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

Year 2021, Volume: 1 Issue: 2, 174 - 187, 30.07.2021

Murat Seyfi , Deniz Güven Simge Keklikçi

Abstract

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.

Keywords

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

Abstract

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.

Keywords

Compulsive Buying Behaviour, Online Marketing, Covid-19 Fear

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