Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği

Deren Üreşen; Mustafa Kaplan

doi:10.57082/mpsr.1482725

Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği

Abstract

Dijital dünyanın bu devrinde, sosyal medya tüketicilerle bilgi paylaşmanın en hızlı yolu olarak ortaya çıkmıştır. Bu çalışmanın önemi; daha önce araştırmalara konu olan ünlü isimlerin pazarlama stratejilerinde kullanılması, sosyal medya pazarlaması, dijital pazarlama, sosyal medya platformlarının tüketici davranışlarına ve satın alma niyetine etkisi gibi konulardan farklı olarak sosyal medya ve Instagram fenomenlerine odaklanmasıdır. Çalışmada ağırlıklı olarak dijital pazarlama, sosyal medya pazarlaması, fenomen kavramı ve sosyal medya pazarlamasında fenomen kullanımı konularına yer verilmiştir. Çalışmanın amacı Instagram fenomenlerinin tüketici satın alma davranışlarına etkisini incelemektir. Çanakkale ilinde yaşayan ve sosyal medya platformlarından biri olan Instagram uygulamasını aktif bir şekilde kullanan 306 katılımcıdan anket aracılığı ile veriler toplanmıştır. Verilerin analizinde, keşfedici faktör analizi, değişkenler arası korelasyon analizi, regresyon analizi ve güvenilirlik analizi yapılmıştır. Elde edilen bulgulara göre Instagram fenomenlerinin popülaritesi ve uzmanlığı ile tüketicilerin fenomene yönelik güveninin, fenomene yönelik olan tutumu etkilediği ve bu sayede tüketici satın alma davranışını etkilediği sonucuna varılmıştır.

Keywords

References

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Deren Üreşen
0009-0006-6458-3446
Türkiye

Mustafa Kaplan ^*
0000-0002-5205-2123
Türkiye

Publication Date

June 30, 2024

Submission Date

May 12, 2024

Acceptance Date

June 14, 2024

Published in Issue

Year 2024 Volume: 6 Number: 1

DOI

https://doi.org/10.57082/mpsr.1482725

IZ

https://izlik.org/JA32YK35YB

Cite

RIS / Bibtex

APA

Üreşen, D., & Kaplan, M. (2024). Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review, 6(1), 19-36. https://doi.org/10.57082/mpsr.1482725

AMA

1.Üreşen D, Kaplan M. Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review. 2024;6(1):19-36. doi:10.57082/mpsr.1482725

Chicago

Üreşen, Deren, and Mustafa Kaplan. 2024. “Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği”. Management and Political Sciences Review 6 (1): 19-36. https://doi.org/10.57082/mpsr.1482725.

EndNote

Üreşen D, Kaplan M (June 1, 2024) Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review 6 1 19–36.

IEEE

[1]D. Üreşen and M. Kaplan, “Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği”, Management and Political Sciences Review, vol. 6, no. 1, pp. 19–36, June 2024, doi: 10.57082/mpsr.1482725.

ISNAD

Üreşen, Deren - Kaplan, Mustafa. “Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği”. Management and Political Sciences Review 6/1 (June 1, 2024): 19-36. https://doi.org/10.57082/mpsr.1482725.

JAMA

1.Üreşen D, Kaplan M. Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review. 2024;6:19–36.

MLA

Üreşen, Deren, and Mustafa Kaplan. “Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği”. Management and Political Sciences Review, vol. 6, no. 1, June 2024, pp. 19-36, doi:10.57082/mpsr.1482725.

Vancouver

1.Deren Üreşen, Mustafa Kaplan. Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review. 2024 Jun. 1;6(1):19-36. doi:10.57082/mpsr.1482725

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