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Tüketicilerin Sosyal Ağlarda Markalarla Bağ Kurması Elektronik Ağızdan Ağıza İletişimlerini Nasıl Etkiliyor?

Author

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  • Nahit Erdem KÖKER

    (Ege Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Tanıtım Bölümü, İzmir, Türkiye)

  • Deniz MADEN

    (Ege Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Tanıtım Bölümü, İzmir, Türkiye)

  • Özgür KÖSEOĞLU

    (Ege Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Tanıtım Bölümü, İzmir, Türkiye)

Abstract

Sosyal ağ sitelerinin tüketicilerin günlük hayatının vazgeçilmez bir parçası haline gelmesi, markaların tüketici bağlarını güçlendirmek için bu platformlarda temaslarını arttırmalarına neden olmuştur. Böylelikle, tüketiciler markalar hakkında daha fazla içerik üretir ve paylaşır hale gelmiş ve bu da elektronik ağızdan ağza iletişim (e-AAİ) mesajlarında artışa yol açmıştır. Markaların iletişim süreçlerindeki bu değişim, sosyal ağlarda tüketici bağı ve e-AAİ arasındaki ilişkinin önemine işaret etmektedir. Mevcut araştırma ile sosyal ağlarda tüketici bağının, e-AAİ üzerindeki etkisinin ölçülmesi amaçlanmaktadır. Araştırma kapsamında, tüketicilerin sosyal ağlarda markalar ile kurdukları bağın; elektronik ağızdan ağza iletişim mesajlarına inanma (e-AAİ inanırlığı), bu mesajlardan etkilenme düzeyleri (e-AAİ etkisi) ve bu mesajlara yönelik gösterdikleri tutumlar (e-AAİ tutumu) üzerinde olumlu ve anlamlı bir etkisi olduğu sonucuna ulaşılmıştır.

Suggested Citation

  • Nahit Erdem KÖKER & Deniz MADEN & Özgür KÖSEOĞLU, 2019. "Tüketicilerin Sosyal Ağlarda Markalarla Bağ Kurması Elektronik Ağızdan Ağıza İletişimlerini Nasıl Etkiliyor?," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 284-312, November.
    • Handle: RePEc:ist:ibsibr:v:48:y:2019:i:2:p:284-312
    DOI: 10.26650/ibr.2019.48.0013
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