Abstract
Sosyal medya günümüzde bireylerin yaşamının adeta bir parçası haline gelmiştir. Bilhassa akıllı telefon ve tabletlerin çok yaygın bir şekilde kullanımıyla birlikte sosyal medya kullanıcıları kayda değer bir şekilde artmıştır. Sosyal medya kullanıcılarının sayısı artmakla birlikte kullanıcılar farklı motivasyonlar ile bu ağlarda zaman geçirmektedir. Bazı kullanıcılar sosyalleşme için bu ağları kullanırken, diğer kullanıcılar ise eğlence, bilgi arama, statü kazanma gibi motivasyonlarla sosyal medyayı kullanmaktadır. Bu bağlamda bu çalışmada sosyal medya kullanımını etkileyen faktörlerin sosyal medyayı kullanma niyeti üzerindeki etkileri ile eğitim düzeyi, yaş ve gelir düzeylerinin moderatör rolü araştırılmıştır. Araştırma kapsamında 16 yaş ve üzeri 465 bireyden anket yöntemiyle veriler toplanmış ve hiyerarşik regresyon analizi kullanılarak veriler analiz edilmiştir. Analiz bulguları sosyal medya ilgisi, hedonik fayda, statü beklentisi ile bilgi aramanın bireylerin sosyal medyayı kullanma niyetini olumlu etkilediğini göstermektedir. Eğitim düzeyi; bilgi arama ile sosyal medyayı kullanma niyeti arasında, yaş ise sosyal medya ilgisi ile sosyal medyayı kullanma niyeti arasında ılımlaştırıcı role sahiptir. Bu çalışma, demografik olarak farklılık gösteren bireylerin sosyal medya kullanım nedenlerinin açıklanmasına önemli katkılarda bulunacaktır.
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Abstract
Social media has become a part of the lives of individuals today. Social media users have increased significantly, especially with the widespread use of smart phones and tablets. Although the number of social media users is increasing, users spend time in these networks with different motivations. Some users use these networks to socialize, while others use social media for motivations such as entertainment, information seeking, gaining a status. In this context, the effects of the factors affecting social media use on the individuals' social media usage intentions and the moderating roles of educational level, age and level of income were examined in this study. Within the scope of the study, data were collected from 465 individuals aged 16 years and over using a questionnaire method and the data were analyzed using hierarchical regression analysis. Findings of analysis show that social media relevance, hedonic benefits, status seeking and information seeking positively affect individuals' social media usage intentions. Educational level has been found to have a moderating role between information seeking and social media usage intentions while age has been found to have a moderating role between social media relevance and social media usage intentions. This study will contribute to the explanation of the reasons for the use of social media by individuals with demographic differences.
References
- Aburahmah Linah, Hajar AlRawi, Yamanah Izz, Liyakathunisa Syed, “Online Social Gaming and Social Networking Sites”, Procedia Computer Science, 82 (2016), 72-79.
- Anderson James C., David W. Gerbing, “Structural equation modeling in practice: A review and recommended two-step approach” Psychological Bulletin 103 (1988), 411–423.
- Ashraf Rana Umair, Fujun Hou, Wasim Ahmad, “Understanding continuance intention to use social media in China: The roles of personality drivers, hedonic value, and utilitarian value”, International Journal of Human–Computer Interaction, 35(13), (2019), 1216-1228.
- Baglione Stephen L., Talha Harcar, John Spillan, “Turkish students’ perceived relevance of Facebook as a marketing tool”, Journal of Information, Communication and Ethics in Society. 15 (2), (2017), 125-144.
- Bolotaeva Victoria, Teuta Cata, “Marketing opportunities with social Networks”, Journal of Internet Social Networking and Virtual Communities, (2010), 1-8.
- Bryan Mersine A., Yolanda Evans, Carlie Morishita, Nikita Midamba, Megane Moreno, “Parental perceptions of the internet and social media as a source of pediatric health information”, Academic Pediatrics, 20(1), (2020), 31-38.
