META BAŞARI HİKAYELERİ ÜZERİNDEN FACEBOOK VE İNSTAGRAM’DA E-SADAKAT STRATEJİLERİ ÜRETMEK:OLIVER’IN SADAKAT ÇERÇEVESİNDEN BİR MODEL DEĞERLENDİRMESİ

Yıl 2025, Cilt: 11 Sayı: 3, 335 - 357, 28.09.2025

Zeynep Kınalı S.m.abedalkader

Öz

Tezin amacı, algoritma duyarlı pazarlama stratejilerinin Meta platformlarında—özellikle Facebook ve Instagram’da—marka sadakatini nasıl teşvik edebileceğini incelemektir. Çalışma, kişiselleştirme, dijital kullanıcı deneyimi (UX) ve duygusal etkileşimi önemli aracılık bileşenleri olarak içeren kavramsal bir çerçeve inşa etmektedir. Bu model, Richard Oliver’ın (1999) bilişsel, duygusal, niyet temelli ve davranışsal aşamalardan oluşan dört aşamalı sadakat modeline dayanmaktadır. Back Market, Showmax, Samsung Netherlands ve Gloria Skincare gibi çeşitli Meta platformu tabanlı kampanya örnekleri, önerilen çerçeveyi desteklemektedir. Bu örneklerin tamamı, Meta’nın algoritmik yapısıyla uyumlu içerik stratejilerinin—ürün etiketleme, katalog temelli reklamlar, yeniden hedefleme ve Reels gibi—sadakat sürecinin her aşamasını kademeli olarak başlatabileceğine dair ampirik kanıtlar sunmaktadır. Araştırmaya göre, e-ticaret markaları yaratıcı formatlarını ve içerik sunum stratejilerini platforma özgü etkileşim sinyalleriyle uyumlu hâle getirerek kısa vadeli dönüşüm oranlarını artırabilirler. Bu çalışma, klasik marka sadakati modellerini dijital performansa dayalı uygulamalarla birleştirerek dijital pazarlama teorisine katkıda bulunmakta ve günümüzün algoritma temelli pazarlama ortamında hem yönetsel hem de kavramsal olarak sağlam hibrit bir çerçeve sunmaktadır.

Anahtar Kelimeler

Marka Sadakati , Dijital Pazarlama , Meta Platformları , Kişiselleştirme , Algoritma Tabanlı Stratejiler

GENERATING E-LOYALTY STRATEGIES ON FACEBOOK AND INSTAGRAM THROUGH META SUCCESS STORIES: A MODEL EVALUATION FROM OLIVER’S LOYALTY FRAMEWORK

Öz

The purpose of this thesis is to examine how algorithm-aware marketing strategies might promote brand loyalty on Meta platforms, particularly Facebook and Instagram. The study builds a conceptual framework that incorporates personalising, digital user experience (UX), and emotional engagement as important mediating components. It is based on Richard Oliver's (1999) four-stage loyalty model, which consists of cognitive, affective, conative, and behavioural stages. A number of platform-based case studies, such as campaigns from Back Market, Showmax, Samsung Netherlands, and Gloria Skincare, support the suggested framework. All of these instances offer empirical evidence that content strategies that complement Meta's algorithmic framework—like product tagging, catalogue-based advertisements, retargeting, and reels—can gradually initiate every phase of the loyalty process. According to the research, e-commerce companies can enhance short-term conversion rates by matching their innovative formats and delivery strategies with platform-specific engagement signalsBy combining classical brand loyalty models with performance-based digital practices, this study advances the theory of digital marketing and provides a hybrid framework that is both managerially and conceptually solid in the current algorithmic marketing landscape.

Anahtar Kelimeler

Brand Loyalty , Digital Marketing , Meta Platforms , Personalisation , Algorithm-based Strategies

Kaynakça

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