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Sosyal Medya Pazarlama Faaliyetlerinin Tüketici Temelli Marka Değeri Boyutları Üzerine Etkisi

Year 2021, Volume: 9 Issue: 3, 799 - 807, 28.06.2021
https://doi.org/10.18506/anemon.746166

Abstract

İşletmeler açısından markalarıyla ilgili farkındalık ve çağrışım oluşturma, algılanan kaliteyi artırma ve marka sadakat düzeyini genişletme gibi rekabet avantajı sağlayacak faaliyetlerin sürdürülmesinde sosyal medya araçları önemli bir yere sahiptir. Bu çalışmada işletmelerin sosyal medya pazarlamasına yönelik faaliyetlerinin tüketici temelli marka değeri boyutları üzerine etkisi analiz edilmektedir. Bu amaç doğrultusunda sosyal medya araçlarını sıklıkla kullanan üniversite öğrencilerinin markalara yönelik algılamaları ve davranışları analiz edilmeye çalışılmıştır. Araştırma Bingöl Üniversitesinde öğrenim görmekte olan 349 öğrenci ile yüz yüze görüşme yapılarak uygulanan anket metoduyla gerçekleştirilmiştir. Verilerin analiz edilmesi ve araştırma hipotezlerinin test edilmesinde ise doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi uygulanmıştır. Elde edilen bulgular sonucunda sosyal medya pazarlama faaliyetlerinin tüketici temelli marka değeri boyutları üzerinde anlamlı bir etkisi olduğu sonucuna ulaşılmıştır.

