahip olduğu tespit edilmiştir.
Anahtar Kelimeler
Kaynakça
- Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
- Ballantine, P.W. & Martin, B.A.S. (2005). Forming para-social relationships in online communities, Advances in Consumer Research, Vol. 32, pp. 197-201, available at: www.acrwebsite.org/ volumes/v32/acr_vol32_83.pdf
- Cai, Q. (2009). The Web and the development of fans culture. Journal of International Communication, 07,86–90.
- Chung, S. & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: implications for celebrity endorsement, Psychology and Marketing, Vol. 34 No. 4, pp. 481-495.
- Davis, J.L. & Rusbult, C.E. (2001). Attitude alignment in close relationships, Journal of Personality and Social Psychology, Vol. 81 No. 1, pp. 65-84.
- De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
- Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocialRelationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44.
- Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal (AMJ), 21(1), 36-42.
- Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social Media: The good, the bad, and the ugly. Information Systems Frontiers, 20(3), 419-423.
- Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
- Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175.
- Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
- Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
- Frederick, E. L., Lim, C. H., Clavio, G., & Walsh, P. (2012). Why we follow: An examination of parasocial interaction and fan motivations for following athlete archetypes on Twitter. International Journal of Sport Communication, 5(4), 481-502.
- Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
- Gleason, T. R., Theran, S. A., & Newberg, E. M. (2017). Parasocial interactions and relationships in early adolescence. Frontiers in Psychology, 8, 255.
- Greenwood, D. N., Pietromonaco, P. R., & Long, C. R. (2008). Young women's attachment style and interpersonal engagement with female TV stars. Journal of Social and Personal Relationships, 25(3), 387-407.
- Hair, J. F., Rolp, E. A., Ronald, L. T., & William, C. B. (1998). Multivariate data analysis, (International Fifth Edition). USA: Prentice Hall.
- Han, S., & Yang, H. (2018). Understanding adoption of intelligent personal assistants: a parasocial relationship perspective. Industrial Management & Data Systems, 118(3), 618-636.
- Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
- Heider, F. (1946). Attitudes and cognitive organization. The Journal of psychology, 21(1), 107-112.
- Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
- Huan, T. J., Chin, T. A., Sulaiman, Z., & Zakuan, N. (2020). Review the Relationships Between Antecedents of Parasocial Interaction and Branding in Video Blog, International Conference on E-Commerce, 2-3 November 2020, UUM, Sıntok, Kedah, Malaysıa.
- Hui, T. X. (2017). The effect of source credibility on consumers’ purchase intention in Malaysia online community. Journal of Arts & Social Sciences, 1(1), 12-20.
- Hwang, J., Yoon, Y. S., & Park, N. H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897-907.
- Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
- İslamoğlu A.H. ve Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri, İstanbul: Beta Yayınları. Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25 (3), 279-294.
- Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
- Lee, S. (2018). Enhancing customers’ continued mobile app use in the service industry. Journal of Services Marketing, 32(6), 680-691.
- Lee, S. A., & Lee, M. (2017). Effects of relationship types on customers’ parasocial interactions: Promoting relationship marketing in social media. Journal of Hospitality and Tourism Technology, 8(1), 133-147.
- Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference. European Journal of Marketing, 45 (7/8), 1214-1235.
- Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics. doi:10.1108/apjml-01-2018-0021
- MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modeling in psychological research. Annual review of psychology, 51(1), 201-226.
- Madianou, M., & Miller, D. (2013). Polymedia: Towards a new theory of digital media in interpersonal communication. International journal of cultural studies, 16(2), 169-187.
- Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59-77.
- Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654.
- Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human communication research, 12(2), 155-180.
- Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships, Journal of Broadcasting and Electronic Media, 31 (3), 279-292.
- Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21.
- Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
- Schramm, H., & Wirth, W. (2010). Testing a universal tool for measuring parasocial interactions across different situations and media: Findings from three studies. Journal of Media Psychology: Theories, Methods, and Applications, 22(1), 26.
- Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622-634.
- Shiau, W.L., Dwivedi, Y.K., & Yang, H.S. (2017). Co-citation and cluster analyses of extant literature on social networks. International Journal of Information Management, 37, 390 – 399.
- Shin, D. H. (2016). Do users experience real sociability through social tv? Analyzing parasocial behavior in relation to social tv. Journal of Broadcasting & Electronic Media, 60(1), 140–159.
- Smith, A. N., & Pyle, M. A. (2015). A Video is Worth 1000 Words: Linking Consumer Value for Opinion Seekers to Visually Oriented eWOM Practices, Consumer Psychology in a Social Media World, Routledge, New York, NY, 97-118.
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
- Spears, N. & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66
- Stelzner, M. (2017). Social media marketing industry report: how marketers are using social media to grow their businesses. 21 Şubat 2021 tarihinde www.socialmediaexaminer.com/report2017/ adresinden erişildi.
- Terblanche, N. S., & Boshoff, C. (2008). Improved scale development in marketing: An empirical illustration. International Journal of Market Research, 50(1), 105-119.
- Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
- Utz, S. (2015). The function of self-disclosure on social network sites: Not only intimate, but also positive and entertaining self-disclosures increase the feeling of connection. Computers in Human Behavior, 45, 1-10.
- Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320.
- Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 1-16.
- Xiao, Z. J., & Zhang, H. (2016). A calm thinking about the great upsurge in digital ce-lebrity economy. China Newspaper Industry, 17,39–41.
- Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803.
- Zhang, L., & Pentina, I. (2012). Motivations and usage patterns of Weibo. Cyberpsychology, Behavior, and Social Networking, 15(6), 312-317.
Toplam 57 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Ağustos 2021 |
| Kabul Tarihi | 5 Ağustos 2021 |
| Yayımlandığı Sayı | Yıl 2021 Cilt: 9 Sayı: 24 |
ÖNEMLİ NOT: DERGİMİZ ÖZEL SAYILAR HARİCİNDE HER YILIN NİSAN, AĞUSTOS VE ARALIK AYLARINDA OLMAK ÜZERE YILDA ÜÇ DEFA YAYIMLANMAKTADIR. ADAY ÇALIŞMALAR SAYIYA ÖZEL GÖNDERİLMEMEKTEDİR. DERGİMİZE GÖNDERİLEN MAKALELER DEĞERLENDİRME SÜRECİNİN TAMAMLANMASINI TAKİBEN UYGUN OLAN İLK SAYIDA YAYIMLANMAKTADIR.