TY  - JOUR
T1  - Tüketicilerin Online Marka Topluluklarına Katılımları Üzerinde Öz Benlik Uyumunun Rolü
TT  - The Role of Self-congruence on Consumers’ Participation in Online Brand Communities
AU  - Çifci, Doç. Dr. Sertaç
AU  - Cop, Prof. Dr. Ruziye
AU  - Gönenir, Ezgi
PY  - 2019
DA  - December
Y2  - 2019
DO  - 10.22139/jobs.589079
JF  - İşletme Bilimi Dergisi
JO  - About the Journal
PB  - Sakarya University
WT  - DergiPark
SN  - 2148-0737
SP  - 553
EP  - 573
VL  - 7
IS  - 3
LA  - tr
AB  - Amaç: İşletmelergün geçtikçe tüketiciler ile daha iyi bir iletişim sağlayabilmek amacıyla markatopluluklarına özellikle de online marka topluluklarına daha çok önemvermektedir. İlişkisel pazarlama anlayışı ile birlikte başarılı işletmelermarka topluluklarını, hem mevcut hem de potansiyel müşteriler ile uzun dönemliilişki kurmak için kullanmaktadır.İlişkisel pazarlama,tüketici katılımı ve marka ilişkileri konusunda işletme ile tüketicietkileşimin daha iyi anlaşılmasını sağlamaktadır. İşletmeler açısından markatopluluklarına tüketicilerin katılımlarını sağlanması oldukça önemlidir.Aynı zamanda işletmelerin, tüketici katılımını etkileyen faktörleri tespitedebilmeleri, pazarı anlayabilmek adına stratejik bir önem taşımaktadır.Literatürde tüketici katılımını etkileyen pek çok faktör araştırmacılartarafından ele alınmıştır. Ancak son yıllarda pazarlama alanında gittikçe dahaçok konuşulan öz benlik uyumunun etkisi incelenmemiştir. Tüketicilerin,gerçekte kendilerini nasıl gördükleri şeklinde tanımlanan öz benlik, satın almatercihlerinde kendileri ile uyumlu markalara yönelmelerine neden olmaktadır. Özbenlik uyumu ise kişinin kendisini nasıl gördüğü ile işletmenin imajı arasındaalgılamış olduğu benzerliktir. Bu çalışmanın amacı, öz benlik uyumunun tüketicilerinonline marka topluluklarına katılımları üzerindeki etkisini araştırmaktır. Yöntem Bu amaçla nicel araştırma yöntemi benimsenmiştir. Kolaydaörnekleme yöntemi ile ulaşılan 283 katılımcıdan anket formları aracılığı ileveriler elde edilmiştir. Ölçümlerin geçerlilik-güvenilirlik analizlerininyapılması için SPSS ve Lisrel programları kullanılarak açıklayıcı vedoğrulayıcı faktör analizleri uygulanmıştır. Daha sonra araştırma model vehipotezlerinin test edilebilmesi için veriler yapısal eşitlik modeli ileanalizi edilmiştir.Bulgular Analizsonucunda öz benlik uyumunun, yardım alma ve marka tutkusu ile katılımı olumluyönde etkilediği sonucuna varılmıştır. Ayrıca, yardım alma katılımı; hazcı vefaydacı katılımı, marka tutkusu amaçlı katılım ise hazcı katılımı olumlu yöndeetkilemiştir.SonuçYapılanbu çalışmanın pazarlama literatürüne iki temel katkısı vardır. İlki öz benlikuyumunun tüketicilerin online marka topluluklarına katılımları üzerinde etkiliolduğu sonucudur. İşletmeler açısından oldukça önemli olan bu sonuçgöstermektedir ki, tüketiciler kendi öz benlikleri ile uyumlu algıladıklarımarkaların online marka topluluklarına katılım göstermektedir. Bu daişletmelerin pazarlama stratejilerini belirlerken, hedef kitlelerinin özbenliklerini incelemeleri ve bu uyumun algılamasını daha da artıracakfaktörlerin üzerinde düşünmesi gerektiğidir. Çalışmanın ikinci katkısı iseBaldus vd. (2015)’nin sunduğu dört temel katılımın kendi aralarında daneden-sonuç ilişkilerine sahip oldukları ve yazarların belirtmiş olduğu gibionline marka topluluklarına katılım üzerinde aynı düzeyde etkili olmadıklarısonucudur.