References

  • Aaker, D.A.(1991). Managing brand equity: capitalizing on the equity of a brand name, new york: the free press maxwell macmillan ınternational.
  • Ajanthan, D. (2017). The role of a social media marketing in building brand equity-a special reference to travel and tourism ındustry sri lanka. Global Journal Of Management And Business Research.
  • Andéhn, M., Kazeminia, A., Lucarelli, A. & Sevin, E. (2014). User-generated place brand equity on twitter: the dynamics of brand associations in social media, Place Branding and Public Diplomacy10(2132-144.
  • Balakrishnan, B. K., Dahnil, M. I. & Wong, J. Y. (2014). The ımpact of social media marketing medium toward purchase ıntention brand loyalty, pp. 92-108.
  • Baydaş, A.,Ata S.,& Berdibek, U. (2021). Sağlık kurumlarında sosyal medya pazarlaması, Sağlık Sektöründe uygulanan güncel pazarlama yaklaşımları,189.
  • Baydaş, A. & Yaşar, M.E. (2019). Reklam ve etkili reklam unsurlarının belirlenmesine yönelik uygulamalı bir araştırma, USOBED Uluslararası Batı Karadeniz Sosyal ve Beşeri Bilimler Dergisi, 3(2): 204-217
  • Biyan, N. A. (2019). Tüketici temelli marka değerinin ölçümü: starbucks örneği. Alanya Akademik Bakış, 3(2), 151-164.
  • Blackston, M. (1992). Observations: building brand equity by managing the brand’s relationships,Journal Advertising Research, Vol: 32 No: 3, 79-83.
  • Bong, W. Z. (2017). Influence of social media marketing, brand loyalty and ewom towards consumers’ purchase ıntention (doctoral dissertation, Utar).
  • Christodoulides, G. & De Chernatory, L. (2010). Consumer-based brand equity conceptualization and measurement. International Journal of Market Research 52(1) 43-66.
  • Çakırkaya, M.& M. Koçyiğit, (2019). Sosyal medya iletişimi ve tüketici temelli marka değeri arasındaki ilişkinin incelenmesi: bir gsm markası üzerine tüketici araştırması. İşletme Araştırmaları Dergisi 11(3), 2027-2039.
  • Elaydi, H. O. (2018). The effect of social media marketing on brand awareness through facebook: an -based perspective of mobile services sector in egypt, Open Access Library Journal 5(10), 1-5.
  • Erdogmus, I.E.,& Cicek, M. (2012). The social media marketing brand loyalty, Procedia-Social Behavioral Sciences (58) 1353-1360. Farquhar, P. H.(1989), Managing brand equity Marketing Research, September1(3), 24-34.
  • Gil, R. B., Adres, E. F. & Salinas, E. M. (2007). Family as a source consumer-based brand equity. Journal Product Brand Management, 16 (3): 188–99
  • Godey B. , Aikaterini M., Daniele P., Joonas R., Gaetano A., & Raffaele DRahul S.(2016). social media marketing efforts of luxury brands: ınfluence on brand equity and consumer behavior Journal of Business Research 69(12): 5833–5841.
  • Gunelius S. (2010). 30-Minute social media marketing, Mcgraw Hill Publication.
  • Gümüş, N., Zengin, H. & Geçti, F. (2013). Sosyal medya aracı olarak facebook uygulamalarının marka denkliği üzerindeki etkisi: bir gsm operatörünün facebook sayfası üzerinde araştırma. Sakarya İktisat Dergisi, 2(2), 87-117.
  • Hair, J., Anderson, R., Tatham, & R.Black, W. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs: Prentice Hall.
  • Hajli, N. M. (2014). A study of the ımpact of social media on consumers International Journal of Market Research, 56(3): 387-404.
  • Kabani, S. & Brogan, C. (2010). The zen of social media marketing. DallasTx: Benbella Books.
  • Kaplan, M. A. & M. Haenlein (2010). Users of the world, unite! the challenges opportunities social media. Business Horizons, 53 (1), 59-68. Kavisekera, S. & Abeysekera, N. (2016). Effect social media marketıng on brand equıty of Management & Marketing Journal, 14(2).
  • Keller, K. L.(1993). Conceptualizing, measuring and managing customer-based brand equity Journal of Marketing Vol: 57, No: 1, 1–22.
  • Kimpakorn, N. & Tocquer, G. (2010). Service brand equity employee brand commitment Journal of Services Marketing 24 (5). 378-388.
  • Kocatürk, E. B. (2017). Algılanan kaliteye ilişkin literatür taraması ve algılanan kalitenin artırılmasına yönelik öneriler. İstanbul Journal of Social Sciences Winter 15 43.
  • Kotler, P. & Keller K.L. (2006). Marketing management, 12th edition, prentice hall, New Jersey.
  • Luo, Y., Jiang, H. & Kulemeka, O. (2015). Strategic social media management and public relations leadership: ınsights from leaders, ınternational Journal of Strategic Communication, 9(3), 167-196.
  • Low G.S. & Lamb C. W. (2000). The measurement and dimensionalty of brand associations Journal of Product and Brand Management, Vol:9, No:6, 350-368.
  • Mousavi, J., Rad, H. S.& Asayesh, N. (2015). The of social media on brand loyalty. Bulletin of the Georgian National Academy of Sciences, 9(2), 16-21.
  • Palumbo, F. & P. Herbıg (2000). The multicultural context of brand loyalty,European Journal of Innovation Management, 3(3), 116–124.
  • Schermelleh-Engel, K., H. Moosbrugger H. Müller (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online.
  • Sin, S. S., Nor, K. M Al-Agaga, A. M. (2012). Factors affecting malaysian young consumers’ online purchase intention social media websites. Procedia-Social And Behavioral Sciences,40, 326-333.
  • Tang, XHawley, J.M. (2009). Measuring customer based brand equity: empirical evidence from the sportswear market china, Journal Of Product & Brand Management, 18(4), 262-271
  • Thakur, M. K. & Kumar, R.(2018). Importance and problems of social media marketing in ındian context, ınternational Journal of Research in Management, Economics and Commerce, 08(02), Page 215-221
  • Yoo, B. & N.Donthu (2001). Developing and validating a multidimensional consumer-based brand equity Scale, Journal of Business Research (52), 1-14.

