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Solomo reklamlarında algılanan sosyal sermayenin solomo reklama yönelik tutuma etkisi: Nevşehir ili örneği

Year 2020, Issue: 50, 74 - 93, 30.12.2020
https://doi.org/10.48070/erusosbilder.751997

Abstract

Bu çalışmanın amacı, SoLoMo reklamlarda algılanan sosyal sermaye boyutlarını tespit etmek ve bu boyutların SoLoMo reklamlara yönelik tutuma etkisini belirlemektir. Bu amaç doğrultusunda geliştirilen anket, Nevşehir ilinde uygulanmış ve 388 katılımcıdan analize uygun veriler elde edilmiştir. Veri analizinde SPSS ve AMOS hazır paket programları kullanılmıştır. Analiz yöntemi olarak doğrulayıcı faktör analizi, çoklu ve aşamalı regresyon analizleri, güvenilirlik-geçerlilik ve değişkenler arası korelasyon analizlerinden yararlanılmıştır. Doğrulayıcı faktör analizi sonucu SoLoMo reklamlarda algılanan sosyal sermaye boyutları literatüre benzer şekilde, sekiz faktörden oluşmaktadır ve bu faktörler, mahremiyet kaygısı, kişisel imaj, rahatsız edicilik, ağ bağlantısı, kendini anlatma, hissedilen güven, yapılandırılmış içerik ve marka / işletme ile bağ kurmaktır. SoLoMo reklamlarında algılanan sosyal sermaye bileşenleri, SoLoMo reklama yönelik tutumu anlamlı ve pozitif yönde etkilemektedir. SoLoMo reklamlara yönelik tutumu olumlu yönde etkileyen faktörler hissedilen güven, marka / işletme ile bağ kurma ve kişisel imaj birlikteliğidir.

