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The impact of social media marketing activities on online consumer engagement and purchase intention: Fashion brands example

Yıl 2020, Sayı: 49, 146 - 161, 16.12.2020

Öz

The fact that social media marketing has a less costly, easily measurable and dynamic structure compared to the marketing activities in traditional media platforms causes it to be used extensively by businesses. Social media marketing activities provide online consumer engagement by enabling businesses to communicate directly with consumers. Providing online consumer engagement prepares the environment for long term relationship among businesses and consumers. In this study, it is aimed to examine the impact of social media marketing activities of fashion brands on online consumer engagement and purchase intention. Social media marketing activities are examined with interaction, informativeness, personalization, trend and word of mouth communication dimensions. In addition, the effect of online consumer engagement on purchase intention is also examined. Data were obtained from 309 university students and were analyzed by structural equation modeling. As a result of the analysis, it was determined that social media marketing activities positively effect online consumer engagement and purchase intention, while online consumer engagement does not have effect on purchase intention.

Kaynakça

  • Alan, A. K., Kabadayı, E. T., & Erişke, T. (2018). İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlaması. Elektronik Sosyal Bilimler Dergisi, 17(66), 493–504.
  • Alan, A. K., Kabadayı, E. T., & Uzunburun, T. (2018). Sosyal medya pazarlama faaliyetlerinin müşteri varlığı ve müşteri bağlılığına etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 535-555.
  • Barhemmati, N., & Ahmad, A. (2015). Effects of social network marketing (snm) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science, 3(4), 307– 311.
  • Balakrishan, B., Dahnil, I. M., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation y. Journal of Social and Behavioral Sciences, 148, 177-185.
  • 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), 268-287.
  • Barutçu, S., & Tomaş, M. (2013). Sürdürülebilir sosyal medya pazarlaması ve sosyal medya pazarlaması etkinliğinin ölçümü. İnternet Uygulamaları ve Yönetimi Dergisi, 4(1), 5-24.
  • Chi, H.H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12 (1), 44–61.
  • Choi, E.K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing Management. 25(7), 771–796.
  • 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), 47–75.
  • Çifci, S. & Sözen, D. (2017). Tüketicilerin sosyal medya pazarlama aktivitelerine katılımlarının etkileyicileri ve sonuçları. Ege Akademik Bakış, 17(4), 505-515.
  • Dabbous, A., & Barakat, K.A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services 53, 101966.
  • Demirgüneş, B. (2015). Sosyal sorumluluk projelerine yönelik tutumun, satın alma davranışı ve satın alma niyeti üzerindeki etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(3), 47-74.
  • Dhaoui, C. (2014). An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222.
  • Doorn, J. V. 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), 253-266.
  • Farook, F.S. & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business Management Invention, 5(12), 115-125.
  • George, D., & Mallery, M. (2010). Spss for windows step by step: a simple guide and reference, 17.0 update (10a ed.), Boston: Pearson.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • Gunelius, S. (2011). 30-minute social media marketing: Step-by-step techniques to spread the word about your business. (1. Baskı) New York: McGraw-Hill.
  • Gürbüz, S., & Şahin, F. (2017). Sosyal bilimlerde araştırma yöntemleri: felsefe –yöntem analiz. Ankara: Seçkin Yayıncılık.
  • Harrigan, P., Evers, U., Miles, M. & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 55–573.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014), Consumer brand engagement in social media: conceptualization, scale development, and validation, Journal of Interactive Marketing, 28(2), 149–65.
  • Hu, L. & Bentler, P. (1998). Fit indices in covariance structure modeling: sensitivity to under parameterized model misspecification. Psychological Method, 3(4), 424-453.
  • Hudson, S., Roth, M., Madden, T., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: an empirical study of music festival attendees. Tourism Management, 47, 68-76.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management. 49, 366-376.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
