Araştırma Makalesi
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Gelişmekte Olan Bir Pazar’da Sosyal Medya Etkileyici Pazarlaması: Faslı Milenyum Kuşağı Tüketicileri Örneği

Yıl 2025, Cilt: 10 Sayı: 2, 188 - 201, 21.06.2025

Imane Benlemrid , Şahver Omerakı Çekirdekci

Öz

Sosyal medya platformları, tüketicilere tüketici davranışları yolculukları boyunca etkileşim, kişiselleştirme ve katılım fırsatları sunarak onları destekler ve güçlendirir. Bu platformlar, sosyal medya reklamcılığı için çeşitli araçlar sunmakta olup, etkileyici pazarlaması, markalar ile etkileyicilerin iş birliğini gerektiren en popüler yöntemlerden biridir. Sosyal medya etkileyicileri, günlük yaşamlarının dijital anlatılarını oluşturan ve paylaşan sıradan bireylerdir. Markalar, giderek artan bir şekilde, olumlu marka sonuçları elde etmek amacıyla etkileyicileri tanımlamakta ve stratejik olarak onlarla iş birliği yapmaktadır. Sosyal medya etkileyicileri ile ilgili mevcut akademik araştırmalar, büyük ölçüde Batı ülkelerine odaklanarak bu olguyu incelemektedir. Belirli bir coğrafi bağlama yoğunlaşılması, sosyal medyanın farklı kültürel bağlamlardaki etkinliğinin incelenmesini zorunlu kılmaktadır. Bu çalışma, Fas’ta nitel bir araştırma yöntemi kullanarak etkileyici-takipçi etkileşimlerini ve bunların tüketici davranışları üzerindeki etkilerini, dijital yerli milenyum kuşağına odaklanarak incelemektedir. Makale, kültürel boyutların milenyum kuşağının algıları ve tüketim davranışları üzerindeki farklılıkları nasıl yaratabileceğine dair teorik içgörüler sunarken, etkileyiciler ve markalar için yönetimsel çıkarımlar ve gelecekteki araştırmalara yönelik alanlar da sunmaktadır.

Anahtar Kelimeler

Sosyal Medya Etkileyicileri Sosyal Medya Tüketici Davranışları Milenyum Kuşağı Kültür

