SOSYAL MEDYA PAZARLAMA AKTVİTELERİNİN ÇEVRİMİÇİ KOMPULSİF SATIN ALMA DAVRANIŞLARI İLİŞKİSİNDE COVID19 KORKUSUNUN ROLÜ

Yıl 2021, Cilt: 1 Sayı: 2, 174 - 187, 30.07.2021

Murat Seyfi , Deniz Güven Simge Keklikçi

Öz

Bir ürün ya da hizmet satın alınırken, normal tüketiciler satın almadan önce karar süreçlerinden geçerek bu davranışı gerçekleştirirken, kompulsif davranış benimseyen tüketiciler ise dürtüsel, takıntılı ve kontrol edilmeyen duygular ile satın almayı gerçekleştirirler ve satın almanın sonuçları üzerine çok fazla düşünmezler. Kompulsif satın alma davranışı gösteren kişiler, kendilerini anksiyetiye sürükleyen olaylardan ve iletişim akışından etkilenir. Buna bağlı olarak da sosyal medya pazarlama aktiviteleri ve Covid-19 korkusu insanlarda birçok dürtüsel bozukluk ve depresyon belirtisine sebep olduğu tespit edilmiştir. Bu çalışmanın amacı Çevrimiçi Kompulsif Satın Alma Davranışları ile Sosyal Medya Pazarlama Aktiviteleri arasındaki ilişkide Covid-19 gibi insanları depresyona sürükleyen bir krizin rolünü tespit etmektir. Bu çalışma kompulsif satın alma davranışında krizlerin aracı rolünü tespit etmesi açısından diğer çalışmalardan ayrılmakta olup alana yenilik katmaktadır. Bu kapsamda çevrimiçi ortamda yapılan araştırma kapsamında Sosyal Medya Pazarlama Aktivitelerinin Çevrimiçi Kompulsif Satın Alma Davranışı üzerindeki etkisini bulmak ve Covid 19 Korkusunun bu etki üzerindeki rolünü belirlemek için regresyon analizleri yapılmış ve elde edilen veriler ilgili literatür perspektifinde tartışılmıştır.

Anahtar Kelimeler

Kompulsif Tüketici Davranışı, Çevrimiçi Pazarlama, Covid-19 Korkusu

THE ROLE OF COVID-19 FEAR ON SOCIAL MEDIA MARKETING ACTIVITIES IN ONLINE COMPULSIVE BUYING BEHAVIOUR RELATIONSHIP

Öz

While purchasing a productorany service, typical consumers gothrough a decision-makingprocess. On the other hand, consumers who adopted compulsive behaviors gothrough the same process with different emotions such as impulsive emotions, obsessed emotions, and noncontrollable emotions. Furthermore, they do not think much about the results of purchasing. People who exhibit Compulsive Buying behaviors are affected by the communication process and events that lead them to anxiety. Correspondingly, it has been identified that Social Media Marketing Activities and Covid-19 Fear cause many impulse control disorders and symptoms of depression on people. This study aims to identify the role of a crisis that leads people to depressionsuch as Covid-19 fear in the relationship between Social Media Marketing Activitiesand Online Compulsive Buying Behaviors. This study differs from the other studies that are conducted in this field and brings an ewper spective to the field by identifying the intermediary role of crisis in compulsive buying behavior. In this regard, regressionanalyses have been made so as to find out the effect of Social Media Marketting Activities on Online Compulsive Buying and to identify the role of Covid-19 fear on this effect within the scope of research which is conducted in the online setting and the findings have been discussed in the related literatüre perspective.

