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Sosyal Medya Pazarlamasının Tüketici Satın Alma Davranışına Etkisi: Selçuk Üniversitesi İ.İ.B.F Örneği

Year 2017, Volume: 10 Issue: 4, 67 - 86, 06.10.2017
https://doi.org/10.25287/ohuiibf.316212

Abstract

Son otuz yıl içerisinde teknoloji
alanında önemli gelişmeletanıklık edilmektedir. Küreselleşmenin de etkisiyle
teknolojik gelişmelere bağlı olarak işletmelerin iş yapma biçimlerinde ve
iletişim alanında birçok yenilik karşımıza çıkmaktadır. Bu çerçevede İnternet
kullanımını yaygınlaşmasıyla insanlar ve işletmeler arasındaki iletişim ve
etkileşim ulusal ölçeği aşıp uluslararası bir boyut kazanmıştır. Bu bağlamda
işletme faaliyetlerinin küresel pazarlar taşınabilmesi daha kolay hale
gelmiştir. Aynı zamanda 21. yüzyılda hızla kabul gören ve popüler olan
Facebook, YouTube, Twitter, Instagram, MySpace, Flickr, LinkedIn gibi sosyal
medya araçları bireylerin ilgi odağı haline gelmiştir. Sosyal medya araçlarını kullanan
bireyler, üretilen ürün ve hizmetler hakkında anında bilgi alabilmekte, içerik
oluşturmakta ve diğer kullanıcılar ile fikirlerini anında paylaşabilmektedir.
Sosyal medyanın hızla yayılması tüketicilerin satın alma davranışlarını da
önemli ölçüde şekillendirmektedir. Sosyal medyanın aratan bu öneminden dolayı
çalışmada sosyal medya üzerinden yapılan pazarlama faaliyetlerinin tüketici
satın alma davranışına etkisi incelenmiştir. Yapılan alan araştırması sonucunda
sosyal medya üzerinden yürütülen pazarlama faaliyetlerinin tüketicilerin satın
alma davranışları üzerinde pozitif bir etkisinin olduğu görülmüştür. 

