Sosyal Medya Reklamlarının Marka Değeri Üzerindeki Etkisi: Instagram Reklamları Üzerine Bir Uygulama

Amaç – Çalışmanın amacı sosyal medya reklamlarının marka değeri üzerindeki etkisinin belirlenmesidir. Bu amaç doğrultusunda sosyal medya reklamlarının, algılanan değer belirleyicilerinin (bilgilendirme, eğlence, güvenilirlik, reklama karşı rahatsızlık) müşteri temelli marka değeri üzerindeki etkisi araştırılmaktadır. Yöntem – Araştırma iki ve daha fazla değişken arasındaki ilişkiyi ve etkileşimi belirlemeyi hedefleyen genel tarama modeli türlerinden olan ilişkisel tarama modelinde gerçekleştirilmiştir. Çalışma kapsamında Instagram hesabı olan ve aktif olarak Instagram kullanan 332 katılımcı ile online anket uygulaması gerçekleştirilmiştir. Elde edilen veriler, AMOS 23 programı aracılığıyla analiz edilmiştir. Bulgular – Çalışmadan elde edilen bulgulara göre Instagram reklamlarının; bilgilendirici olma, eğlenceli olma ve güvenilir olmaları reklam değerini etkilemektedir. Buna karşın reklamların rahatsız edici olmasının, reklam değeri üzerinde anlamlı bir etkisi olmadığı belirlenmiştir. Ayrıca çalışmada reklam değerinin, müşteri temelli marka değeri üzerinde anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Tartışma – Instagram reklamlarının içeriği, tüketicilerin reklama değeri algılarını etkilemektedir. Markaların, ürünleri hakkında bilgilendirici, eğlenceli ve güvenilir içerikli reklam paylaşımları, markaya yönelik değer algısını da şekillendirmektedir. Elde edilen bu sonuç, marka değeri yaratma çabalarında sosyal medya kullanımının önemini vurgulamaktadır.

The Effect of Social Media Advertising on Brand Value: An Application on Instagram Ads

Purpose – The purpose of this study is to determine the effect of social media advertisements on brand value. With this purpose in mind, the effect of social media advertisements, perceived value determinants (informativeness, entertainment, credibility, and irritation) on customer-based brand equity is investigated. Design/methodology/approach – The research was carried out in the relational survey model, which is one of the general survey model types that aims to determine the relationship and interaction between two or more variables. Within the scope of the study, an online survey was conducted with 332 participants who have an active Instagram account. The obtained data were analyzed using the AMOS 23 program. Findings – According to the findings obtained from the study Instagram ads have an effect on the advertising value by informing, entertaining, and providing credibility for users. But however, it was found that the irritation of advertisements did not have a significant effect on the advertisement value. Furthermore, the study findings indicate that advertising value has a significant effect on customerbased brand equity. Discussion – The content of Instagram ads affects consumers' perceptions of ad value. Informative, entertaining and credible advertising contents of brands shape the perception of value for the brand. This result emphasizes the importance of using social media in order to enhance brand value of products.

