Sanal Marka Topluluklarında Topluluk Üyelerinin Marka İle Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi

Günümüzde web tabanlı teknolojilerin yaygınlaşmasıyla birlikte, firmaların, müşterileriyle doğrudan ilişkiler kurabilmek ve müşteri-marka ilişkilerini geliştirebilmek ve sağlamlaştırabilmek amacıyla sanal marka topluluklarının kullanımı oldukça yaygınlaşmaktadır. Araştırmanın amacı, sanal marka topluluklarında topluluk üyelerinin sosyal var olma ve sosyal kimlik edinme düzeylerinin, marka özdeşleşme, topluluk markasına bağlılık ve markaya ilişkin davranışlara etkilerini ortaya koymaktır. Bu doğrultuda, Altay “19on4 Lisanslı Ürünler Mağazaları” sanal marka topluluğunda, alan araştırması metodolojisi uygulanmış ve yapısal bir model geliştirilmiştir. Bu topluluğun seçilmesinin nedeni, üyelerinin sürekli olarak iletişim halinde oldukları, ortak faaliyetlerde bulundukları, ortak değerlere ve amaçlara sahip olduklarının saptanmış olmasıdır. Model, söz konusu toplulukta sosyal var olma ve sosyal kimlik boyutlarının hepsinin aynı oranda hissedilemediğini ve bu boyutların marka özdeşleşme, marka topluluğuna bağlılık ve markaya ilişkin davranışlara farklı etkilerinin olduğunu ortaya koymaktadır. Elde edilen bulgular, söz konusu sanal marka topluluğunun ve uygulamalarının geliştirilmesi gerekliliğini vurgulamaktadır

Anahtar Kelimeler:

Marka özdeşleşme, sanal marka toplulukları, sosyal kimlik kuramı

Sanal Marka Topluluklarında Topluluk Üyelerinin Marka İle Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi

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