SOSYAL MEDYA ALGISININ, MARKA KREDİBİLİTESİNİN VE MARKA PRESTİJİNİN SATIN ALMA EĞİLİMİ ÜZERİNE ETKİLERİ

Bu çalışmanın amacı, sosyal medyanın marka kredibilitesi ve marka prestiji üzerine doğrudan, satın alma eğilimi üzerine doğrudan ve dolaylı etkilerinin incelenmesidir. Çalışmanın amaçları doğrultusunda keşfedici ve tanımlayıcı araştırma yöntemi benimsenmiştir. Araştırmanın modelinin test edilmesi amacıyla yüz yüze ve çevrimiçi (online) anket yoluyla 417 katılımcıdan veri toplanmıştır. Modelde yer alan doğrudan ve dolaylı ilişkilerin testi için, iç içe geçmiş 3 ayrı yapısal model (nested models) kullanılmıştır. Yapılan analizler sonucunda sosyal medya algısının; marka kredibilitesi, marka prestiji ve satın alma eğilimini olumlu ve anlamlı yönde etkilemektedir. Bunun yanı sıra, marka kredibilitesinin, satın alma eğilimi üzerinde olumlu yönde etkisi bulunmaktadır. Ancak, marka prestijinin, satın alma eğilimi üzerinde anlamlı bir etkisi bulunmamıştır. Tüm bunlara ek olarak, sosyal medya algısı ile satın alma eğilimi arasındaki ilişkide marka kredibilitesinin, kısmi aracılık görevi üstlendiği tespit edilirken, marka prestijinin bu ilişkide aracı etkisinin olmadığı ortaya konulmuştur.

Anahtar Kelimeler:

Sosyal Medya Algısı, Marka Kredibilitesi, Marka Prestiji, Satın Alma Eğilimi

The purpose of this study is to investigate the direct effects of social media on brand credibility and brand prestige and the direct and indirect effects of social media on purchase intention. With regard to the purposes of study, exploratory and descriptive research methods were used. In order to test the research model, data was collected from 417 participants via online and face to face questionnaire. In addition, three structural nested models were used. According to the analysis, consumers' perception of social media marketing positively effects brand credibility, brand prestige and purchase intention. Moreover, brand credibility has a positive effect on purchase intention. However, brand prestige does not have a significant effect on purchase intention. Results from the experimental study indicate that, while brand credibility has a partial mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention, brand prestige does not have a significant mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention

Keywords:

Perception of Social Media, Brand Credibility, Brand Prestige, Purchase Intention,

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