KADIN TÜKETİCİLERDE SOSYAL MEDYADA MARKA İLETİŞİMİNE YÖNELİK TUTUM, TUTKU, AĞIZDAN AĞIZA İLETİŞİM VE MARKA SADAKATİ

Yıl 2022, Cilt: 2 Sayı: 1, 28 - 52, 30.01.2022

Burak Çetin , Asude Yasemin Zengin

Öz

Sosyal medya kullanımı sadece eski sınıf arkadaşları ile iletişim kurma amacının ötesine geçmiş, tüketicilerin marka etkileşimleri ile işletmelerin, pazarlama çabalarını yönlendirdikleri bir alan haline gelmiştir. Türkiye, sosyal medya kullanımı bakımından dünyada önde gelen ülkeler arasında yer almaktadır. Araştırmanın temel amacı kadın tüketicilerin sosyal medyada marka iletişimine yönelik tutumları, sosyal medya marka etkileşimine olan tutkuları ve olumlu ağızdan ağıza iletişim eğiliminin marka sadakati üzerindeki etkilerini belirlemektir. Araştırmanın ikincil amacı ise, Türkiye’deki kadın tüketicilerin sosyal medya kullanımı ve sosyal medyada marka etkileşimi davranışlarını ortaya koymaktır. Çalışma kapsamında 408 kadın tüketici üzerinde anket uygulanmıştır. Sosyal medyada marka ile etkileşim kurduğunu ifade eden 204 kadın tüketiciden elde edilen veriler tanımlayıcı istatistikler, korelasyon ve çoklu regresyon analizi ile incelenmiştir. Analiz sonuçlarına göre, kadın tüketicilerde marka sadakati üzerinde; markanın sosyal medya iletişimine yönelik tutum, sosyal medyada marka etkileşimine yönelik tutku ve olumlu ağızdan ağıza iletişim eğilimi olumlu bir etkiye sahiptir.

Anahtar Kelimeler

: Sosyal Medya Pazarlaması, Marka İletişimi, Marka Tutkusu, Ağızdan Ağıza İletişim, Marka Sadakati

ATTITUDE, PASSION, WORD OF MOUTH, AND BRAND LOYALTY TO BRAND INTERACTION IN SOCIAL MEDIA OF FEMALE CONSUMERS

Öz

The use of social media has gone beyond just the purpose of communicating with old classmates, and it has become a platform that businesses direct their marketing efforts as a way that enables consumer-brand interactions. Turkey is among the leading countries in the world in terms of the social media usage. However, the main purpose of this research is to determine the effects of attitudes of female consumers towards brand communication in social media, their passion for social media brand interaction and the positive word of mouth communication tendency on brand loyalty. The secondary objective of this study is to highlight Turkish female consumers’ social media usage and brand interaction behavior. In line with the scope of the study, a survey was conducted on 408 women consumers. Data obtained from 204 women consumers who stated that they interact with the brand in social media were analyzed with descriptive statistics, correlation and multiple regression analysis. According to the results of the multiple regression analysis, intention to the positive word-of-mouth communication, the passion for brand interaction in social media, and attitude towards social media communication with the brand have positive effects on brand loyalty regarding Turkish female consumers.

Anahtar Kelimeler

Social Media Marketing, Brand Communication, Brand Passion, Word Of Mouth, Brand Loyalty

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