SOSYAL MEDYA’NIN TÜKETİCİ DAVRANIŞLARI ÜZERİNDE ETKİLERİ: ÜLKELER ARASI KARŞILAŞTIRMA

Son yirmi yılda sosyal medya (SM) insanların ayrılamayan temel parçası haline gelerek hayatlarımıza girip entegre olarak, özellikle tüketiciler üzerinde büyük bir etki yaratmaya başladı. Pazarlamacılar da SM'nin tüm geleneksel iletişim yöntemlerini bastırarak tüketicileri çeken için en iyi mecralardan biri haline geldiği için, potansiyel tüketicilere ulaşmak için SM'yi stratejik olarak kullanmaya başladı. Farklı toplumlarda farklı uygulamalar da giderek yayılmaya başladı ve kültüre özgün sosyal medya araçları geliştirildi. Her kültürde, dışa kapalı toplumlar hariç, SM kullanımı günlük hayatının önemli bir parçası olmuştur. Bu çalışma, SM'nin tüketiciler ve çevrimiçi davranışları üzerindeki etkisini kültürler arası bir bakış açısıyla ortaya koymayı amaçlamaktadır. Çalışmada elektronik ağızdan ağıza pazarlama (E-WOM) ve SM reklamların bağımsız faktörlerden etkilendiği varsayılmıştır. Tüketicilerin çevrimiçi karar verme stilleri, cevaplanması gereken başka bir soru olarak araştırmaya dahil edilmiştir. Çevrimiçi tüketici davranışının ve tüketicilerin karar verme tarzlarının üzerinde etkili olan kültürel faktörlerin kültürlerarası farklılık göstereceği varsayılmıştır. Çalışmanın evreni bu nedenle Türkiye ve Rusya olarak belirlenmiştir. Türkiye'de 300 ve Rusya'da 250 anket yapılmıştır. Türk katılımcıların %55,7'si; Rus katılımcıların %56,4'ü bir ay SM reklamlara maruz kaldıktan sonra bazı ürünleri satın almaktadır.

Anahtar Kelimeler:

Tüketici Davranışı, Sosyal Medya, Dijital Pazarlama, Çevrimiçi Reklamlar, Elektronik Ağızdan Ağıza Pazarlama.

THE EFFECTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR: THE CROSS-NATIONAL COMPARISON

As early as twenty years ago, social media (SM) entered and integrated into people’s lives by becoming an essential part that can’t be separated, hence having a great impact on them, especially on consumers. Also, marketers strategically utilize SM to reach audiences and potential consumers since SM became one of the best mediums for attracting consumers by suppressing all traditional communication methods. Different SM applications started to spread gradually in different societies and culturally specific SM tools were developed rapidly. SM use has been an important part of daily life in every culture, except in closed societies. This study aims to reveal the effect SM has on consumers and their online behavior from a cross-cultural perspective. In the study, it is assumed that electronic word of mouth (E-WOM) and SM advertisements are affected by independent factors. Consumers' online decision-making styles are included in the research as another question that needs to be answered. It is assumed that the cultural factors that affect online consumer behavior and consumers' decision-making styles will differ between cultures. This study uses data from a survey of 300 Turkish consumers in Turkey and 250 Russian consumers in Russia. According to the data, 55.7% of the Turkish and 56.4% of Russian participants reported having purchased some products after a month of being exposed to adverts.

Keywords:

Consumer Behavior, Social Media, Digital Marketing, Online Advertisements, Electronic Word-of-Mouth.,

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