Tüketicilerin Sosyal Medyada Yer Alan Kişisel Verilerinin İşletmeler Tarafından Kullanılmasına Yönelik Rahatlık Algısını Etkileyen Faktörler

Amaç – Çalışmanın temel amacı, tüketicilerin sosyal medyada paylaştıkları kişisel bilgilerin (kamuya açıklanmış bilgiler) işletmeler tarafından pazarlama amaçlı (hedefli reklamcılık, müşteri ilişkileri ve veri madenciliği) kullanılmasına yönelik hissettikleri rahatlık algısını incelemektir. Yöntem – Çalışmada kolayda örnekleme yöntemi uygulanmış olup, araştırma verileri facebook üzerinden toplanmıştır. Veriler SmartPLS programı kullanılarak yapısal eşitlik modellemesi ve önem-performans haritası analizleri ile test edilmiştir. Bulgular – Araştırma sonucunda, sosyal medyaya yönelik algılanan riskin, medyada paylaşılan kişisel bilgilerin işletmeler tarafından pazarlama amacıyla kullanmasına yönelik pazarlama rahatlık algısını negatif yönde ve anlamlı olarak etkilediği saptanmıştır. Sosyal medyaya yönelik algılanan faydanın, pazarlama rahatlık algısını pozitif yönde ve anlamlı etkilediği, fakat kendini açıklamanın pazarlama rahatlık algısı üzerinde anlamlı bir etkisi olmadığı sonucuna ulaşılmıştır. Tartışma – Çalışmada en büyük etki düzeyine sahip olan algılanan fayda değişkeni önem-performans haritası analizi ile daha derinlemesine incelenmiştir. Yapılan analiz sonucuna göre tüketiciler, yeni insanları tanımanın ve bu platformlarda ilişkilerini genişletmenin yararları nedeniyle, sosyal medyadaki kişisel verilerinin işletmeler tarafından kullanılması konusunda kendilerini rahat hissetmektedirler.

The Factors Effecting Perceived Comfort about use of Consumers’ Personal Data on Social Media by Companies)

Purpose – The main purpose of this study was to investigate the individual’s comfort that was felt about use the their information posted (information posted publicly) on social media by companies for marketing purposes (targeted advertising, customer relationships, and opinion mining). Design/methodology/approach – In this study, convenience sampling method was applied and research data were collected via facebook. The data were analyzed by using SmartPLS statistic program and the model were tested through the partial least squares-based structural equation modelling (PLS-SEM) analysis and importance-performance map analysis (IPMA). Findings – The results show that perceived risk towards social media has negative effects on marketing comfort that consumers feel about the use of their social media data by companies for marketing purposes. Perceived benefit toward social media has positive effects on the perception of marketing comfort while self-disclosure doesn’t have significant effect on perception of marketing comfort. Discussion – The perceived benefit variable, which has the greatest effect level, was examined in more detail with IPMA. The results of analysis indicate that consumers feel comfortable about the use of their social media data by companies, because of the benefits of recognizing new people and expanding their relationships on social media platforms.

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