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SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ ETNOSENTRİZMİNE ETKİSİNDE GELİRİN DÜZENLEYİCİ ROLÜ

Year 2024, Volume: 5 Issue: 1, 1 - 21, 03.07.2024
https://doi.org/10.57085/ufebud.1432583

Abstract

Dijitalleşen dünyada sosyal medya pazarlaması, markalar ve tüketiciler arasındaki etkileşimi köklü bir şekilde dönüştürmektedir; bu süreç, tüketici etnosentrizmi gibi uzun süredir var olan kavramları yeni bağlamlarda yeniden ele almayı gerektirir. Bu araştırma, sosyal medya pazarlamasının tüketici etnosentrizmi üzerindeki etkisini ve gelir düzeyinin bu etkide düzenleyici bir rol oynayıp oynamadığını incelemeyi amaçlamaktadır. Karabük'te yaşayan 439 birey üzerinde yapılan anket çalışmasıyla, sosyal medya pazarlama aktivitelerinin tüketici etnosentrizmi üzerinde pozitif bir etkisi olduğu ve gelir düzeyinin bu ilişkide önemli bir düzenleyici rol oynadığı tespit edilmiştir. Sonuçlar, yüksek gelirli bireylerin sosyal medya pazarlama faaliyetlerinden daha fazla etkilendiğini ve bu durumun tüketici etnosentrizmi üzerinde daha belirgin bir etki yarattığını göstermektedir. Bu bulgular, pazarlama stratejilerinin gelir seviyesi farklılıklarını göz önünde bulundurarak tasarlanması gerektiğine işaret etmektedir.

References

  • Akbarov, S. (2020). The impact of social media marketing on consumer-moderating role of gender and income. Scholedge International Journal of Multidisciplinary and Allied Studies, 7(7), 147-163.
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
  • Attaallah, H. R. (2022). Factors affecting the adoption of social media marketing in small and medium-sized businesses. International Journal of Research in Commerce and Management Studies, 4(6), 125-135.
  • Aysuna, C. (2006). Tüketici etnosentrizmi etkisini ölçmede CETSCALE ölçeği ve Türkiye uygulaması (Doctoral dissertation, Marmara Universitesi (Turkey)).
  • Baber, R., Upadhyay, Y., Baber, P., & Kaurav, R. P. S. (2023). Three decades of consumer ethnocentrism research: A bibliometric analysis. Business Perspectives and Research, 11(1), 137-158.
  • Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297.
  • Bolin, J. H. (2014). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach.
  • Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846.
  • Cutura, M. (2020). Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview. Market/Trziste, 32(SI), 131-146.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.
  • Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
  • Feurer, S., Baumbach, E., & Woodside, A. G. (2016). Applying configurational theory to build a typology of ethnocentric consumers. International Marketing Review, 33(3), 351-375.
  • Godwin, E. U. (2019). An empirical analysis on effect of digital marketing on consumer buying behaviour (Doctoral dissertation, Doctoral dissertation, Masters Dissertation, The School of Postgraduate Studies Ahmadu Bello University, Zaria).
  • Gonxhe, B. (2016). Social media and its impact in marketing strategy. European journal of economics and management sciences, (2), 3-9.
  • Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific journal of marketing and logistics, 30(5), 1222-1238.
  • Gökerik, M. (2024). İnfluencer pazarlaması: Sosyal medya liderlerinin gücü ve etkisine teorik bir yaklaşım. In Güncel Pazarlama Yöntemleri: Stratejilerden Uygulamalara (pp. 1-21). Serüven Yayınevi. doi.org/10.5281/zenodo.10841433
  • Göktaş, F., & Gökerik, M. (2024). A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development, 16(1), 373-382.
  • Gupta, A., Tyagi, M., & Sharma, D. (2013). Use of social media marketing in healthcare. Journal of health management, 15(2), 293-302.
