The Effect 0f Brand Name and The Need for Word of Mouth Communication On Brand Loyalty İn Social Media
Abstract
Having become widespread following the introduction of Web 2.0
technology, social media usage has become a significant part of individuals’
daily lives. Regarding marketing, social media is a virtual media where there
are plenty of customers; and that acts as a platform to perform marketing
activities. Because of the growing importance of social media and social media
marketing, this study investigated the effects of logo design, brand name and
the need for opinion research on brand loyalty. Additionally, the current study
also examined the relationship between trust
and opinion research. The findings of the study, the participants of which were
308 social media users, indicate that there is a positive relationship between
logo designs and brand name and brand loyalty. It was also found out that trust
has positive effects on the need for opinion research.
References
- Belk, R. W., Tumbat, G. (2005). The Cult Of Macintosh, Consumption, Markets & Culture, 8, 205-217.
- Balaji M., Khong K., Chong A., (2016). Determinants of negative word-of-mouth communication using social networking sites, Information & Management, 1-13.
- Brown, S., Kozinets, R. V., Sherry, J. F.(2003). Teaching Old Brands New Tricks: Retro Branding And The Revival Of Brand Meaning, Journal Of Marketing, 67, 19-33.
- Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship, Journal of Computer-Mediated Communication, 13, 210– 230.
- Brown, T. J., Barry, T. E., Dacın, P. A., Gunst, R. F. (2005), Spreading The Word: Investigating Antecedents Of Consumer Positive Word Of Mouth Intentions An Behaviors İn A Retailing Context, Journal Of Academy Of Marketing Science, 33,123- 138.
- Bruyn, A., G. Lilien (2008). A Multi-Stage Model of Word-Of-Mouth İnfluence Through Viral Marketing, International journal of Research in Marketing, 25, 151–163.
- Brengarth, L.B., E. Mujkic(2016). Web 2.0: How Social Media Applications Leverage Nonprofit Responses During A Wildfire Crisis, Computers İn Human Behavior,54, 589-596.
- Brown, J., Broderick A. J., Lee N. (2007). Word Of Mouth Communication Within Online Communities: Conceptualizing The Online Social Network, Journal Of Interactıve Marketıng Volume, 21, 2–20.
- Can, L., Serhateri A. (2016). Sosyal Medya Reklamlarının Markaya Yönelik Tutuma Etkisi: Facebook Üzerinde Bir Uygulama, Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2, 16-28.
- Chang, H. Wu L. (2014). An Examination of Negative E-WOM Adoption: Brand Commitment As A Moderator, Decision Support Systems, 59, 206–218.
Abstract
Web 2.0 teknolojisinin
gelişmesiyle yaygınlaşan sosyal medya kullanımı, bireylerin günlük
yaşantılarının bir parçası haline gelmiştir.
Pazarlama açısından bakıldığında ise sosyal medya,
çok sayıda tüketiciyi bir arada bulunduran ve pazarlama faaliyetlerini
gerçekleştirmeye olanak tanıyan gelişen bir sanal medyadır. Sosyal medya ve sosyal
medya pazarlamasının artan öneminden dolayı bu bağlamda, çalışmada sosyal medya
pazarlaması yapan Markalar için; Logo tasarımı, marka adı ve görüş arama
ihtiyacının marka bağlılığı üzerindeki etkisi ve güven ile görüş arama
arasındaki ilişki incelenmiştir. 308 sosyal medya kullanıcısı üzerinde
gerçekleştirilen araştırma sonucunda, Logo tasarımı ile marka adı ve marka
bağlılığı arasında pozitif yönde bir ilişki olduğu ve güvenin görüş arama
ihtiyacına olumlu yönde etki ettiği bulgulanmıştır.
References
- Belk, R. W., Tumbat, G. (2005). The Cult Of Macintosh, Consumption, Markets & Culture, 8, 205-217.
- Balaji M., Khong K., Chong A., (2016). Determinants of negative word-of-mouth communication using social networking sites, Information & Management, 1-13.
- Brown, S., Kozinets, R. V., Sherry, J. F.(2003). Teaching Old Brands New Tricks: Retro Branding And The Revival Of Brand Meaning, Journal Of Marketing, 67, 19-33.
- Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship, Journal of Computer-Mediated Communication, 13, 210– 230.
- Brown, T. J., Barry, T. E., Dacın, P. A., Gunst, R. F. (2005), Spreading The Word: Investigating Antecedents Of Consumer Positive Word Of Mouth Intentions An Behaviors İn A Retailing Context, Journal Of Academy Of Marketing Science, 33,123- 138.
- Bruyn, A., G. Lilien (2008). A Multi-Stage Model of Word-Of-Mouth İnfluence Through Viral Marketing, International journal of Research in Marketing, 25, 151–163.
- Brengarth, L.B., E. Mujkic(2016). Web 2.0: How Social Media Applications Leverage Nonprofit Responses During A Wildfire Crisis, Computers İn Human Behavior,54, 589-596.
- Brown, J., Broderick A. J., Lee N. (2007). Word Of Mouth Communication Within Online Communities: Conceptualizing The Online Social Network, Journal Of Interactıve Marketıng Volume, 21, 2–20.
- Can, L., Serhateri A. (2016). Sosyal Medya Reklamlarının Markaya Yönelik Tutuma Etkisi: Facebook Üzerinde Bir Uygulama, Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2, 16-28.
- Chang, H. Wu L. (2014). An Examination of Negative E-WOM Adoption: Brand Commitment As A Moderator, Decision Support Systems, 59, 206–218.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | February 20, 2017 |
| Published in Issue | Year 2017 Volume: 6 Issue: 1 |