Anahtar Kelimeler

Compulsive Buying Behaviour, Online Marketing, Covid-19 Fear

Kaynakça

• Abramowitz, J. S., Franklin, M. E., Schwartz, S. A., and Furr, J. M. (2003). Symptompresentation and outcome of cognitive-behavioraltherapyforobsessive-compulsivedisorder. Journal of Consulting and Clinical Psychology, 71(6), 1049.
• Albayrak, E. S. (2020). Sosyal Medya Platformlarında Dijital Detoks: Deneysel Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 44, 252-266.
• Andreassen CS, Griffiths MD, Pallesen S, ve ark. (2015). The Bergen shopping addiction scale: Reliability and validity of a brief screening test. Frontiers in Psychology, 6, 1-11.
• Baumeister, RF. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28, 670–676.
• Banerjee, D. (2020). The COVID-19 outbreak: Crucial role thepsychiatrists can play. Asian Journal of Psychiatry, 50, 102014. https://doi.org/10.1016/j.ajp.2020.102014
• Bendau, A.,Petzold, M. B., Pyrkosch, L., Maricic, L. M., Betzler, F., Rogoll, J., ... and Plag, J. (2020). Associationsbetween COVID-19 relatedmediaconsumptionandsymptoms of anxiety, depressionand COVID-19 relatedfear in the general population in Germany. Europeanarchives of Psychiatry and Clinical Neuroscience, 1-9.
• Bigne, E.,Andreu, L., Hernandez, B. and Ruiz, C. (2018). The impact of social media and offline influences on consumer behaviour. An analysis of the low-costairlineindustry. Current Issues in Tourism, 21(9), 1014-1032.
• Bozdağ, Y. ve Yalçınkaya Alkar, Ö. (2018). Bergen Alışveriş Bağımlılığı Ölçeği’nin kompülsif çevrimiçi satın alma davranışına uyarlanması. Bağımlılık Dergisi, 19(2), 23-34.
• Çerçi, M., ve Ozkaya, B. (2014). Özel alışveriş sitelerinin kompulsif satın alma davranışlarına yansımaları. Dijital İletişim Etkisi Uluslararası Akademik Konferans Bildiri Kitabı. İstanbul. İskenderiye Kitap. 24(1), 368.
• Danaci, E. S. (2020). Kompulsif Satın Alma Eğiliminde Materyalizm ve Hedonik Tüketimin Rolü: Aktüel Ürünler Satın Alan Kadın Tüketiciler Üzerinde Bir Araştırma. Business and Economics Research Journal, 11(4). 1069-1081.
• D’Astous, A. (1990). An Enquiry into The Compulsive Side Of “Normal “ Consumers. Journal of Consumer Policy. 13(1), 15-31.
• Dhir, A.,Yossatorn, Y., Kaur, P., and Chen, S. (2018). Online social media fatigue and psychological well being—A study of compulsiveuse, fear of missing out, fatigue, anxiety and depression. International Journal of Information Management, 40, 141-152.
• Faber, R. J. and T. C. O’Guinn. (1989). Classifiying Compulsive Consumer: Advances in The Development Of A Dignostic Tool. Advances in Consumer Research. 16, 738-744.
• Faber, R. J. (2004). Self-control and compulsive buying. In T. Kasser & A. D. Kanner (Eds.), Psychology and consumer culture: The struggle for a good life in a materialistic world (p. 169–187). American Psychological Association. https://doi.org/10.1037/10658-010
• Frost, R. O., and Hartl, T. L. (1996). A cognitive-behavioral model of compulsivehoarding. Behaviour Research and Therapy, 34(4), 341-350.
• Frost, R. O., Kim, H. J., Morris, C., Bloss, C., Murray-Close, M., and Steketee, G. (1998). Hoarding, compulsive buying and reasons for saving. Behaviour Research and Therapy, 36(7-8), 657-664.
• Goyal, K., Chauhan, P., Chhikara, K., Gupta, P., and Singh, M. P. (2020). Fear of COVID 19: First suicidal case in India. Asian Journal of Psychiatry, 49, e101989. doi: 10.1016/j.ajp.2020.101989
