19042

EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but EWOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.

SOSYAL MEDYA PAZARLAMANIN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM, MARKA SADAKATİ VE SATIN ALMA NİYETİNE ETKİSİ

Sosyal medyanın günün her saatinde kullanılabilmesi ve mobil araçlar sayesinde insanlara cepleri kadar yakın olması, pazarlamacılara sosyal medyayı kullanarak tüketicilere ulaşmak için büyük fırsatlar sunuyor. Sosyal medyanın elektronik ağızdan ağıza iletişim, marka sadakati ve satın alma niyeti üzerindeki etkisi şüphesiz önemlidir. Bu çalışmanın amacı, sosyal medya pazarlamasının marka sadakati, elektronik ağızdan iletişim ve satın alma niyeti üzerindeki etkisinin yanı sıra marka sadakati ve elektronik ağızdan iletişimin satın alma niyeti üzerindeki etkisini araştırmaktır. Araştırmanın örneklemini sosyal medyada ürün veya hizmet markalarını takip eden ve satın alan Van Yüzüncü Yıl Üniversitesindeki 375 öğrenci oluşturmaktadır. Elde edilen verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Çalışmada, sosyal medya pazarlamasının marka sadakati ve elektronik ağızdan ağıza iletişim üzerinde olumlu bir etkisi olduğu, ancak satın alma niyeti üzerinde olumlu bir etkisi olmadığı, marka sadakatinin satın alma niyeti üzerinde olumlu bir etkisi olduğu, ancak elektronik ağızdan ağıza iletişimin olumlu bir etkisi olmadığı sonucuna varıldı. Bulgulara göre, sosyal medya pazarlaması dolaylı olarak satın alma niyetini artıracaktır çünkü doğrudan satın alma niyetini etkilemese de marka sadakati üzerinde onun olumlu bir etkisi vardır. Bulgulara göre, sosyal medya pazarlaması işletmeler için önemli bir iletişim aracıdır.

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