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LÜKS MARKALARDA SOSYAL MEDYA PAZARLAMASININ MARKA DEĞERİ VE SATIN ALMA NİYETİNE ETKİSİ, KİŞİLİK ÖZELLİKLERİNİN ROLÜ ÜZERİNE BİR ARAŞTIRMA

Year 2020, Volume: 13 Issue: 1, 29 - 40, 12.06.2020

Işılay Güzel , Cemal Yükselen

https://doi.org/10.18221/bujss.629841
Cited By: 1

Abstract

Sosyal medya son yıllarda pazarlama alanının önemli bir ilgi odağı olmuştur. Markalar, geleneksel araçlarla birlikte sosyal medyada da konumlanıp pazarlama stratejilerini ve özelde de tutundurma eylemlerini bu platformlarda da uygulayarak hedef pazarlarına ulaşmaktadırlar. Marka yatırımları uzun dönemli ve büyük tutarlarda olan lüks markaların da bu platformlarda bulunmaları kaçınılmaz olmuştur. 

Marka değerini yükseltmek, daha güçlü hale getirmek isteyen markalar, hedef kitleleri ile sürekli bir etkileşim içinde olmak durumundadırlar. Hedef pazarlarındaki tüketicilerin kişilik özelliklerini de belirleyebildikleri ölçüde kişiselleştirilmiş sunumlarla daha başarılı olabilme imkanına kavuşmuşlardır. 

Bu çalışma kapsamında gerçekleştirilen araştırma bulgularına göre sosyal medya pazarlama uygulamaları marka değerini ve bileşenlerini, marka değeri de tüketici satın alma niyetini olumlu yönde etkilemektedir. Kişilik özelliklerindeki farklılıklar her iki etkide farklılıklara neden olmaktadır.

