SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN KADIN TÜKETİCİLERİN SATIN ALMA DAVRANIŞSAL NİYETLERİNE ETKİSİ

Year 2024, Volume: 17 Issue: 4, 1005 - 1019, 10.10.2024

Sibel Akın

https://doi.org/10.25287/ohuiibf.1530327

Abstract

Bu çalışmanın amacı sosyal medya pazarlama faaliyetlerinin kadın tüketicilerin satın alma davranış niyetlerine etkisini araştırmaktır. Anakütleyi oluşturan tüketicilerin belirlenmesinde anakütleyi sınırlandırmak için alışverişte sosyal medyayı daha fazla kullandıkları düşüncesiyle kadın tüketiciler tercih edilmiştir. Sosyal medya pazarlama faaliyetlerinin kadın tüketicilerin satın alma davranışsal niyetlerine etkisini ölçmek için yakın çevreden sosyal medya ile etkileşimde bulunduğunu tahmin edilen kadın tüketicilere çevrimiçi olarak hazırlanan anket formu gönderilmiş ve onlardan da kendi bildikleri kadın arkadaşlarıyla anketi paylaşmaları istenilmiştir. Kullanılan yöntem kartopu örneklem yöntemi olarak bilinen yöntemdir. Sosyal medyadan paylaşılan anket ile 519 kişiye ulaşılmış ancak 21 kişinin eksik yanıt vermesi nedeniyle bu kişilerin cevapları çalışmaya dahil edilmemiş ve 498 kişi değerlendirmeye alınmıştır. Sosyal medya pazarlama aktiviteleri ölçeğinde Yüksekbilgili (2018)’nin Yadav ve Rahman (2017)’ın çalışmasından Türkçeye uyarlanan, 5 boyuttan 2 boyuta indirgenen, geçerlilik ve güvenilirliğinin ispatladığı ölçeğinden faydalanılmıştır. Çalışmada yer alan diğer değişken ise tüketicilerin satın alma davranışsal niyetidir. Satın alma niyeti ölçeği Toor vd. (2017)’in çalışmalarında kullandıkları ölçekten faydalanılarak ölçülmüştür. Çalışma sonuçlarına göre bilgilendirici olma (0,332) ve eğlendirici olma boyutlarının (0,488)’nın satın alma davranışsal niyeti üzerinde olumlu yönde bir etkisinin olduğu görülmüştür.

Keywords

Sosyal Medya Pazarlama, Kadın Tüketiciler, Satın Alma Davranışsal Niyeti

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE PURCHASE BEHAVIORAL INTENTİONS OF FEMALE CONSUMERS

Abstract

The aim of this study is to investigate the effect of social media marketing activities on the purchasing behavioral intentions of female consumers. In determining the consumers constituting the population, female consumers were preferred with the idea that they use social media more while shopping in order to limit the population. In order to measure the effect of social media marketing activities on the purchasing behavioral intentions of female consumers, an online survey form was sent to female consumers who were estimated to interact with social media in their close circle and they were asked to share the survey with their female friends. The method used is the method known as the snowball sampling method. 519 people were reached with the survey shared on social media, but since 21 people gave incomplete responses, the responses of these people were not included in the study and 498 people were evaluated. In the social media marketing activities scale, the scale of Yüksekbilgili (2018), which was adapted into Turkish from the study of Yadav and Rahman (2017), reduced from 5 dimensions to 2 dimensions, and whose validity and reliability have been proven, was used. The other variable in the study is the purchasing behavioral intention of consumers. The purchase intention scale was developed by Toor et al. (2017) was measured using the scale they used in their studies. According to the results of the study, it was seen that the dimensions of being informative (0.332) and being entertaining (0.488) had a positive effect on purchasing behavioral intention.

