HAYAT AYAR ŞENTÜRK, Ali Ekber AKGÜN, Halit KESKİN

TATİL PAYLAŞIMLARINI NİÇİN SEVİYORUZ?: İKNA MESAJLARININ DUYGUSAL VE DAVRANIŞSAL TEPKİLER ÜZERİNE ETKİSİ

İlgi çekici bir pazarlama yöntemi olarak sosyal medya pazarlamasının SMP benimsenmesi ve kullanımı gittikçe küresel bir boyuta ulaşmakta, bu durum pazarlama yöneticilerine ve pazarlama araştırmacılarına benzersiz fırsatlar sunmaktadır. Bu anlamda işletmeler müşterilerine gerçek zamanlı olarak ulaşabilme fırsatı yakalarken, araştırmacılar da sosyal medya bağlamında ikna mesajlarının tüketiciler üzerindeki etkilerini incelemeye odaklanmışlardır. Ancak yapılan araştırmalarda mesajı alan kişilerde meydana gelecek tepkileri açıklamak üzere temel alınan en önemli teorilerden biri olan Ayrıntılandırma Olasılığı Modeli AOM ’nin çok az kullanıldığı ve bu teori temelindeki ikna mesajı unsurlarının tüketiciler üzerindeki sinerjistik etkilerinin ikna mesajı unsurlarının eş zamanlı olarak tüketiciler üzerinde yarattığı çoklu etkiler bütüncül bir şekilde incelenmediği gözlemlenmektedir. Bu çerçevede çalışmanın amacı AOM teorisi temel alınarak, SMP faaliyetleri kapsamında ikna mesajlarının tüketicilerin duygusal ve davranışsal tepkileri üzerindeki etkisini ampirik olarak incelemektir. Araştırma bulguları; 1 ikna mesajlarının üç unsurunun argüman kalitesi, paylaşım popülerliği ve paylaşım çekiciliği sempati duygusu ile pozitif ilişkili olduğunu, 2 sempati ile empati arasında pozitif ilişki olduğunu, 3 sempatinin ikna mesajı unsurları ile empati duygusu arasında aracı rol oynadığını, 4 duygusal tepkilerin sempati ve empati beğenme niyetiyle ve 5 beğenme niyetinin paylaşma niyeti ile pozitif ilişkili olduğunu göstermektedir

Anahtar Kelimeler:

Sosyal medya pazarlaması, ayrıntılandırma olasılığı modeli, ikna mesajları, duygusal tepkiler, davranışsal niyetler

WHY DO WE LOVE THE HOLIDAY POSTS?: THE INFLUENCE OF PERSUASIVE MESSAGES ON EMOTIONAL AND BEHAVIORAL RESPONSES

Social media marketing SMM usage and adoption as an influential marketing method is increasingly globally and offers unique opportunities for marketing managers and researchers. In this sense, while companies have an opportunity to reach their customers in real time, researchers focus on examining the impact of persuasive messages on consumers in the social media context. However, we have observed that the Elaboration Likelihood Model ELM which is one of the most important theories based on explaining the reactions to the message is rarely been addressed in the literature and the synergistic effects of persuasive message elements are not studied holistically. This study aims to investigate how persuasive messages can influence consumers’ emotional and behavioral responses using ELM in SMM activities. In this study, we also examine relationships between sympathy and empathy as emotional responses to social media posts. Findings show that 1 the three types of persuasive messages argument quality, post popularity and post attractiveness is positive related to sympathy response, 2 sympathy response is positively associated with empathy response, 3 sympathy response mediates the relationship between persuasive message elements and empathy responses, 4 these emotional responses are important to click like post message and 5 like intention is positive related to share post message

Keywords:

Social media marketing, elaboration likelihood model, persuasive messages, emotional responses, behavioral intentions,

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