DİJİTAL İÇERİK PAZARLAMASI UYGULAMALARININ ALGILANAN KALİTE ÜZERİNE ETKİSİ

Tüketicilerin ilgilerini çekecek içerikler oluşturmak ve bu bilgileri onlarla paylaşmak, tarihi çok eskilere dayanan bir pazarlama aktivitesidir. Günümüzde bu pazarlama türünün yeni pazarlama trendleri arasında yer almasının önemli nedenlerinden biri tüketicilerin maruz kaldığı ve büyük ölçüde birbirinin tekrarı mahiyetindeki yazılı ve görsel reklam kampanyalarına güven duymamaları, buna karşın alacakları ürüne ilişkin içerik paylaşımlarına güvenmeleridir. Bir diğer önemli neden de teknolojinin gelişmesiyle içerik pazarlamasının dijital bir mahiyet kazanması ve çok daha etkin kullanım olanağının söz konusu olmasıdır. Araştırmanın amacı; dijital içerik pazarlaması uygulamalarının algılanan kalite üzerinde bir etkisinin olup olmadığını tespit etmektir. Bu bağlamda e-ticaret sitelerinden alışveriş yapan tüketicilerden oluşan bir örneklem grubu üzerinde, amaçlı örnekleme yöntemi kullanılarak değişkenler arasındaki ilişkiler incelenmiştir. Yapılan analiz kapsamında; tanımlayıcı istatistiklere yer verilmiş, faktör analizi yapılmış ve dijital içerik pazarlaması alt değişkenleri ile algılanan kalite arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla sırasıyla korelasyon ve çoklu doğrusal regresyon analizleri gerçekleştirilmiştir. Araştırma sonucunda hem bilişsel farkındalık ile algılanan kalite arasında hem de tutumsal farkındalık ile algılanan kalite arasında orta kuvvetin altında ve anlamlı ilişkiler olduğu belirlenmiştir. Diğer bir ifadeyle dijital içerik pazarlamasının her iki boyutuna dair uygulamalar da tüketicilerin kalite algılarını etkilemektedir. Bu doğrultuda, internet üzerinden gerçekleştirilecek dijital içerik pazarlaması uygulamaları tüketicilerin bilgiye daha hızlı ve maliyetsiz şekilde ulaşmalarını sağlayacak ve tüketicilere ait kalite algısını olumlu yönde etkileyecektir.

THE EFFECT OF DIGITAL CONTENT MARKETING APPLICATIONS ON PERCEIVED QUALITY

Creating a content that will interest the consumers and sharing this information with them is a very old marketing activity. One of the most important reasons why content marketing is now one of the new marketing trends is the fact that consumers rely on content sharing for the product they perceive, although they do not trust the copy of each other's written and visual advertising campaigns. Another important reason is the development of technology and content marketing to have a digital nature and more effective use. The aim of the study is to determine whether digital content marketing practices have an impact on perceived quality. In this context, the relationship between variables were tested by using purposive sampling method on a sample group consisting of consumers who shop from e-commerce sites. Within the scope of the study, descriptive statistics were given, factor analysis was performed, and correlation and multiple linear regression analyzes were performed in order to measure the relationship and effect level between digital content marketing sub-variables and perceived quality. As a result of the research, it was found that there was a significant relationship between cognitive awareness and perceived quality as well as between attitudinal awareness and perceived quality. In other words, applications of both dimensions of digital content marketing affect consumers' perceptions of quality. In this direction, digital content marketing applications over the internet will enable consumers to reach information faster and cost-free and will positively affect the quality perception of consumers.

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