References

  • Akhavan, P., Hosseini, S.M., Abbasi, M., & Manteghi, M. (2015). Knowledge-sharing determinants, behaviors, and innovative work behaviors: an integrated theoretical view and empirical examination. Aslib Journal of Information Management, 67(5), 562-591. https://doi.org/10.1108/AJIM-02-2015-0018.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı (8. Baskı). Sakarya Yayınevi.
  • Altunoğlu, A.E., Işık, D.A., & Erbilgin, R. (2017). Sosyal sermaye ve ilişkisel pazarlamanın satış performansına etkisi: Yat işletmeciliğine yönelik nitel bir araştırma. Denizcilik Fakültesi Dergisi, 9(2), 186-211. https://doi.org/10.18613/deudfd.354392.
  • Bakır, M.A., & Aydın, C. (2006). İstatistik. Nobel Yayınevi.
  • Bruner, G.C., & Kumar, A. (2007). Attitude toward location-based advertising. Journal of Interactive Advertising, 7(2), 3-15. https://doi.org/10.1080/15252019.2007.10722127.
  • Burt, R. S. (1992). Structural holes: The social structure of competition. Harvard University Press.
  • Büyüköztürk, S. (2002). Sosyal bilimleri için veri analizi el kitabı: İstatistik araştırma deseni-SPSS uygulamaları ve yorum. Pegem Yayınevi.
  • Büyüköztürk, Ş. (2014). Deneysel desenler: Öntest-sontest kontrol gruplu desen ve SPSS uygulamalı veri analizi (4. Baskı). Pegem Yayınevi.
  • Cho, I., & Hung, H. (2011). The effectiveness of short message service for communication with concerns of privacy protection and conflict avoidance. Journal of Computer- Mediated Communication, 16(2), 250-27. https://doi.org/10.1111/j.1083-6101.2011.01538.x.
  • Coleman, J.S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, 95-120.
  • Çakır, F., Çakır, M., & Çiftçi, E. (2010). Tüketicilerin SMS reklam mesajlarına yönelik tutum ve davranışları. Organizasyon ve Yönetim Bilimleri Dergisi, 2(1), 27-35.
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36, 21- 35.
  • Fein, S., & Spencer, S. J. (1997). Prejudice as self-ımage maintenance: affirming the self through derogating others. Journal of Personality and Social Psychology, 73(1), 31-44. https://doi.org/10.1037/0022-3514.73.1.31.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312.
  • George, D., & Mallery, P. (2003). SPSS for windows step by step: a simple guide and reference. Allyn & Bacon.
  • Gibbs, J.L., Ellison, N.B., & Heino, R.D. (2006). Self-presentation in online personals the role of anticipated future interaction, self-disclosure, and perceived success in internet dating. Communication Research, 33(2), 152-177. https://doi.org/10.1177/0093650205285368.
  • Goronwy, D., & Simon L. (1996). A contextual approach to management learning: The Hungarian case. Organization Studies, 17(2), 269-289. https://doi.org/10.1177/017084069601700207.
  • Göker, G. (2015). İletişimin mcdonaldlaşması: Sosyal medya üzerine bir inceleme. Electronic Turkish Studies, 10(2), 389-410. https://doi.org/10.13140/RG.2.2.23268.42883.
  • Göksel, A., Aydınlatan, B., & Bingöl, D. (2013). Örgütlerde bilgi paylaşım davranışı: sosyal sermaye boyutundan bir bakış. Ankara Üniversitesi SBF Dergisi, 65(4), 87-109. https://doi.org/10.1501/SBFder_0000002185.
  • Güney, Ö. (2020). Mobil pazarlama aracı olarak solomo reklamcılığa yönelik tutumun tüketici davranışına etkisi: Nevşehir ili örneği. [Yayınlanmamış Yüksek Lisans Tezi]. Nevşehir Hacı Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü.
  • Habermas, J. (2012). Kamusallığın yapısal dönüşümü. İletişim Yayınevi.
  • Heinemann, G., & Gaiser, C. (2015). Social-local-mobile: The future of location-based services. Springer Pub.
  • Hsieh, M.Y. (2016). Solomo technology: Exploring the most critical determinants of solomo technology in the contemporary mobile communication technology era. Journal of Ambient Intelligence and Humanized Computing, 1(12), 307-318. https://doi.org/10.1007/s12652-016-0375-2.
  • Jiang, C. L., Bazarova, N. N., & Hancock, J. T. (2011). The disclosure-intimacy link in computer-mediated communication: an attributional extension of the hyperpersonal model. Human Communication Research, 37, 58-77. https://doi.org/10.1111/j.1468-2958.2010.01393.x.
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (5. Baskı). Asil Yayın- Dağıtım.
  • Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003.
  • Karagöz, Y. (2017). SPSS ve AMOS uygulamalı bilimsel araştırma yöntemleri ve yayın etiği. Nobel Yayınevi.
  • Knoll, M., & Bronstein, J. (2014). An examination of the information disclosure behavior of infertility bloggers: Patterns of self-disclosure and anonymity. Aslib Journal of Information Management, 66(2), 175-201. https://doi.org/10.1108/AJIM-06-2013-0055.
  • Kurt, K., & Turan, A.H. (2017). Mobil bankacılık uygulamalarının benimsenmesine yönelik davranışsal niyetleri etkileyen faktörler üzerine bir araştırma. İşletme Bilimi Dergisi, 5(3), 25-59. https://doi.org/22139/jobs.306735.
