İNDİRİM MAĞAZALARINDA SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN MARKA BAĞLILIĞI ÜZERİNDE ETKİSİNDE MARKA GÜVENİNİN ARACI ROLÜ

Öz

Çalışma, sosyal medya pazarlama faaliyetlerinin marka bağlılığı üzerindeki etkisinde marka güveninin aracı rolünü; fiyat duyarlılığının yüksek, duygusal bağlılığın düşük olduğu indirim mağazaları özelinde ampirik olarak incelemeyi amaçlamaktadır. Fiyat odaklı bir konumlandırma benimseyen, ürün farklılaşması ve marka kimliği oluşturma açısından sınırlı imkânlara sahip olan indirim mağazalarında sosyal medya aracılığıyla kurulan güvenin, fiyattan bağımsız bir bağlılık geliştirip geliştirmediğini incelemek, bu alandaki sınırlı literatüre benzersiz bir katkı sağlayacaktır. Elde edilecek bulgular, perakendecilere ve dijital pazarlama alanındaki uygulamacılara, marka stratejilerini hangi metriklere ve temellere dayandırmaları gerektiğini gösteren teorik ve pratik rehberlik sunacaktır. Çalışma kapsamında indirim mağazalarının sosyal medya hesaplarını takip eden ve kolayda örneklem yöntemiyle seçilen 18 yaş üstü 447 kişiden anket yoluyla toplanan veriler; SPSS-21 ve AMOS-19 sisteminde yapısal eşitlik modeli kullanılarak analiz edilmiştir. Araştırma sonuçları; indirim mağazalarına ait sosyal medya pazarlama faaliyetlerinin, marka güveni ve marka bağlılığını arttırmada etkili olduğunu göstermektedir. Marka güveni, marka bağlılığını etkileyen bir unsur olmakla birlikte sosyal medya pazarlama faaliyetlerinin, marka bağlılığına etkisinde aracı rolü üstlenmektedir. Çalışma, indirim mağazalarında sosyal medya pazarlama yatırımlarının, marka güveni aracılığıyla uzun vadeli marka bağlılığına dönüşebilen stratejik bir yatırım kalemi olduğunu bilimsel olarak kanıtlamakta; güven odaklı bağlılık için içerik stratejilerine nelik uygulamaya dönük öneriler sunmaktadır.

Anahtar Kelimeler

• Sosyal Medya Pazarlaması
• Marka Güveni
• Marka Bağlılığı
• Aracı Değişken
• Yapısal Eşitlik Modellemesi

THE MEDIATING ROLE OF BRAND TRUST IN THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND COMMITMENT IN DISCOUNT STORES

Öz

This research aims to investigate how brand trust mediates the impact of social media marketing activities on brand commitment in discount stores, where consumers typically exhibit high price sensitivity and low emotional attachment. Examining whether trust established through social media in discount stores—businesses that adopt a price-oriented positioning strategy and have limited opportunities for product differentiation and brand identity development— can generate commitment independent of price has the potential to add novel insight to the relatively scarce body of research in this field. The findings obtained will offer both theoretical and practical guidance to retailers and practitioners in digital marketing, illustrating the metrics and foundations upon which they should base their brand strategies. A questionnaire was administered to 447 participants aged 18 and above who follow the social media accounts of discount retailer, recruited with convenience sampling. The analyses were conducted using Structural Equation Modeling implemented in SPSS-21 and AMOS-19. The findings indicate that social media marketing activities of discount retailers are effective in enhancing both brand trust and brand commitment. Brand trust is not only a factor directly influencing brand commitment but also assumes a mediating role in the effect of social media marketing activities on brand commitment. Overall, the study provides empirical evidence that social media marketing investments in discount retailing constitute a strategic investment item that can be converted into long-term brand commitment through brand trust. In this regard, the research offers practical recommendations for developing content strategies that strengthen trust-based commitment.

Anahtar Kelimeler

• Social Media Marketing
• Brand Trust
• Brand Commitment
• Mediator Variable
• Structural Equation Modeling

Kaynakça

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