  • Kırcova, İ. Yaman, Y., & Köse, Ş. G. (2018). Instagram, facebook or twitter: which engages best? a comparative study of consumer brand engagement and social commerce purchase intention. European Journal of Economics and Business Studies, 4(1), 268-278.
  • Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention, Journal of Global Fashion Marketing, 1(3), 164–71.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480–1486.
  • Lacey, R., Suh, J., & Morgan, R. M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal of Service Research, 9(3), 241–256.
  • Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13–18.
  • MacCallum, R. C., Widaman, K. F., Preacher, K. J. & Hong, S. (2001). Sample size in factor analysis: the role of model error, Multivariate Behavioral Research, 36(4), 84-99.
  • McClure, C. & Seock, Y. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 1-8.
  • McKnight, D.H., & Chervany, N.L. (2002). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-59.
  • Meydan, C. H. & Şeşen, H. (2015). Yapısal eşitlik modellemesi amos uygulamaları (2.Baskı). Ankara: Detay.
  • Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
  • Muchardie, B.G., Yudiana, N. H., & Gunawan, A. (2016). Effect of social media marketing on customer engagement and its ımpact on brand loyalty in caring colours cosmetics, martha tilaar. Binus Business Review, 7(1), 83-87.
  • Nalçaoğlu, H. (2020). Attitudes towards social media. (1-7). İstanbul: İstanbul Bilgi Üniversitesi & İnsani Gelişme Vakfı.
  • Nart, S., Kutlu, E. & Topal, İ. (2019). Y kuşağının elektronik ağızdan ağıza iletişime katılımının belirleyicileri: Instagram örneği. Business & Management Studies: an International Journal, 7(5), 1989-2010.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
  • Nunnally, J. C. (1978). Psychometric theory. New York: McGraw Hill.
  • Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162.
  • Prentice, C., Han, X.Y., Hua, L.L., & Hu, L. (2019) The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339–347.
  • Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(2019), 50-59.
  • Schivinski, B., Christodoulides, G. & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 9(1), 31-53.
  • Şahin, E., Çağlıyan, V., & Başer, H. H. (2017). Sosyal medya pazarlamasının tüketici satın alma davranışına etkisi: Selçuk Üniversitesi İİBF örneği. Ömer Halisdemir Üniversitesi İİBF Dergisi, 10(4), 67-86.
  • Tafesse, W. (2016). An experiential model of consumer engagement in social media, Journal of Product & Brand Management, 25(5), 424-434.
  • Taskın, E., & Alkaya, A. (2017). The impact of social media pages on customer equity and purchase intention: An empirical study of mobile operators. Journal of Business Research Turk, 3(9), 122–133.
  • Topal, İ., & Nart, S. (2016). Facebook marka sayfası içeriklerinin ağızdan ağza iletişim ve satın alma niyetine etkisi: Moda markaları örneği. Global Journal of Economicsand Business Studies, 5(9), 74-89.
  • Toor, A., Husnain, M. & Husnain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer Engagement as a mediator. Asian Journal of Business and Accounting, 10 (1), 167-199.
  • Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13, 76 87.
  • Ural, T., & Yuksel, D. (2015). The mediating roles of perceived customer equity drivers between social media marketing activities and purchase intention a study on Turkish culture. International Journal of Economics, Commerce and Management United Kingdom, 3(10), 1-18.
  • Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66-79.
  • Vivek, S. D., Beatty, S. E., Dalela, V. & Morgan, R. M. (2014). A generalized scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
  • Vries, D. L., Gensler, S. & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
  • Wang, J.C., & Chang, C.H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337-346.
  • Wu, S.-I., & Chen, Y.-J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31, 179–188.
  • Yadav, M. & Rahman, Z. (2017), Measuring consumer perception of social media marketing activities in e-commerce industry: scale development & validation, Telematics and Informatics, 34(7), 1294-1307.
  • Yadav, M., Valck, K., Hennig-Thurau, T., Hoffman, D. & Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27, 311-323.
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Sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisi: Moda markaları örneği