- Gilbert Eric, Karrie Karahalios, “Predicting tie strength with social media”, In Proceedings of the SIGCHI conference on human factors in computing systems, (2009), 211-220.
- Hair Joseph F., William C. Black, Barry J. Babin, Rolph E. Anderson, Multivariate Data Analysis, 7th ed., New Jersey: Pearson Education, 2010.
- Head Alison J., Michael B. Eisenberg”, https://journals.uic.edu/ojs/index.php/fm/article/download/2830/2424, Erişim tarihi: 12 Aralık 2020.
- Hoffman Donna L., Thomas P. Novak, Randy Stein, “The digital consumer” In: The Routledge companion to digital consumption, New York: Routledge Taylor & Francis Group, 2013.
- Kalaycı Şeref, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 6. b., Ankara: Asil Yayın Dağıtım, 2010.
- Kaplan Andreas M., Michael Haenlein, “Users Of The World, Unite! The Challenges And Opportunities Of Social Media”, Business Horizons, 53 (1), (2010), 59-68.
- Kemp Simon, https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media, Erişim tarihi: 12 Aralık 2020.
- Lee Chei Sian, Long Ma, “News sharing in social media: The effect of gratifications and prior experience”, Computers in human behavior, 28(2), (2012), 331-339.
- Mauri Maurizio, Pietro Cipresso, Anna Balgera, Marco Villamira, Giuseppe Riva, “Why Is Facebook so successful? Psychophysiological measures describe a core flow state while using Facebook” Cyberpsychology, Behavior, and Social Networking, 14(12), (2011), 723-731.
- Mitchell Amy, Dana Page, The role of news on Facebook: Common yet incidental. Pew Research Center, 2013.
- Nunnally Jum C., Psychometric Theory ,3rd ed., New York: McGraw-Hill, 1994.
- Park Namsu, Kerk F. Kee, Sebastian Valenzuela, “Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes”, Cyberpsychology & behavior, 12(6), (2009), 729-733.
- Reinecke Leonard, Peter Vorderer, Katharina Knop, “Entertainment 2.0? The role of intrinsic and extrinsic need satisfaction for the enjoyment of Facebook use” Journal of Communication, 64(3), (2014), 417-438.
- Safko Lon, The Social Media Bible: Tactics, Tools, and Strategies for Business Success, NJ: John Wiley and Sons, 2009.
- Sameen Sara, Samia Cornelius, “Social networking sites and hiring: How social media profiles influence hiring decisions”, Journal of Business Studies Quarterly, 7(1), 27, (2015), 27-35.
- Scheepers Helena, Rens Scheepers, Rosemary Stockdale, Nurdin Nurdin, “The dependent variable in social media use”, Journal of Computer Information Systems, 54(2), (2014), 25-34.
- Shao Wei, Mitchell Ross, Debra Grace, “Developing a motivation-based segmentation typology of Facebook users”, Marketing Intelligence & Planning, 33(7), (2015), 1071–1086.
- Sipahi Beril, E. Serra Yurtkoru, Murat Çinko, Sosyal Bilimlerde SPSS'le Veri Analizi, (1. b.), İstanbul: Beta Basım Yayım Dağıtım, 2010.
- Song Sujin, Myongjee Yoo,”The role of social media during the pre-purchasing stage”, Journal of Hospitality and Tourism Technology, 7 (1), (2016), 84-99.
- Strack Fritz, Roland Deutsch, “Reflective and impulsive determinants of social behavior”, Personality and social psychology review, 8(3), (2004), 220-247.
- Wang Yuan, Shuha Zhou, “How do sports organizations use social media to build relationships? A content analysis of NBA clubs’ Twitter use” International Journal of Sport Communication, 8(2), (2015), 133-148.
- Zhang Xingting, Dong Wen, Jun Liang, Jianbo Lei, “How the public uses social media wechat to obtain health information in China: a survey study”, BMC medical informatics and decision making, 17(2), (2017), 71-79.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Research Articles |
| Authors | |
| Publication Date | December 20, 2021 |
| Published in Issue | Year 2021 ICOMEP ÖZEL SAYISI |