Keywords

Social Media Marketing, Female Consumers, Purchase Behavioral Intention

References

• Abuca, M. A. & Ekici, N. (2022). Sosyal Medya Pazarlama Faaliyetlerinin Tüketici Tarafından Algılanması ve İşletmeler Açısından Önemi Üzerine Bir Araştırma. Yeni Medya Elektronik Dergisi, 6 (1), 54-71.
• Agusiady, R., Saepudin, D. & Aripin. (2024). the ınfluence of socıal medıa communıcatıon on consumer perceptıons of brands and purchase ıntentıons ın the pandemıc and post-pandemıc era: an analytıcal study, Journal of Jabar Economic Society Networking Forum, 1(2), 16-30.
• Ajia, P.M., Nadhilaa, V. & Sannya, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science 4, 91–104.
• Almohaimmeed, B.M.A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business and Retail Management Research (JBRMR), 13(4), 146-157.
• Al-Zyoud, M.F. (2018). Does social media marketing enhance impulse purchasing among female customers case study of Jordanian female shoppers. Journal of Business and Retail Management Research (JBRMR), 13(2), 135-151.
• Ao, L., Bansa, R., Pruthi, N. & Khaskheli, M.B. (2024). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis, Sustainability, 15(3), 1-15.
• Balakrishnan, M.I.D & Dahnil, M.I. & Yi, W.J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation, Procedia. Social and Behavioral Sciences, 148, 177-185.
• Basuki, R., Tarigan, Z., Siagian, H., Limanta, L., Setiawan, D. & Mochtar, J. (2022). The effects of perceived ease of use, usefulness, enjoyment and intention to use online platforms on behavioral intention in online movie watching during the pandemic era. International Journal of Data and Network Science, 6(1), 253-262.
• Boomsma, A. (1982). Systems under indirect observation: Causality, structure, prediction. In The Robustness of Lisrel Against Small Sample Sizes in Factor Analysis Models; North-Holland Amsterdam: Amsterdam, The Netherlands, 149–173.
• Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32, 470-483.
• Dawson, S. & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Mark International. Journal, 3, 20–34.
• Ebrahim, R.S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing , 19 (4), 287-308.
• Fink, M., Koller, M., Gartner, J., Floh, A. & Harms, R. (2020). Effective entrepreneurial marketing on Facebook– a longitudinal study. Journal of Business Research, 113, 149-157.
• Fornell C, Larcker DF (1981). J. Mark. Res. 1, 39-50
• Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E. & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.
• Hair JF, Ringle CM, Sarstedt, M. (2011). J. Mark. Theory. Pract. 19, 139-52.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
• Hair, J.F.; Risher, J.J.; Sarstedt, M.; Ringle, C.M. (2019). When to use and how to report the results of PLS- SEM. Eur. Bus. Rev. 31, 2–24.
• Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian journal of business and accounting, 10(1), 167-199
• Hutter, K., Hautz, J., Dennhardt, S. and Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22 (5/6), 342-351
• Jiang, Y. & Yin, S. (2022). The Impact of Social Media Marketing on Consumers’ Purchase Intention. International Conference on Frontier Computing, 747, 1797-1803.
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
• Kim, D. Y. & Kim, H. Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research,130, 405– 415.
• Kim, Angella J. ve Eunju Ko (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65 (10), 1480-1486.
• Kristina, T ve Sugiarto, C., (2020). The role of trust medıates ın the ınfluence of socıal medıa marketıng and electronıc word-of-mouth on purchase ıntentıon. Management and entrepreneurshıp: trends of development ıssue, 4 (14), 102-112.
• Lee, J., Hong I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36, 360– 373.
• Lee D., Hosanagar K. & Nair H. S. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, 64 (11), 5105–31.
• Lou, C. & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73.
• Majeed, M., Owusu-Ansah, M. & Ashmond, A.A. (2021). The influence of social media on purchaseintention: The mediating role of brand equity. Cogent Business & Management (2021), 8, 1-19.
• Meydan, C. M. & Şeşen, H. 2015. Yapısal eşitlik modellemesi AMOS uygulamaları. Ankara: Detay Yayıncılık, 2.Baskı.
• Nunnally, J.C. (1994). Psychometric Theory 3E; Tata McGraw-Hill Education: New York, NY, USA.
• Orel Demirci, F., & Arık, A. (2020). Sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisi: Moda markaları örneği. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (49), 146-161.
• Pandey, A., Sahu, R. & Dash, M.K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28 (2), 147-162.
• Park, J., Hyun, H. & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services 58, 1-12.
• Pjero, E., & Kercini, D. (2015). Social media and consumer behavior–How does it works in albania reality. Academic Journal of Interdisciplinary Studies, 4(3), 141-146.
• Podsakoff, P.M., MacKenzie, S.B., Lee, J. & Podsakoff, N.P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. J. Appl. Psychol. 88, 879.
• Rezvani, S., Dehkordi, G. J., Rahman, M. S., Fouladivanda, F., Habibi, M. & Eghtebasi, S. (2012). A conceptual study on the country of origin effect on consumer purchase intention. Asian Social Science, 8(12), 205- 215.
• Salhab, H.A., Asma’a Al-Amarnehb, Sameer M. Aljabalyc, Munif M. Al Zoubid & Mohammed D. Othman (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7, 591–600.
• Savitri, C. vd., (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6, 185-192.
• Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
• Sohn, J.W. & Kim, J.K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society 63, 1-11.
• Tjiptono, F. and Cjandara, G. (2017), Pemasaran Strategik, Yogyakarta: Andi Offset, (in Indonesian)
• Vrontis, D., Makrides, A., Christofi, M. & Thrassou, A. (2021). Social Media Influencer Marketing: A Systematic Review, Integrative Framework and Future Research Agenda. Int. J. Consum. Stud. 45, 617– 644.
• Yadav, M. ve Rahman, Z. (2017). Measuring Consumer Perception of Social Media Marketing Activities in E- Commerce Industry: Scale Development and Validation. Telematics and Informatics, 34(7), 1294-1307.
• Yi, L. & Yangying, P. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39 (7), 960-978.
• Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African. Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.
• Yüksekbilgili, Z. (2018). Sosyal Medya Pazarlama Aktiviteleri Ölçeğinin Türkçeye Uyarlanması: Güvenilirlik ve Geçerlilik Çalışması. Selçuk Üniv. Sos. Bilimler MYO Dergisi, 21 (2), 149-157.
• Zhuang W, Luo X and Riaz M.U. (2021) On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Front. Psychol. 12, 1-15.