Yıl 2020, Sayı: 49, 146 - 161, 16.12.2020

Öz

Sosyal medya pazarlamasının geleneksel medya platformlarındaki pazarlama faaliyetlerine kıyasla daha az maliyetli, kolay ölçümlenebilir ve dinamik bir yapıya sahip olması işletmeler tarafından yoğun şekilde kullanılmasına neden olmaktadır. Sosyal medya pazarlama faaliyetleri, işletmelerin tüketicilerle doğrudan iletişim kurmasını sağlayarak çevrimiçi tüketici katılımını sağlamaktadır. Çevrimiçi tüketici katılımının sağlanması, işletmeler ile tüketicileri yakınlaştırıp uzun dönemli ilişkinin kurulmasına ortam hazırlamaktadır. Bu çalışmada, moda markalarının sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisini incelemek amaçlanmıştır. Sosyal medya pazarlama faaliyetleri; etkileşim, bilgisellik, kişiselleştirme, trend olma ve ağızdan ağza iletişim boyutlarıyla ele alınmıştır. Ayrıca, çevrimiçi tüketici katılımının tüketicilerin satın alma niyeti üzerindeki etkisi de incelenmiştir. Araştırma kapsamında 309 üniversite öğrencisinden elde edilen veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonucunda sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımını ve satın alma niyetini pozitif yönde etkilediği belirlenirken, çevrimiçi tüketici katılımının satın alma niyeti üzerinde bir etkisi tespit edilememiştir.

