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SOSYAL PAZARLAMADA TEKNOLOJİ KABULÜ: HAYIRSEVERLİK DAVRANIŞLARI ÜZERİNE BİR İNCELEME

Hedef kitlelerin davranışlarını etkilemek amacıyla topluma fayda sağlayacak fikir, değer veya faaliyetlerin pazarlanması sosyal pazarlamacıların en temel uğraş alanıdır. Bu uğraş, alternatif teknolojiler insanların faaliyet alanlarını değiştirdikçe ve davranışlarını etkileyerek yeni dinamikler yarattıkça daha da karmaşık bir hal almaktadır. Bu bağlamda sosyal medya insanları oldukça dinamik bir çevreye, kişilere göre özelleştirilmiş bir giriş yolu sağlayan çift yönlü iletişime davet etmektedir. Bazı zorluklarına rağmen, en sonunda temel davranış değişikliklerini gerçekleştirecek şekilde, insanlara sosyal pazarlama programlarını iletmek ve onları bu programlara dâhil etmek için önemli fırsatlar sunmaktadır. Sosyal medyanın sosyal pazarlama programları üzerindeki bu gücü yakın zamanda uygulayıcıların dikkatini çekmiş ve böylece birçok kurumsal veya bireysel sosyal kampanya sosyal medya kanalları aracılığı ile geliştirilmeye ve duyurulmaya başlanmıştır. Bu durum “tüketicileri” sadece bağışçı yapmakla kalmamış, onları bu kampanyaların organizatörü, kural koyucuları haline getirmiştir. Sosyal pazarlama alanındaki bu değişim çevrimiçi teknolojilerin sosyal pazarlama üzerindeki rolü ve etkisini araştıracak bilimsel araştırmalara ihtiyaç doğurmaktadır. Ancak, mevcut haliyle araştırma uygulamanın gerisinde kalmaktadır. Bu çalışma bu alana ışık tutmayı hedeflemekte ve özellikle çevrimiçi ortamlar tarafından güdülenen hayırseverlik davranışlarına odaklanmaktadır. Araştırma, teknoloji kabul modeli boyutları ile insanların sosyal kampanyalara çevrimiçi kanallar aracılığı ile dâhil olma davranışları arasındaki ilişkileri incelemektedir. Sonuçlar teknoloji kabul modeli boyutlarının sosyal pazarlama programları ile hedeflenen davranış değişikliklerini ne kadar etkilediğini göstermesi açısından önemlidir. Bu doğrultuda alandaki bilimsel boşluğa katkı yapacak ve uygulayıcılara fikir oluşturacak bazı öneriler tartışmaya sunulmuştur.

Anahtar Kelimeler:

Sosyal medya, Sosyal pazarlama, Davranış değişimi, Teknoloji kabul modeli

TECHNOLOGY ACCEPTANCE IN SOCIAL MARKETING: AN INVESTIGATION ON PHILANTHROPIC BEHAVIOR

Marketing of social ideas and values to influence behaviors of a target audience is a challenge for social marketers. It becomes more complicated when alternative technologies change the acting environment of people, and create new dynamics to influence their behaviors. Social media, in this context, is a technology, which invites people to a multi-way communication with an increased and customized access to a new form of a very dynamic environment. Despite some challenges, it provides an excessive opportunity to actively communicate and involve people to social marketing programs, which, at the end, motivates social behavior change. This power of social media on social marketing programs recently attracted the attention of practitioners, and thus, several social campaigns, either by corporate entities or individuals, started to be raised and communicated through various social media sites. This situation made consumers, not only the donators but also the organizers of such campaigns, that is, the actual rule makers, the involvers. This change in the social marketing practice calls for urgent research in the academy to better understand the dynamics and the role of online technologies on social marketing practices. However, research on this field is still left behind the practice. This study aims to shed light on this area, and focuses specifically on philanthropic behavior change, which is motivated by online environments. Research investigates the relationship between technology acceptance dimensions and people’s involvement activities through online sites. Findings provide valuable insight to explain the impact of different determinants of technology acceptance on human behavior for social marketing activities at virtual platforms. Discussions are raised to both contribute to academic shortfall on social marketing literature, and to provide more effective programs for the practice.

Keywords:

Social Media, Social Marketing, Behavior Change, Technology Acceptance Model,

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