Keywords

Sosyal Medya Pazarlaması Marka Değeri Kişilik Satın Alma Niyeti Lüks Marka

References

  • Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of a Brand Name [Google Play/Kitaplar], New York, USA: The Free Press Simon and Schuster Inc.
  • Aaker, D. A. (2016). Güçlü Markalar Yaratmak (4.Baskı). (E. Demir, Çev.) İstanbul: Kapital Medya Hizmetleri A.Ş MediaCat.
  • Alam, M. S., Khan, B. M. (2015). Impact Of Social Media On Brand Equity: A Literature Analysis, AIMA Journal of Management and Research, 9(3, Issue 4/4), 1-12.
  • Asshidin, N. H., Abidin, N., Borhan, H. B. (2016). Perceived Quality and Emotional Value That Influence Consumer's Purchase Intention Towards American and Local Products, Procedia Economics and Finance, 35, 639-643.
  • Bahatti, A. (2018). Consumer Purchase Intention Effect on Online Shopping Behavior with the Moderating role of Attitude, International Journal Of Academic Management Science Research , 2(7), 44-50.
  • Burger, J. M. (2016). Kişilik Psikoloji Biliminin İnsan Doğasına Dair Söyledikleri (5.Baskı). (İ. D. Sarıoğlu, Çev.) İstanbul: Kaknüs Yayınları.
  • Christiana, B. V. (2017). Organizational Behaviour [Google Play/Kitaplar], New Delhi: Educreation Publishing.
  • Cüceloğlu, D. (2017). İnsan ve Davranışı Psikolojinin Temel Kavramları (35. Baskı), İstanbul: Remzi Kitabevi.
  • Dachyar, M., Banjarnahor, L. (2017). Factors Influencing Purchase Intention Towards Consumer-to-Consumer E-Commerce, Intangible Capital, 13(5), 948-970.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing, Procedia Social and Behavioral Sciences, (148), 119-126.
  • Drury, G. (2008). Opinion Piece: Social Media: Should Marketers Engage And How Can It Be Done Effectively?, Journal of Direct, Data and Digital Marketing Practice, 9(3), 247-277.
  • Ekhlassi, A., Nezhad, M. H., Far, S. A., Rahmani, K. (2012). The Relationship Between Brand Personality and Customer Personality, Gender and Income: A Case Study of the Cell Phone Market in Iran, Journal of Targeting, Measurement and Analysis for Marketing, 20(3/4), 158-171.
  • Erdoğan, İ. (1994). İşletmelerde Davranış (4. Baskı), İstanbul: Beta.
  • Farquhar, P. H. (1990). Managing Brand Equity, Journal of Advertising Reasearch, 30(4), pRC-7-RC-12.
  • Gounaris, S., Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Emprical Study, Henry Steward Publications 1350-231X Brand Management, 11(4), 283-306.
  • Hsu, C., Chen. M., Kikuchi, K., Machıda, I. (2017). Elucidating the Determinants of Purchase Intention Toward Social Shopping Sites: A Comparative Study of Taiwan and Japan, Telematics and Informatics, 34, 326–338.
  • Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity (4.Baskı), New Jersey, USA: Pearson Education Inc., as Prentice Hall.
  • Koçyiğit, M. (2015). Sosyal Ağ Pazarlaması Marka Bağlılığı Oluşturmada Yeni Bir Pazarlama Stratejisi, Konya: Eğitim Yayınevi.
  • Lim, Y., Weaver, P. A. (2014). Costumer-Based Brand Equity for a Destination: The Effect of Destination Image on Preference for Products Associated with a Destination Brand, International Journal of Tourism Research, 16, 223-231.
  • Patterson, P., Yu, T., De Ruyter, K. (2006). Understanding customer engagement in services. Erişim Tarihi: 4.11.2018, https://studylib.net/doc/18335381/understanding-customer-engagement-in-services-paul-patterson;.
  • Plotnik, R., Kouyoumdjian, H. (2009). Psikoloji'ye Giriş. (T. Geniş, Çev.) İstanbul: Kaknüs Yayınları.
  • Rammstedt, B., John, O. P. (2007). Measuring Personality in One Minute or Less: A 10-Item Short Version of the Big Five Inventory in English and German, Journal of Research in Personality, 41, 203–212.
  • Robbins, S. P., Judge, T. A. (2017). Örgütsel Davranış (14.Baskı). (İ. Erdem, Çev. Ed.) Ankara: Nobel.
  • Saleem, A., Ghafar, A., Ibrahım, M., Yousuf, M., Ahmed, N. (2015). Product Perceived Quality and Purchase Intention With Consumer Satisfaction, Global Journal of Management and Business Research: E Marketing, 15(1), 21-27.
  • Seo, E., Park, J. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry, Journal of Air Transport Management, 66, 36–41.
  • Sharma, R. (2016). Assessing Scale Reliability and Validity Measurement of Consumer Based Brand Equity in Indian Luxury Market, Journal of Management Research, 16(2), 106–120.
  • Weinberg, T. (2009). The New Community Rules: Marketing On The Social Web [Google Play/Kitaplar], Sebastopol, CA: O'Reilly Media, Inc.
  • Yükselen, C. (2017). Pazarlama Araştırmaları (7.Baskı), Ankara: Detay Yayıncılık.
  • Zahoor, S. Z., Qureshi, I. H. (2017). Social Media Marketing and Brand Equity: A Literature Review, The IUP Journal of Marketing Management, 26(1), 47-64.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22.
  • Zel, U. (2011). Kişilk Liderlik Evrensel Boyutlarıyla Yönetsel Açıdan Araştırmalar, Teoriler ve Yorumlar (3. Baskı), Ankara: Nobel.

