We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty

Yusuf Bilgin

doi:10.15869/itobiad.451231

EN TR

We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty

Abstract

This research examines the effect of social visibility of consumption on consumer-brand identity, word-of-mouth communication and repurchase intention in a social identity. The universe of this study consisted of female consumers who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra, Tuğba, Aker, and Armine) on social media. Convenience sampling method was used. Research data obtained through online surveys shared on Facebook and Instagram with 748 consumers. The obtained data were analyzed using Structural Equation Modelling (SEM). It was determined that the social appearance of consumption affects consumer brand identity, word-of-mouth communication, and repurchase intention positively in female consumers with conservative social identity. Word-of-mouth communications are more effective than social identity and consumer brand identity on the repurchase intentions of female consumers with conservative social identity. Results show that hijab brands should attach importance to activities aimed at overlapping themselves with the social identities of conservative consumers.

Keywords

Social Visibility of Consumption , Customer-Brand Identification , Hijab Brands , Word Of Mouth Communication , Repurchase Intention

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

Öz

Bu araştırmanın amacı, sosyal bir kimlik içerisinde tüketimin sosyal görünürlüğünün tüketici-marka kimliğine, ağızdan ağıza iletişime ve tekrar satın alma niyetine etkisini incelemektir. Araştırmanın evrenini, Türkiye’de tanınmış beş tesettür giyim markasını (Nihan, Kayra, Tuğba, Aker ve Armine) sosyal medyada takip eden kadın tüketiciler oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi kullanılmış ve araştırma verileri, 748 tüketiciden Facebook ve Instagram’da paylaşılan çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, Yapısal Eşitlik Modellemesi (YEM) kullanılarak analiz edilmiştir. Analiz sonucunda, muhafazakâr sosyal kimliğe sahip kadın tüketicilerde tüketimin sosyal görünürlüğünün tüketici marka kimliğini, ağızdan ağıza iletişimi ve tekrar satın alma niyetini pozitif yönlü etkilediği belirlenmiştir. Buna ek olarak, muhafazakâr sosyal kimliğe sahip kadın tüketicilerin tekrar satın alma niyetleri üzerinde ağızdan ağıza iletişimin tüketimin sosyal görünürlüğünden ve tüketici marka kimliğinden daha etkili olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlar, tesettür markalarının kendilerini muhafazakâr kadın tüketicilerin sosyal kimlikleriyle örtüştürmeye dönük aktivitelere önem vermeleri gerektiğini göstermektedir.

Anahtar Kelimeler

Tüketimin Sosyal Görünürlüğü , Tüketici Marka Kimliği , Tesettür Markaları , Ağızdan Ağıza İletişim , Tekrar Satın Alma Niyeti

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Yusuf Bilgin ^*
0000-0003-0656-2031
Türkiye

Publication Date

September 30, 2018

Submission Date

August 6, 2018

Acceptance Date

September 25, 2018

Published in Issue

Year 2018 Volume: 7 Number: 3

DOI

https://doi.org/10.15869/itobiad.451231

IZ

https://izlik.org/JA62ZH86TS

APA

Bilgin, Y. (2018). We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 7(3), 2204-2231. https://doi.org/10.15869/itobiad.451231

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