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Sosyal Medya Kullaniminin Tüketici Etnosentrizmi ve Kozmopolitlik Üzerindeki Etkisinin Incelenmesi

Author

Listed:
  • Aysel Kurnaz

    (Bandırma Onyedi Eylül University)

Abstract

Internet ve onun önemli çiktisi olan sosyal medya, farkli ilgi ve tercihlerdeki hemen tüm cinsiyet ve yas gruplari için merkezi ve ortak bir bulusma noktasi olmakla birlikte, cinsiyet ve yas grupları üzerinde farkli etkiye sahiptir. Çalismanin amaci, yasam etkinliklerinin önemli parçasi olan sosyal medyanin, bireylerin hayati anlamlandirmalarinda öne çıkan tüketici etnosentrizmi ve kozmopolitligi üzerindeki etkisinin incelenmesidir. Çalisma amacinin gerçeklestirilmesi sürecinde iki temel hipotez ve bu temel hipotezlere baglı olarak alt hipotezler gelistirilmistir. Hipotezlerin test edilmesi için gelistirilen model yapısal esitlik modeli ile analiz edilmistir. Arastirma, kolayda örnekleme yöntemi ile ulasılan 690 katilimciyla gerçeklestirilmistir. Arastirma bulgulari sonucunda sosyal medya kullaniminin, tüketici etnosentrizmi üzerinde negatif yönlü (ters orantili), kozmopolitlik üzerinde ise pozitif yönlü (dogru orantili) etkisi oldugu görülmüstür. Ayrica bu etkiler üzerinde yas degişkeninin de kismen etkili oldugu sonucuna ulasilmistir.

Suggested Citation

  • Aysel Kurnaz, 2021. "Sosyal Medya Kullaniminin Tüketici Etnosentrizmi ve Kozmopolitlik Üzerindeki Etkisinin Incelenmesi," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 5(1), pages 399-428, August.
    • Handle: RePEc:bgo:journl:v:5:y:2021:i:1:p:399-428repec/bgo/
    DOI: https://doi.org/10.33399/biibfad.881148
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    More about this item

    Keywords

    Sosyal medya kullanimi; tüketici etnosentrizmi; kozmopolitlik; cinsiyet; yas;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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