GERÇEĞİN SIFIR ANINDA İÇERİK PAZARLAMASI: ONEDİO ÖRNEĞİ İLE TÜKETİCİ ETKİLEŞİMİNİN İNCELENMESİ

Öz

Dijital platformlar aracılığı ile tüketiciler artık ürünler ile fiziksel bir temas kurmadan başkalarının deneyimlerini izleyerek/okuyarak ürünler hakkında bilgi sahibi olmaktadır. İçerik pazarlamasının unsurlarından olarak görülen oluşturulan içerikler ile tüketicinin etkileşimi, deneyimlerin aktarılması açısından önem arz ettiği düşünülmektedir. Araştırmada platformların sunmuş olduğu içeriklerin dijital ortamdaki deneyimlerin aktarılarak tüketicilerde oluşan gerçeğin sıfır anını açıklaması ile ortaya çıkabilecek tüketici etkileşimi incelenmiştir. Nitel olarak geçmiş araştırmalar ile öne sürülen içeriklerin gerçeğin sıfır anına etkisi ile gerçeğin sıfır anının tüketici etkileşimine etkisinin nicel bir çalışma ile desteklenmesi araştırmanın orijinalliğini ön plana çıkarmaktadır. Araştırmanın ön çalışmasında örneklem olarak belirlenen Onedio dijital platformu kullanıcıları ile içeriklere bakış açısının anlaşılması ve araştırma modeline katkı sağlaması düşüncesi ile derinlemesine mülakatlar gerçekleştirilmiştir. Ön çalışma sonrasında anket formu aracılığı ile elde edilen toplamda 243 veri ile araştırmanın hipotezleri test edilmiştir. Sonuç olarak tüketici etkileşiminin tahmin edilmesi açısından platformların sunmuş olduğu içerikler ve gerçeğin sıfır anının etkili olduğu incelenmiştir. Aynı zamanda gerçeğin sıfır anındaki etki ile platforma duyulan güvenin arttığı ve platforma duyulan güvenin de tüketici etkileşiminin bir bölümünü açıkladığı incelenmiştir.

Anahtar Kelimeler

• Gerçeğin Sıfır Anı
• İçerik Pazarlaması
• Tüketici Etkileşimi

CONTENT MARKETING AT ZERO MOMENT OF TRUTH: EXAMINING CONSUMER ENGAGEMENT WITH ONEDİO EXAMPLE

Öz

Through digital platforms, consumers now have information about products by watching/reading the experiences of others without having physical contact with the products. In terms of transferring experiences consumer engagement and created contents which are seen as elements of content marketing is thought to be an important concept. In this research with the contents offered by a certain platform, we have tried to predict consumer engagement and zero moment of truth which occurs in consumers by transferring the experiences through digital platforms. Past qualitative studies put forwards the effect of the contents on zero moment of truth and effect of zero moment of truth on consumer engagement. Supporting this situation with a quantitative study highlights the originality of this research. With the idea of understanding the perspective of created contents and contributing to the research model a preliminary study for this research were conducted through in-depth interviews with Onedio digital platform users who were determined as the sample. After the preliminary study, the hypotheses of the research were tested with 243 data obtained through a survey form. As a result, it has been examined that the content offered by the platforms and the zero moment of truth are effective at predicting consumer engagement. At the same time, it has been examined that trust for the digital platform increases with the effect of zero moment of truth. Increased trust for the digital platforms also predicts a part of consumer engagement.

Anahtar Kelimeler

• Zero Moment of Truth
• Content Marketing
• Consumer Engagement.

Kaynakça

1. Ahuja, V. & Medury, Y. (2010). Corporate blogs as e-CRM tools–Building consumer engagement through content management. Journal of Database Marketing & Customer Strategy Management, 17(2), s. 91-105.
2. Akehurst, G. (2009). User generated content: the use of blogs for tourism organisations and tourism consumers. Service Business, 3(1), s. 51-61.
3. Andaç, A., Akbıyık, F. & Karkar, A. (2016). Customer satisfaction factor in digital content marketing: Isparta Province as an example. International Journal of Social Science Studies, (5), s. 124-135.
4. Ashley, C. & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), s. 15-27.
5. Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), s. 111-118.
6. Barger, V., Peltier, J. W. & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4),, s. 268-287.
7. Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), s. 1173-1182.
8. Biçer, F. (2020). The Impact of Zero Moment of Truth (Zmot) on Smartphone Buying Decision. Journal of International Trade, Logistics and Law, 6(2), s. 153-167.

9. Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), s. 69-82.
10. Braun, V., & Clarke, V. (2021). To saturate or not to saturate? Questioning data saturation as a useful concept for thematic analysis and sample-size rationales. Qualitative research in sport, exercise and health, 13(2), s. 201-216.
11. Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), s. 105-114.
12. Canter, A., Asmussen, B., Michels, N., Butler, A. & Tompson, S. (2013). Defining Branded Content for the Digital Age. BCMA, s. 1-42.
13. Chan, A. & Astari, D. (2017). The analysis of content marketing in online fashion shops in Indonesia. Review of Integrative Business and Economics Research, 6(2), s. 225-233.
14. Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), s. 81-93.
15. Chu, S. C. & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), s. 47-75.
16. Daugherty, T., Eastin, M. S. & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), s. 16-25.
17. Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), s. 28-42.
18. Durmuş, B., Yurtkoru, E. S. & Çinko, M. (2013). Sosyal Bilimlerde SPSS’le Veri Analizi. İstanbul: Beta Yayıncılık.
19. Field, A. (2013) Discovering Statistics Using IBM SPSS Statistics. Sage: Newcastle Tyne, UK
20. Goh, K. Y., Heng, C. S. & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), s. 88-107.
21. Gokhale, N. (2016). Content Marketing-From Genesis to Future. KHOJ: Journal of Indian Management Research and Practices, 1(1),, s. 13-23.
22. Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), s. 857-877.
23. Gurjar, P., Kaurav, R. P. & Thakur, K. S. (2019). Content Marketing: Concepts and Its Relevance in the Tourism Industry. Available at SSRN 3307713.
24. Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), s. 329-342.
25. Hair Jr., J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis 7th Edition. Pearson Prentice Hall
26. Hearn, A. (2016). Producing “Reality” Branded Content, Branded Selves, Precarious Futures. L. Ouellette içinde, A Companion to Reality Television (s. 437-455.). John Wiley & Sons.
27. Holliman, G. & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), s. 269-293.
28. Kee, A. A. & Yazdanifard, R. (2015). The review of content marketing as a new trend in marketing practices. International Journal of Management, Accounting and Economics, 2(9), s. 1055-1064.
29. Koiso-Kanttila, N. (2004). Digital content marketing: a literature synthesis. Journal of Marketing Management, 20(1-2),, s. 45-65.
30. Kotler, P., Kartajaya, H. & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley ve Sons.
31. Laroche, M., Habibi, M. R., Richard, M. O. & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), s. 1755-1767.
32. Lecinski, J. (2011). Winning the zero moment of truth. Zero Moment of Truth. Google Inc.
33. Lee, D., Hosanagar, K. & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), s. 5105-5131.
34. Mondal, S. (2021). A systematic study of new age consumer engagement and exploration for digital entertainment for over-the-top platforms in various digital media. IGI Global: Innovations in digital branding and content marketing, s. 113-133.
35. Montoya-Weiss, M. M., Voss, G. B. & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of The Academy of Marketing Science, 31(4), s. 448-458.
36. Moran, G., Muzellec, L. & Nolan, E. (2014). Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research, 54(2), s. 200-204.
37. Morgan-Thomas, A., Dessart, L., & Veloutsou, C. (2020). Digital ecosystem and consumer engagement: A socio-technical perspective. Journal of Business Research, 121, s. 713-723.
38. Muñiz, J. M. & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3), s. 35-50.
39. Okazaki, S., Li, H. & Hiorse, M. (2009). Consumer privacy concerns and preference for degree of regulatory control. Journal of Advertising, 38(4), s. 63-77.
40. Onedio. (2018). www.onedio.com adresinden alındı
41. Opreana, A. & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), s. 29-34.
42. Park, C. & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), s. 61-67.
43. Pigg, K. E. & Crank, L. D. (2004). Building community social capital: The potential and promise of information and communications technologies. The Journal of Community Informatics, 1(1), s. 58-73.
44. Poch, R. & Martin, B. (2015). Effects of intrinsic and extrinsic motivation on user-generated content. Journal of Strategic Marketing, 23(4), s. 305-317.
45. Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), s. 116-123.
46. Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break through the clutter, and win more customers by marketing less. New York: McGraw-Hill Education.
47. Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5-6), s. 517-540.
48. Scholz, J. & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2) , s. 149-161.
49. Smartinsights. (2018). https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/ adresinden alındı
50. Steenkamp, J. E., Batra, R. & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), s. 53-65.
51. Tsai, W. S. & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), s. 76-87.
52. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), s. 253-266.
53. Vivek, S. D., Beatty, S. E., Dalela, V. & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), s. 401-420.
54. Wallace, E., Buil, I. & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), s. 33-42.
55. Wang, C. L. (2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), s. 1-9.
56. Wu, X. & Liu, F. (2018). An analysis of the motivation of customer participation value co-creation in the we-media: A study based on content marketing. Open Journal of Business and Management, 6(3), s. 749-760.
57. Zahra, N. & Noruzi, A. (2018). Content Marketing Process Model: A Meta-Synthesis of the Literature. Webology, 15(1), s. 8-18.