Analyzing the Reasons and Habits of Generation Z for Producing Brands Related Content

Öz

In recent years, the concept of brands releated user generated concent has attracted the attention of both practitioners and the literature. Brands want to encourage the consumers to producer positive content about themselves. The aim of this study is put forth to effect of user motivations on user generated content behaviour. In other words, an answer will be sought to the question of which content Z generation produces for brands with which motivations. A conceptual model has been proposed and has used structural equalty modeling for testing hypotheses of study. In conclusion ego affects active user generated content behaviour and there is no relationship between ego and passive user generated content behaviour. While there is no relationship between co-creation and incentive and active user generated content behaviour, co-ceration and incentive affects passive user generated content behaviour. Finally, brand loyalty affects positively both active and passive user generated content. This study is important because it contributes to the conceptualization of the subject. It also contributes to the literature by developing a Turkish scale about the motivations and behaviors of brands related user generated content.

Anahtar Kelimeler

• Brand Communication
• Gen Z
• User Generated Content
• Motivation
• Structural Equation Modeling

Z Kuşağının Markalarla İlgili İçerik Üretme Nedenlerine ve Alışkanlıklarına Yönelik Analiz

Öz

Son yıllarda markalarla ilgili kullanıcı türevli içerik kavramı hem uygulamacıların hem de literatürün dikkatini çekmektedir. Markalar tüketicileri kendileri hakkında olumlu içerik üretmeye teşvik etmek istemektedir. Bu çalışmanın amacı Z kuşağı tüketicileri özelinde motivasyonların içerik üretme davranışına etkisini ortaya koymaktır. Yani Z kuşağı hangi motivasyonlarla markalar için hangi içerikleri üretiyor? sorusuna cevap aranmıştır. Çalışmada kavramsal bir model önerisinde bulunulmuş ve çalışmanın hipotezlerini test etmek için yapısal eşitlik analizi kullanılmıştır. Sonuç olarak, benlik motivasyonunun aktif içerik üretme davranışını etkilediği buna rağmen pasif içerik üretme davranışıyla ilişkisi olmadığı görülmemektedir. Ortak yaratım ve teşvik motivasyonunun ise aktif içerik üretme davranışıyla ilişkisi yokken pasif içerik üretme davranışını etkilediği ortaya çıkmıştır. Marka sadakati motivasyonu içerik üretme davranışını aktif ve pasif olarak etkilemektedir. Bu çalışma konunun kavramsallaştırılmasında ve markalarla ilgili kullanıcı türevli içerik oluşturma motivasyonları ve davranışlarıyla ilgili Türkçe bir ölçek geliştirmiş olmasıyla literatüre katkı sunmaktadır.

Anahtar Kelimeler

• Marka İletişimi
• Z Kuşağı
• Kullanıcı Türevli İçerik
• Motivasyon
• Yapısal Eşitlik Modeli

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