THE EFFECTS OF SOCIAL MEDIA CONTENT ON CONSUMER BEHAVIOR: THE CASE OF INSTAGRAM

Abstract

Understanding consumer behavior and decisions on e-commerce are vital. Well-defined consumer behavior and investigating what influences that behavior on an online shopping journey is a key for an online seller. However, having insights on what affects consumer behavior and understanding the relationship among content and user is a complex problem. There are various aspects of social media content in this process that mediates the decisions and behavior of customers. This paper investigates consumer behavior in connection with social media content from the media richness theory perspective. In particular, the changes in the content and its effects on consumer engagement and interaction were analyzed by considering the changes in engagement rates and the number of interactions. For empirical testing, a case study is conducted in a start-up e-commerce company, called Freja Silver. The variations of content have been analyzed and data-driven results have been evaluated.

Keywords

• Consumer behavior
• e-commerce
• media richness
• brand equity
• purchase intention

SOSYAL MEDYA İÇERİĞİNİN TÜKETİCİ DAVRANIŞINA ETKİSİ: INSTAGRAM ÜZERİNE BİR VAKA ÇALIŞMASI

Abstract

Tüketici davranışlarını ve e-ticaretle ilgili kararları anlamak oldukça önemlidir. İyi tanımlanmış tüketici davranışı ve bir çevrimiçi alışveriş yolculuğunda bu davranışı neyin etkilediğini araştırmak, bir çevrimiçi satıcı için anahtardır. Ancak, tüketici davranışını neyin etkilediği hakkında fikir sahibi olmak ve içerik ile kullanıcı arasındaki ilişkiyi anlamak karmaşık bir sorundur. Bu süreçte müşterilerin kararlarını ve davranışlarını yönlendiren birçok aracı vardır. Bu makale, sosyal medya içeriğiyle bağlantılı olarak tüketici davranışını medya zenginliği teorisi perspektifinden incelemektedir. Özellikle içerikteki değişimler ve bunun tüketici etkileşimi ve interaksiyonu üzerindeki etkileri, etkileşim oranlarındaki ve interaksiyon sayılarındaki değişimler dikkate alınarak analiz edilmiştir. Deneysel testler için, yeni bir e-ticaret işletmesi olan Freja Silver'da bir vaka çalışması yapılmıştır. İçerik varyasyonları analiz edilmiş ve veriye dayalı sonuçlar değerlendirilmiştir.

Keywords

• Tüketici davranışı
• e-ticaret
• medya zenginliği
• marka değeri
• satın alma niyeti

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