  • Hampson, D. P., Ma, S., & Wang, Y. (2018). Perceived financial well-being and its effect on domestic product purchases: An empirical investigation in Brazil. International Marketing Review, 35(6), 914-935.
  • Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling.
  • Hayes, A. F., & Krippendorff, K. (2007). Answering the call for a standard reliability measure for coding data. Communication methods and measures, 1(1), 77-89.
  • Huang, K. P., Lo, S. C., Tung, J., & Wang, K. Y. (2017). Country-of-origin and consumer ethnocentrism: Effect on brand image and product evaluation. Journal of Applied Sciences.
  • HubSpot. (2023). The HubSpot Blog's 2023 Social Media Marketing Report: Data from 1200+ Global Marketers. https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report Erişim Tarihi: 04.02.2024
  • Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20, 531-558.
  • Kurnaz, A. (2021). Sosyal Medya Kullanımının Tüketici Etnosentrizmi ve Kozmopolitlik Üzerindeki Etkisinin İncelenmesi. Bingöl Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(1), 399-428.
  • Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill Inc.
  • Nunyuie, O., & Mingyue, F. (2020). The Role of Social Media Adverts and Online Trust in Organizational Growth and Profitability in Ghana: An Empirical Review. International Journal of Innovative Research and Development.
  • Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36, 717-731.
  • Rabe-Hesketh, S., & Skrondal, A. (2008). Multilevel and longitudinal modeling using Stata. STATA press.
  • Rajput, S., Dash, G., Upamannyu, N., Sharma, B. K., & Singh, P. (2022). Social media campaigns and domestic products consumption: a study on an emerging economy. Cogent Business & Management, 9(1), 2143018.
  • Rosário, A. T., & Dias, J. C. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research (IJEBR), 19(1), 1-25.
  • Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
  • Sharma, S., Shimp, T. A., & Shin, J. (1994). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the academy of marketing science, 23(1), 26-37.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289.
  • Siriwardana, A., & Hewapathirana, N. T. (2022). Social Media Strategy on E-Brand Trust: An Empirical Review. Journal of Accountancy and Finance, 9(1).
  • Sprout Social. (2023). 50+ Must Know Social Media Marketing Statistics for 2023. https://sproutsocial.com/insights/social-media-statistics/ Erişim Tarihi: 04.02.2024
  • Taneja, G., & Bala, A. (2019). Current Scenario of Social Media Marketing. In Proceedings of 10th International Conference on Digital Strategies for Organizational Success.
  • Tantray, S. (2018). Consumer ethnocentrism in 21st century: A review and research agenda. Business and Economics Journal, 9(3), 1-12.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27-42.
  • TechReport. (2023). 35+ Key Social Media Marketing Statistics (2023 Updated Data). https://techreport.com/statistics/social-media-marketing-statistics/ Erişim Tarihi: 04.02.2024
  • Zachlod, C., & Peter, M. K. (2021, May). The Social Media Monitoring Process and its Role in Social Media Strategy Development. In Digital Marketing & eCommerce Conference (pp. 144-152). Cham: Springer International Publishing.
  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.
  • Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.
  • Zunjur, A., & Cajetan, L. J. (2016). A Study Of Effect Of Consumer Ethnocentrism And Country Of Origin Effect On Purchase Intention: An Empirical Study Of Electronic Items. International Journal of Management Research and Reviews, 6(3),

