Araştırma Makalesi
BibTex RIS Kaynak Göster
Yıl 2017, Cilt: 4 Sayı: 4, 472 - 478, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.735

Öz

Kaynakça

  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
  • Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy & Leadership,, 30-37.
  • Brim, Orville Gilbert, & Stanton (1996). Socialization after childhood: Two essays. J. Wiley, 1966.
  • Bush, A. J., Smith, R., & Martin, C. (1999). The influence of consumer socialization variables on attitude toward advertising: A comparison of African-Americans and Caucasians. Journal of Advertising, 28(3), 13-24.
  • Churchill, G. A. and Moschis G. P. (1979). Television and interpersonal influences on adolescent consumer learning. Journal of Consumer Research, 6, 23-35.
  • Crites Jr, S. L., Fabrigar, L. R., & Petty, R. E. (1994). Measuring the affective and cognitive properties of attitudes: Conceptual and methodological issues. Personality and Social Psychology Bulletin, 20(6), 619-634.
  • De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
  • Dodds, W. B., Monroe,, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 307-319.
  • Ellison, T. B. (2007). Social Network Sites : Definition, History and Scholarship. Journal of Computer Mediated Communication, 210-230.
  • Gupta, G. (2013). Assessing the Influence of Social Media on Consumers' Purchase Intentions. Asia-Pacific Marketing Review, 31-39.
  • Hameed, B. (2011). Social media usage exploding amongst fortune 500 companies. Social Times. https://www.megesoft.com.tr/2016-dunyada-turkiyede-kullanim-istatistikleri/
  • Isler, L., Popper, E. and Ward, S. (1987). Children’s purchase requests and parental responses: result from a diary study. Journal of Advertising Research, 27, 28-39.
  • Kapferer, J. N. (2008). The New Strategic Brand Management. London: Kogan Page.
  • Kim, A., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 1480-1486.
  • Media (2013). https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic.html.
  • Kozinets, R., Wojnicki, A. C., Wilner, S. J., & Valck, K. D. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 71-89.
  • Lueg, J. E., & Finney, R. Z. (2007). Interpersonal communication in the consumer socialization process: scale development and validation. Journal of Marketing Theory and Practice, 15(1), 25-39.
  • Lueg, J. E., Ponder, N., Beatty, S. E., & Capella, M. (2006). Teenagers’ use of alternative shopping channels: A consumer socialization perspective. Journal of Retailing, 137-153.
  • Moschis , G. P., & Churchill , G. A. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 599609.
  • Moschis, G. P., and Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of Consumer Research, 6, 101-112.
  • Mutlu, E., Çeviker, A., & Çirkin, Z. (2011). Tüketici Etnosentrizmi ve Yabanci Ürün Satin Alma Niyeti: Türkiye ve Suriye Üzerine Karsilastirmali Analiz. Sosyoekonomi, 51-74.
  • Naylor, R. W., Lamberton, C. P., West, P. M. (2012). Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 105-120.
  • Olbrich, R., & Holsing, C. (2011). Modeling consumer purchasing behavior in social shopping communities with clickstream data. International Journal of Electronic Commerce, 15–40.
  • Shin, S. (2008). Understanding purchasing behaviors in a virtual economy: Consumer behavior involving virtual currency in Web 2.0 communities. Interacting with Computers, 433-446.
  • Shim, S., & Gehrt, K. C. (1996). Hispanic and Native American adolescents: An exploratory study of their approach to shopping. Journal of Retailing, 72(3), 307-324.
  • Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting Malaysian Young Consumers' Online Purchase Intention in Social Media Websites. Social and Behavioral Sciences, 326-333.
  • Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of interactive marketing, 19(3), 15-37.
  • Sosyal Medya Kullanım. (2017). https://tutusmedia.com/dunyada-sosyal-medya-kullanim-arastirmasi-2017/. adresinden alındı
  • Südaş, H. D., & Töge, B.(2015). Sosyal Ağlarda Tüketim Temelli Akran İletişiminin İncelenmesi: Adana İlinde Bir Uygulama. Akademik Sosyal Araştırmalar Dergisi, 309-327
  • Taylor, J. W., Houlahan, J. J., & Gabriel, A. C. (1975). The purchase intention question in new product development: a field test. The Journal of Marketing, 90-92.
  • Trusov, M, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site. Journal of Marketing, 90–102.
  • Turban, E., King, D., Lee, J. K., & Vieh, D. (2006). Electronic Commerce: A Managerial Perspective. Prentice Hall.
  • Ülger, G.(2012). Siber alemde çocukluğun yeniden üretimi. (Ed.) Sosyal Medya Akademi, İstanbul: Beta Yayınları.
  • Valkenburg, P. M. & Buijen, M. (2005). Identifying determinants of young children’s brand awareness: Television, parents and peers. Applied Developmental Psychology, 26, 456-468.
  • Wang, X. Yu, C. & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26, 198-208.
  • Ward, S. (1974). Consumer Socialization. Consumer Socialization, 1-16.
  • Worldwide social network users. (2017). https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/. adresinden alındı
  • Xie, K., & Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 204-238.
  • Zhang, J., & Daugherty, T. (2009). Third-person effect and social networking: implications for online marketing and word-of-mouth communication. American Journal of Business, 24(2), 53-64.

