Sosyal Ağ Sitelerinde Marka Temelli İçeriklerin Paylaşılmasına Yönelik Güdülerin İncelenmesi: Facebook Örneği

Year 2016, Volume: 5 Issue: 3, 611 - 633, 13.04.2016

Hakan Cengiz , Mustafa Karaarslan , Elif Akçalan Engin Malkoç

https://doi.org/10.15869/itobiad.30002

Cited By: 2

Abstract

Sosyal ağ siteleri, işletmelerin marka mesajlarını yaymak için önemli mecralardan birisidir. Bu
çalışmada tüketicilerin Facebook’ta marka temelli içerikleri yaymalarının temelindeki güdüler
sorgulanmıştır. Veriler bir odak grup görüşmesi ve bireysel mülakatlar aracılığıyla toplamda 22
katılımcıdan elde edilmiştir. Verilerin analizinde sürekli karşılaştırmalı analiz yöntemi
kullanılmıştır. Verilerin analizi sonucunda üç temel tema ve belirli alt temalara ulaşılmıştır: (1)
sürekli iletişimde kalma: (i) ağızdan ağıza iletişim, (ii) kolay ve hızlı erişim, (iii) fırsatları takip
etme; (2) Sosyal fayda: (i) referans grup etkisi; (3) eğlenme. Araştırma sonuçları tüketicilerin
sosyal ağlarda marka temelli içerikleri yaymalarının temelinde yer alan güdüleri ortaya
koymakta ve tüketici-marka etkileşiminde sosyal ağ sitelerinin önemini vurgulamaktadır.

Keywords

Sosyal medya, sosyal ağ siteleri, marka temelli içerik, marka mesajlarını yayma

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