SOSYAL MEDYA KULLANIM YOĞUNLUĞU İLE SOSYAL MEDYADA ÜNLÜ KULLANIMININ LÜKS TÜKETİM EĞİLİMİNE ETKİSİNDE ELEKTRONİK AĞIZDAN AĞIZA PAZARLAMANIN (eWOM) ROLÜNE YÖNELİK BİR ARAŞTIRMA

Elektronik ağızdan ağıza pazarlamanın (eWOM) gerçekleştirildiği platformlardan biri olan sosyal medyanın lüks tüketim eğilimi üzerinde etkili olduğu bilinmektedir. Bu çalışma, sosyal medya kullanım yoğunluğu ile sosyal medyada ünlü kullanımının lüks tüketim eğilimi üzerindeki rolünü belirlemeye yöneliktir. Aynı zamanda, sosyal medyada ünlü kullanımı ve sosyal medya kullanım yoğunluğunun lüks tüketim eğilimi ile ilişkilerinde elektronik ağızdan ağıza iletişimin (eWOM) aracılık etkisi de incelenecektir. Araştırma, 368 üniversite öğrencisinin katılımı ile gerçekleştirilmiştir. Öğrenciler odağında gerçekleştirilen araştırmada sosyal medyada ünlü kullanımı ile sosyal medya kullanım yoğunluklarının lüks tüketim eğilimi arasındaki ilişkide eWOM’un etkisinin ortaya konulması amaçlamıştır. Lüks tüketim üzerinde sosyal medya kullanım yoğunluğu ve sosyal medyada ünlü kullanımının etkisinin eWOM’un lüks tüketim eğilimi üzerindeki etkisinden daha fazla olduğu sonucuna ulaşılmıştır. Ayrıca sosyal medyada ünlü kullanımı ve sosyal medyanın kullanım yoğunluğunun lüks tüketim eğilimi üzerindeki etkisinde eWOM’un aracı role sahip olduğu söylenebilmektedir.

A RESEARCH ON THE ROLE OF ELECTRONIC WORD OF MOUTH (eWOM) IN THE EFFECT OF SOCIAL MEDIA USAGE INTENSITY AND USE OF CELEBRITY IN SOCIAL MEDIA ON LUXURY CONSUMPTION TENDENCY

Social media, one of the platforms on which electronic word of mouth marketing (eWOM) is performed, is known to have an effect on luxury consumption tendency. This study aimed at determining the intensity of social media use and the role of celebrity use in social media on luxury consumption tendency. At the same time, the mediating effect of electronic word of mouth marketing (eWOM) will also be examined between celebrity use in social media and social media usage intensity and luxury consumption tendency variables. The research was carried out with the participation of 368 university students and aimed to reveal eWOM’s effect on the relationship between celebrity use in social media and luxury consumption tendency of social media usage densities. It was concluded that the intensity of social media use on luxury consumption tendency and the effect of celebrity use on social media outweighed eWOM’s effect on luxury consumption tendency. In addition, it can also be said that eWOM has an instrumental role in the impact of celebrity use on social media and the intensity of use of social media on luxury consumption tendency

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