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

Year 2022, Volume: 7 Issue: IMISC2021 Special Issue, 1 - 14, 30.03.2022

Zemzem Oruç Mehmet N Aydın

https://doi.org/10.54452/jrb.1024880

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

References

• Ajzen, I., (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), pp. 179-211.
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
• Akkaya, D., Akyol, A., Şimşek, G. (2017). The Effect of Consumer Perceptions on Their Attitude, Behavior and Purchase Intention in Social Media Advertising. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 39(2), pp. 361-388.
• Bouchrika, I. (2021). The Best Times to Post on Social Media: 2021 Studies & Statistics. https://research.com/tutorials/the-best-times-to-post-on-social-media.
• Chang, H. H. & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, v.32, n. 6, pp. 818 – 841.
• Daft, R. L., & Lengel, R. H. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Sci., 32(5), pp. 554-571.
• Franken, G., Podlesek, A., & Možina, K. (2015). Eye-tracking Study of Reading Speed from LCD Displays: Influence of Type Style and Type Size. Journal of Eye Movement Research, 8(1).
• Hoffman, D. & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review 52(1).
• Jaakonmaki, R., Müller, O., Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Hawaii International Conference on System Sciences, HICSS-50.
• Jackste, L., Osterika, A., Jackstas, A., Staneviciene, E., Damasevicius, R. (2017). Brand communication in social media: The use of image colours in popular posts. 2017 40th International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO).
• Kumar, J. S. (2017). The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study. Ushus Journal of Business Management, 16(4), 1-13.
• Lee, E., Lee, J., Moon, J. H., Sung, Y. (2015). Pictures Speak Louder than Words: Motivations for Using Instagram.
• Lehmann, J., Lalmas, M., Dupret, G. (2012). Model of User Engagement. Conference: 20th conference on User Modeling, Adaptation, and Personalization (UMAP 2012). pp 164-175.
• Lua, A. (2021). "How The Instagram Algorithm Works: Everything You Need To Know". Buffer Library, https://buffer.com/library/instagram-feed-algorithm/. Last Access on 28.07.2021.
• Meissner, J. O. (2005). Relationship Quality in the Context of Computer-Mediated Communication - A social constructionist approach. WWZ Discussion Paper No. 05/01, University of Basel, Center of Business and Economics (WWZ), Basel.
• Petrovski, D. & Pestana J. P. (2017). The Importance of Target Audience Selection for Kano Model Effectiveness: A Case Study of Klarna Group. Student thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap,
• Rietveld, R., Van Dolen, W., Mazloom, M., & Worring, M. (2020). What you feel, is what you like influence of message appeals on customer engagement on Instagram. Journal of Interactive Marketing, 49, 20-53.
• Rosenkrans, G. (2009). The creativeness and effectiveness of online interactive rich media advertising. Journal of interactive advertising, 9(2), 18-31.
• Seltzner, M. (2021). 2021 Social Media Marketing Industry Report. https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2021/.
• Smith, V. (2008). Visual Persuasion: Issues in the Translation of the Visual in Advertising. Translations, Transcreations and Transrepresentations of India in the Italian Media. 53(1), 44-61.
• Tseng, C. & Wei, L. (2020). The efficiency of mobile media richness across different stages of online consumer behavior. International Journal of Information Management, 50, 353-364.
• Ünsalan, M. (2016). Stimulating the Factors of Impulse Buying Behavior: A Literature Review. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 18(2), pp. 572-593.
• Wang, C. & Wong, P. K. (2004). Entrepreneurial interest of university students in Singapore. Technovation. 24(2), pp. 163-172.