Kaynakça

  • Alan, A. K., Kabadayı, E. T., & Erişke, T. (2018). İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlaması. Elektronik Sosyal Bilimler Dergisi, 17(66), 493–504.
  • Alan, A. K., Kabadayı, E. T., & Uzunburun, T. (2018). Sosyal medya pazarlama faaliyetlerinin müşteri varlığı ve müşteri bağlılığına etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 535-555.
  • Barhemmati, N., & Ahmad, A. (2015). Effects of social network marketing (snm) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science, 3(4), 307– 311.
  • Balakrishan, B., Dahnil, I. M., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation y. Journal of Social and Behavioral Sciences, 148, 177-185.
  • 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), 268-287.
  • Barutçu, S., & Tomaş, M. (2013). Sürdürülebilir sosyal medya pazarlaması ve sosyal medya pazarlaması etkinliğinin ölçümü. İnternet Uygulamaları ve Yönetimi Dergisi, 4(1), 5-24.
  • Chi, H.H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12 (1), 44–61.
  • Choi, E.K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing Management. 25(7), 771–796.
  • 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), 47–75.
  • Çifci, S. & Sözen, D. (2017). Tüketicilerin sosyal medya pazarlama aktivitelerine katılımlarının etkileyicileri ve sonuçları. Ege Akademik Bakış, 17(4), 505-515.
  • Dabbous, A., & Barakat, K.A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services 53, 101966.
  • Demirgüneş, B. (2015). Sosyal sorumluluk projelerine yönelik tutumun, satın alma davranışı ve satın alma niyeti üzerindeki etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(3), 47-74.
  • Dhaoui, C. (2014). An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222.
  • Doorn, J. V. 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), 253-266.
  • Farook, F.S. & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business Management Invention, 5(12), 115-125.
  • George, D., & Mallery, M. (2010). Spss for windows step by step: a simple guide and reference, 17.0 update (10a ed.), Boston: Pearson.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • Gunelius, S. (2011). 30-minute social media marketing: Step-by-step techniques to spread the word about your business. (1. Baskı) New York: McGraw-Hill.
  • Gürbüz, S., & Şahin, F. (2017). Sosyal bilimlerde araştırma yöntemleri: felsefe –yöntem analiz. Ankara: Seçkin Yayıncılık.
  • Harrigan, P., Evers, U., Miles, M. & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 55–573.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014), Consumer brand engagement in social media: conceptualization, scale development, and validation, Journal of Interactive Marketing, 28(2), 149–65.
  • Hu, L. & Bentler, P. (1998). Fit indices in covariance structure modeling: sensitivity to under parameterized model misspecification. Psychological Method, 3(4), 424-453.
  • Hudson, S., Roth, M., Madden, T., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: an empirical study of music festival attendees. Tourism Management, 47, 68-76.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management. 49, 366-376.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
  • Kırcova, İ. Yaman, Y., & Köse, Ş. G. (2018). Instagram, facebook or twitter: which engages best? a comparative study of consumer brand engagement and social commerce purchase intention. European Journal of Economics and Business Studies, 4(1), 268-278.
  • Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention, Journal of Global Fashion Marketing, 1(3), 164–71.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480–1486.
  • Lacey, R., Suh, J., & Morgan, R. M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal of Service Research, 9(3), 241–256.
  • Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13–18.
  • MacCallum, R. C., Widaman, K. F., Preacher, K. J. & Hong, S. (2001). Sample size in factor analysis: the role of model error, Multivariate Behavioral Research, 36(4), 84-99.
  • McClure, C. & Seock, Y. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 1-8.
  • McKnight, D.H., & Chervany, N.L. (2002). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-59.
  • Meydan, C. H. & Şeşen, H. (2015). Yapısal eşitlik modellemesi amos uygulamaları (2.Baskı). Ankara: Detay.
  • Mills, A. J. (2012). Virality in social media: the SPIN framework. Journal of Public Affairs, 12(2), 162-169.
  • Muchardie, B.G., Yudiana, N. H., & Gunawan, A. (2016). Effect of social media marketing on customer engagement and its ımpact on brand loyalty in caring colours cosmetics, martha tilaar. Binus Business Review, 7(1), 83-87.
  • Nalçaoğlu, H. (2020). Attitudes towards social media. (1-7). İstanbul: İstanbul Bilgi Üniversitesi & İnsani Gelişme Vakfı.
  • Nart, S., Kutlu, E. & Topal, İ. (2019). Y kuşağının elektronik ağızdan ağıza iletişime katılımının belirleyicileri: Instagram örneği. Business & Management Studies: an International Journal, 7(5), 1989-2010.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
  • Nunnally, J. C. (1978). Psychometric theory. New York: McGraw Hill.
  • Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162.
  • Prentice, C., Han, X.Y., Hua, L.L., & Hu, L. (2019) The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339–347.
  • Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(2019), 50-59.
  • Schivinski, B., Christodoulides, G. & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 9(1), 31-53.
  • Şahin, E., Çağlıyan, V., & Başer, H. H. (2017). Sosyal medya pazarlamasının tüketici satın alma davranışına etkisi: Selçuk Üniversitesi İİBF örneği. Ömer Halisdemir Üniversitesi İİBF Dergisi, 10(4), 67-86.
  • Tafesse, W. (2016). An experiential model of consumer engagement in social media, Journal of Product & Brand Management, 25(5), 424-434.
  • Taskın, E., & Alkaya, A. (2017). The impact of social media pages on customer equity and purchase intention: An empirical study of mobile operators. Journal of Business Research Turk, 3(9), 122–133.
  • Topal, İ., & Nart, S. (2016). Facebook marka sayfası içeriklerinin ağızdan ağza iletişim ve satın alma niyetine etkisi: Moda markaları örneği. Global Journal of Economicsand Business Studies, 5(9), 74-89.
  • Toor, A., Husnain, M. & Husnain, T. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer Engagement as a mediator. Asian Journal of Business and Accounting, 10 (1), 167-199.
  • Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13, 76 87.
  • Ural, T., & Yuksel, D. (2015). The mediating roles of perceived customer equity drivers between social media marketing activities and purchase intention a study on Turkish culture. International Journal of Economics, Commerce and Management United Kingdom, 3(10), 1-18.
  • Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66-79.
  • Vivek, S. D., Beatty, S. E., Dalela, V. & Morgan, R. M. (2014). A generalized scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
  • Vries, D. L., Gensler, S. & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
  • Wang, J.C., & Chang, C.H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337-346.
  • Wu, S.-I., & Chen, Y.-J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
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Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler / Articles
Yazarlar

Fatma DEMIRCI OREL
ÇUKUROVA ÜNİVERSİTESİ
0000-0002-3958-7297
Türkiye


Abdil ARIK
ÇUKUROVA ÜNİVERSİTESİ
0000-0001-5784-6953
Türkiye

Yayınlanma Tarihi 16 Aralık 2020
Gönderilme Tarihi 26 Ekim 2020
Kabul Tarihi 2 Aralık 2020
Yayınlandığı Sayı Yıl 2020 Sayı: 49

Kaynak Göster

APA Demırcı Orel, F. & Arık, A. (2020). Sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisi: Moda markaları örneği . Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , 19. Uluslararası İşletmecilik Kongresi Özel Sayısı , 146-161 . Retrieved from https://dergipark.org.tr/tr/pub/erusosbilder/issue/58345/841851

ERCİYES AKADEMİ | 2021 | sbedergi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.