References

  • BERTHON, Pierre R.,PITT, Leyland F., PLANGGER, KirkandSHAPIRO, Daniel (2012). Marketing Meets Web 2.0, SocialMedia, and Creative Consumers: Implicationsfor International Marketing Strategy. Business Horizons, 55, 261-271. BUHALIS, Dimitriosand LAW, Rob (2008). Progress in Information Technology and Tourism Management: 20 Years on and 10 Years After the Internet-TheState of eTourismResearch. Tourism Management, 29, 609-623. BURKE, Moira, MARLOW, Cameronand LENTO, Thomas (2010). Social Network Activity andSocialWellbeing. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1909-1912. CHARLESWORTH, Alan (2015). An Introduction to Social Media Marketing (First edition). New York: Routledge. CHEN, Yubo, FAY, ScottandWANG, Qi (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25, 85-94. CHEUNG, Christy M.K.,CHIU, Pui-YeeandLEE, Matthew K.O. (2011). Online Social Networks: Why do Students Use Facebook?. Computers in Human Behavior, 27, 1337-1343. CHI, Hsu-Hsien (2011). Interactive Digital Advertising vs. Virtual Brand Community: ExploratoryStudy of User MotivationandSocial Media Marketing Responses in Taiwan. Journal of Interactive Advertising,12(1), 44-61. CHUNG, Christina andAUSTRIA, Kristine (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value. Proceedings of the Northeast Business and Economics Association, 581-586. ÇAĞLAR, İrfan ve KILIÇ, Sabiha (2005). Pazarlama. Ankara: Nobel Yayınları. DURMAZ, Yakup and EFENDİOĞLU, İbrahim Halil (2016). Travel from Traditional Marketing to Digital Marketing. Global Journal of Management and Business Research, Vol: 16, No:2, 34-40. ELBAŞI, Gonca Yılmaz (2015). Sosyal Medyada Pazarlama: Sosyal Medyada Kullanıcı Motivasyonunun Üniversite Öğrencilerinin Sosyal Medya Pazarlama Algısına İlişkin Bir Uygulama. Yüksek Lisans Tezi, İstanbul Ticaret Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul. ELLISON, Nicole B., STEINFIELD, Charles and LAMPE, Cliff (2007). The Benefits of Facebook Friends: Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, Vol:12, No:4, 1143-1168. GANGADHARBATLA, Harsha (2008). Facebook Me: Collective Self-Esteem, Needto Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes toward Social Networking Sites. Journal of Interactive Advertising, Vol: 8, No: 2,5-15. HANNA, Richard, ROHM, Andrew and CRITTENDEN, Victoria L. (2011). We’reall Connected: The Power of the Social Media Ecosystem. Business Horizons, 54, 265-273. http://wearesocial.com/uk/special-reports/digital-in-2016 İŞLEK, Mahmut Sami (2012). Sosyal Medyanın Tüketici Davranışlarına Etkileri: Türkiye’deki Sosyal Medya Kullanıcıları Üzerine Bir Araştırma. Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman. KAPLAN, Andreas M. (2012). If You Love Something, Let it go Mobile: Mobile Marketing and Mobile Social Media 4x4. Business Horizons, 55, 129-139. KAPLAN, Andreas M. and HAENLEIN, Michael (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68. KIETZMANN, Jan H., HERMKENS, Kristopher, MCCARTHY, Ian P. andSILVESTRE, Bruno S. (2011). Socialmedia? Getserious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54, 241-251. KIM, Angella J. and KO, Eunju (2012). Do Social Media Marketing ActivitiesEnhanceCustomerEquity? An EmpiricalStudy of LuxuryFashionBrand. Journal of Business Research, 65, 1480–1486. KOTLER, Philip and ARMSTRONG, Gary (2016). Principles of Marketing (16th Edition). New Jersey: PrenticeHall. LI, Naand ZHANG, Ping (2002). Consumer Online Shopping Attitudes and Behavior: An Assessment of Research. Eighth Americas Conference on Information Systems, Electronic Commerce Customer Relationship Management, 508-517. MANGOLD, W. Glynnand FAULDS, David J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. NAKİP, Mahir (2013). SPSS Destekli Pazarlama Araştırmalarana Giriş, Ankara: Seçkin Yayıncılık, 4. Baskı. NETI, Sisira (2011). Social Media andits Role in Marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15. PAPASOLOMOU, Ioanna and MELANTHIOU, Yioula (2012). Social Media: Marketing Public Relations’ New Best Friend. Journal of Promotion Management, 18, 319–328. PARKER, Catherine (2010). 301 WaystouseSocial Media toBoostYour Marketing. New York:McGraw-Hill SARAVANAKUMAR, M. andLAKSHMI, T. Sugantha (2012). Social Media Marketing. Life ScienceJournal, 9(4), 4444-4451. SEKARAN, Uma (2003). ResearchMethodsfor Business: A Skill-BuildingApproach (Fourth Edition). United States of America: John WileyandSons, Inc. SMITH, Andrew N.,FISCHER, EileenandYONGJIAN, Chen (2012). How DoesBrand-related User-generated Content DifferacrossYouTube, Facebook, andTwitter? Journal of Interactive Marketing, 26, 102-113. STOKES, Rob (2009). eMarketing the Essential Guide to Online Marketing (2nd Edition). South Africa: Quirke Marketing (Pty) Ltd. VINEREAN, Simona, CETINA, Iuliana, DUMITRESCU, Luigi and TICHINDELEAN, Mihai (2013). The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management, 8(14), 66-79. VRIES, Lisette De, GENSLER, Sonja and LEEFLANG, Peter S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of theEffects of Social Media Marketing. Journal of Interactive Marketing, 26, 83-91. XIANG, Zhengand, GRETZEL, Ulrike (2010). Role of Social Media in Online Travel Information Search. Tourism Management, 31, 179-188. YAZICIOĞLU, Yahşi. ve ERDOĞAN, Samiye (2004). Spss Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
Year 2017, Volume: 10 Issue: 4, 67 - 86, 06.10.2017
https://doi.org/10.25287/ohuiibf.316212