  • Lee, J.Y., & Bell, D. (2014). Neighborhood social capital and social learning for experience attributes of products. Marketing Science, 32(6), 960-976. https://doi.org/10.1287/mksc.2013.0796.
  • Lee, S, Kim, K.J., & Sundar, S.S. (2015). Customization in location-based advertising: effects of tailoring source, locational congruity and product involvement on ad attitudes. Computers in Human Behavior, 51, 336–343.
  • Lee, Y. (2018). Comparing factors affecting attitudes toward lba and solomo advertising. E-Business Management. 16, 357-381. https://doi.org/10.1007/s10257-017-0364-9.
  • Lee, Y.C. (2011). M-brand loyalty and post-adoption variations for the mobile data services: gender differences. Computers in Human Behavior, 27(6), 2364-2371. https://doi.org/10.1016/j.chb.2011.07.015.
  • Lee, Y.C. (2016). Determinants of effective solomo advertising from the perspective of social capital. Aslib Journal of Information, 68(3), 326–346. https://doi.org/10.1108/AJIM-10-2015-0155.
  • Li, H., Edwards, S.M., & Lee, J.H. (2013). Measuring the intrusiveness of advertisements. Journal of Advertising, 31(2), 37-47. https://doi.org/10.1080/00913367.2002.10673665.
  • Mahmoud, Q.H., & Yu, L. (2006). Making software agents user-friendly. IEEE Computer, 39(7), 94-96.
  • Malhotra, N. (1996). Marketing research: an applied orientation. Prentice Hall Inc.
  • Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational. Academy of Management Review, 23(2), 242-266. https://doi.org/10.2307/259373.
  • Nakip, M. (2013). Pazarlamada araştırma teknikleri. Seçkin Yayıncılık.
  • Nguyen, T.T., Quan, T.T., & Phan, T.T. (2014). Sentiment search: an emerging trend on social media monitoring systems. Aslib Journal of Information Management, 66(5), 553- 580. https://doi.org/10.1108/AJIM-12-2013-0141.
  • Özdemir, A. (2008). Sosyal ağ özellikleri bakış açısıyla sosyal sermaye ve bilgi yaratma ilişkisi: Akademisyenler üzerinde yapılan bir alan araştırması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 8(2), 81–102.
  • Parker, W.C., Maclnnis, D.J, Priester, J., Eisingerich, A.B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. https://doi.org/10.1509/jmkg.74.6.1.
  • Pavlou, P.A. (2011). State of the information privacy literature: Where are we now and where should we go?. MIS Quarterly. 35(4), 977-988.
  • Putnam, R. D. (1993). The prosperous community: social capital and public life. American Prospec, 13, 35-42.
  • Putnam, R.D. (1995). Bowling alone: America’s declining social capital. Journal of Democracy, 6(1), 65-78.
  • Ravkov, T. (1998). Coefficient alpha and composite reliability with interrelated nonhomogeneous items. Applied Psychological Measurement, 22 (4), 375-385.
  • Rosenberg, J., & Egbert, N. (2011). Online impression management: personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook. Journal of Computer-Mediated Communication, 17(1), 1-18. https://doi.org/10.1111/j.1083-6101.2011.01560.x.
  • Ruiz, J. (2020, Eylül 7). What is so(social) lo(local) mo(mobile) and why is it important to marketers?. https://nealschaffer.com/solomo/.
  • Sabuncuoğlu, A., & Gülay, G. (2014). Sosyal medyadaki yeni kanaat önderlerinin birer reklam aracı olarak kullanımı: Twitter fenomenleri üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 38, 1-24.
  • Seidman, G. (2013). Self-presentation and belonging on Facebook: how personality influences social media use and motivations. Personality & Individual Differences, 54(3), 402-407. https://doi.org/10.1016/j.paid.2012.10.009.
  • Tabachnick, B.G., Fidell, L.S., & Osterlind, S. J. (2001). Using multivariate statistics (5th ed.). Pearsons.
  • Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. Mis Quarterly. 30(4), 865-890. https://doi.org/10.2307/25148757.
  • Temple, J., (2000). Growth effect of education on social capital in the OECD countries. OECD Working Paper. No: 00/36.
  • Tsai, W., & Ghoshal, S. (1998). Social capital and value creation: The role of intrafirm networks. Academy of Management Journal,41(4), 464-476.
  • Wang, A. (2010). The practices of mobile advertising disclosure on consumer trust and attitude. International Journal of Mobile Marketing, 5(2), 1-29.
  • Yang, H.L., & Lin, R.X. (2018). The impacts of solomo services techno stress on anxiety. Journal of Electronic Commerce Research, 19(2), 186-200.
  • Yıldız, M. (2017). İletişim sürecinde sosyal medya ve sosyal sermaye. The Journal of Social Science, 1(2), 71-82. https://doi.org/10.30520/tjsosci.360257.
  • Yücel, M., Güngör, O., & Doğan, S. (2017). Kuşadası’ndaki yiyecek ve içecek işletmelerinin solomo pazarlama açısından değerlendirilmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 13(3), 683-704. https://doi.org/10.17130/ijmeb.2017331322.

