The Power of Women in the Digital Age: Boycott and Purchasing Decisions in the Context of Online Social Comparison

Öz

This study examines the purchasing behaviors and boycott tendencies of female consumers among social media users towards Israil products within the online social comparison theory framework. The research was conducted using a survey method conducted online with N=403 female consumers throughout Turkey. The survey results were analyzed using the structural equation model and the simple mediation model was tested. The findings show that female consumers are more likely to boycott Israeli goods. This boycott trend is mediated by online social comparison processes. Online social comparison allows women to interact with each other through posts and comments on social media. This process will enable consumers to learn more about societal norms and values, and this information can influence their purchasing decisions. As a result, the study reveals how female consumers' interactions on social media shape their social and political stance. In this context, it explains how online social comparison influences individuals' consumption behaviors and boycott decisions. Future research requires examining how these dynamics evolve in broader social and cultural contexts.

Anahtar Kelimeler

• Boycot
• purchase intention
• online social comparison
• women

Dijital Çağda Kadının Gücü: Boykot ve Satın Alma Kararında Çevrim İçi Sosyal Karşılaştırma

Öz

Bu çalışma, sosyal medya kullanıcıları arasında yer alan kadın tüketicilerin İsrail ürünlerini satın alma davranışları ile boykot eğilimlerini çevrimiçi sosyal karşılaştırma teorisi çerçevesinde incelemektedir. Araştırma, Türkiye genelinde çevrimiçi olarak N=403 kadın tüketiciyle gerçekleştirilen anket yöntemiyle yürütülmüştür. Anket sonuçları, yapısal eşitlik modeli kullanılarak analiz edilmiştir ve basit aracılık modeli test edilmiştir. Elde edilen bulgular, kadın tüketicilerin İsrail mallarını boykot etme eğiliminin belirgin olduğunu göstermektedir. Ayrıca İsrail ürünlerini satın alma eğiliminin, çevrimiçi sosyal karşılaştırma süreçleri tarafından etkilendiği ve boykot niyetinin buna aracılık edildiğini ortaya konmuştur. Çevrimiçi sosyal karşılaştırma, kadınların sosyal medyada paylaşımlar ve yorumlar aracılığıyla birbirleriyle etkileşime girmelerini sağlamaktadır. Bu süreç, tüketicilerin toplumsal normlar ve değerler hakkında daha fazla bilgi edinmelerine ve bu bilgilerin, satın alma kararları üzerinde etkili olmasına olanak tanımaktadır. Sonuç olarak, çalışma, kadın tüketicilerin sosyal medyadaki etkileşimlerinin, toplumsal ve politik duruşlarını nasıl şekillendirdiğini ortaya koymaktadır. Bu bağlamda, çevrimiçi sosyal karşılaştırmanın, bireylerin tüketim davranışlarını ve boykot kararlarını nasıl etkilediği konusunda önemli bir anlayış sunmaktadır. Gelecek araştırmalar, bu dinamiklerin daha geniş sosyal ve kültürel bağlamlarda nasıl geliştiğini incelemeyi gerektirmektedir.

Anahtar Kelimeler

• Boykot
• satınalma niyeti
• çevrimiçi sosyal karşılaştırma
• kadın hareketi

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