Year 2020, Volume: 13 Issue: 1, 29 - 40, 12.06.2020

Işılay Güzel , Cemal Yükselen

https://doi.org/10.18221/bujss.629841
Cited By: 1

Abstract

References

  • Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of a Brand Name [Google Play/Kitaplar], New York, USA: The Free Press Simon and Schuster Inc.
  • Aaker, D. A. (2016). Güçlü Markalar Yaratmak (4.Baskı). (E. Demir, Çev.) İstanbul: Kapital Medya Hizmetleri A.Ş MediaCat.
  • Alam, M. S., Khan, B. M. (2015). Impact Of Social Media On Brand Equity: A Literature Analysis, AIMA Journal of Management and Research, 9(3, Issue 4/4), 1-12.
  • Asshidin, N. H., Abidin, N., Borhan, H. B. (2016). Perceived Quality and Emotional Value That Influence Consumer's Purchase Intention Towards American and Local Products, Procedia Economics and Finance, 35, 639-643.
  • Bahatti, A. (2018). Consumer Purchase Intention Effect on Online Shopping Behavior with the Moderating role of Attitude, International Journal Of Academic Management Science Research , 2(7), 44-50.
  • Burger, J. M. (2016). Kişilik Psikoloji Biliminin İnsan Doğasına Dair Söyledikleri (5.Baskı). (İ. D. Sarıoğlu, Çev.) İstanbul: Kaknüs Yayınları.
  • Christiana, B. V. (2017). Organizational Behaviour [Google Play/Kitaplar], New Delhi: Educreation Publishing.
  • Cüceloğlu, D. (2017). İnsan ve Davranışı Psikolojinin Temel Kavramları (35. Baskı), İstanbul: Remzi Kitabevi.
  • Dachyar, M., Banjarnahor, L. (2017). Factors Influencing Purchase Intention Towards Consumer-to-Consumer E-Commerce, Intangible Capital, 13(5), 948-970.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing, Procedia Social and Behavioral Sciences, (148), 119-126.
  • Drury, G. (2008). Opinion Piece: Social Media: Should Marketers Engage And How Can It Be Done Effectively?, Journal of Direct, Data and Digital Marketing Practice, 9(3), 247-277.
  • Ekhlassi, A., Nezhad, M. H., Far, S. A., Rahmani, K. (2012). The Relationship Between Brand Personality and Customer Personality, Gender and Income: A Case Study of the Cell Phone Market in Iran, Journal of Targeting, Measurement and Analysis for Marketing, 20(3/4), 158-171.
  • Erdoğan, İ. (1994). İşletmelerde Davranış (4. Baskı), İstanbul: Beta.
  • Farquhar, P. H. (1990). Managing Brand Equity, Journal of Advertising Reasearch, 30(4), pRC-7-RC-12.
  • Gounaris, S., Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Emprical Study, Henry Steward Publications 1350-231X Brand Management, 11(4), 283-306.
  • Hsu, C., Chen. M., Kikuchi, K., Machıda, I. (2017). Elucidating the Determinants of Purchase Intention Toward Social Shopping Sites: A Comparative Study of Taiwan and Japan, Telematics and Informatics, 34, 326–338.
  • Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity (4.Baskı), New Jersey, USA: Pearson Education Inc., as Prentice Hall.
  • Koçyiğit, M. (2015). Sosyal Ağ Pazarlaması Marka Bağlılığı Oluşturmada Yeni Bir Pazarlama Stratejisi, Konya: Eğitim Yayınevi.
  • Lim, Y., Weaver, P. A. (2014). Costumer-Based Brand Equity for a Destination: The Effect of Destination Image on Preference for Products Associated with a Destination Brand, International Journal of Tourism Research, 16, 223-231.
  • Patterson, P., Yu, T., De Ruyter, K. (2006). Understanding customer engagement in services. Erişim Tarihi: 4.11.2018, https://studylib.net/doc/18335381/understanding-customer-engagement-in-services-paul-patterson;.
  • Plotnik, R., Kouyoumdjian, H. (2009). Psikoloji'ye Giriş. (T. Geniş, Çev.) İstanbul: Kaknüs Yayınları.
  • Rammstedt, B., John, O. P. (2007). Measuring Personality in One Minute or Less: A 10-Item Short Version of the Big Five Inventory in English and German, Journal of Research in Personality, 41, 203–212.
  • Robbins, S. P., Judge, T. A. (2017). Örgütsel Davranış (14.Baskı). (İ. Erdem, Çev. Ed.) Ankara: Nobel.
  • Saleem, A., Ghafar, A., Ibrahım, M., Yousuf, M., Ahmed, N. (2015). Product Perceived Quality and Purchase Intention With Consumer Satisfaction, Global Journal of Management and Business Research: E Marketing, 15(1), 21-27.
  • Seo, E., Park, J. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry, Journal of Air Transport Management, 66, 36–41.
  • Sharma, R. (2016). Assessing Scale Reliability and Validity Measurement of Consumer Based Brand Equity in Indian Luxury Market, Journal of Management Research, 16(2), 106–120.
  • Weinberg, T. (2009). The New Community Rules: Marketing On The Social Web [Google Play/Kitaplar], Sebastopol, CA: O'Reilly Media, Inc.
  • Yükselen, C. (2017). Pazarlama Araştırmaları (7.Baskı), Ankara: Detay Yayıncılık.
  • Zahoor, S. Z., Qureshi, I. H. (2017). Social Media Marketing and Brand Equity: A Literature Review, The IUP Journal of Marketing Management, 26(1), 47-64.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22.
  • Zel, U. (2011). Kişilk Liderlik Evrensel Boyutlarıyla Yönetsel Açıdan Araştırmalar, Teoriler ve Yorumlar (3. Baskı), Ankara: Nobel.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Review Article
Authors

Işılay Güzel 0000-0003-1030-2742

Cemal Yükselen

Publication Date June 12, 2020
Published in Issue Year 2020 Volume: 13 Issue: 1

Cite

APA Güzel, I., & Yükselen, C. (2020). LÜKS MARKALARDA SOSYAL MEDYA PAZARLAMASININ MARKA DEĞERİ VE SATIN ALMA NİYETİNE ETKİSİ, KİŞİLİK ÖZELLİKLERİNİN ROLÜ ÜZERİNE BİR ARAŞTIRMA. Beykent Üniversitesi Sosyal Bilimler Dergisi, 13(1), 29-40. https://doi.org/10.18221/bujss.629841

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