• Guan, W., Ni, Z., Hu, Y., Liang, W., Ou, C., He, J., Liu, L., Shan, H., Lei, C., Hui, D.S.C., Du, B., Li, L., Zeng, G., Yuen, K., Chen, R., Tang, C., Wang, T., Chen, P., Xiang, J., Li, S., et al. (2020). Clinical characteristics of coronavirus disease 2019 in China. New England Journal of Medicine. 382(18), 1708-1720. https://doi.org/10.1056 /NEJMoa2002032
• Gupta. R. (2013). A Literature Rewiew of Compulsive Buying-A Marketing Perspective. Journal of Applied Businesss and Economics. 14(1), 43-48.
• Jaspal, R., Lopes, B. and Lopes, P. (2020). Predicting social distancing and compulsive buying behaviours in response to COVID-19 in a United Kingdom sample. Cogent Psychology, 7(1), 1800924.
• Keane, M., and Neal, T. (2021). Consumer panic in the COVID-19 pandemic. Journal of Econometrics, 220(1), 86-105.
• Kearney, M. and L. Stevens. (2012). Compulsive buying: Liretature rewiew and suggestion for future research. The Marketing Review. 12(3), 233-251.
• Korur, M. G. ve Kimzan, H. S. (2016). Kompulsif satın alma eğilimi ve alışveriş sonrası pişmanlık ilişkisinde kontrolsüz kredi kartı kullanımının rolü: avm müşterileri üzerine bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 8(1), 43-71.
• Kinney, M. K., N. M. Rigway, and B. K. Monroe. (2009). The Relationship Between Consumers’ Tendencies to Buy Compulsively and Their Motivations to Shop and Buy on the İnternet. Journal of Retailing, 85(3), 298-307.
• Lau, A. L., Chi, I., Cummins, R. A., Lee, T. M., Chou, K. L. and Chung, L. W. (2008). The SARS (Severe Acute Respiratory Syndrome) pandemic in Hong Kong: Effects on the subjective wellbeing of elderly and younger people. Aging and Mental Health, 12(6), 746-760. https://doi.org/10.1080/13607860802380607
• Lejoyeux, M.,Tassain, V., Solomon, J., and Ades, J. (1997). Study of compulsivebuying in depressedpatients. The Journal of Clinical Psychiatry. 58(4), 169-173.
• Lejoyeux, M. and Weinstein, A. (2010). Compulsive buying. The American Journal of Drug and Alcohol Abuse, 36(5), 248-253.
• Lejoyeux M. and Weinstein, A. (2013). Shopping addiction. San Diego. Academis Press.
• Lin, C. Y. (2020). Social reaction toward the 2019 novel coronavirus (COVID-19). Social Health and Behavior, 3(1), 1–2. https://doi.org/10.4103/SHB.SHB_11_20
• Lins, S. and Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746.
• Lu, H., Stratton, C. W. and Tang, Y. W. (2020). The Wuhan SARS-CoV-2 What's next for China. Journal of Medical Virology, 92(6), 546-547.
• Mamun, M. A. and Griffiths, M. D. (2020). First COVID-19 suicide case in Bangladesh due to fear of COVID-19 and xenophobia: Possible suicide prevention strategies. Asian journal of Psychiatry, 51, 102073. doi: 10.1016/j.ajp.2020.102073
• Mehta, S., Saxena, T. and Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?. Journal of Health Management, 22(2), 291-301.
• Moghanibashi-Mansourieh, A. (2020). Assessing the anxiety level of Iranian general population during COVID-19 outbreak. Asian Journal of Psychiatry, 102076. https://doi.org/10.1016/j.ajp.2020.102076
• Müller, A., Mitchell, J. E. and de Zwaan, M. (2015). Compulsive buying. The American Journal on Addictions, 24(2), 132-137.
• Naeem, M. (2020). Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic. Journal of Retailingand Consumer Services, 58, 102226.