PEER COMMUNICATION IN SOCIAL MEDIA AND EFFECT ON PURCHASE INTENTION

Yıl 2017, Cilt: 4 Sayı: 4, 472 - 478, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.735

Öz

Purpose -     Social media
became an essential element of marketing as individuals share their thoughts,
experiences and opinions globally through social network sites. Social media
effects consumers’ thoughts about unfamiliar brands more than ever now. The
comments and opinions of peers about product/services on social media affects
purchase intentions of the consumers. The aim of this study is to examine the
effect of peer communication on social media over attitudes towards products
and purchase intention. Previous studies mostly have concentrated on the
effects of firms’ social media communication effects. This study focuses on
peer communication on social media instead.

Methodology -   In this
study peer group identification, peer communication, attitude towards product
and purchase intention through the utilization of scales by Algesheimer,
Dholakia and Hermann (2005), Moschis and Churchill (1978), Crites, Fabrigar and
Petty (1994) and Houlahan and Gabriel (1975) are utilized.

Findings- According to the results of the study social media
peer identification, increases consumption based peer communication. There is
also a significant relationship between attitude towards products and purchase
intention. 

Conclusion-As seen in this study, social media communications’
effect on consumption habits are not at expected levels. Firms should focus on
applications triggering social media communication of individuals which would
affect purchase intention positively. 