Kaynakça

  • Abidin, C., & Brown, M. L. (Eds.). (2018). Microcelebrity around the globe: Approaches to cultures of internet fame. Emerald Group Publishing.
  • Aw, E. C. X., & Agnihotri, R. (2024). Influencer marketing research: Review and future research agenda. Journal of Marketing Theory and Practice, 32(4), 435–448.
  • Bartoloni, S., & Ancillai, C. (2024). Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda. International Journal of Management Reviews, 26(3), 435–457.
  • Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58, 214–243.
  • Beichert, M., Bayerl, A., Goldenberg, J., & Lanz, A. (2023). Revenue generation through influencer marketing. Journal of Marketing, 88(4), 40–63.
  • Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. Journal of Business Research, 132, 186–195.
  • Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
  • Breves, P.L., Liebers, N., Abt, M. and Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand: how influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
  • Byrne, D. E. (1971). The attraction paradigm. Academic Press.
  • Casaló, L. V., Flavián, C., & Ibáñez‐Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
  • Dekoninck, H., & Schmuck, D. (2024). The “greenfluence”: Following environmental influencers, parasocial relationships, and youth’s participation behavior. New Media & Society, 26(11), 6615-6635.
  • Dixon, S. J. (2024a). Number of global social network users 2017–2028. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/, 08.12.24.
  • Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
  • Fernández‐Prados, J. S., Lozano‐Díaz, A., Bernal‐Bravo, C., & Muyor‐Rodríguez, J. (2021). Influencers and social media: State of the art and bibliometric analysis. 2021 9th International Conference on Information and Education Technology (ICIET), 456–460.
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
  • Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.
  • Grgurić Čop, N., Culiberg, B., & First Komen, I. (2024). Exploring social media influencers’ moral dilemmas through role theory. Journal of Marketing Management, 40(1-2), 1-22.
  • Han, J., & Balabanis, G. (2024). Meta‐analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology & Marketing, 41(2), 394–426.
  • Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations.Sage.
  • Horton, D., & Wohl, R. R. (1956). Mass communication and para‐social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
  • Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. In L. A. Malthouse & E. Calderon (Eds.), Social media influencers in strategic communication (pp. 24–67).
  • Ipsos. (2018). MENA millennials decoded: A glimpse into MENA’s most disruptive generation. Retrieved from https://www.ipsos.com/sites/default/files/ct/publication/documents/2018-09/MENAs_Millennials_Decoded.pdf, 08.12.24
  • Ipsos. (2024). Flair Morocco 2024: Achievement and accelerations. Retrieved from https://www.ipsos.com/en/flair-morocco-2024-achievement-and-accelerations, 08.12.24.
  • Jaiswal, A. K., Vemireddy, V., & Angeli, F. (2024). Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness. European Journal of Marketing, 58(2), 590-631.
  • Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: Foundations, trends, and ways forward. Electronic Commerce Research. https://doi.org/[specific DOI link if applicable].
  • Kassing, J. W., & Sanderson, J. (2010). Fan–athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sport Communication, 3(1), 113–128.
  • Katz, E., & Lazarsfeld, P. F. (1964). Personal influence, the part played by people in the flow of mass communications. Transaction publishers.
  • Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278.
  • Koay, K. Y., & Lee, K. M. (2024). Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase. Journal of Marketing Communications, 1-19.
  • Koay, K. Y., & Lim, W. M. (2024). Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions. Journal of Product & Brand Management, 34(3), 265-278.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
  • Lamba, S. S. (2021). Fomo: marketing to millennials. Notion Press.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.
  • Liu, F., & Lee, Y. H. (2024). Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception. Journal of Retailing and Consumer Services, 77, Article 103685.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42–55.
  • Pan, M., Blut, M., Ghiassaleh, A. and Lee, Z.W.Y. (2024). Influencer marketing effectiveness: a meta-analytic review. Journal of the Academy of Marketing Science, 53, 52-78.
  • Piehler, R., Schade, M., Sinnig, J. and Burmann, C. (2022). Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing. Journal of Strategic Marketing, 30(4), 408-420.
  • Reinikainen, H., Munnukka, J., Maity, D. and Luoma-Aho, V. (2020). You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3/4), 279-298.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281.
  • Sheng, J., Kostyk, A., & Chatzipanagiotou, K. (2025). From Parasocial Interaction to Parasocial Relationship: A Review and Research Agenda. International Journal of Consumer Studies, 49(2), e70038.
  • Statista. (2024a). Consumers in Morocco. Retrieved from https://www.statista.com/study/144355/consumers-in-morocco/. 07.12.24
  • Statista. (2024b). Influencer marketing market size worldwide from 2016 to 2024. Retrieved from https://www.statista.com/statistics/1092819/global-influencer-market-size/. 07.12.24.
  • Thomas, V. L., Fowler, K., & Taheran, F. (2024). How social media influencer collaborations are perceived by consumers. Psychology & Marketing, 41(1), 168-183.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in influencer marketing: A review and bibliometric analysis. Journal of Interactive Advertising, 22(1), 1-27.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2024). Social media influencers: literature review, trends and research agenda. Journal of Advances in Management Research, 21(2), 173-202.
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
  • Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213.

Social Media Influencer Marketing in an Emerging Market: The Case of Moroccan Millennial Consumers

Yıl 2025, Cilt: 10 Sayı: 2, 188 - 201, 21.06.2025

Imane Benlemrid , Şahver Omerakı Çekirdekci

Öz

Social media platforms assist and empower consumers throughout their consumer behavior journey allowing interaction, personalization and engagement. The platforms offer different tools for social media advertising with influencer marketing being one of the most popular that requires the collaboration of influencers and brands. Social media influencers are regular individuals that create and disseminate a digital narrative of their everyday lives. Increasingly, brands identify and strategically engage with influencers to enable favorable brand outcomes. Existing academic research on social media influencer research focuses mainly on western countries to explore the phenomenon. The concentration on a specific geographical context necessitates the study of social media effectiveness in different cultural contexts. By employing qualitative research in Morrocco, the present study explores influencer-follower interactions and their effect on consumers’ behavior by focusing on a specific age segment – the digital native millennials. The paper provides theoretical insights on how cultural dimensions can create differences in millennials’ perceptions and consumption behaviors by offering also managerial implications for influencers and brands, and areas for future research.

