TY  - JOUR
T1  - Sosyal Medya Kullanıcılarının Kurumsal Sosyal Sorumluluk Algısı ile Satın Alma Davranışı ve Marka İmajı Arasındaki İlişkide Elektronik Ağızdan Ağıza İletişimin Aracılık Etkisi
TT  - The Mediating Effect of Electronic Word of Mouth on the Relationship Between Social Media Users’ Perception of Corporate Social Responsibility, Purchasing Behavior and Brand Image
AU  - Özgür, Ömer Faruk
AU  - Yalçınkaya, Mehmet
PY  - 2026
DA  - September
Y2  - 2026
DO  - 10.54282/inijoss.1754330
JF  - İnönü Üniversitesi Uluslararası Sosyal Bilimler Dergisi
JO  - INIJOSS
PB  - İnönü Üniversitesi
WT  - DergiPark
SN  - 2147-0936
SP  - 1
EP  - 21
VL  - 15
LA  - tr
AB  - Çalışma sosyal medya kullanıcılarının kurumsal sosyal sorumluluk (KSS) algılarının satın alma davranışı ve marka imajı arasındaki ilişkiyi ve bu ilişkide elektronik ağızdan ağza iletişimin (E-WOM) kısmi aracılık etkisi incelenmektedir. Araştırma çevrim içi anket yöntemiyle 18 yaşını doldurmuş, e-ticaret müşterisi olan 483 sosyal medya kullanıcısı ile gerçekleştirilmiştir. Hatalı ve eksik olduğu tespit edilen anket formları analizden çıkarılarak toplamda 457 katılımcıdan oluşan araştırma verileri SPSS (Statistical Package for the Social Sciences) ve AMOS (Analysis of Moment Structures) istatistik programları ile analiz edilmiştir. Çalışma sonucunda sosyal medya kullanıcılarının kurumsal sosyal sorumluluk algılarının marka imajı üzerinde doğrudan etkisinin olduğu ve bu ilişkide elektronik ağızdan ağza iletişimin (E-WOM - Electronic Word of Mouth) kısmi aracılık etkisinin anlamlı olduğunu belirlenmiştir. Ayrıca, sosyal medya kullanıcılarının kurumsal sosyal sorumluluk algılarının satın alma davranışları üzerinde doğrudan etkili olduğu ve bu ilişkide de elektronik ağızdan ağza iletişimin kısmi aracılık etkisinin anlamlı olduğunu tespit edilmiştir. Ek olarak, kurumsal sosyal sorumluluk algısının satın alma davranışı üzerindeki doğrudan etkisinin marka imajı üzerindeki etkisinden daha fazla orana sahip olduğunu göstermektedir.
KW  - Kurumsal Sosyal Sorumluluk
KW  - Marka İmajı
KW  - Satın Alma Davranışı
KW  - Elektronik Ağızdan Ağza İletişim.
N2  - The study examines the relationship between social media users' perceptions of corporate social responsibility (CSR), purchase behavior and brand image and the partial mediating effect of electronic word-of-mouth communication (E-WOM) in this relationship. The research was conducted with 483 social media users who are e-commerce customers over the age of 18 by online survey method. The survey forms that were found to be inaccurate and incomplete were excluded from the analysis and the research data consisting of 457 participants in total were analyzed with SPSS (Statistical Package for the Social Sciences) and AMOS (Analysis of Moment Structures) statistical programs. As a result of the study, it was determined that social media users' perceptions of corporate social responsibility (CSR) have a direct effect on brand image and the partial mediation effect of electronic word-of-mouth communication (E-WOM - Electronic Word of Mouth) in this relationship is significant. In addition, it has been determined that social media users' perceptions of corporate social responsibility (CSR) have a direct effect on their purchasing behavior and the partial mediation effect of electronic word-of-mouth communication (E-WOM) is significant in this relationship. Moreover, it shows that the direct effect of corporate social responsibility (CSR) perception on purchase behavior is greater than its effect on brand image.
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UR  - https://doi.org/10.54282/inijoss.1754330
L1  - https://dergipark.org.tr/tr/download/article-file/5105584
ER  -