TY  - JOUR
T1  - SOSYAL MEDYA GÖRÜNÜRLÜĞÜ İLE MARKA GÜCÜ VE DEĞERİ ARASINDAKİ İLİŞKİSİNİN İNCELENMESİ: GLOBAL MARKALAR ÜZERİNE AMPRİK BİR İNCELEME
TT  - EXAMINING THE RELATIONSHIP BETWEEN SOCIAL MEDIA VISIBILITY AND BRAND STRENGTH AND VALUE: AN EMPIRICAL STUDY ON GLOBAL BRANDS
AU  - Topuz, Yusuf Volkan
PY  - 2022
DA  - July
DO  - 10.11616/asbi.1094526
JF  - Abant Sosyal Bilimler Dergisi
JO  - ASBİ
PB  - Bolu Abant İzzet Baysal Üniversitesi
WT  - DergiPark
SN  - 2757-9425
SP  - 620
EP  - 631
VL  - 22
IS  - 2
LA  - tr
AB  - Bu çalışmanın amacı markaların sosyal medya görünürlükleri ile marka gücü ve marka değeri arasındaki ilişkiyi incelemektedir. Bu kapsamda, markaların sosyal medya performansını belirlemek amacıyla BrandWatch tarafından hesaplanan; Sosyal Görünürlük, Web Görünürlüğü ve Arama Görünürlüğü endeksleri bağımsız değişken olarak ele alınmıştır. Çalışmanın bağımlı değişkenleri ise BrandFinance tarafından hesaplanan Marka Gücü Endeksi (BSI) ve Marka Değeri’dir. 148 Global marka verisinin dahil edildiği çalışmada değişkenler arasındaki ilişki yol analizi ile test edilmiştir. Analizler sonucunda, sosyal medya görünürlüğünün markanın gücünü ve marka değerini istatistiksel olarak anlamlı şekilde pozitif yönlü olarak etkilediği görülmüştür.
KW  - Sosyal Medya Pazarlama
KW  - Marka Değeri
KW  - Marka Gücü
KW  - Sosyal Medya Görnürlüğü
N2  - The aim of this study is to examine the relationship between brands' social media visibility, brand strength and brand value. In this context, Social Visibility, Web Visibility and Search Visibility indices which are calculated by BrandWatch in order to determine the social media performance of brands are considered as independent variables. The dependent variables of the study are the Brand Strength Index (BSI) and Brand Value calculated by BrandFinance. In the study, the relationship between the variables was tested by path analysis including 148 Global brand data. As a result of the analysis, it has been shown that social media visibility has a statistically significant positive effect on the strength and brand value of the brand.
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UR  - https://doi.org/10.11616/asbi.1094526
L1  - https://dergipark.org.tr/tr/download/article-file/2337104
ER  -