TY  - JOUR
T1  - Social Media Driven Brand Love: An Investigation on Turkish Customers
TT  - Sosyal medya etkili marka aşkı: Türk müşteriler üzerinde bir inceleme
AU  - Zengin, Asude Yasemin
AU  - Aladağ, Berksu
PY  - 2018
DA  - June
DO  - 10.34231/iuyd.408143
JF  - Journal of Internet Applications and Management
JO  - iuyd
PB  - Selçuk Burak HAŞIOĞLU
WT  - DergiPark
SN  - 1309-8810
SP  - 19
EP  - 42
VL  - 9
IS  - 1
LA  - en
AB  - Along with thedevelopment and the use of Internet and the opportunity of two-waycommunication that Web 2.0 provides enable consumer-brand interactions viasocial media. The very significant social media usage rates in Turkeydemonstrate a necessity for business to use social media effectively withrespect to marketing communications in order to build up and sustainrelationship with consumers. The main objective of this research is to proposeand test a social media integrated brand love model with the intention ofgaining an understanding whether consumer-brand relationship in social mediadevelops brand love. Therefore, this study investigates both the influence ofquality (as social media driven brand love antecedent) and social media drivenbrand love core elements (passion-driven behaviors, self-brand integration,positive emotional connection, long-term relationship, anticipated separationdistress, overall attitude valence and attitude strength) on social mediadriven brand love consequences. Data were collected through an online surveywith a sample size of 235 respondents. The proposed model and hypotheses weretested via structural equation modeling and multiple linear regressionanalysis. The results demonstrate that anticipated separation distress,passion-driven behaviors and positive emotional connection indicate the mostsignificant influence on social media driven brand love among proposed sevenbrand love constructs. Furthermore, quality has a significant but a weakinfluence on brand love consequences.
KW  - Brand Love
KW  - Social Media
KW  - Consumer-Brand Relationships
KW  - Consumer Behavior
KW  - Turkey
N2  - İnternetin gelişmesi ve yaygınlaşması ileberaber Web 2.0’ın iki yönlü iletişim imkanı tanıması, sosyal medya üzerindentüketici ile marka arasındaki etkileşimi olanaklı hale getirmiştir. Türkiye’desosyal medya kullanım oranlarının son derece yüksek olması da işletmelerinpazarlama iletişimi açısından sosyal medyayı tüketicilerle ilişki geliştirmekve sürdürmek üzere etkin kullanması gerektiğine işaret etmektedir. Buçalışmanın temel amacı sosyal medyada tüketici-marka ilişkilerinin marka aşkıgelişmesini sağlayıp sağlayamadığını anlamaya yönelik olarak sosyal medya ilebütünleştirilmiş bir marka aşkı modeli önermek ve test etmektir. Bu amaçdolayısıyla çalışmada kalitenin (sosyal medya etkili marka aşkınınbelirleyicisi) ve sosyal medya etkili marka aşkı ana unsurlarının (tutkutemelli davranış, öz-marka entegrasyonu, olumlu duygusal bağlantı, uzun dönemilişki, öngörülen ayrılık ızdırabı, genel tutum değeri ve tutum gücü) sosyalmedya etkili marka aşkı sonuçları üzerindeki etkisi araştırılmıştır. Online anket235 tüketiciye uygulanmıştır. Önerilen model ve hipotezlerin test edilmesindeyapısal eşitlik modeli ve çoklu doğrusal regresyon analizi kullanılmıştır.Araştırma sonuçları, öngörülen ayrılık ızdırabı, tutku temelli davranışlar veolumlu duygusal bağlantının yedi ana unsur arasında sosyal medya etkili markaaşkı üzerinde en güçlü etkiye sahip olan unsurlar olduğunu ortaya koymaktadır.Buna ek olarak kalitenin marka aşkı sonuçları üzerinde anlamlı fakat zayıf biretkisi belirlenmiştir.
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UR  - https://doi.org/10.34231/iuyd.408143
L1  - https://dergipark.org.tr/en/download/article-file/487143
ER  -