SOSYAL AĞ SİTELERİNDE TÜKETİCİ-İŞLETME ETKİLEŞİMİ - BİR ARAŞTIRMA

Abstract

Sosyal medya araçlarından olan sosyal ağ siteleri (SAS) işletmelerin pazarlama faaliyetlerinde önemli yer tutmaktadır. Zamanlarının önemli bir bölümünü SAS`nde harcayan insanlar (tüketiciler) ise işletmelerin bu sitelerdeki faaliyetlerinden etkilenmekte aynı zamanda işletmeleri etkilemektedirler. Bu çalışmanın amacı, söz konusu etkileşimi ortaya koymaktan ibarettir. Bunun için anket çalışması yapılmıştır. Anket SAS`nde hesabı olan insanlar üzerinde yapılmıştır. Veriler SPSS 16 programında analiz edilmiştir. Faktör analizi sonucunda SAS`nde etkileşimle ilgili 4 boyut ortaya çıkmıştır. Bu boyutlar,  "SAS`inin markaya ilgi yaratması", "SAS`deki paylaşım ve yorumların etkisi", "ürünle ilgili düşüncelerin SAS`nde paylaşılması", "SAS`deki diğer takipçilerin etkisi" şeklinde belirmiştir. SAS`nde özellikle, marka ile ilgili yorumlar ve paylaşımların etkili olduğu belirlenmiştir. Sosyal ağ sitelerindeki diğer taipçilerin sayısı ve kimlikleri nispeten az etki etmektedir. Genel olarak firmaların SAS`nde bulunması tüketicilerin dikkatini çekecektir ve işletmeye/markaya ilgi yaratacaktır.

Araştırmanın, ortaya çıkan boyutlar açısından literatüre, tüketicilerin düşüncelerini yansıtması açısından işletmelere katkı sağlayacağı düşünülmektedir. Azerbaycan`da konuyla ilgili bilimsel çalışmaya rastlanmaması ise araştırmanın başka bir önemli tarafını ortaya koymaktadır.

Keywords

• Sosyal Ağ Siteleri (SAS),Sosyal Medya,Tüketici-İşletme Etkileşimi

Consumer Attitude and Behavior in Social Networking Sites – A Survey Research

Abstract

One of the social media tools social networking sites (SNS) play an important role in the marketing activities of enterprises. People who spend a significant portion of their time on SNS are affected by the activities of businesses on these sites and at the same time influence businesses. The aim of this study is to reveal this interaction. A survey study has been done for this purpose. The survey was conducted on people who have accounts on SNS. The data were analyzed via SPSS 16. As a result of factor analysis, four dimensions related to interaction in SNS have emerged. These dimensions are defined as "SNS creates interest in the brand ", "the effect of sharings and comments in SNS", "sharing of opinions regarding products in SNS", and "the influence of other followers in SNS". In SNS, in particular, it has been determined that comments and sharings about the brand are effective. The numbers and personalities of other followers on social networking sites are relatively ineffective. In general, the presence of companies in SNS will attract the attention of consumers. 

 

It is thought that the research will contribute to the literature in terms of the dimensions that determined, and to the companies in terms of the reflecting the thoughts of the consumers. The lack of scientific research on the subject in Azerbaijan reveals another important aspect of the research.

Keywords

• Social Networking Sites,Social Media,Consumer Behavior,Azerbaijan

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