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Impact of Social Media Usage Activities on Brand Awareness of Young Consumers

Year 2018, Volume: 33 Issue: 1, 217 - 234, 20.04.2018
https://doi.org/10.24988/deuiibf.2018331713

Abstract

Social media, an inevitable tool of today's communication world, is becoming an inevitable communication channel for businesses too. Due to its structure allowing direct communication between the company and its customers and its superiority over traditional communication channels, it is being used more and more by several companies. Continuous increment in the use of social media tools has made the impact of new generation communication tools on brand awareness very important. For this reason, the effect of Facebook, which is one of the most used social media tools in the researches (or literature), on the brand awareness of the companies is examined. It has been determined that social media can make meaningful effects on brand awareness in the research conducted on young consumers in İzmir region. Regression analysis illustrates that Facebook is responsible for 34% of brand awareness. Consequently, it is considered that the more intensive and effective use of the advantages derived from the social media tools can provide significant advantages in creating brand awareness, and this should be the subject of further research.

References

  • AAKER, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102.
  • BELCH, G. E., & BELCH, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective, (6 Th. New York: NY: McGraw-Hill.
  • BLACKSHAW, P., & NAZZARO, M. (2004). Consumer-Generated Media (CGM) 101: Word-of-mouth in the age of the Web-fortified consumer. Retrieved July 25, 2008.
  • BRENNAN, B. E. R. N. I. E., SCHAFER, L. O. R. I. (2010). How Retailers Engage Consumers with Social Media and Mobility, (Vol. 39). John Wiley & Sons.
  • CHEN, Y., Fay, S., WANG, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
  • CHU, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of interactive advertising, 12(1), 30-43.
  • FLAGLER, R. (2011). Are You Social? Marketing Your Business with Facebook and Twitter. New York Amsterdam News, 7, 6.
  • GOYETTE, I., RICARD, L., BERGERON, J., MARTICOTTE, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • HOEFFLER, S., & KELLER, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • HUTTER, K., HAUTZ, J., DENNHARDT, S., FÜLLER, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
  • JENKINS-GUARNIERI, M. A., WRIGHT, S. L., JOHNSON, B. (2013). Development and validation of a social media use integration scale. Psychology of popular media culture, 2(1), 38.
  • KELLER, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
  • KIM, A. J., & KO, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
  • MANGOLD, W. G., FAULDS, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
  • MAREE, T. (2017). The Social Media Use Integration Scale: Toward Reliability and Validity. International Journal of Human–Computer Interaction, 33(12), 963-972.

Genç Tüketicilerin Sosyal Medya Kullanım Faaliyetlerinin Marka Bilinirliğine Etkileri

Year 2018, Volume: 33 Issue: 1, 217 - 234, 20.04.2018
https://doi.org/10.24988/deuiibf.2018331713

Abstract

Günümüz iletişim dünyasının vazgeçilmez bir aracı olan sosyal medya, işletmeler için de vazgeçilmez bir iletişim kanalı haline gelmektedir. Firma ve müşterileri arasında doğrudan iletişime olanak veren yapısı ve geleneksel iletişim kanallarına göre üstünlükleri nedeniyle firmalar tarafından giderek daha fazla kullanılmaktadır. Sosyal medya araçlarının giderek artan kullanımı, bu yeni nesil iletişim araçlarının marka bilinirliğine etkisi önemli hale getirmektedir. Bu nedenle araştırmada sosyal medya araçlarından en yoğun kullanılanlardan biri olan Facebook’un, firmaların marka bilinirliğine etkisi incelenmiştir. İzmir bölgesinde genç tüketiciler üzerinde yapılan araştırmada sosyal medyanın, marka bilinirliği üzerinde anlamlı etkiler yapabildiği tespit edilmiştir. Yapılan regresyon analizi, Facebook'un marka bilinirliğinin % 34’sünden sorumlu olabildiğini göstermektedir. Dolayısıyla işletmelerin sosyal medya araçlarından kaynaklanan avantajları daha yoğun ve etkili olarak kullanmalarının, marka bilinirliği oluşturma konusunda önemli avantajlar sağlayabileceği ve bu konunun daha detaylı araştırmalara da konu olması gerektiği düşünülmektedir.