PDF

___

Aaker, D. A. (1991). Managing brand equity. New York, NY: The Free Press.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
Aksoy, H., Gür, A., ve Celep, E. (2021). Sosyal medya reklamları etkili midir? Algının ve tutumun satın alma niyetine etkisinde ünlü desteğinin aracı rolü: y kuşağı üzerinde bir araştırma. İşletme Araştırmaları Dergisi, 13(3), 2340-2355.
Arora, T., and Agarwal, B. (2019). Empirical study on perceived value and attitude of millennials towards social media advertising: a structural equation modelling approach. Vision, 23(1), 56-69.
Arora, T., Kumar, A., & Agarwal, B. (2020). Impact of social media advertising on millennials buying behaviour. International Journal of Intelligent Enterprise, 7(4), 481-500.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. doi:10.1002/ mar.20761.
Aydın, B., & Doğan, M. (2020). Yeni koronavirüs (covıd-19) pandemisinin turistik tüketici davranışları ve türkiye turizmi üzerindeki etkilerinin değerlendirilmesi. Pazarlama Teorisi ve Uygulamaları Dergisi, 6(1), 93-115.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: consumer vs. mature student attitudes. Journal of advertising research, 41(5), 23-32.
Cheong, H. J., & Morrison, M. A. (2008). Consumers’ reliance on product information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 38-49.
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., Leung, W. K., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118-131.
Cooper, G. (2011). From their own correspondent? New media and the changes in disaster coverage: Lessons to be learned. Reuters Institute for the Study of Journalism, Oxford.
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?. Journal of Marketing, 81(3), 1-20.
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.
Dodoo, N. A., & Wu, L. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. International Journal of Internet Marketing and Advertising, 13(1), 73-95.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising Value and advertising on the web. Journal of Advertising Research, 36(1), 21-36.
Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2(1), 81-89.
Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426-445.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1), 411-438.
Gurbuz, S., ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri-feselefe-yöntem-analiz (5. Baskı) Ankara: Seçkin.
Hanaysha, J. (2016). Improving employee productivity through work engagement: Evidence from higher education sector. Management Science Letters, 6(1), 61-70.
Hooper, D., Coughlan, J., & Mullen, M. (2008, September). Evaluating model fit: a synthesis of the structural equation modelling literature. In 7th European Conference on research methodology for business and management studies (pp. 195-200).
İnce, M. ve Bozyiğit S. (2018). Tüketicilerin Instagram reklamlarına karşı tutumlarının satın alma davranışları üzerindeki etkisi: y ve z kuşağı üzerine bir araştırma. Beykoz Akademi Dergisi, 6(2), 39-56.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 1-14.
Jin, C. H., & Villegas, J. (2006). Consumer responses to advertising on the internet: The effect of individual difference on ambivalence and avoidance. CyberPsychology & Behavior, 10(2), 258-266.
Keller, E., & Fay, B. (2016). How to use influencers to drive a word-of-mouth strategy. Warc Best Practice, 1, 2- 8.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2013). Brand equity and integrated communication. In Integrated Communication (pp. 113-142). Psychology Press, United Kingdom.
Kim, J., Sharma, S., & Setzekorn, K. (2002). A framework for building brand equity online for pure‐play B2C retailers and services. International Journal on Media Management, 4(2), 123-133.
Kotler, P., & Keller, K. L. (2006). Marketing management 12e. New Jersey.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of İnformation Management, 33(1), 76-82.
Lee, G. C., & Leh, F. C. Y. (2011). Dimensions of customer-based brand equity: A study on Malaysian brands. Journal of Marketing Research and Case Studies, 2011(2011), 1-10.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
Lee, P. Y., & Lau, K. W. (2018). A new triadic creative role for advertising industry: a study of creatives’ role identity in the rise of social media advertising. Creative Industries Journal, 11(2), 137–157.
Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2021). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, August, 1-23.
Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37-47.
Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710-718.
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing, 3(1), 164-179.
Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1-19.
McKinsey and Company (2020, May 12).Consumer Sentiment evolves as the next “normal” approaches”, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-global-view-ofhow-consumer-behavior-is-changing-amid-covid-19 (Erişim Tarihi: 26.12.2020).
Middelesch, T. (2017). Instagram, advertising on a level playing field? The effect of brand familiarity and advertisement vividness (Master's thesis, University of Twente).
Moore, J. J., & Rodgers, S. L. (2005). An examination of advertising credibility and skepticism in five different media using the persuasion knowledge model. In American Academy of Advertising. Conference. Proceedings (p. 10). American Academy of Advertising.
Mucuk, İ. (2014). Pazarlama İlkeleri (20. Baskı). Türkmen Kitabevi, İstanbul.
Murillo, E., Merino, M. and Núñez, A. (2016). The advertising value of Twitter Ads: A study among Mexican Millennials. Review of Business Management, 18(61), Jul./Sept., 436-456.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.
Paymaei, H. (2019). An Investigation on The Impact of Social Media Advertising on The Brand Equity. Master’s Thesis, International University San Diego.
Priyanka, P. V., & Srinivasan, P. (2015). From a plan to generating revenue: how is social media strategy used to generate business in the retail industry in India?. International Journal of Marketing and Technology, 5(4), 62-74.
Rachna, I. K. (2017). A Study of User-Generated Content on Social Networking Sites and its Impact on Consumer-Based Brand Equity Constructs. Global Journal of Management and Business Research, 17(1), 1- 9.
Saxena, A., & Khanna, U. (2013). Advertising on social network sites: a structural equation modelling approach. Vision: The Journal of Business Perspective, 17(1), 17-25. doi:10.1177/0972262912469560
Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C., & Härter, M. (2010). Confirmatory factor analysis and recommendations for improvement of the Autonomy‐Preference‐Index (API). Health Expectations, 13(3), 234-243.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of advertising research, 38(4), 7-22.
Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing science, 12(1), 28-52.
Singh, P. K., & Pattanayak, J. K. (2016). Study of the relationship among the factors of brand equity: A study on fast-food brands. Global Business Review, 17(5), 1227-1239.
Srinivasan, V., Park, C. S., & Chang, D. R. (2005). An approach to the measurement, analysis, and prediction of brand equity and its sources. Management science, 51(9), 1433-1448.
Stewart, P. A., & Schubert, J. N. (2006). Taking the “low road” with subliminal advertisements: a study testing the effect of precognitive prime “rats” in a 2000 presidential advertisement. Harvard International Journal of Press/Politics, 11(4), 103-114.
Güz, H., & Şahin, G. (2018). Sosyal medya iletişiminin yeni aracı olarak bedenler ve benliklerin dramaturjik bir analizi. International Journal of Social Science, 1(2), 235-254.
Tabachnick, B. G., ve Fidell, L. S. (2014). Using multivariate statistics (6th ed.) Harlow: Pearson. Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.
Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107.
Wang, C. (2005, June). An empirical study on consumer’s perceived value and attitude toward advertising. In Proceedings of the 6th Global Information Technology and Management (GITM) World Conference.
We Are Social (2021). Global digital report 2021. https://wearesocial.com/global-digital-report-2021 adresinden alınmıştır. (Erişim Tarihi, 11.09.2021).
Van Bavel, J. J., Baicker, K., Boggio, P. S., Capraro, V., Cichocka, A., Cikara, M., and Drury, J. (2020), “Using Social and Behavioural Science to Support COVID-19 Pandemic Response”, Nature Human Behaviour, 4(5), 460-471.
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271-294.
Vázquez, R., Del Rio, A. B., & Iglesias, V. (2002). Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management, 18(1-2), 27-48.
Vassallo, A. J., Kelly, B., Zhang, L., Wang, Z., Young, S., & Freeman, B. (2018). Junk food marketing on Instagram: content analysis. JMIR public health and surveillance, 4(2), 9594.
Yılmaz, M., Sezerel, H., & Uzuner, Y. (2020). Sharing experiences and interpretation of experiences: a phenomenological research on Instagram influencers. Current Issues in Tourism, 23(24), 3034-3041.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yüce, A. (2010). Bütünleyici bir model ile marka değeri ölçümü. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı Doktora Tezi, Erzurum.
Zha, X., Li, J., & Yan, Y. (2015). Advertising value and credibility transfer: attitude towards web advertising and online information acquisition. Behaviour & Information Technology, 34(5), 520-532.
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442-447.