Abstract

References

  • BERTHON, Pierre R.,PITT, Leyland F., PLANGGER, KirkandSHAPIRO, Daniel (2012). Marketing Meets Web 2.0, SocialMedia, and Creative Consumers: Implicationsfor International Marketing Strategy. Business Horizons, 55, 261-271. BUHALIS, Dimitriosand LAW, Rob (2008). Progress in Information Technology and Tourism Management: 20 Years on and 10 Years After the Internet-TheState of eTourismResearch. Tourism Management, 29, 609-623. BURKE, Moira, MARLOW, Cameronand LENTO, Thomas (2010). Social Network Activity andSocialWellbeing. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1909-1912. CHARLESWORTH, Alan (2015). An Introduction to Social Media Marketing (First edition). New York: Routledge. CHEN, Yubo, FAY, ScottandWANG, Qi (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25, 85-94. CHEUNG, Christy M.K.,CHIU, Pui-YeeandLEE, Matthew K.O. (2011). Online Social Networks: Why do Students Use Facebook?. Computers in Human Behavior, 27, 1337-1343. CHI, Hsu-Hsien (2011). Interactive Digital Advertising vs. Virtual Brand Community: ExploratoryStudy of User MotivationandSocial Media Marketing Responses in Taiwan. Journal of Interactive Advertising,12(1), 44-61. CHUNG, Christina andAUSTRIA, Kristine (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value. Proceedings of the Northeast Business and Economics Association, 581-586. ÇAĞLAR, İrfan ve KILIÇ, Sabiha (2005). Pazarlama. Ankara: Nobel Yayınları. DURMAZ, Yakup and EFENDİOĞLU, İbrahim Halil (2016). Travel from Traditional Marketing to Digital Marketing. Global Journal of Management and Business Research, Vol: 16, No:2, 34-40. ELBAŞI, Gonca Yılmaz (2015). Sosyal Medyada Pazarlama: Sosyal Medyada Kullanıcı Motivasyonunun Üniversite Öğrencilerinin Sosyal Medya Pazarlama Algısına İlişkin Bir Uygulama. Yüksek Lisans Tezi, İstanbul Ticaret Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul. ELLISON, Nicole B., STEINFIELD, Charles and LAMPE, Cliff (2007). The Benefits of Facebook Friends: Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, Vol:12, No:4, 1143-1168. GANGADHARBATLA, Harsha (2008). Facebook Me: Collective Self-Esteem, Needto Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes toward Social Networking Sites. Journal of Interactive Advertising, Vol: 8, No: 2,5-15. HANNA, Richard, ROHM, Andrew and CRITTENDEN, Victoria L. (2011). We’reall Connected: The Power of the Social Media Ecosystem. Business Horizons, 54, 265-273. http://wearesocial.com/uk/special-reports/digital-in-2016 İŞLEK, Mahmut Sami (2012). Sosyal Medyanın Tüketici Davranışlarına Etkileri: Türkiye’deki Sosyal Medya Kullanıcıları Üzerine Bir Araştırma. Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman. KAPLAN, Andreas M. (2012). If You Love Something, Let it go Mobile: Mobile Marketing and Mobile Social Media 4x4. Business Horizons, 55, 129-139. KAPLAN, Andreas M. and HAENLEIN, Michael (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68. KIETZMANN, Jan H., HERMKENS, Kristopher, MCCARTHY, Ian P. andSILVESTRE, Bruno S. (2011). Socialmedia? Getserious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54, 241-251. KIM, Angella J. and KO, Eunju (2012). Do Social Media Marketing ActivitiesEnhanceCustomerEquity? An EmpiricalStudy of LuxuryFashionBrand. Journal of Business Research, 65, 1480–1486. KOTLER, Philip and ARMSTRONG, Gary (2016). Principles of Marketing (16th Edition). New Jersey: PrenticeHall. LI, Naand ZHANG, Ping (2002). Consumer Online Shopping Attitudes and Behavior: An Assessment of Research. Eighth Americas Conference on Information Systems, Electronic Commerce Customer Relationship Management, 508-517. MANGOLD, W. Glynnand FAULDS, David J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365. NAKİP, Mahir (2013). SPSS Destekli Pazarlama Araştırmalarana Giriş, Ankara: Seçkin Yayıncılık, 4. Baskı. NETI, Sisira (2011). Social Media andits Role in Marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15. PAPASOLOMOU, Ioanna and MELANTHIOU, Yioula (2012). Social Media: Marketing Public Relations’ New Best Friend. Journal of Promotion Management, 18, 319–328. PARKER, Catherine (2010). 301 WaystouseSocial Media toBoostYour Marketing. New York:McGraw-Hill SARAVANAKUMAR, M. andLAKSHMI, T. Sugantha (2012). Social Media Marketing. Life ScienceJournal, 9(4), 4444-4451. SEKARAN, Uma (2003). ResearchMethodsfor Business: A Skill-BuildingApproach (Fourth Edition). United States of America: John WileyandSons, Inc. SMITH, Andrew N.,FISCHER, EileenandYONGJIAN, Chen (2012). How DoesBrand-related User-generated Content DifferacrossYouTube, Facebook, andTwitter? Journal of Interactive Marketing, 26, 102-113. STOKES, Rob (2009). eMarketing the Essential Guide to Online Marketing (2nd Edition). South Africa: Quirke Marketing (Pty) Ltd. VINEREAN, Simona, CETINA, Iuliana, DUMITRESCU, Luigi and TICHINDELEAN, Mihai (2013). The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management, 8(14), 66-79. VRIES, Lisette De, GENSLER, Sonja and LEEFLANG, Peter S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of theEffects of Social Media Marketing. Journal of Interactive Marketing, 26, 83-91. XIANG, Zhengand, GRETZEL, Ulrike (2010). Role of Social Media in Online Travel Information Search. Tourism Management, 31, 179-188. YAZICIOĞLU, Yahşi. ve ERDOĞAN, Samiye (2004). Spss Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
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Details

Subjects Economics
Journal Section Articles
Authors

Esen Şahin

Vural Çağlıyan

Hacı Halil Başer This is me

Publication Date October 6, 2017
Submission Date May 26, 2017
Acceptance Date July 26, 2017
Published in Issue Year 2017 Volume: 10 Issue: 4

Cite

APA Şahin, E., Çağlıyan, V., & Başer, H. H. (2017). Sosyal Medya Pazarlamasının Tüketici Satın Alma Davranışına Etkisi: Selçuk Üniversitesi İ.İ.B.F Örneği. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 10(4), 67-86. https://doi.org/10.25287/ohuiibf.316212

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