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Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği Skip to content Yıl 2024, Cilt: 6 Sayı: 1, 19 – 36, 30.06.2024
Deren Üreşen Mustafa Kaplan
https://doi.org/10.57082/mpsr.1482725
Öz Dijital dünyanın bu devrinde, sosyal medya tüketicilerle bilgi paylaşmanın en hızlı yolu olarak ortaya çıkmıştır. Bu çalışmanın önemi; daha önce araştırmalara konu olan ünlü isimlerin pazarlama stratejilerinde kullanılması, sosyal medya pazarlaması, dijital pazarlama, sosyal medya platformlarının tüketici davranışlarına ve satın alma niyetine etkisi gibi konulardan farklı olarak sosyal medya ve Instagram fenomenlerine odaklanmasıdır. Çalışmada ağırlıklı olarak dijital pazarlama, sosyal medya pazarlaması, fenomen kavramı ve sosyal medya pazarlamasında fenomen kullanımı konularına yer verilmiştir. Çalışmanın amacı Instagram fenomenlerinin tüketici satın alma davranışlarına etkisini incelemektir. Çanakkale ilinde yaşayan ve sosyal medya platformlarından biri olan Instagram uygulamasını aktif bir şekilde kullanan 306 katılımcıdan anket aracılığı ile veriler toplanmıştır. Verilerin analizinde, keşfedici faktör analizi, değişkenler arası korelasyon analizi, regresyon analizi ve güvenilirlik analizi yapılmıştır. Elde edilen bulgulara göre Instagram fenomenlerinin popülaritesi ve uzmanlığı ile tüketicilerin fenomene yönelik güveninin, fenomene yönelik olan tutumu etkilediği ve bu sayede tüketici satın alma davranışını etkilediği sonucuna varılmıştır.
Anahtar Kelimeler Sosyal Medya Pazarlaması, Dijital Pazarlama, Sosyal Medya Fenomeni
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Digital Marketing: A Framework, review and Research Agenda. International Journal of Research in Marketing, 34(1), 22–45. Doi:10.1016/j.ijresmar.2016.11.006 Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), 6-12. Kilic, S. (2016). Cronbach’s alpha reliability coefficient. Journal of Mood Disorders, 6(1), 47-48. Doi: 10.5455/jmood.20160307122823 Lee, S. & Kim, E. (2020). Influencer marketing on Instagram: How Sponsorship Disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. Doi:10.1080/20932685.2020.1752766 Li, Y.-M., Lee, Y.-L. & Lien, N.-J. (2012). Online social advertising via influential endorsers. International Journal of Electronic Commerce, 16(3), 119–154. Doi: 10.2753/jec1086-4415160305. Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent (Dissertation). Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. Doi: 10.1080/15252019.2018.1533501 Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487–497. Doi:10.1016/s0167-8116(97)00030-x Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M. & Lopez-Lopez, D. (2020). Behind influencer marketing: Key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579–607. Doi:10.1080/0267257x.2020.1738525 Nadaraja, R. & Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Center of Southern New Hempshire University, 1-10. Nam, L. G. & Dân, H. T. (2018). Impact of social media influencer marketing on consumer at ho Chi Minh City. International Journal of Social Sciences and Humanities Invention, 5(5), 4710–4714. Doi: 10.18535/ijsshi/v5i5.10 Özdamar, K. (1999). Paket programlar ile İstatistiksel Veri Analizi. Kaan Kitabevi: Eskişehir. Pate, S.S. & Adams, M. (2013), The influence of social networking sites on buying behaviors of millennials the influence of social networking sites on buying behaviors of millennials, Atlantic Marketing Journal, Vol. 2 No. 1, pp. 92-109 Papasolomou, I. & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ new best friend. Journal of Promotion Management, 18(3), 319–328. Doi:10.1080/10496491.2012.696458 Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). 1-11. Doi: 10.1016/j.heliyon.2020.e04284 Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1), 1–21. Doi: 10.1108/ebr-08-2019-0165 Sarstedt, M. & Mooi, E. (2018). Regression analysis. Springer Texts in Business and Economics, 209–256. Doi: 10.1007/978-3-662-56707-4_7 Sheth, J. N. & Sharma, A. (2005). International e‐marketing: opportunities and issues. International Marketing Review, 22(6), 611-622. Uzunoğlu, E. & Misci Kip, S. (2014). Brand Communication Through Digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. Doi: 10.1016/j.ijinfomgt.2014.04.007 Willi, C. H., Melewar, T. C. & Broderick, A. J. (2013). Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process: A research agenda. The Marketing Review, 13(2), 103–123. Doi:10.1362/146934713×13699019904560 Vinerean, S. (2017). Content marketing strategy. In Content marketing strategy: Vinerean, Simona, 92-98. Xu (Rinka), X. & Pratt, S. (2018). Social Media influencers as endorsers to promote travel destinations: An application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972. Doi:10.1080/10548408.2018.1468851 Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L. & Spann, M. (2013). Social Commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. Doi: 10.1016/j.intmar.2013.09.001 Zak, S. & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. Doi: 10.1051/shsconf/20207403014 Zhang, Y., Li, X. & Wang, T.-W. (2013). Identifying Influencers in online social networks. International Journal of Intelligent Information Technologies, 9(1), 1–20. Doi:10.4018/jiit.2013010101 Toplam 48 adet kaynakça vardır.
Ayrıntılar Birincil Dil Türkçe Konular İşletme Bölüm Makaleler Yazarlar Deren Üreşen ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ 0009-0006-6458-3446 Türkiye
Mustafa Kaplan ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ 0000-0002-5205-2123 Türkiye
Yayımlanma Tarihi 30 Haziran 2024 Gönderilme Tarihi 12 Mayıs 2024 Kabul Tarihi 14 Haziran 2024 Yayımlandığı Sayı Yıl 2024 Cilt: 6 Sayı: 1
Kaynak Göster APA Üreşen, D., & Kaplan, M. (2024). Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review, 6(1), 19-36. https://doi.org/10.57082/mpsr.1482725
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