Pınar YÜRÜK KAYAPINAR, Neslihan CAVLAK, Özgür KAYAPINAR

The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Bu çalışmanın amacı, sosyal medya araçları ile katılım sağlanan online etkinlikler üzerine odaklanarak online C2C etkileşimleri, sosyal medya katılımı, sosyal fayda ve davranışsal niyet arasındaki ilişkileri incelemek ve bu yapılar arasındaki aracılık ve seri aracılık etkilerini araştırmaktır. SmartPLS ile yapılan yapısal eşitlik modellemesi sonucunda şu sonuçlar elde edilmiştir: Tüketicilerin online etkileşimlerinin sosyal medya katılımları (işlevsel, duygusal ve toplumsal katılım), sosyal faydalar ve davranışsal niyetleri üzerinde önemli etkileri olduğu tespit edilmiştir. Ek olarak, etkinlik tüketicileri online etkinliklere sosyal medya katılımları ile sosyal fayda elde etmektedirler. Tüketicilerin online etkileşimleri ile sosyal faydaları arasındaki ilişkide de sosyal medya katılımının (işlevsel, duygusal ve toplumsal katılım) aracılık etkisi bulunmaktadır. Sosyal medya katılımının (işlevsel, duygusal ve toplumsal katılım) ve sosyal faydanın, çevrimiçi etkileşimin davranışsal niyetler üzerindeki etkisinde seri aracılık etkisine sahip olmadığı bulunmuştur.

Anahtar Kelimeler:

Online Etkinlikler, Sosyal Medya Katılımı, Online Tüketiciden Tüketiciye Etkileşimler, Sosyal Faydalar, SmartPLS.

The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers' online interactions have significant effects on their social media engagement (functional, emotional and communal engagement), social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement (functional, emotional and communal engagement) has a mediating role in the relationship between consumers' online interactions and social benefits. It is found that social media engagement (functional, emotional and communal engagement) and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.

Keywords:

Online Events, Social Media Engagement, Online Consumer to Consumer Interactions, Social Benefits, SmartPLS,

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