SOSYAL MEDYANIN MARKAYA YÖNELİK TUTUM VE SATIN ALMA NİYETİNE ETKİLERİ

Bu çalışmada sosyal medyada gerçekleştirilen aktivitelerin markaya yönelik tutum, bağlılık ve satın alma niyeti üzerindeki etkileri incelenmiştir. Bu doğrultuda anket çalışması Erzurum merkez ilçede yapılmıştır. Elde edilen sonuçlarda tüm değişkenlerin satın alma niyeti üzerinde istatistiksel olarak anlamlı etkiye sahip oldukları görülmüştür

THE EFFECTS OF SOCIAL MEDIA ON ATTITUDE TOWARDS BRAND AND PURCHASE INTENTION

In this study, the effects of activities carried out in social media on brand attitude, loyalty and purchase intention were examined. In this direction the survey has been conducted in downtown of Erzurum province. The result of this study show that all variable has statistically significant effect on the purchase intention

PDF

___

Abzari, M., Ghassemi, R.A. and Vosta, L.N. (2014). “Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company”. Procedia Social and Behavioral Sciences, 143, 822-826.
Bakırtaş, D. ve Demirhan, H. (2015). “İhtiyaç ve İstek Paradoksu: İktisadi ve Metafizik Bir Yaklaşım”. Siyaset, Ekonomi ve Yönetim Araştırmaları Dergisi, 3(3), 71-87.
Bostancı, M. (2010). Sosyal Medyanın Gelişimi ve İletişim Fakültesi Öğrencilerinin Sosyal Medya Kullanım Alışkanlıkları. (Yayımlanmış Yüksek Lisans Tezi). Kayseri: Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Gazetecilik Anabilim Dalı.
Chavanat, N., Martinent, G. and Ferrant, M. (2009). “Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention”. Journal of Sport Management, 23, 2009, 644-670.
Chinomona, R. (2013). “The Influence of Brand Experience on Brand Satisfaction, Trust And Attachment In South Africa”. International Business & Economics Research Journal, 2(10), 1303-1316.
Cop, R. ve Baş, Y. (2010). “Marka Farkındalığı ve Marka İmajı Unsurlarına Karşı Tüketici Algıları Üzerine Bir Araştırma”. Selçuk Üniversitesi İ.B.F.F Sosyal ve Ekonomik Araştırma Dergisi, Sayı: 19, 321-340.
Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2010). Sosyal Bilimler İçin Çok Değişkenli İstatistik. Ankara: Pegem Yayınları.
Durna, U. (2005). “Bilgiye Dayalı Örgütlerin Temel Örgütsel Nitelikleri ve Yetenekleri”. Ankara Üniversitesi SBF Dergisi, 60(2), 71-96.
Gunelius, S. (2011). 30- Minute Social Media Marketing. USA: McGraw-Hill.
Horo, S. (2015). The Role of Social Media on Event Marketing. (Yayımlanmış Yüksek Lisans Tezi). İstanbul: Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü.
Hwang, J., Yoon, Y. and Park, N. (2011). “Structural Effects of Cognitive andAffective Responses to Web Advertisements, Website and Brand Attitudes, and Purchase Intentions: The Case of Casual-Dining Restaurants”. International Journal of Hospitality Management, 30 (2011) , 897–907.
Jung, N.Y., Kim, S. and Kim, S. (2014). “Influence of Consumer Attitude Toward Online Brand Community on Revisit Intention and Brand Trust”. Journal of Retailing and Consumer Services, 21, 581-589
Kang, J., Tang, L. and Fiore, A.M. (2014). “Enhancing Consumer–Brand Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and Increasing Active Participation”. International Journal of Hospitality Management, 36 (2014), 145–155.
Keller, K.L. (1993). “Conceptualizing, Measuring, and Managing CostumerBasedBrand Equity”. Journal of Marketing, 57(1), 1-22.
Khabiri, E., Hsu, C. and Caverlee, J. (2009). Analyzing and Predicting Community Preference of Socially Generated Metadata: A Case Study on Comments in the Digg Community. Erişim Tarihi: 27.11.2015, http://infolab.tamu.edu/static/papers/digg-paper.pdf King, W.R. (2009). “Knowledge Management and Organizational Learning”. Annals of Information System, 4, 3-13.
Kürkçü, D. D. (2012). “Eğlence Pazarlaması Çerçevesinde Marka Bilinirliği: Türkiye’den Bir Uygulama Örneği”. Pİ Pazarlama İletişimi Dergisi, 2012 Bahar, Yıl:11, Sayı:40, 39-43. Neti, S. (2011). “Social Media and It’s Role in Marketing” . İnternetional Journal of Enterprise Computing and Business Systems July, 1(2), 1-15.
Noor, M.N.M. (2013). Malaysian Consumers’ Attitude Towards Mobile Advertising and Its Impact on Purchase Intention. (Yayımlanmış Doktora Tezi). Malaysia: Multimedia University.
Park, C.W., Maclnnis, D.J., Priester, J., Eisingerich, A.B. and Lacobucci, D. (2006). Brand Attachment: Constructs, Consequences and Causes. [Elektronik Sürüm]. USA: Now Publichers.
Park, C.W., Maclnnis, D.J., Priester, J., Eisingerich, A.B. and Lacobucci, D. (2010). “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”. Journal of Marketing, Vol:74 (November 2010), 1-17.
Schivinski, B. and Dabrowski, D. (2013). “The Effects of Social-Media Communication on Consumer Perceptions of Brands”. GUT Faculty of Management and Economics Working Paper Series A (Economics, Management, Statistics), 2013(12), 1-20.
Shaouf, A., Lü, K. and Li, X. (2016). “The Effect of Web Advertising Visual Design on Online Purchase Intention: An Examination Across Gender”. Computers in Human Behavior, 60 (2016), 622-634.
Spears, N. and Singh, S. (2004). “Measuring Attitude Toward the Brand and Purchase Intentions”. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Sheth, S.N. (2013). Social Media, A New Revolution in the Field of Marketing: The Effect of Information Sharing, Peer Pressure, Entertainment and Emotional Connection on the Attitude Towards the Brand and in turn the Purchase Intentions From the Brand. (Yayımlanmış Yüksek Lisans Tezi).
Retail and Sport Management University of South Carolina. Shu, L. and Zhang, H. (2013). “Relationship Between Characteristics of Virtual Brand Community and Brand Attachment for Nokia BBS Users .Journal of Computers, 8(2), 3223-3229.
Wan, Z. (2012). Powerful Brand Influentials. (Yayımlanmış Doktora Tezi). Faculty of the USC Graduate School University of Southern
California Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web [Elektronik Sürüm]. USA: O’Reilly Media Published.
Yu, H. (2014). The Effect of Social Media Comment on Chinese Consumers’ Attitude Toward the Brand. (Yayımlanmış Yüksek Lisans Tezi). Ames: Iowa State University