Anahtar Kelimeler

social media influencers social media consumer behavior millennials culture

Kaynakça

  • Abidin, C., & Brown, M. L. (Eds.). (2018). Microcelebrity around the globe: Approaches to cultures of internet fame. Emerald Group Publishing.
  • Aw, E. C. X., & Agnihotri, R. (2024). Influencer marketing research: Review and future research agenda. Journal of Marketing Theory and Practice, 32(4), 435–448.
  • Bartoloni, S., & Ancillai, C. (2024). Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda. International Journal of Management Reviews, 26(3), 435–457.
  • Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58, 214–243.
  • Beichert, M., Bayerl, A., Goldenberg, J., & Lanz, A. (2023). Revenue generation through influencer marketing. Journal of Marketing, 88(4), 40–63.
  • Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. Journal of Business Research, 132, 186–195.
  • Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
  • Breves, P.L., Liebers, N., Abt, M. and Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand: how influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
  • Byrne, D. E. (1971). The attraction paradigm. Academic Press.
  • Casaló, L. V., Flavián, C., & Ibáñez‐Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
  • Dekoninck, H., & Schmuck, D. (2024). The “greenfluence”: Following environmental influencers, parasocial relationships, and youth’s participation behavior. New Media & Society, 26(11), 6615-6635.
  • Dixon, S. J. (2024a). Number of global social network users 2017–2028. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/, 08.12.24.
  • Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
  • Fernández‐Prados, J. S., Lozano‐Díaz, A., Bernal‐Bravo, C., & Muyor‐Rodríguez, J. (2021). Influencers and social media: State of the art and bibliometric analysis. 2021 9th International Conference on Information and Education Technology (ICIET), 456–460.
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
  • Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.
  • Grgurić Čop, N., Culiberg, B., & First Komen, I. (2024). Exploring social media influencers’ moral dilemmas through role theory. Journal of Marketing Management, 40(1-2), 1-22.
  • Han, J., & Balabanis, G. (2024). Meta‐analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology & Marketing, 41(2), 394–426.
  • Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations.Sage.
  • Horton, D., & Wohl, R. R. (1956). Mass communication and para‐social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
  • Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. In L. A. Malthouse & E. Calderon (Eds.), Social media influencers in strategic communication (pp. 24–67).
  • Ipsos. (2018). MENA millennials decoded: A glimpse into MENA’s most disruptive generation. Retrieved from https://www.ipsos.com/sites/default/files/ct/publication/documents/2018-09/MENAs_Millennials_Decoded.pdf, 08.12.24
  • Ipsos. (2024). Flair Morocco 2024: Achievement and accelerations. Retrieved from https://www.ipsos.com/en/flair-morocco-2024-achievement-and-accelerations, 08.12.24.
  • Jaiswal, A. K., Vemireddy, V., & Angeli, F. (2024). Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness. European Journal of Marketing, 58(2), 590-631.
  • Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: Foundations, trends, and ways forward. Electronic Commerce Research. https://doi.org/[specific DOI link if applicable].
  • Kassing, J. W., & Sanderson, J. (2010). Fan–athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sport Communication, 3(1), 113–128.
  • Katz, E., & Lazarsfeld, P. F. (1964). Personal influence, the part played by people in the flow of mass communications. Transaction publishers.
  • Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278.
  • Koay, K. Y., & Lee, K. M. (2024). Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase. Journal of Marketing Communications, 1-19.
  • Koay, K. Y., & Lim, W. M. (2024). Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions. Journal of Product & Brand Management, 34(3), 265-278.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
  • Lamba, S. S. (2021). Fomo: marketing to millennials. Notion Press.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.
  • Liu, F., & Lee, Y. H. (2024). Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception. Journal of Retailing and Consumer Services, 77, Article 103685.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42–55.
  • Pan, M., Blut, M., Ghiassaleh, A. and Lee, Z.W.Y. (2024). Influencer marketing effectiveness: a meta-analytic review. Journal of the Academy of Marketing Science, 53, 52-78.
  • Piehler, R., Schade, M., Sinnig, J. and Burmann, C. (2022). Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing. Journal of Strategic Marketing, 30(4), 408-420.
  • Reinikainen, H., Munnukka, J., Maity, D. and Luoma-Aho, V. (2020). You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3/4), 279-298.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281.
  • Sheng, J., Kostyk, A., & Chatzipanagiotou, K. (2025). From Parasocial Interaction to Parasocial Relationship: A Review and Research Agenda. International Journal of Consumer Studies, 49(2), e70038.
  • Statista. (2024a). Consumers in Morocco. Retrieved from https://www.statista.com/study/144355/consumers-in-morocco/. 07.12.24
  • Statista. (2024b). Influencer marketing market size worldwide from 2016 to 2024. Retrieved from https://www.statista.com/statistics/1092819/global-influencer-market-size/. 07.12.24.
  • Thomas, V. L., Fowler, K., & Taheran, F. (2024). How social media influencer collaborations are perceived by consumers. Psychology & Marketing, 41(1), 168-183.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in influencer marketing: A review and bibliometric analysis. Journal of Interactive Advertising, 22(1), 1-27.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2024). Social media influencers: literature review, trends and research agenda. Journal of Advances in Management Research, 21(2), 173-202.
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
  • Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213.
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama
Bölüm Makaleler
Yazarlar

Imane Benlemrid 0009-0001-6307-8150

Şahver Omerakı Çekirdekci 0000-0003-0735-7240

Yayımlanma Tarihi 21 Haziran 2025
Gönderilme Tarihi 14 Aralık 2024
Kabul Tarihi 2 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 10 Sayı: 2

Kaynak Göster

APA Benlemrid, I., & Omerakı Çekirdekci, Ş. (2025). Social Media Influencer Marketing in an Emerging Market: The Case of Moroccan Millennial Consumers. The Journal of International Scientific Researches, 10(2), 188-201.
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