Strategic influencer communication and formation of purchase intention in social networking sites
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2020Copyright
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Tämän tutkimuksen tarkoituksena oli tutkia, kuinka ostoaikomus muodostuu sosiaalisen median kanavissa kuten YouTubessa, Facebookissa tai Instagramissa hyödyntäen vaikuttajamarkkinointia markkinointikeinona.
Tutkimuksen kolme pääteoriaa ovat lähteen uskottavuus -teoria, suostuttelun tunnista-misen -teoria ja parasosiaalisen vuorovaikutuksen -teoria. Lähteen uskottavuus -teoriaa on myös käytetty aikaisemmassa tutkimuksessa sosiaalisesta mediasta. Aiemman tutki-muksen pohjalta tälle teorialle on löydettävissä viisi eri muuttujaa, josta uskottavuus muodostuu. Nämä ovat luotettavuus, asiantuntijuus, fyysinen viehättävyys, sosiaalinen viehättävyys ja samankaltaisuus.
Tutkimus toteutettiin kvantitatiivisena survey-kyselytutkimuksena. Vastaajat katsoivat alkuun tuotearvosteluvideon, jonka jälkeen he vastasivat kyselylomakkeen kysymyksiin. Vastaajat jaettiin kahteen ryhmään, josta toiselle ryhmälle manipuloitiin suostuttelemisen tunnistamista alussa esitetyllä tekstillä. Kysely levitettiin Jyväskylän Yliopiston opiskelijoiden sähköpostilistojen, sekä tutkimuksen tekijän sosiaalisen median kautta.
Tutkimuksen tuloksissa lähteen uskottavuuden muodostaa luotettavuus, asiantuntijuus, fyysinen ja sosiaalinen viehättävyys sekä samankaltaisuus. Lähteen uskottavuus vaikuttaa positiivisesti ostoaikomukseen ja argumenttien koettuun laatuun. Argumenttien laadun ja ostoaikomuksen välille ei löytynyt todisteita. Parasosiaalinen vuorovaikutus vaikuttaa positiivisesti lähteen uskottavuuteen ja suostuttelun tunnistaminen moderoi tätä suhdetta heikentäen suhdetta, kun suostuttelun tunnistaminen on korkealla tasolla. Kohderyhmän osallistumisen asteen ennustettiin vaikuttavan positiivisesti parasosiaaliseen vuorovaikutukseen, tähän ei kuitenkaan löytynyt tilastollisesti merkitsevää suhdetta.
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The aim for this research was to study how the purchase intention forms in social networking sites such as YouTube, Facebook or Instagram by utilizing strategic influencer communication as a marketing tactic.
Three main concepts were source credibility theory, persuasion knowledge theory and parasocial relationship theory. Source credibility theory has been previously used in social networking site context and based on the past research source credibility forms from trustworthiness, expertise, physical attractiveness, social attractiveness and attitude homophily.
The study was implemented as a quantitative survey study. Respondents viewed product review video in YouTube and after that they filled out the survey. Respondents were shared in two groups for whom the persuasion knowledge was manipulated by different scenarios. The research material was collected from students of University of Jyväskylä and by sharing the link to survey in social networking sites.
The results of the study were that the credibility of social media influencer is formed from trustworthiness, expertise, physical attractiveness, social attractiveness and attitude homophily. High source credibility leads to higher purchase intention and argument quality. There was no evidence found out that high argument quality leads to high purchase intention. It was also found out that parasocial relationship leads to higher credibility of social media influencer and persuasion knowledge moderates this connection. When persuasion knowledge is high the connection between parasocial relationship and source credibility is weaker compared to situation where persuasion knowledge is low. It was also hypothesized that audience participation correlates with parasocial relationship, however there were no evidence for this connection.
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Keywords
strategic influencer communication social networking sites source credibility parasocial relationship persuasion knowledge markkinointi sosiaalinen media suostuttelu vaikuttaminen sosiaaliset verkostot digitaalinen markkinointi marketing social media persuasion influencing social networks digital marketing
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- Pro gradu -tutkielmat [29524]
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