SOSYAL AĞ SİTELERİNDE TÜKETİCİ-İŞLETME ETKİLEŞİMİ - BİR ARAŞTIRMA

Öz

Sosyal medya araçlarından olan sosyal ağ siteleri (SAS) işletmelerin pazarlama faaliyetlerinde önemli yer tutmaktadır. Zamanlarının önemli bir bölümünü SAS`nde harcayan insanlar (tüketiciler) ise işletmelerin bu sitelerdeki faaliyetlerinden etkilenmekte aynı zamanda işletmeleri etkilemektedirler. Bu çalışmanın amacı, söz konusu etkileşimi ortaya koymaktan ibarettir. Bunun için anket çalışması yapılmıştır. Anket SAS`nde hesabı olan insanlar üzerinde yapılmıştır. Veriler SPSS 16 programında analiz edilmiştir. Faktör analizi sonucunda SAS`nde etkileşimle ilgili 4 boyut ortaya çıkmıştır. Bu boyutlar,  "SAS`inin markaya ilgi yaratması", "SAS`deki paylaşım ve yorumların etkisi", "ürünle ilgili düşüncelerin SAS`nde paylaşılması", "SAS`deki diğer takipçilerin etkisi" şeklinde belirmiştir. SAS`nde özellikle, marka ile ilgili yorumlar ve paylaşımların etkili olduğu belirlenmiştir. Sosyal ağ sitelerindeki diğer taipçilerin sayısı ve kimlikleri nispeten az etki etmektedir. Genel olarak firmaların SAS`nde bulunması tüketicilerin dikkatini çekecektir ve işletmeye/markaya ilgi yaratacaktır.

Araştırmanın, ortaya çıkan boyutlar açısından literatüre, tüketicilerin düşüncelerini yansıtması açısından işletmelere katkı sağlayacağı düşünülmektedir. Azerbaycan`da konuyla ilgili bilimsel çalışmaya rastlanmaması ise araştırmanın başka bir önemli tarafını ortaya koymaktadır.

Anahtar Kelimeler

• Sosyal Ağ Siteleri (SAS),Sosyal Medya,Tüketici-İşletme Etkileşimi

Consumer Attitude and Behavior in Social Networking Sites – A Survey Research

Öz

One of the social media tools social networking sites (SNS) play an important role in the marketing activities of enterprises. People who spend a significant portion of their time on SNS are affected by the activities of businesses on these sites and at the same time influence businesses. The aim of this study is to reveal this interaction. A survey study has been done for this purpose. The survey was conducted on people who have accounts on SNS. The data were analyzed via SPSS 16. As a result of factor analysis, four dimensions related to interaction in SNS have emerged. These dimensions are defined as "SNS creates interest in the brand ", "the effect of sharings and comments in SNS", "sharing of opinions regarding products in SNS", and "the influence of other followers in SNS". In SNS, in particular, it has been determined that comments and sharings about the brand are effective. The numbers and personalities of other followers on social networking sites are relatively ineffective. In general, the presence of companies in SNS will attract the attention of consumers. 

 

It is thought that the research will contribute to the literature in terms of the dimensions that determined, and to the companies in terms of the reflecting the thoughts of the consumers. The lack of scientific research on the subject in Azerbaijan reveals another important aspect of the research.

Anahtar Kelimeler

• Social Networking Sites,Social Media,Consumer Behavior,Azerbaijan

Kaynakça

1. Ahmed Rageh Ismail , (2017), "The influence of perceived social media marketing activities on brand loyalty The mediation effect of brand and value consciousness", Asia Pacific Journal of Marketing and Logistics, Vol. 29, Iss 1 pp. 129 - 144. http://dx.doi.org/10.1108/APJML-10-2015-0154
2. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. http://dx.doi.org/10.1111/j.1083-6101.2007.00393.x.
3. Campbell Colin, Carla Ferraro, Sean Sands, (2014), "Segmenting consumer reactions to social network marketing", European Journal of Marketing, Vol. 48, Iss 3/4, pp. 432 - 452. http://dx.doi.org/10.1108/EJM-03-2012-0165
4. Correia Pedro A. Pereira, Irene García Medina, Zahaira Fabiola González Romo, Ruth S. Contreras-Espinosa, (2014), "The importance of Facebook as an online social networking tool for companies", International Journal of Accounting & Information Management, Vol. 22, Iss 4, pp. 295 - 320. http://dx.doi.org/10.1108/IJAIM-08-2013-0050
5. Coulter Keith S., Anne Roggeveen, (2012), "Like it or not”Consumer responses to word-of-mouth communication in on-line social networks", Management Research Review, Vol. 35, Iss 9, pp. 878 - 899. http://dx.doi.org/10.1108/01409171211256587
6. Dekay Sam H., (2012), "How large companies react to negative Facebook comments", Corporate Communications: An International Journal, Vol. 17, Iss 3, pp. 289 - 299. http://dx.doi.org/10.1108/13563281211253539
7. Dessart Laurence, Cleopatra Veloutsou, Anna Morgan-Thomas, (2015), "Consumer engagement in online brand communities: a social media perspective", Journal of Product & Brand Management, Vol. 24, Iss 1, pp. 28 - 42. http://dx.doi.org/10.1108/JPBM-06-2014-0635.
8. Georgios Tsimonis, Sergios Dimitriadis, (2014)," Brand strategies in social media ", Marketing Intelligence & Planning, Vol. 32 Iss 3 pp. 328 - 344. http://dx.doi.org/10.1108/MIP-04-2013-0056