References

  • AAKER, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102.
  • BELCH, G. E., & BELCH, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective, (6 Th. New York: NY: McGraw-Hill.
  • BLACKSHAW, P., & NAZZARO, M. (2004). Consumer-Generated Media (CGM) 101: Word-of-mouth in the age of the Web-fortified consumer. Retrieved July 25, 2008.
  • BRENNAN, B. E. R. N. I. E., SCHAFER, L. O. R. I. (2010). How Retailers Engage Consumers with Social Media and Mobility, (Vol. 39). John Wiley & Sons.
  • CHEN, Y., Fay, S., WANG, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
  • CHU, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of interactive advertising, 12(1), 30-43.
  • FLAGLER, R. (2011). Are You Social? Marketing Your Business with Facebook and Twitter. New York Amsterdam News, 7, 6.
  • GOYETTE, I., RICARD, L., BERGERON, J., MARTICOTTE, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
  • HOEFFLER, S., & KELLER, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • HUTTER, K., HAUTZ, J., DENNHARDT, S., FÜLLER, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
  • JENKINS-GUARNIERI, M. A., WRIGHT, S. L., JOHNSON, B. (2013). Development and validation of a social media use integration scale. Psychology of popular media culture, 2(1), 38.
  • KELLER, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
  • KIM, A. J., & KO, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
  • MANGOLD, W. G., FAULDS, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
  • MAREE, T. (2017). The Social Media Use Integration Scale: Toward Reliability and Validity. International Journal of Human–Computer Interaction, 33(12), 963-972.
There are 15 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Syed İkram Akbar This is me

Engin Özgül

Publication Date April 20, 2018
Acceptance Date December 12, 2017
Published in Issue Year 2018 Volume: 33 Issue: 1

Cite

APA Akbar, S. İ., & Özgül, E. (2018). Impact of Social Media Usage Activities on Brand Awareness of Young Consumers. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 33(1), 217-234. https://doi.org/10.24988/deuiibf.2018331713
AMA Akbar Sİ, Özgül E. Impact of Social Media Usage Activities on Brand Awareness of Young Consumers. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi. April 2018;33(1):217-234. doi:10.24988/deuiibf.2018331713
Chicago Akbar, Syed İkram, and Engin Özgül. “Impact of Social Media Usage Activities on Brand Awareness of Young Consumers”. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi 33, no. 1 (April 2018): 217-34. https://doi.org/10.24988/deuiibf.2018331713.
EndNote Akbar Sİ, Özgül E (April 1, 2018) Impact of Social Media Usage Activities on Brand Awareness of Young Consumers. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi 33 1 217–234.
IEEE S. İ. Akbar and E. Özgül, “Impact of Social Media Usage Activities on Brand Awareness of Young Consumers”, Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, vol. 33, no. 1, pp. 217–234, 2018, doi: 10.24988/deuiibf.2018331713.
ISNAD Akbar, Syed İkram - Özgül, Engin. “Impact of Social Media Usage Activities on Brand Awareness of Young Consumers”. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi 33/1 (April 2018), 217-234. https://doi.org/10.24988/deuiibf.2018331713.
JAMA Akbar Sİ, Özgül E. Impact of Social Media Usage Activities on Brand Awareness of Young Consumers. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi. 2018;33:217–234.
MLA Akbar, Syed İkram and Engin Özgül. “Impact of Social Media Usage Activities on Brand Awareness of Young Consumers”. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, vol. 33, no. 1, 2018, pp. 217-34, doi:10.24988/deuiibf.2018331713.
Vancouver Akbar Sİ, Özgül E. Impact of Social Media Usage Activities on Brand Awareness of Young Consumers. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi. 2018;33(1):217-34.