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MARKALAR SANAL TOPLULUKLAR ARACILIĞI İLE MÜŞTERİ BAĞI OLUŞTURABİLİRLER Mİ?

Year 2018, Issue: 73, 199 - 210, 29.04.2018

Abstract

Bu araştırmada markaların sanal toplulukları aracılığı ile müşteri bağı oluşturup oluşturamayacakları belirlenmeye çalışılmıştır. Bu doğrultuda, kullanımlar teorisinin bileşenleri olan fonksiyonel değer, hedonik değer, ortak yaratım değeri ve sosyal etkileşim değerinin müşteri bağı oluşturma üzerindeki etkilerinin tespit edilmesi amaçlanmıştır.
Araştırma kapsamında BMW otomobil markasının Türkiye’de faaliyet gösteren sanal topluluğuna üye 400 kişiden yüz yüze anket yöntemi ile veri temini sağlanmıştır. Elde edilen verilere, araştırma modeli doğrultusunda geliştirilen hipotezlerin test edilmesi amacıyla LISREL 8.5 yazılımı kullanılarak Yol (Path) analizi uygulanmıştır. Yapılan analiz sonucunda markanın sanal topluluğuna yönelik olarak müşterilerin; fonksiyonel değer, hedonik değer ve ortak yaratım değeri algılarının müşteri bağı oluşturulması üzerinde pozitif etkilere sahip oldukları tespit edilmiştir.

References

  • Bowden J. L. H. (2008). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice 17 (1):63–74.
  • Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66 (1), 105-114.
  • Cvijikj, I. P. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3 (4), 843–861.
  • DeVellis, R. F. (2012). Scale development: Theory and Applications. London: Sage Publications.
  • DeVries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21 (6), 495-515.
  • Dholakia, U.M., Blazevic, V., Wiertz, C. & Algesheimer, R. (2009), Communal service delivery: how customers benefit from participation in firm-hosted virtual P3 communities, Journal of Service Research, 12, 208-26.
  • Ellison, N. B., Charles, S. & Lampe, C. (2007), The benefits of Facebook ‘friends’: social capital and college students’ use of online social network sites, Journal of Computer-Mediated Communication, 12, 1143-68.
  • Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
  • Hennig-Thurau,T.,Malthouse,E.C.,Friege,C.,Gensler,S.,Lobschat,L.,Rangaswamy,A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13 (3), 311-330.
  • Hollebeek L. D. (2011). Demystifying customer brand engagement: exploring the loyalty nexus. Journal of Marketing Management, 27 (7/8): 785–807.
  • Hooper, D., Coughlan, J. & Mullen, M. (2008). Evaluating model fit: a synthesis of the structural equation modelling literature. In 7th European Conference on research methodology for business and management studies (pp. 195-200).
  • Jaakkola, E. & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17 (3), 247-261.
  • Jahn, B. &Kunz, W. (2012) How to transform consumers into fans of your brand. Journal of Service Management 23(3), 344–361.
  • Jöreskog, K. G. & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
  • Kumar, V. (2013). Profitable customer engagement: concept, metrics and strategies. SAGE Publications India.
  • Madupu, V. & Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9 (2), 127-147.
  • O’Cass, A. & Ngo, L. (2011) Examining the firm’s value creation process: A managerial perspective of the firm’s value offering strategy and performance. British Journal of Management, 22 (4), 646–671.
  • Phan, M. (2011). Do Social Media Enhance Consumer's Perception and Purchase Intentions of Luxury Brands? VIKALPA, 36 (1), 81-84.
  • Patterson P, Yu, T. & de Ruyter, K. Understanding customer engagement in services. Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane 2006, 4–6 December.
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50 (2), 253-272.
  • Sawhney, M., Verona, G. & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19 (4), 4-17.
  • Sheldon, P. (2008). The relationship between unwillingness-to-communicate and students’ Facebook use, Journal of Media Psychology: Theories, Methods, and Applications, 20, 67-75.
  • Vivek, S. D., Beatty, S. E. & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20 (2), 122-146.
Year 2018, Issue: 73, 199 - 210, 29.04.2018

Abstract

References

  • Bowden J. L. H. (2008). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice 17 (1):63–74.
  • Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66 (1), 105-114.
  • Cvijikj, I. P. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3 (4), 843–861.
  • DeVellis, R. F. (2012). Scale development: Theory and Applications. London: Sage Publications.
  • DeVries, N. J. & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21 (6), 495-515.
  • Dholakia, U.M., Blazevic, V., Wiertz, C. & Algesheimer, R. (2009), Communal service delivery: how customers benefit from participation in firm-hosted virtual P3 communities, Journal of Service Research, 12, 208-26.
  • Ellison, N. B., Charles, S. & Lampe, C. (2007), The benefits of Facebook ‘friends’: social capital and college students’ use of online social network sites, Journal of Computer-Mediated Communication, 12, 1143-68.
  • Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
  • Hennig-Thurau,T.,Malthouse,E.C.,Friege,C.,Gensler,S.,Lobschat,L.,Rangaswamy,A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13 (3), 311-330.
  • Hollebeek L. D. (2011). Demystifying customer brand engagement: exploring the loyalty nexus. Journal of Marketing Management, 27 (7/8): 785–807.
  • Hooper, D., Coughlan, J. & Mullen, M. (2008). Evaluating model fit: a synthesis of the structural equation modelling literature. In 7th European Conference on research methodology for business and management studies (pp. 195-200).
  • Jaakkola, E. & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17 (3), 247-261.
  • Jahn, B. &Kunz, W. (2012) How to transform consumers into fans of your brand. Journal of Service Management 23(3), 344–361.
  • Jöreskog, K. G. & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
  • Kumar, V. (2013). Profitable customer engagement: concept, metrics and strategies. SAGE Publications India.
  • Madupu, V. & Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9 (2), 127-147.
  • O’Cass, A. & Ngo, L. (2011) Examining the firm’s value creation process: A managerial perspective of the firm’s value offering strategy and performance. British Journal of Management, 22 (4), 646–671.
  • Phan, M. (2011). Do Social Media Enhance Consumer's Perception and Purchase Intentions of Luxury Brands? VIKALPA, 36 (1), 81-84.
  • Patterson P, Yu, T. & de Ruyter, K. Understanding customer engagement in services. Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane 2006, 4–6 December.
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50 (2), 253-272.
  • Sawhney, M., Verona, G. & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19 (4), 4-17.
  • Sheldon, P. (2008). The relationship between unwillingness-to-communicate and students’ Facebook use, Journal of Media Psychology: Theories, Methods, and Applications, 20, 67-75.
  • Vivek, S. D., Beatty, S. E. & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20 (2), 122-146.
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Enes Emre Başar This is me

Publication Date April 29, 2018
Published in Issue Year 2018 Issue: 73

Cite

APA Başar, E. E. (2018). MARKALAR SANAL TOPLULUKLAR ARACILIĞI İLE MÜŞTERİ BAĞI OLUŞTURABİLİRLER Mİ?. EKEV Akademi Dergisi(73), 199-210.