Do Social Media Characteristics Trigger Customer Engagement? An Empirical Study On Smart Phone Brands

Yıl 2022, , 1 - 24, 31.12.2022

Emre Polat , Özge Kirezli

https://doi.org/10.24889/ifede.987139

Öz

Even though, smart-phone becomes the foremost important object in consumers’ lives, companies strive to establish a long-term and steady relationship via media channels. In that vein, social media emerged as a novel way to improve consumer engagement with the brands. This study aims to examine the social media characteristics’, which are entertainment, customization, interaction, word of mouth and trend on customer engagement. A quantitative research type is adopted. Data collection method is online survey with a sample size of 334 respondents. The study has three major findings. First, interactivity is found to be improving both cognitive and emotional engagement. Second, customized entertainment of social media sites’ seemed to enhance cognitive engagement. Third, trendiness and word of mouth (WOM) are cultivating emotional engagement. This study contributes to the current literature by offering insights to improve both cognitive and emotional engagement.

Anahtar Kelimeler

Entertainment, Cognitive Engagement, Emotional Engagement, Social Media, Interactivity, Bilişsel Katılım, Bilişsel Katılım, Duygusal Katılım, Sosyal Medya, Etkileşim, Eğlence

Sosyal Medya Özellikleri Müşteri Bağlılığını Tetikler mi? Akıllı Telefon Markaları Üzerine Ampirik Bir Çalışma

Öz

Sosyal medya, tüketicinin markalarla etkileşimini geliştirmenin yeni bir yolu olarak ortaya hayatımıza girdi. Çok geçmeden, sektörleri ne olursa olsun şirketler, medya kanalları aracılığıyla uzun vadeli ve istikrarlı bir ilişki kurmak için sosyal medyanın stratejik önemini fark ettiler. Bu çalışma, eğlence, kişiselleştirme, etkileşim, ağızdan ağıza iletişim ve trend olman gibi sosyal medya özelliklerinin müşteri katılımına etkisini incelemeyi amaçlamaktadır. Nicel bir araştırma türü benimsenmiştir. Veri toplama yöntemi, çevrimiçi ankettir. Kolayda örneklem yöntemi kullanılarak, 334 katılımcıdan kullanılabilir veri elde edilmiştir. Yapısal Eşitlik Modeli isle hipotez testi yapılmıştır. Araştırmanın üç ana bulgusu göze çarpmaktadır. İlk olarak, etkileşimin hem bilişsel hem de duygusal katılımı geliştirdiği bulunmuştur. İkincisi, sosyal medya sitelerinin özelleştirilmiş eğlencesi hem bilişsel hem de duygusal katılımı artırıyor gibi görünüyordu. Bununla birlikte, her iki değişken de müşteri katılımına katkıda bulunma eğilimindedir, ancak esas olarak duygusal katılım ön plana çıkmaktadır. Üçüncüsü, trendin ve ağızdan ağıza iletişimin (WOM) müşteri katılımı üzerindeki etkileri bu araştırma kapsamında tespit edilmemiştir. Bu çalışma, müşteri katılımı konusundaki sosyal medya özelliklerini inceleyen ve katılımın nasıl geliştirilebileceğine dair içgörüler sunan mevcut literatüre katkıda bulunmaktadır.

Anahtar Kelimeler

Bilişsel Katılım, Duygusal Katılım, Sosyal Medya, Etkileşim, Eğlence

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