Sosyal Medya İletişimi ve Tüketici Temelli Marka Değeri Arasındaki İlişkinin İncelenmesi: Bir GSM Markası Üzerine Tüketici Araştırması

Amaç - Araştırmanın amacı; sosyal medya iletişimi ile tüketici temelli marka değeri arasında bir ilişkinin bulunup bulunmadığının tespitidir. Yöntem - Araştırmanın evrenini, GSM markası Turkcell kullanıcıları oluşturmaktadır. Ancak, araştırma kapsamında Turkcell marka GSM operatörü kullanıcılarının tamamına ulaşmak zaman kısıtı, maliyet ve örnekleme ulaşım zorluğundan dolayı, araştırma “Olasılığa Dayalı Olmayan Örnekleme” türlerinden “Kolayda Örnekleme Yöntemi” ile gerçekleştirilmiştir. Yapılan analiz kapsamında; tanımlayıcı istatistiklere yer verilmiş, sosyal medya iletişimi ve tüketici temelli marka değeri ölçekleri için faktör analizleri gerçekleştirilmiştir. Son olarak sosyal medya iletişimi ve marka değeri alt boyutları korelasyon analizi yapılarak çıkan sonuçlar yorumlanmıştır. Bulgular – Gerçekleştirilen korelasyon analizi sonucunda sosyal medya iletişiminin alt boyutları ile tüketici temelli marka değeri arasında orta kuvvette ve anlamlı ilişkilerin olduğu tespit edilmiştir. Tartışma - Günümüzde dünya nüfusunun yarıdan fazlası internet kullanmaktadır ve sosyal medya kullanım oranı %45’lere ulaşmıştır. Buna bağlı gelişen sosyal medya iletişimi hem pazarlama içeriğinin hem de şirket ile müşteriler arasındaki etkileşimin önemli değişimlere uğramasına yol açmıştır. Müşterilerin kendi aralarında ve müşterilerle şirketler arasında interaktif etkileşim kanallarının oluşması da bu trendin bir neticesidir. Bu kanallar geleneksel kanallardan daha büyük etkinliğe sahiptir. Çünkü etkileşimin, paylaşımın ve geri bildirimin esas olduğu bu iletişim platformları, düşüncelerin daha kolay ve hızlı bir şekilde paylaşımını sağlamaktadır. Markanın pazardaki gücünü yansıtan marka değeri de doğal olarak bu etkileşim türünden etkilenmektedir. Sosyal medya platformlarında kurgusu doğru şekilde oluşturulmuş etkin bir interaktif iletişim, tüketicilere ait marka değer algılarını olumlu yönde etkileyecektir.

Investigation of the Relationship Between Social Media Communication and Consumer Based Brand Equity: Consumer Research on a GSM Brand

Objective - The aim of the study is to determine whether there is a relationship between social media communication and consumer-based brand equity. Design/methodology/approach – GSM brand Turkcell users constitute the universe of the study. However, it is not possible to reach all Turkcell brand GSM operator users due to some limitations (time constraint, cost and sampling difficulties) and the research has been carried out by means of purposive sampling method which is among the improbable (non-probability) sampling types. Within the scope of the analysis, descriptive statistics were presented and factor analyzes were conducted for social media communication and consumer-based brand equity scales. Finally, social media communication and brand equity sub-dimensions correlation analysis were performed and the results were interpreted. Findings - As a result of the correlation analysis, it was found that there was a moderate and significant relationship between the sub-dimensions of social media communication and consumer-based brand equity. Discussion - Today, more than half of the world's population is using the Internet and the rate of social media use has reached 45%. Social media communication has led to significant changes in both marketing content and interaction between the company and customers. The formation of interactive interaction channels between customers and between customers and companies is a result of this trend. These channels have greater efficiency than conventional channels. Because these communication platforms, where interaction, sharing and feedback are essential, make the ideas easier and faster to share. The brand equity that reflects the strength of the brand in the market is naturally affected by this type of interaction. An effective interactive communication, whose fictions are correctly constructed on social media platforms, will positively affect the brand equity perceptions of consumers.

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