9. Gunawan Dedy Darsono, Kun-Huang Huarng, ( 2015), " Viral effects of social network and media on consumers’ purchase intention", Journal of Business Research, Vol. 68, pp. 2237-2241. http://dx.doi.org/10.1016/j.jbusres.2015.06.004
10. Herrero Angel, Hector San Martín, María del Mar Garcia-De los Salmones, (2017), "Explaining the adoption of social networks sites for sharing user-generated content: A revision of the UTAUT2", Computers in Human Behavior, Vol. 71, pp. 209-217. http://dx.doi.org/10.1016/j.chb.2017.02.007
11. Hutter Katja, Julia Hautz, Severin Dennhardt, Johann Füller , (2013)," The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook ", Journal of Product & Brand Management, Vol. 22, Iss 5/6, pp. 342 - 351. http://dx.doi.org/10.1108/JPBM-05-2013-0299
12. Kananukul Chawanuan, Sojin Jung, Kittichai Watchravesringkan, (2015), "Building customer equity through trust in social networking sites A perspective from Thai consumers", Journal of Research in Interactive Marketing, Vol. 9, Iss 2, pp. 148 - 166. http://dx.doi.org/10.1108/JRIM-03-2014-0019
13. Kaplan Andreas M. and Michael Haenlein, (2010), “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59-68.
14. Kerin Roger A., Steven W. Hartley, William Rudelius, (2015), Marketing, Twelfth Edition, McGraw-Hill Education, USA.
15. Kim Angella J., Eunju Ko, (2012), "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, Vol. 65, pp. 1480–1486. 10.1016/j.jbusres.2011.10.014
16. Manara Cédric, Christophe Roquilly, (2011), The Risk of Brand Equity Erosion in the Social Media: the Efficacy and Limitations of Legal Instruments, Recherche et Applications en Marketing, Vol. 26, n° 3, pp. 93-114
17. McCarthy Jeff, Rowley Jennifer, Jane Ashworth Catherine, Pioch Elke, (2014), "Managing brand presence through social media: the case of UK football clubs", Internet Research, Vol. 24, Iss 2, pp. 181 - 204. http://dx.doi.org/10.1108/IntR-08-2012-0154
18. Park Hyejune., Youn-Kyung Kim, (2014), The role of social network websites in the consumer–brand relationship, Journal of Retailing and Consumer Services, Vol. 21, pp. 460–467. http://dx.doi.org/10.1016/j.jretconser.2014.03.011
19. Peruta Adam, William Ryan, Robertson Engelsman, (2013), Social Media Branding Strategies for Higher Education: Comparing Facebook Pages and Web Sites, The InternationalJournalofTechnology, Knowledge and Society, Volume 9.
20. Popp Bastian, Claas Christian Germelmann, Benjamin Jung, (2016), "We love to hate them! Social media-based anti-brand communities in professional football", International Journal of Sports Marketing and Sponsorship, Vol. 17, Iss 4 pp. 349 - 367. http://dx.doi.org/10.1108/IJSMS-11-2016-018
21. Rohm Andrew, Velitchka D. Kaltcheva, George R. Milne, (2013), "A mixed-method approach to examining brand-consumer interactions driven by social media", Journal of Research in Interactive Marketing, Vol. 7, Iss 4, pp. 295 - 311. http://dx.doi.org/10.1108/JRIM-01-2013-0009
22. Shang Shari S.C., Ya-Ling Wu, Yi-Jhen Sie, (2016), " Generating consumer resonance for purchase intention on social network sites", Computers in Human Behavior, Vol. 69, pp.18-28. http://dx.doi.org/10.1016/j.chb.2016.12.014
23. Tafesse Wondwesen, (2016), "An experiential model of consumer engagement in social media", Journal of Product & Brand Management, Vol. 25, Iss 5, pp. 424 - 434. http://dx.doi.org/10.1108/JPBM-05-2015-0879
24. Vendemia Megan A., (2017), " When do consumers buy the company? Perceptions of interactivity in company-consumer interactions on social networking sites", Computers in Human Behavior, Vol. 71, pp. 99-109. http://dx.doi.org/10.1016/j.chb.2017.01.046
25. Vernuccio Maria, (2014), Communicating Corporate Brands Through Social Media: An Exploratory Study, International Journal of Business Communication, Vol. 51(3), pp. 211 –233. 10.1177/2329488414525400
26. Yannopoulou Natalia, Mona Moufahim, Xuemei Bian, 2013, User-Generated Brands and Social Media: Couchsurfing and AirBnb, Contemporary Management Research, Pages 85-90, Vol. 9, No. 1, March, doi:10.7903/cmr.11116
27. Yazdanparast Atefeh, Mathew Joseph, Fernanda Muniz , (2016), "Consumer based brand equity in the 21st century: an examination of the role of social media marketing", Young Consumers, Vol. 17, Iss 3, pp. 243 - 255. http://dx.doi.org/10.1108/YC-03-2016-00590
28. Zheng Xiabing, Christy M. K. Cheung, Matthew K.O. Lee, Liang Liang , (2015)," Building brand loyalty through user engagement in online brand communities in social networking sites ", Information Technology & People, Vol. 28 Iss 1 pp. 90 - 106. http://dx.doi.org/10.1108/ITP-08-2013-0144