A Research On Mediation Role Of Customer Experience In The Effect Of Social Media Marketing On Customer Value And The Difference Of Product Involvement Level

Öz

Social media is a very effective communication area between brands and consumers today and marketing activities have been directed to this area to a significant extent. Brands develop strategies to create customer value with the interaction they create on this platform with their social media marketing activities. In this process, it is seen in the researches in the literature that customer experience is an important marketing concept and application in creating customer value. The level of product involvement, which expresses the need of consumers to be informed about the product, has been evaluated in the research within the scope of this study. Alcaline battery was selected as low product involvement level and smart device was selected as high; Analysis of data from respondents supported this classification. The aim of this study is to reveal the effect of social media marketing on customer value and its components in products with different product involvement levels and the mediating role of customer experience in this effect. Research findings show that social media marketing has a significant positive effect on customer value for both products with low and high product involvement, and customer experience also has a mediating role.

Anahtar Kelimeler

• Social media marketing
• customer value
• customer experience

SOSYAL MEDYA PAZARLAMASININ MÜŞTERİ DEĞERİNE ETKİSİNDE MÜŞTERİ DENEYİMİNİN ARACILIK ROLÜ VE ÜRÜN İLGİLENİM DÜZEYİNİN FARKLILIĞI ÜZERİNE BİR ARAŞTIRMA

Öz

Sosyal medya, markalar ile tüketiciler arasında günümüzde çok etkili bir iletişim alanı olup pazarlama faaliyetleri, önemli düzeyde bu alana yönlenmiştir. Markalar, sosyal medya pazarlama faaliyetleri ile bu platformda yarattıkları etkileşim ile müşteri değeri yaratmak üzere strateji geliştirmektedirler. Bu süreçte müşteri deneyiminin de, müşteri değeri yaratmada önemli bir pazarlama kavramı ve uygulaması olduğu literatürde yer alan araştırmalarda görülmektedir. Tüketicilerin ürün ile ilgili bilgilenme ihtiyacını ifade eden ürün ilgilenim düzeyi, bu çalışma kapsamındaki araştırmada değerlendirmeye alınmıştır. Ürün ilgilenim düzeyi düşük olarak kalem pil, yüksek olarak akıllı cihaz seçilmiş; cevaplayıcılardan alınan verilerin analizi bu sınıflandırmayı desteklemiştir. Bu çalışmanın amacı, farklı ürün ilgilenim düzeyine sahip ürünlerde sosyal medya pazarlamasının müşteri değerine ve bileşenlerine etkisini ve bu etkide müşteri deneyiminin aracılık rolünü ortaya koymaktır. Araştırma bulguları, ürün ilgilenim düzeyi düşük ve yüksek her iki ürün için sosyal medya pazarlamasının müşteri değerine anlamlı düzeyde olumlu yönde etkisi olduğunu ve müşteri deneyiminin aracılık rolünün de bulunduğunu göstermektedir.

Anahtar Kelimeler

• Sosyal medya pazarlaması
• müşteri değeri
• müşteri deneyimi

Kaynakça

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