KW  - Öz benlik uyumu
KW  - online marka toplulukları
KW  - tüketici katılımı
N2  - Aim: In order toprovide the better communication with their consumers, firms have given more importance to brand communities, especiallyonline brand communities. Successful firms use their brand communities toestablish long-term relationships with both existing and potential customersthanks to relationship marketing approach. Relationship marketing provides abetter understanding of business and consumer interaction in consumerengagement and brand relationships. Ensuring the participation of consumers inbrand communities has been becoming very important for businesses day to day.Besides, in order to understand the market better, identifying the factors thataffecting consumer participation is becoming the strategic tool for firms. Inliterature, many researchers handled the factors that affecting consumerparticipation. However, thereis no study to examine the effect of self-congruence which is becoming more importantin the marketing literature on the consumers’ participation in online brandcommunities. The self-concept is definedas how consumers actually see themselves and consumers tend to prefer the brandthat they see closely their self-concept. Self-congruence is the similarity between how consumersees himself and perceived of the image of the business. The aim of this study is to investigate the effect ofself-congruence on consumer participation in online brand communities. Method: For this purpose, quantitative research method wasselected and the data obtained from 283 participants by the convenient samplingmethod. We used exploratory, confirmatory factor analyses and structuralequation model to test our model and hypotheses. In this research, online brandcommunities and firms that have the Instagram page are discussed. We aimed tocollect data from 350 people. Research data were collected in December 2018 inAnkara. The questionnaire was applied to the participants who followed thepages of brands in Instagram and volunteered to complete the survey. A pre-testwas conducted with 15 people and the deficiencies in understanding thequestions are solved. In the questionnaire form, there are two main demographicvariables questions: gender and age. Likert-type scale was used to measure themain structures. A total of 350 questionnaires were distributed and after somecontrols, 283 useful questionnaires were analysed. Looking at the demographicstructure of the participants, 46% were female (131) and 54% were male (152).The participants’ mean age was 28.32 years. The SPSS and LISREL softwareprograms were used for data analysis.Findings: Approaches ofHair et al. (2006) and Fornel and Larcker (1981) have been adopted as themethods to be used in the evaluation of the research models and hypotheses. Itwas noted that the variance ratio explained in the results of each explanatoryfactor analysis for the structures was greater than 50% and the eigenvalue wasgreater than 1. The calculated values indicated that the structures in theresearch model were measured reliably. After the explanatory factor analysis,within the framework of Fornel and Larcker's (1981) approach, confirmatoryfactor analysis was applied in order to evaluate the convergent anddiscriminant validity of all structures under the title of construct validity.As a result of confirmatory factor analysis, goodness of fit values were asfollows: Chi-square: 129.86; DF: 44; Chi-square / DF: 2.95; RMSEA: 0.083;Normed Fit Index (NFI): 0.97; Non-Normed Fit Index (NNFI): 0.97; ComparativeFit Index (CFI): 0.98; Incremental Fit Index (IFI): 0.98; Relative Fit Index(RFI): 0.96; Goodness of Fit Index (GFI): 0.93; Adjusted Goodness of Fit Index(AGFI): 0.87 and Standardized RMR: 0.028. It is seen that the goodness of fitvalues are quite good. Correlation values, correlation squares, AVE and CRvalues of the structures were calculated in order to evaluate the structures interms of validity of discrimination. Structural equation model analysis wasused to evaluate the research models and hypotheses. Goodness of fit valuesobtained as a result of structural equation model are as follows: Chi-square:144,39; DF: 49; Chi-square / DF: 2.94; RMSEA: 0.083; Normed Fit Index (NFI):0.97; Non-Normed Fit Index (NNFI): 0.97; Comparative Fit Index (CFI): 0.98;Incremental Fit Index (IFI): 0.98; Relative Fit Index (RFI): 0.96; Goodness ofFit Index (GFI): 0.92; Adjusted Goodness of Fit Index (AGFI): 0.87 andStandardized RMR: 0.049. According to structural equation model results,self-congruence has a positive effect on participation for helping (β = 0.67, tvalue = 10.62). Self-congruence also has an effect on the participation ofconsumers due to the importance of brand (β = 0.73, t value = 11.94). Helpinghas a positive effect on both the hedonistic (β = 0.46, t value = 6.91) and theutilitarian (β = 0.53, t value = 8.94) participation of consumers. Finally, theeffect of brand passion on hedonistic participation was determined (β = 0.19, tvalue = 2.93).Results: According tothe findings of the research, self-congruence positively affects the consumers’participation in online brand communities for helping. Self-congruence also hasan impact on participation in online brand communities as a result ofconsumers' caring or loving the brand, which is expressed as brand passion. Inthis point, firms should be aware of how they are seen on consumers’ eyes andhow it is importance of this fit on their marketing strategies. The effect ofreceiving helping on both hedonistic and utilitarian participation is also seenin the analysis results. Brand passion also affects participation forentertainment purposes. In short, self-congruence positively affects participationin brand communities both for helping and brand passion. This study has twomain contributions for the marketing literature. Firstly, Baldus et al., (2015)stated that all the factors of consumers’ participation in online brandcommunity in their study cannot be handled together and there are cause-effectrelations among themselves. In short, there are two main reasons why consumersparticipate in online brand communities: getting help and brand passion.Hedonic and utilitarian participation comes later as a secondary effect. Thesecond contribution is to reveal the effect of self-congruence on consumerparticipation in brand communities. Self-congruence and consumer engagement areseen as a valuable predictor of future business performance, both providing andmaintaining a competitive advantage. In future studies, it will be beneficialto handle customer participation from a different point of view in terms ofconsumer behaviour. Especially, examining the socio-psychological factors ofconsumers as well as self-congruence may contribute.
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UR  - https://doi.org/10.22139/jobs.589079
L1  - https://dergipark.org.tr/en/download/article-file/912791
ER  -