The Moderating Role of Income in The Effect of Social Media Marketing on Consumer Ethnocentrism

Year 2024, Volume: 5 Issue: 1, 1 - 21, 03.07.2024
https://doi.org/10.57085/ufebud.1432583

Abstract

In the digitalizing world, social media marketing fundamentally transforms the interaction between brands and consumers, necessitating the reevaluation of long-standing concepts like consumer ethnocentrism within new contexts. This research aims to examine the impact of social media marketing on consumer ethnocentrism and whether income level plays a moderating role in this effect. A survey conducted on 439 individuals living in Karabük revealed that social media marketing activities have a positive effect on consumer ethnocentrism, and income level significantly moderates this relationship. The results indicate that individuals with higher income levels are more influenced by social media marketing activities, leading to a more pronounced effect on consumer ethnocentrism. These findings suggest that marketing strategies should be designed considering income level differences.

References

  • Akbarov, S. (2020). The impact of social media marketing on consumer-moderating role of gender and income. Scholedge International Journal of Multidisciplinary and Allied Studies, 7(7), 147-163.
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
  • Attaallah, H. R. (2022). Factors affecting the adoption of social media marketing in small and medium-sized businesses. International Journal of Research in Commerce and Management Studies, 4(6), 125-135.
  • Aysuna, C. (2006). Tüketici etnosentrizmi etkisini ölçmede CETSCALE ölçeği ve Türkiye uygulaması (Doctoral dissertation, Marmara Universitesi (Turkey)).
  • Baber, R., Upadhyay, Y., Baber, P., & Kaurav, R. P. S. (2023). Three decades of consumer ethnocentrism research: A bibliometric analysis. Business Perspectives and Research, 11(1), 137-158.
  • Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297.
  • Bolin, J. H. (2014). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach.
  • Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846.
  • Cutura, M. (2020). Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview. Market/Trziste, 32(SI), 131-146.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.
  • Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.
  • Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
  • Feurer, S., Baumbach, E., & Woodside, A. G. (2016). Applying configurational theory to build a typology of ethnocentric consumers. International Marketing Review, 33(3), 351-375.
  • Godwin, E. U. (2019). An empirical analysis on effect of digital marketing on consumer buying behaviour (Doctoral dissertation, Doctoral dissertation, Masters Dissertation, The School of Postgraduate Studies Ahmadu Bello University, Zaria).
  • Gonxhe, B. (2016). Social media and its impact in marketing strategy. European journal of economics and management sciences, (2), 3-9.
  • Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific journal of marketing and logistics, 30(5), 1222-1238.
  • Gökerik, M. (2024). İnfluencer pazarlaması: Sosyal medya liderlerinin gücü ve etkisine teorik bir yaklaşım. In Güncel Pazarlama Yöntemleri: Stratejilerden Uygulamalara (pp. 1-21). Serüven Yayınevi. doi.org/10.5281/zenodo.10841433
  • Göktaş, F., & Gökerik, M. (2024). A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development, 16(1), 373-382.
  • Gupta, A., Tyagi, M., & Sharma, D. (2013). Use of social media marketing in healthcare. Journal of health management, 15(2), 293-302.
  • Hampson, D. P., Ma, S., & Wang, Y. (2018). Perceived financial well-being and its effect on domestic product purchases: An empirical investigation in Brazil. International Marketing Review, 35(6), 914-935.
  • Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling.
  • Hayes, A. F., & Krippendorff, K. (2007). Answering the call for a standard reliability measure for coding data. Communication methods and measures, 1(1), 77-89.
  • Huang, K. P., Lo, S. C., Tung, J., & Wang, K. Y. (2017). Country-of-origin and consumer ethnocentrism: Effect on brand image and product evaluation. Journal of Applied Sciences.
  • HubSpot. (2023). The HubSpot Blog's 2023 Social Media Marketing Report: Data from 1200+ Global Marketers. https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report Erişim Tarihi: 04.02.2024
  • Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20, 531-558.
  • Kurnaz, A. (2021). Sosyal Medya Kullanımının Tüketici Etnosentrizmi ve Kozmopolitlik Üzerindeki Etkisinin İncelenmesi. Bingöl Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(1), 399-428.
  • Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill Inc.
  • Nunyuie, O., & Mingyue, F. (2020). The Role of Social Media Adverts and Online Trust in Organizational Growth and Profitability in Ghana: An Empirical Review. International Journal of Innovative Research and Development.
  • Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36, 717-731.
  • Rabe-Hesketh, S., & Skrondal, A. (2008). Multilevel and longitudinal modeling using Stata. STATA press.
  • Rajput, S., Dash, G., Upamannyu, N., Sharma, B. K., & Singh, P. (2022). Social media campaigns and domestic products consumption: a study on an emerging economy. Cogent Business & Management, 9(1), 2143018.
  • Rosário, A. T., & Dias, J. C. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research (IJEBR), 19(1), 1-25.
  • Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
  • Sharma, S., Shimp, T. A., & Shin, J. (1994). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the academy of marketing science, 23(1), 26-37.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289.
  • Siriwardana, A., & Hewapathirana, N. T. (2022). Social Media Strategy on E-Brand Trust: An Empirical Review. Journal of Accountancy and Finance, 9(1).
  • Sprout Social. (2023). 50+ Must Know Social Media Marketing Statistics for 2023. https://sproutsocial.com/insights/social-media-statistics/ Erişim Tarihi: 04.02.2024
  • Taneja, G., & Bala, A. (2019). Current Scenario of Social Media Marketing. In Proceedings of 10th International Conference on Digital Strategies for Organizational Success.
  • Tantray, S. (2018). Consumer ethnocentrism in 21st century: A review and research agenda. Business and Economics Journal, 9(3), 1-12.
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27-42.
  • TechReport. (2023). 35+ Key Social Media Marketing Statistics (2023 Updated Data). https://techreport.com/statistics/social-media-marketing-statistics/ Erişim Tarihi: 04.02.2024
  • Zachlod, C., & Peter, M. K. (2021, May). The Social Media Monitoring Process and its Role in Social Media Strategy Development. In Digital Marketing & eCommerce Conference (pp. 144-152). Cham: Springer International Publishing.
  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.
  • Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.
  • Zunjur, A., & Cajetan, L. J. (2016). A Study Of Effect Of Consumer Ethnocentrism And Country Of Origin Effect On Purchase Intention: An Empirical Study Of Electronic Items. International Journal of Management Research and Reviews, 6(3),
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Mehmet Gökerik 0000-0002-0827-5805

Kerim Tanış 0000-0001-5111-1139

Publication Date July 3, 2024
Submission Date February 6, 2024
Acceptance Date May 10, 2024
Published in Issue Year 2024 Volume: 5 Issue: 1

Cite

APA Gökerik, M., & Tanış, K. (2024). SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ ETNOSENTRİZMİNE ETKİSİNDE GELİRİN DÜZENLEYİCİ ROLÜ. Uluslararası Finansal Ekonomi Ve Bankacılık Uygulamaları Dergisi, 5(1), 1-21. https://doi.org/10.57085/ufebud.1432583