The effect of perceived social capital in solomo ads on solomo advertising attitude: The case of Nevsehir

Year 2020, Issue: 50, 74 - 93, 30.12.2020
https://doi.org/10.48070/erusosbilder.751997

Abstract

The purpose of this study is to determine the perceived social capital dimensions in SoLoMo ads and to determine the effect of these dimensions on the attitude towards SoLoMo ads. The questionnaire developed for this purpose was applied in Nevşehir province and data suitable for analysis were obtained from 388 participants. In data analysis, SPSS and AMOS ready package programs were used. Confirmatory factor analysis, multiple and stepwise regression, reliability-validity, and inter-variable correlation analysis were used as analysis methods. Social capital dimensions perceived in SoLoMo ads as a result of confirmatory factor analysis consist of eight factors similar to the literature. These factors are privacy anxiety, personal image, disturbing, networking, self-expression, felt trust, structured content, and linking with the brand / business. Social capital components perceived in SoLoMo advertising affect the attitude towards SoLoMo advertising significantly and positively. The factors that positively affect the attitude towards SoLoMo ads are the trust felt, the connection with the brand / business and the personal image.

References

  • Akhavan, P., Hosseini, S.M., Abbasi, M., & Manteghi, M. (2015). Knowledge-sharing determinants, behaviors, and innovative work behaviors: an integrated theoretical view and empirical examination. Aslib Journal of Information Management, 67(5), 562-591. https://doi.org/10.1108/AJIM-02-2015-0018.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı (8. Baskı). Sakarya Yayınevi.
  • Altunoğlu, A.E., Işık, D.A., & Erbilgin, R. (2017). Sosyal sermaye ve ilişkisel pazarlamanın satış performansına etkisi: Yat işletmeciliğine yönelik nitel bir araştırma. Denizcilik Fakültesi Dergisi, 9(2), 186-211. https://doi.org/10.18613/deudfd.354392.
  • Bakır, M.A., & Aydın, C. (2006). İstatistik. Nobel Yayınevi.
  • Bruner, G.C., & Kumar, A. (2007). Attitude toward location-based advertising. Journal of Interactive Advertising, 7(2), 3-15. https://doi.org/10.1080/15252019.2007.10722127.
  • Burt, R. S. (1992). Structural holes: The social structure of competition. Harvard University Press.
  • Büyüköztürk, S. (2002). Sosyal bilimleri için veri analizi el kitabı: İstatistik araştırma deseni-SPSS uygulamaları ve yorum. Pegem Yayınevi.
  • Büyüköztürk, Ş. (2014). Deneysel desenler: Öntest-sontest kontrol gruplu desen ve SPSS uygulamalı veri analizi (4. Baskı). Pegem Yayınevi.
  • Cho, I., & Hung, H. (2011). The effectiveness of short message service for communication with concerns of privacy protection and conflict avoidance. Journal of Computer- Mediated Communication, 16(2), 250-27. https://doi.org/10.1111/j.1083-6101.2011.01538.x.
  • Coleman, J.S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, 95-120.
  • Çakır, F., Çakır, M., & Çiftçi, E. (2010). Tüketicilerin SMS reklam mesajlarına yönelik tutum ve davranışları. Organizasyon ve Yönetim Bilimleri Dergisi, 2(1), 27-35.
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36, 21- 35.
  • Fein, S., & Spencer, S. J. (1997). Prejudice as self-ımage maintenance: affirming the self through derogating others. Journal of Personality and Social Psychology, 73(1), 31-44. https://doi.org/10.1037/0022-3514.73.1.31.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312.
  • George, D., & Mallery, P. (2003). SPSS for windows step by step: a simple guide and reference. Allyn & Bacon.
  • Gibbs, J.L., Ellison, N.B., & Heino, R.D. (2006). Self-presentation in online personals the role of anticipated future interaction, self-disclosure, and perceived success in internet dating. Communication Research, 33(2), 152-177. https://doi.org/10.1177/0093650205285368.
