Sosyal Ağ Sitelerinde Marka Temelli İçeriklerin Paylaşılmasına Yönelik Güdülerin İncelenmesi: Facebook Örneği

Sosyal ağ siteleri, işletmelerin marka mesajlarını yaymak için önemli mecralardan birisidir. Bu çalışmada tüketicilerin Facebook’ta marka temelli içerikleri yaymalarının temelindeki güdüler sorgulanmıştır. Veriler bir odak grup görüşmesi ve bireysel mülakatlar aracılığıyla toplamda 22 katılımcıdan elde edilmiştir. Verilerin analizinde sürekli karşılaştırmalı analiz yöntemi kullanılmıştır. Verilerin analizi sonucunda üç temel tema ve belirli alt temalara ulaşılmıştır: (1) sürekli iletişimde kalma: (i) ağızdan ağıza iletişim, (ii) kolay ve hızlı erişim, (iii) fırsatları takip etme; (2) Sosyal fayda: (i) referans grup etkisi; (3) eğlenme. Araştırma sonuçları tüketicilerin sosyal ağlarda marka temelli içerikleri yaymalarının temelinde yer alan güdüleri ortaya koymakta ve tüketici-marka etkileşiminde sosyal ağ sitelerinin önemini vurgulamaktadır.

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