The Effect Of Social Media Marketing Activities On Consumer Based Brand Equity Dimensions

Year 2021, Volume: 9 Issue: 3, 799 - 807, 28.06.2021
https://doi.org/10.18506/anemon.746166

Abstract

Social media tools play an important role in sustaining activities that will provide competitive advantage such as creating awareness and association about their brands, increasing perceived quality and expanding brand loyalty. In this study, the effects of the activities of the businesses for social media marketing on the consumer-based brand equity dimensions were analyzed. For this purpose, it was tried to analyze the perceptions and behaviors of university students who used social media tools frequently. The research was carried out with the face-to-face interviews with 349 students studying at Bingöl University, using the survey method. Confirmatory factor analysis and structural equation modeling were used to analyze the data and test the hypotheses. As a result of the findings, it was found that social media marketing activities had a significant effect on consumer-based brand equity dimensions.

References

  • Aaker, D.A.(1991). Managing brand equity: capitalizing on the equity of a brand name, new york: the free press maxwell macmillan ınternational.
  • Ajanthan, D. (2017). The role of a social media marketing in building brand equity-a special reference to travel and tourism ındustry sri lanka. Global Journal Of Management And Business Research.
  • Andéhn, M., Kazeminia, A., Lucarelli, A. & Sevin, E. (2014). User-generated place brand equity on twitter: the dynamics of brand associations in social media, Place Branding and Public Diplomacy10(2132-144.
  • Balakrishnan, B. K., Dahnil, M. I. & Wong, J. Y. (2014). The ımpact of social media marketing medium toward purchase ıntention brand loyalty, pp. 92-108.
  • Baydaş, A.,Ata S.,& Berdibek, U. (2021). Sağlık kurumlarında sosyal medya pazarlaması, Sağlık Sektöründe uygulanan güncel pazarlama yaklaşımları,189.
  • Baydaş, A. & Yaşar, M.E. (2019). Reklam ve etkili reklam unsurlarının belirlenmesine yönelik uygulamalı bir araştırma, USOBED Uluslararası Batı Karadeniz Sosyal ve Beşeri Bilimler Dergisi, 3(2): 204-217
  • Biyan, N. A. (2019). Tüketici temelli marka değerinin ölçümü: starbucks örneği. Alanya Akademik Bakış, 3(2), 151-164.
  • Blackston, M. (1992). Observations: building brand equity by managing the brand’s relationships,Journal Advertising Research, Vol: 32 No: 3, 79-83.
  • Bong, W. Z. (2017). Influence of social media marketing, brand loyalty and ewom towards consumers’ purchase ıntention (doctoral dissertation, Utar).
  • Christodoulides, G. & De Chernatory, L. (2010). Consumer-based brand equity conceptualization and measurement. International Journal of Market Research 52(1) 43-66.
  • Çakırkaya, M.& M. Koçyiğit, (2019). Sosyal medya iletişimi ve tüketici temelli marka değeri arasındaki ilişkinin incelenmesi: bir gsm markası üzerine tüketici araştırması. İşletme Araştırmaları Dergisi 11(3), 2027-2039.
  • Elaydi, H. O. (2018). The effect of social media marketing on brand awareness through facebook: an -based perspective of mobile services sector in egypt, Open Access Library Journal 5(10), 1-5.
  • Erdogmus, I.E.,& Cicek, M. (2012). The social media marketing brand loyalty, Procedia-Social Behavioral Sciences (58) 1353-1360. Farquhar, P. H.(1989), Managing brand equity Marketing Research, September1(3), 24-34.
  • Gil, R. B., Adres, E. F. & Salinas, E. M. (2007). Family as a source consumer-based brand equity. Journal Product Brand Management, 16 (3): 188–99
  • Godey B. , Aikaterini M., Daniele P., Joonas R., Gaetano A., & Raffaele DRahul S.(2016). social media marketing efforts of luxury brands: ınfluence on brand equity and consumer behavior Journal of Business Research 69(12): 5833–5841.