• Pappas, G., Kiriaze, I. J., Giannakis, P. and Falagas, M. E. (2009). Psychosocial consequences of infectious diseases. Clinical Microbiology and Infection, 15(8), 743–747. https://doi.org/10.1111/j.1469- 0691.2009.02947.x
• Primack, B. A.,Shensa, A., Escobar-Viera, C. G., Barrett, E. L., Sidani, J. E., Colditz, J. B., and James, A. E. (2017). Use of multiple social media platforms and symptoms of depression and anxiety: A nationally-representative study among US young adults. Computers in Humanbehavior, 69, 1-9.
• Qiu, J., Shen, B., Zhao, M., Wang, Z., Xie, B., and Xu, Y. (2020). A nationwide survey of psychological distress among Chinese people in the COVİD 19 epidemic: implications and policy recommendations. General Psychiatry, 33(2). https://dx.doi.org/10.1136%2Fgpsych-2020-100213
• Rao, V. G. (2013). Compulsive Buying Tendencies in Normal Consumers The İndia Experience. Vilakshan, XIMB Journal. 10(1), 1-19.
• Robert, J. A. ve Jones, E. (2001). Money Attitudes, Credit Card Use And Compulsive Buying Among American College Students. Journal of Consumer Affairs. 35(21), 213-240.
• Satici, B., Gocet-Tekin, E., Deniz, M. E. And Satici, S. A. (2020). Adaptation of the Fear of COVID-19 Scale: Its association with psychological distress and life satisfaction in Turkey. International Journal of Mental Health and Addiction, 8, 1-9. https://doi.org/10.1007/s11469-020-00294-0
• Sharif, S. and Yeoh, K. (2018). Excenssive social networking sites use and online compulsive buying in young adults; the mediating role of money attitude. Young Consumers, 310-327.
• Sohn, E. and Choi, Y. J. (2012). A Model Of Compulsive Buying: Dysfunctional Beliefs and Self-Regulation Of Compulsive Buyer. Social Behavior and Personality. 40 (10), 1611-1624.
• Sussman S, Lisha N. And Griffiths M. (2010). Prevalence of the addictions: A problem of the majority or the minority? Evaluation and the Health Professions, 34, 3-56.
• TÜBA (Türkiye Bilimler Akademisi). (2020). COVİD 19 pandemi değerlendirme raporu. http://www.tuba.gov.tr/files/images/2020/kovidraporu/Covid-19%20Raporu-Final+.pdf
• Ünsalver, Ö. B. (2011). Alışverişkolik. İstanbul: Timaş Yayıncılık.
• Villarino, R. and Lopez, J. (2020). I Shop Therefore I am: Compulsive Buying and The Search for Self. Journal of Consumer Policy. 24(3/4), 443-460.
• Voramontri, D. and Klieb, L. (2019). Impact of Social Media on Consumer Behaviour. International Journal of Information and Decision Sciences, 11(3), 209-233.
• Wang, C. C. ve H. W. Yang. (2008). Passion for online Shopping: The İnfluence of Personality and Compulsive Buying. Social Behaviour and Personality. 36(5), 693-706.
• WHO. (2020). Coronavirus. Retriwed from, https://www.who.int/health-topics/coronavirus#tab=tab_1
• Yadav, M. and Rahman, Z. (2017). “Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development and Validation”. Telemat. Informat. http://dx.doi.org/10.1016/j.tele.2017.06.001
• Yalçın, Ş., Çılbır, E., Karadurmuş, N., Özet, A. And Turhal, N.S. (2020). COVID-19 Pandemisi Döneminde Tıbbi Onkolojide Kanserli Hastaya Yaklaşım İlkeleri. Turkiye Klinikleri, 1(8), 45-49.
• Yang, Y., Li, O., Peng, X. and Wang, L. (2020). Consumption Trends During the COVID-19 Crisis: How Awe, Coping, and Social Norms Drive Utilitarian Purchases. Frontiers in Psychology, 11.
• Yükselbilgili, Z. (2018). Sosyal Medya Pazarlama Aktiviteleri Ölçeğinin Türkçeye Uyarlanması: Güvenilirlik ve Geçerlilik Çalışması. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 21(2), 149-157.