SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA

Bu araştırmada Instagram aracılığıyla yapılan pazarlamanın tüketici satın alma tutum ve davranışlarına etkisini incelemek amaçlanmıştır. Araştırmada nicel yöntemlerden anket tekniği kullanılmıştır. Çalışmanın örneklemi, Instagram hesabı olan ve hesabını aktif olarak kullanan katılımcılardan kolayda örnekleme metodu ile seçilen 393 katılımcıdan oluşmaktadır. Veri toplama aracı Duffett (2017), Can (2017), İnce ve Bozyiğit (2018) tarafından yapılan araştırmalarda kullanılan ölçeklerden uyarlanarak geliştirilmiştir. Veri analizi için ANOVA, t testi ve LSD testi kullanılırken, hipotezlerin test edilmesinde çoklu regresyon analizi kullanılmıştır. Yapılan çalışma sonucunda Instagram pazarlaması ile farkındalık, bilgi, beğeni ve tercihin tüketici satın alma niyetini istatistiksel olarak anlamlı ve pozitif etkilediği, satın alma davranışının ise farkındalık, beğeni ve tercihten pozitif etkilendiği belirlenmiştir (p=0,000). Bağımsız değişkenler satın alma niyetindeki varyansın %61,5’ini, satın alma davranışındaki varyansın %33,7’sini açıklamıştır. Demografik özelliklerden yaş, cinsiyet ve günlük sosyal medya kullanım sürelerine göre tüketici satın alma tutumları ve davranışlarının anlamlı olarak farklılık gösterdiği tespit edilmiştir (p<0.05).

Anahtar Kelimeler:

Satın alma niyeti, satın alma tutumu, satın alma davranışı, Instagram pazarlaması

THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIORS: A RESEARCH ON INSTAGRAM USERS

The purpose of this study was to examine the effect of Instagram marketing on consumer purchasing attitudes and behaviors. Survey, which is one of the quantitative method, was used in the research. The sample of the study consists of 393 individuals selected by convenience sampling method from the participants who have an Instagram account and actively use their accounts. The data collection tool was developed by adapting the scales used by Duffett (2017), Can (2017), İnce and Bozyiğit (2018). ANOVA, t-test and LSD tests were used in data analysis, while multiple regression analysis was used to test hypotheses. Research findings showed that awareness, informativeness, entertainment and preference via Instagram marketing significantly and positively predicted consumers’ purchase intention while purchasing behavior was positively predicted by awareness, entertainment and preference. Independent variables explained 61.5% of the variance in purchase intention and 33.7% of the variance in purchasing behavior (p=0.000). Furthermore, significant differences were determined between consumers’ purchasing attitudes and behaviors and age, gender, and daily social media usage time.

Keywords:

Satın alma niyeti, satın alma tutumu, satın alma davranışı, Instagram pazarlaması,

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