FACEBOOK MARKA SAYFASI İÇERİKLERİNİN AĞIZDAN AĞIZA İLETİŞİM VE SATIN ALMA NİYETİNE ETKİSİ: MODA MARKALARI ÖRNEĞİ

Abstract

İşletmelerin çevrimiçi ortamda tüketicilere erişimde en sık kullandıkları araç Facebook marka sayfalarıdır. Tüketiciler tarafından en çok beğeni alan marka sayfaları arasında moda markaları ilk sırada gelmektedir. Çalışmada, Türkiye’de faaliyet gösteren moda markaları (Bukombin, Sefamerve, Trendyol vb.) tarafından oluşturulan Facebook sayfa tasarımlarının, tüketicilerin ağızdan ağıza iletişim ve satın alma niyeti üzerine etkileri incelenmektedir. Bu çerçevede, tüketicilerin moda ilgilenim düzeyleri (yüksek, orta, düşük) ve marka sayfalarının içerik özellikleri (eğlendirici, bilgilendirici, interaktif, ödüllendirici) incelenmiştir. Çalışmanın verileri, moda marka sayfaları kullanıcılarından online anket aracılığı ile ulaşılan 394 kişiden elde edilmiştir. Bulgular, ağızdan ağıza iletişimi arttırmak için daha çok eğlendirici, satın alma niyetini etkilemek için ise daha çok ödüllendirici özelliğe sahip içeriklerin etkili olduğunu göstermiştir.

Keywords

• Facebook Marka Sayfası, Ağızdan Ağza İletişim, Satın Alma Niyeti, Moda, Moda İlgilenimi

THE EFFECT OF FACEBOOK BRAND PAGES’ CONTENTS ON WORD OF MOUTH AND PURCHASE INTENTION: FASHION BRAND’S EXAMPLE

Abstract

Businesses mostly use Facebook brand pages to reach users online. Fashion brands are at first place among the mostly liked brand pages by consumers. In this study, the effects of intend in purchasing and consumer’s word of mouth by Facebook page designs which are created by the fashion brands operating in Turkey have been studied. In this frame, consumers’ fashion involvement levels (low, medium, high), and brand pages’ content properties (entertaining, informative, rewarding, interactive) have been surveyed. Data came from online surveys filled by 394 fashion brand page users. The results show that entertaining contents are more effective in increase word of mouth; and rewarding contents are more effective on intend of purchase. 

Keywords

• Facebook Brand Page,Word of Mouth,Purchase Intention,Fashion,Fashion Involvement.

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