Sosyal Medyanın Marka Bağlılığına Etkisi Üzerine Bir Araştırma

Abstract

Bugün, sosyal medya markalara pazarlama stratejileri ve politikaları açısından çok önemli fırsatlar sunmaktadır.Bu çalışmada, sosyal medyanın marka bağlılığı yaratmadaki etkisi araştırılmıştır. Sosyal medyada marka bağlılığı yaratmada etkili olabilecek faktörlerin belirlenmesi ve bu faktörlerin marka bağlılığı yaratmadaki etki derecelerinin ortaya çıkartılması bu araştırmanın amacı olarak belirlenmiştir. Araştırmanın katılımcıları, sosyal paylaşım sitelerine üye olan ve sosyal paylaşım sitelerinde sayfaları olan markaların kullanıcılarıdır ve veriler yüzyüze anket yöntemi kullanılarak elde edilmiştir.Sosyal paylaşım sitelerinde sayfaları olan markaların kullanıcıları arasında marka bağlılığı yaratmada etkili olabilecek faktörleri etki derecesini belirlemek için çoklu regresyon modeli analizi kullanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; siteye güven, sayfa yapısı (düzen ve içerik) ve etkinlik faktörlerinin marka bağlılığı üzerinde etkili oldukları ortaya çıkmıştır

Keywords

• Sosyal Medya, Sosyal Paylaşım Sitesi, Marka Bağlılığı, Cep Telefonu

A Research About Effect of Social Media on Brand Loyality

Abstract

Today, social media offers important opportunities to brands in terms of marketing strategies and policies. In this study, the effect of social media on creating brand loyalty was examined. The purpose of study is to determine the factors that will effect brand loyalty in social media and to reveal the degrees of effect of the sefactors on creating brand loyalty. Respondents of study is the member of social network sites and the users of brands which has a page on social network sites. Data were collected by face to face survey methods. Multiple regression analysis model was used to determine the degree of factors that creating brand loyalty among the users of brands which has a page on social network sites. As a result of the study it was found that trust to website, page layout (pattern and content) and activity factors affect brand loyalty.

Keywords

• Social Media, Social Networking Site, Brand Loyalty, Mobile Phone

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