  • Gunelius S. (2010). 30-Minute social media marketing, Mcgraw Hill Publication.
  • Gümüş, N., Zengin, H. & Geçti, F. (2013). Sosyal medya aracı olarak facebook uygulamalarının marka denkliği üzerindeki etkisi: bir gsm operatörünün facebook sayfası üzerinde araştırma. Sakarya İktisat Dergisi, 2(2), 87-117.
  • Hair, J., Anderson, R., Tatham, & R.Black, W. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs: Prentice Hall.
  • Hajli, N. M. (2014). A study of the ımpact of social media on consumers International Journal of Market Research, 56(3): 387-404.
  • Kabani, S. & Brogan, C. (2010). The zen of social media marketing. DallasTx: Benbella Books.
  • Kaplan, M. A. & M. Haenlein (2010). Users of the world, unite! the challenges opportunities social media. Business Horizons, 53 (1), 59-68. Kavisekera, S. & Abeysekera, N. (2016). Effect social media marketıng on brand equıty of Management & Marketing Journal, 14(2).
  • Keller, K. L.(1993). Conceptualizing, measuring and managing customer-based brand equity Journal of Marketing Vol: 57, No: 1, 1–22.
  • Kimpakorn, N. & Tocquer, G. (2010). Service brand equity employee brand commitment Journal of Services Marketing 24 (5). 378-388.
  • Kocatürk, E. B. (2017). Algılanan kaliteye ilişkin literatür taraması ve algılanan kalitenin artırılmasına yönelik öneriler. İstanbul Journal of Social Sciences Winter 15 43.
  • Kotler, P. & Keller K.L. (2006). Marketing management, 12th edition, prentice hall, New Jersey.
  • Luo, Y., Jiang, H. & Kulemeka, O. (2015). Strategic social media management and public relations leadership: ınsights from leaders, ınternational Journal of Strategic Communication, 9(3), 167-196.
  • Low G.S. & Lamb C. W. (2000). The measurement and dimensionalty of brand associations Journal of Product and Brand Management, Vol:9, No:6, 350-368.
  • Mousavi, J., Rad, H. S.& Asayesh, N. (2015). The of social media on brand loyalty. Bulletin of the Georgian National Academy of Sciences, 9(2), 16-21.
  • Palumbo, F. & P. Herbıg (2000). The multicultural context of brand loyalty,European Journal of Innovation Management, 3(3), 116–124.
  • Schermelleh-Engel, K., H. Moosbrugger H. Müller (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online.
  • Sin, S. S., Nor, K. M Al-Agaga, A. M. (2012). Factors affecting malaysian young consumers’ online purchase intention social media websites. Procedia-Social And Behavioral Sciences,40, 326-333.
  • Tang, XHawley, J.M. (2009). Measuring customer based brand equity: empirical evidence from the sportswear market china, Journal Of Product & Brand Management, 18(4), 262-271
  • Thakur, M. K. & Kumar, R.(2018). Importance and problems of social media marketing in ındian context, ınternational Journal of Research in Management, Economics and Commerce, 08(02), Page 215-221
  • Yoo, B. & N.Donthu (2001). Developing and validating a multidimensional consumer-based brand equity Scale, Journal of Business Research (52), 1-14.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Bulut Dülek 0000-0002-3474-7220

Mehmet Emin Yaşar 0000-0001-8137-2946

Publication Date June 28, 2021
Acceptance Date March 28, 2021
Published in Issue Year 2021 Volume: 9 Issue: 3

Cite

APA Dülek, B., & Yaşar, M. E. (2021). Sosyal Medya Pazarlama Faaliyetlerinin Tüketici Temelli Marka Değeri Boyutları Üzerine Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(3), 799-807. https://doi.org/10.18506/anemon.746166

Cited By

INSTAGRAM PAZARLAMA FAALİYETLERİNDE “MAVİ TİK ETKİSİ”
Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
https://doi.org/10.53092/duiibfd.1125928

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.