  • Goronwy, D., & Simon L. (1996). A contextual approach to management learning: The Hungarian case. Organization Studies, 17(2), 269-289. https://doi.org/10.1177/017084069601700207.
  • Göker, G. (2015). İletişimin mcdonaldlaşması: Sosyal medya üzerine bir inceleme. Electronic Turkish Studies, 10(2), 389-410. https://doi.org/10.13140/RG.2.2.23268.42883.
  • Göksel, A., Aydınlatan, B., & Bingöl, D. (2013). Örgütlerde bilgi paylaşım davranışı: sosyal sermaye boyutundan bir bakış. Ankara Üniversitesi SBF Dergisi, 65(4), 87-109. https://doi.org/10.1501/SBFder_0000002185.
  • Güney, Ö. (2020). Mobil pazarlama aracı olarak solomo reklamcılığa yönelik tutumun tüketici davranışına etkisi: Nevşehir ili örneği. [Yayınlanmamış Yüksek Lisans Tezi]. Nevşehir Hacı Bektaş Veli Üniversitesi Sosyal Bilimler Enstitüsü.
  • Habermas, J. (2012). Kamusallığın yapısal dönüşümü. İletişim Yayınevi.
  • Heinemann, G., & Gaiser, C. (2015). Social-local-mobile: The future of location-based services. Springer Pub.
  • Hsieh, M.Y. (2016). Solomo technology: Exploring the most critical determinants of solomo technology in the contemporary mobile communication technology era. Journal of Ambient Intelligence and Humanized Computing, 1(12), 307-318. https://doi.org/10.1007/s12652-016-0375-2.
  • Jiang, C. L., Bazarova, N. N., & Hancock, J. T. (2011). The disclosure-intimacy link in computer-mediated communication: an attributional extension of the hyperpersonal model. Human Communication Research, 37, 58-77. https://doi.org/10.1111/j.1468-2958.2010.01393.x.
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (5. Baskı). Asil Yayın- Dağıtım.
  • Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003.
  • Karagöz, Y. (2017). SPSS ve AMOS uygulamalı bilimsel araştırma yöntemleri ve yayın etiği. Nobel Yayınevi.
  • Knoll, M., & Bronstein, J. (2014). An examination of the information disclosure behavior of infertility bloggers: Patterns of self-disclosure and anonymity. Aslib Journal of Information Management, 66(2), 175-201. https://doi.org/10.1108/AJIM-06-2013-0055.
  • Kurt, K., & Turan, A.H. (2017). Mobil bankacılık uygulamalarının benimsenmesine yönelik davranışsal niyetleri etkileyen faktörler üzerine bir araştırma. İşletme Bilimi Dergisi, 5(3), 25-59. https://doi.org/22139/jobs.306735.
  • Lee, J.Y., & Bell, D. (2014). Neighborhood social capital and social learning for experience attributes of products. Marketing Science, 32(6), 960-976. https://doi.org/10.1287/mksc.2013.0796.
  • Lee, S, Kim, K.J., & Sundar, S.S. (2015). Customization in location-based advertising: effects of tailoring source, locational congruity and product involvement on ad attitudes. Computers in Human Behavior, 51, 336–343.
  • Lee, Y. (2018). Comparing factors affecting attitudes toward lba and solomo advertising. E-Business Management. 16, 357-381. https://doi.org/10.1007/s10257-017-0364-9.
  • Lee, Y.C. (2011). M-brand loyalty and post-adoption variations for the mobile data services: gender differences. Computers in Human Behavior, 27(6), 2364-2371. https://doi.org/10.1016/j.chb.2011.07.015.
  • Lee, Y.C. (2016). Determinants of effective solomo advertising from the perspective of social capital. Aslib Journal of Information, 68(3), 326–346. https://doi.org/10.1108/AJIM-10-2015-0155.
  • Li, H., Edwards, S.M., & Lee, J.H. (2013). Measuring the intrusiveness of advertisements. Journal of Advertising, 31(2), 37-47. https://doi.org/10.1080/00913367.2002.10673665.
  • Mahmoud, Q.H., & Yu, L. (2006). Making software agents user-friendly. IEEE Computer, 39(7), 94-96.
  • Malhotra, N. (1996). Marketing research: an applied orientation. Prentice Hall Inc.
  • Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational. Academy of Management Review, 23(2), 242-266. https://doi.org/10.2307/259373.
  • Nakip, M. (2013). Pazarlamada araştırma teknikleri. Seçkin Yayıncılık.
  • Nguyen, T.T., Quan, T.T., & Phan, T.T. (2014). Sentiment search: an emerging trend on social media monitoring systems. Aslib Journal of Information Management, 66(5), 553- 580. https://doi.org/10.1108/AJIM-12-2013-0141.
  • Özdemir, A. (2008). Sosyal ağ özellikleri bakış açısıyla sosyal sermaye ve bilgi yaratma ilişkisi: Akademisyenler üzerinde yapılan bir alan araştırması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 8(2), 81–102.
  • Parker, W.C., Maclnnis, D.J, Priester, J., Eisingerich, A.B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. https://doi.org/10.1509/jmkg.74.6.1.
  • Pavlou, P.A. (2011). State of the information privacy literature: Where are we now and where should we go?. MIS Quarterly. 35(4), 977-988.
  • Putnam, R. D. (1993). The prosperous community: social capital and public life. American Prospec, 13, 35-42.
  • Putnam, R.D. (1995). Bowling alone: America’s declining social capital. Journal of Democracy, 6(1), 65-78.
  • Ravkov, T. (1998). Coefficient alpha and composite reliability with interrelated nonhomogeneous items. Applied Psychological Measurement, 22 (4), 375-385.
  • Rosenberg, J., & Egbert, N. (2011). Online impression management: personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook. Journal of Computer-Mediated Communication, 17(1), 1-18. https://doi.org/10.1111/j.1083-6101.2011.01560.x.
  • Ruiz, J. (2020, Eylül 7). What is so(social) lo(local) mo(mobile) and why is it important to marketers?. https://nealschaffer.com/solomo/.
  • Sabuncuoğlu, A., & Gülay, G. (2014). Sosyal medyadaki yeni kanaat önderlerinin birer reklam aracı olarak kullanımı: Twitter fenomenleri üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 38, 1-24.
  • Seidman, G. (2013). Self-presentation and belonging on Facebook: how personality influences social media use and motivations. Personality & Individual Differences, 54(3), 402-407. https://doi.org/10.1016/j.paid.2012.10.009.
  • Tabachnick, B.G., Fidell, L.S., & Osterlind, S. J. (2001). Using multivariate statistics (5th ed.). Pearsons.
  • Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. Mis Quarterly. 30(4), 865-890. https://doi.org/10.2307/25148757.
  • Temple, J., (2000). Growth effect of education on social capital in the OECD countries. OECD Working Paper. No: 00/36.
  • Tsai, W., & Ghoshal, S. (1998). Social capital and value creation: The role of intrafirm networks. Academy of Management Journal,41(4), 464-476.
  • Wang, A. (2010). The practices of mobile advertising disclosure on consumer trust and attitude. International Journal of Mobile Marketing, 5(2), 1-29.
  • Yang, H.L., & Lin, R.X. (2018). The impacts of solomo services techno stress on anxiety. Journal of Electronic Commerce Research, 19(2), 186-200.
  • Yıldız, M. (2017). İletişim sürecinde sosyal medya ve sosyal sermaye. The Journal of Social Science, 1(2), 71-82. https://doi.org/10.30520/tjsosci.360257.
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There are 58 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler / Articles
Authors

Suzan Coban 0000-0002-0723-5895

Özge Güney 0000-0003-1756-6820

Publication Date December 30, 2020
Submission Date June 12, 2020
Acceptance Date November 4, 2020
Published in Issue Year 2020 Issue: 50

Cite

APA Coban, S., & Güney, Ö. (2020). Solomo reklamlarında algılanan sosyal sermayenin solomo reklama yönelik tutuma etkisi: Nevşehir ili örneği. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(50), 74-93. https://doi.org/10.48070/erusosbilder.751997

ERCİYES AKADEMİ | 2021 | sbedergi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.