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Satisfaction mediates the effect of content and personal value of youtubers on purchasing games and in-game contents
(İstanbul Bilgi Üniversitesi, 2019) Tekeli, Ahmet Cenkhan; Durmuş, Beril
This Master of Art Thesis aims to explore the sources' (gamer vloggers on YouTube) personal values, vloggers' content values and user generated content's effects on viewer's satisfaction and intention to purchase; in the context of vloggers' attitudes, usefulness of content generated by vloggers' and viewers' intention to purchase resulting from satisfaction welding on social interaction in YouTube videos about gaming and e-sports. The primary target of this research is to understand how the viewers respond the vloggers' content values as well as vloggers' personal attitudes through YouTube videos and viewers' social satisfaction affecting their intention to buy the related products. In this context, "Theory of Planned Behavior", "Theory of Reasoned Act" and "Uncertain Reduction Theory" is used, vloggers' content values examined in the meaning of entertainment, informativeness and irritation, vloggers' personal values examined in the meanings of social competency, authoritative knowledge and engagement knowledge, and viewers' satisfaction examined in the meanings of social exchange, recreation and information.