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Tüketicilerin Sosyal Medya Pazarlama Aktivitelerine Katilimlarinin Etkileyicileri ve Sonuclari

Author

Listed:
  • Sertaç CIFCI

    (Abant Izzet Baysal Üniversitesi)

  • Dogukan SÖZEN

    (Abant Izzet Baysal Üniversitesi)

Abstract

Isletmeler acisindan tüketicilerin sosyal medya pazarlama aktivitelerine katilimlarini etkileyen faktörler ve katilimlarinin sonuclarinin bilinmesi oldukca önemlidir. Bu calismanin amaci; (1) tüketicilerin sosyal medya aktivitelerine katilimlarinin nedenleri, (2) katilimlarinin etkileyicileri ve (3) sonuclari arastirilmasidir. Literatür taramasi sonucunda ortaya cikan modelin ve hipotezlerin sinanmasi icin nicel bir arastirma yöntemi secilmistir. Anket yöntemi ile iki farkli ürün grubundan ikiser marka secilerek uygulama yapilmis ve 344 katilimcidan veriler toplanmistir. Analiz icin SPSS ve Lisrel paket programlari araciligiyla aciklayici ve dogrulayici faktör analizleri ile yapisal esitlik analizi kullanilmistir. Calisma sonuclarinda eglence, etkilesim, modayi takip ve kisisellestirme nedenleri ile tüketicilerin sosyal medya pazarlama aktivitelerine katilim gösterdikleri bulunmustur. Katilimi olumlu etkileyen faktörler ise tüketicilerin marka güveni ve hatirlamaya deger tecrübeleridir. Tüketicilerin katilimlari ne kadar artar ise ise satin alma niyeti ve kulaktan kulaga iletisim egilimleri de o derece de artmaktadir.

Suggested Citation

  • Sertaç CIFCI & Dogukan SÖZEN, 2017. "Tüketicilerin Sosyal Medya Pazarlama Aktivitelerine Katilimlarinin Etkileyicileri ve Sonuclari," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(4), pages 505-515.
    • Handle: RePEc:ege:journl:v:17:y:2017:i:4:p:505-515
    DOI: 10.21121/eab.2017431299
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    References listed on IDEAS

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