TY  - JOUR
T1  - Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği
AU  - Kaplan, Mustafa
AU  - Üreşen, Deren
PY  - 2024
DA  - June
Y2  - 2024
DO  - 10.57082/mpsr.1482725
JF  - Management and Political Sciences Review
PB  - Çanakkale Onsekiz Mart Üniversitesi
WT  - DergiPark
SN  - 2791-6529
SP  - 19
EP  - 36
VL  - 6
IS  - 1
LA  - tr
AB  - Dijital dünyanın bu devrinde, sosyal medya tüketicilerle bilgi paylaşmanın en hızlı yolu olarak ortaya çıkmıştır. Bu çalışmanın önemi; daha önce araştırmalara konu olan ünlü isimlerin pazarlama stratejilerinde kullanılması, sosyal medya pazarlaması, dijital pazarlama, sosyal medya platformlarının tüketici davranışlarına ve satın alma niyetine etkisi gibi konulardan farklı olarak sosyal medya ve Instagram fenomenlerine odaklanmasıdır. Çalışmada ağırlıklı olarak dijital pazarlama, sosyal medya pazarlaması, fenomen kavramı ve sosyal medya pazarlamasında fenomen kullanımı konularına yer verilmiştir. Çalışmanın amacı Instagram fenomenlerinin tüketici satın alma davranışlarına etkisini incelemektir. Çanakkale ilinde yaşayan ve sosyal medya platformlarından biri olan Instagram uygulamasını aktif bir şekilde kullanan 306 katılımcıdan anket aracılığı ile veriler toplanmıştır. Verilerin analizinde, keşfedici faktör analizi, değişkenler arası korelasyon analizi, regresyon analizi ve güvenilirlik analizi yapılmıştır. Elde edilen bulgulara göre Instagram fenomenlerinin popülaritesi ve uzmanlığı ile tüketicilerin fenomene yönelik güveninin, fenomene yönelik olan tutumu etkilediği ve bu sayede tüketici satın alma davranışını etkilediği sonucuna varılmıştır.
KW  - Sosyal Medya Pazarlaması
KW  - Dijital Pazarlama
KW  - Sosyal Medya Fenomeni
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UR  - https://doi.org/10.57082/mpsr.1482725
L1  - https://dergipark.org.tr/tr/download/article-file/3924397
ER  -