Kaynakça

  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
  • Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy & Leadership,, 30-37.
  • Brim, Orville Gilbert, & Stanton (1996). Socialization after childhood: Two essays. J. Wiley, 1966.
  • Bush, A. J., Smith, R., & Martin, C. (1999). The influence of consumer socialization variables on attitude toward advertising: A comparison of African-Americans and Caucasians. Journal of Advertising, 28(3), 13-24.
  • Churchill, G. A. and Moschis G. P. (1979). Television and interpersonal influences on adolescent consumer learning. Journal of Consumer Research, 6, 23-35.
  • Crites Jr, S. L., Fabrigar, L. R., & Petty, R. E. (1994). Measuring the affective and cognitive properties of attitudes: Conceptual and methodological issues. Personality and Social Psychology Bulletin, 20(6), 619-634.
  • De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
  • Dodds, W. B., Monroe,, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 307-319.
  • Ellison, T. B. (2007). Social Network Sites : Definition, History and Scholarship. Journal of Computer Mediated Communication, 210-230.
  • Gupta, G. (2013). Assessing the Influence of Social Media on Consumers' Purchase Intentions. Asia-Pacific Marketing Review, 31-39.
  • Hameed, B. (2011). Social media usage exploding amongst fortune 500 companies. Social Times. https://www.megesoft.com.tr/2016-dunyada-turkiyede-kullanim-istatistikleri/
  • Isler, L., Popper, E. and Ward, S. (1987). Children’s purchase requests and parental responses: result from a diary study. Journal of Advertising Research, 27, 28-39.
  • Kapferer, J. N. (2008). The New Strategic Brand Management. London: Kogan Page.
  • Kim, A., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 1480-1486.
  • Media (2013). https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic.html.
  • Kozinets, R., Wojnicki, A. C., Wilner, S. J., & Valck, K. D. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 71-89.
  • Lueg, J. E., & Finney, R. Z. (2007). Interpersonal communication in the consumer socialization process: scale development and validation. Journal of Marketing Theory and Practice, 15(1), 25-39.
  • Lueg, J. E., Ponder, N., Beatty, S. E., & Capella, M. (2006). Teenagers’ use of alternative shopping channels: A consumer socialization perspective. Journal of Retailing, 137-153.
  • Moschis , G. P., & Churchill , G. A. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 599609.
  • Moschis, G. P., and Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of Consumer Research, 6, 101-112.
  • Mutlu, E., Çeviker, A., & Çirkin, Z. (2011). Tüketici Etnosentrizmi ve Yabanci Ürün Satin Alma Niyeti: Türkiye ve Suriye Üzerine Karsilastirmali Analiz. Sosyoekonomi, 51-74.
  • Naylor, R. W., Lamberton, C. P., West, P. M. (2012). Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 105-120.
  • Olbrich, R., & Holsing, C. (2011). Modeling consumer purchasing behavior in social shopping communities with clickstream data. International Journal of Electronic Commerce, 15–40.
  • Shin, S. (2008). Understanding purchasing behaviors in a virtual economy: Consumer behavior involving virtual currency in Web 2.0 communities. Interacting with Computers, 433-446.
  • Shim, S., & Gehrt, K. C. (1996). Hispanic and Native American adolescents: An exploratory study of their approach to shopping. Journal of Retailing, 72(3), 307-324.
  • Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting Malaysian Young Consumers' Online Purchase Intention in Social Media Websites. Social and Behavioral Sciences, 326-333.
  • Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of interactive marketing, 19(3), 15-37.
  • Sosyal Medya Kullanım. (2017). https://tutusmedia.com/dunyada-sosyal-medya-kullanim-arastirmasi-2017/. adresinden alındı
  • Südaş, H. D., & Töge, B.(2015). Sosyal Ağlarda Tüketim Temelli Akran İletişiminin İncelenmesi: Adana İlinde Bir Uygulama. Akademik Sosyal Araştırmalar Dergisi, 309-327
  • Taylor, J. W., Houlahan, J. J., & Gabriel, A. C. (1975). The purchase intention question in new product development: a field test. The Journal of Marketing, 90-92.
  • Trusov, M, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site. Journal of Marketing, 90–102.
  • Turban, E., King, D., Lee, J. K., & Vieh, D. (2006). Electronic Commerce: A Managerial Perspective. Prentice Hall.
  • Ülger, G.(2012). Siber alemde çocukluğun yeniden üretimi. (Ed.) Sosyal Medya Akademi, İstanbul: Beta Yayınları.
  • Valkenburg, P. M. & Buijen, M. (2005). Identifying determinants of young children’s brand awareness: Television, parents and peers. Applied Developmental Psychology, 26, 456-468.
  • Wang, X. Yu, C. & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26, 198-208.
  • Ward, S. (1974). Consumer Socialization. Consumer Socialization, 1-16.
  • Worldwide social network users. (2017). https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/. adresinden alındı
  • Xie, K., & Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 204-238.
  • Zhang, J., & Daugherty, T. (2009). Third-person effect and social networking: implications for online marketing and word-of-mouth communication. American Journal of Business, 24(2), 53-64.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Bölüm Articles
Yazarlar

Hande Begum Bumin Doyduk Bu kişi benim

Elif Okan Bu kişi benim

Yayımlanma Tarihi 30 Aralık 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 4 Sayı: 4

Kaynak Göster

APA Bumin Doyduk, H. B., & Okan, E. (2017). PEER COMMUNICATION IN SOCIAL MEDIA AND EFFECT ON PURCHASE INTENTION. Journal of Management Marketing and Logistics, 4(4), 472-478. https://doi.org/10.17261/Pressacademia.2017.735

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