Brand Awareness and Tourism Product Purchase Intention Among Social Media Users: A Moderated Mediation Model

Year 2025, Volume: 9 Issue: 2, 86 - 106, 19.10.2025

Berna Ercan , Ömer Saraç

https://doi.org/10.32958/gastoria.1706993

Abstract

A comprehensive review of the literature reveals that studies examining the relationships among brand awareness, perceived value, and purchase intention in the context of social media users are limited in number. Accordingly, this study aims to investigate the mediating role of perceived value in the effect of brand awareness on tourism product purchase intention among social media users. Additionally, the moderating role of age is also evaluated within the research model. The data for the study were collected via Instagram, one of the leading social media platforms, and a total of 397 valid responses were obtained. The proposed model was tested using SPSS 22 and AMOS 22, along with the Hayes PROCESS Macro version 4.2. The findings reveal that brand awareness positively and significantly affects the purchase intention of tourism products among social media users. Furthermore, perceived value plays a partial mediating role in the relationship between brand awareness and purchase intention, and the age variable exhibits a moderating effect. The findings are discussed, and both theoretical and practical implications of the study are presented.

Keywords

Social Media Marketing , Brand Awareness , Perceived Value , Purchase Intention

Sosyal Medya Kullanıcılarında Marka Farkındalığı ve Turizm Ürünü Satın Alma Niyeti: Bir Moderatörlü Aracılık Modeli

Abstract

Yapılan kapsamlı literatür taraması sonucunda, sosyal medya kullanıcıları bağlamında marka farkındalığı, algılanan değer ve satın alma niyeti arasındaki ilişkileri inceleyen çalışmaların sınırlı sayıda olduğu belirlenmiştir. Bu doğrultuda, bu araştırma, sosyal medya kullanıcılarının marka farkındalıklarının turizm ürünü satın alma niyetleri üzerindeki etkisinde algılanan değerin aracı rolünü incelemeyi amaçlamaktadır. Ayrıca, araştırma modelinde yaş değişkeninin moderatör rolü de değerlendirilmiştir. Araştırmanın verileri, sosyal medya platformlarından biri olan Instagram üzerinden toplanmış ve toplamda 397 geçerli ankete ulaşılmıştır. Önerilen model, SPSS 22 ve AMOS 22 programları ile birlikte Hayes PROCESS Macro 4.2 eklentisi kullanılarak test edilmiştir. Elde edilen bulgular, sosyal medya kullanıcılarında marka farkındalığının turizm ürünü satın alma niyetini olumlu ve anlamlı şekilde etkilediğini ortaya koymaktadır. Ayrıca, algılanan değerin marka farkındalığı ile satın alma niyeti arasındaki ilişkide kısmi aracı rol oynadığı ve yaş değişkeninin moderatör etkisinin bulunduğu tespit edilmiştir. Elde edilen bulgular tartışılmış; çalışmaya ilişkin teorik ve pratik katkılar ortaya konulmuştur.

Keywords

Sosyal medya pazarlaması , Marka farkındalığı , Algılanan değer , Satın alma niyeti

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