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MARKALARIN ALGILANAN SOSYAL MEDYA PAZARLAMA ÇALIŞMALARININ TÜKETİCİLERİN ÇEVRİMİÇİ FİKİR ARAMA VE İLETME DAVRANIŞLARI ÜZERİNE ETKİSİ

Günümüzde bireylerin markalara karşı olan algılarını şekillendiren birçok unsur bulunmaktadır. Ayrıca bu algılar, bireylerin birçok konudaki tutum ve davranışlarını da etkilemektedir. Özellikle sosyal medyanın etki alanını artırması bireylerin markalar ile olan etkileşimlerine yeni bir boyut getirdiği gibi, aralarındaki ilişkiyi şekillendiren faktörleri de etkilemiştir. Mevcut çalışmada sosyal ağlar üzerinden yürütülen pazarlama çalışmalarına ilişkin algıların bireylerin çevrimiçi fikir arama ve iletme davranışlarına nasıl etki ettiği gözlemlenmeye çalışılmıştır. Ayrıca bu algılar üzerinde etkisi olabilecek marka hayranlığı, cinsiyet, çevrimiçi ürün satın alma ve çevrim içi kalma süreleri gibi değişkenlerinde etkileri tartışılmak istenmiştir. Bu noktadan hareketle nicel araştırma yöntemine başvurulup bu yöntemin veri toplama tekniklerinden olan ve birincil verilere ulaşmak amacıyla anket tekniğinden yararlanılmıştır. Elde edilen verilerin analizinde, fark testleri (t-testi, One Way Anova) ve ilişki testleri yapılmıştır. Çalışma kapsamında yapılan araştırma ile özellikle bu algının önemli ölçüde çevrimiçi görüş arama ve iletme davranışları ile bağlantılı olduğu gözlemlenmiştir. Ayrıca çevrimiçi kalma süresi, ürün satın alma sıklığı, marka hayranlığının ve kullanıcıların cinsiyetlerinin de bu algı ile ilişkili olduğu tespit edilmiştir.

Anahtar Kelimeler:

Sosyal Medya Pazarlama Algısı, Çevrimiçi Görüş Arama, Çevrimiçi Fikir İletme

THE EFFECT OF BRANDS' PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS' ONLINE OPINION SEEKING AND SHARING BEHAVIOR

Nowadays, there are many factors that affect the way people perceive brands. Moreover, these perceptions affect people's attitudes and behaviors on many issues. Especially, the increase of social media’s influence has brought a new dimension to the interaction of individuals with brands, as well as influencing the factors that shape the relationship between them. This study attempts to observe how the perceptions of marketing activities carried out through social networks affect individuals' online opinion seeking and sharing behaviors. In addition, it is desired to discuss the effects of variables such as brand admiration, gender, online product purchase and online staying time that may have an impact on these perceptions. A quantitative research method was used. The questionnaire technique is a data acquisition techique of this method; this was used to obtain primary data. Difference tests (t-test, One Way Anova) and relationship test were performed in the analysis of the data obtained. The research conducted as part of the study confirmes that this perception is largely related to the behavior of seeking and transmitting opinions online. It was also found that the time spent online, the frequency of product purchases, brand admiration, and gender of users are related to this perception.

Keywords:

Social Media Marketing Perception, Online Opinion Seeking, Online Opinion Transmission,

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