SOSYAL MEDYA PAZARLAMA ÇABALARININ MARKA DEĞERİ, İLİŞKİ DEĞERİ VE TÜKETİCİ DAVRANIŞLARI ÜZERİNE ETKİSİ

Öz

Bu çalışmanın amacı, sosyal medya pazarlama çabalarının marka değeri, ilişki değeri ve tüketici davranışları üzerine etkisini incelemektir. Ayrıca, marka değeri ve ilişki değerinin, sosyal medya pazarlama çabaları ile tüketici davranışları arasında aracı etkiye sahip olup olmadığı araştırılmaktadır. Sosyal medya pazarlama çabalarının etkilerini ampirik olarak test etmek için, İstanbul’da yaşayan 754 sosyal medya kullanıcısına bir anket uygulanmış, sonuçlar IBM SPSS 24 ve AMOS 24 programı ile incelenmiştir. 7 hipotez önerilmiş ve önerilen hipotezler desteklenmiştir. Teorik ve uygulamaya yönelik çıkarımlarda bulunulmuş, gelecek çalışmalar için öneriler ve kısıtlar verilmiştir.

Anahtar Kelimeler

• Sosyal Medya Pazarlama Çabaları
• Marka Değeri
• İlişki Değeri
• Tüketici Davranışları

THE EFFECT OF SOCIAL MEDIA MARKETING EFFORTS ON BRAND VALUE, RELATIONSHIP VALUE AND CONSUMER BEHAVIOR

Öz

The aim of this study is to examine the impact of social media marketing activities on brand equity, relationship equity and consumer behaviors. In addition, it is investigated whether brand equity and relationship equity have a mediating effect between social media marketing activities and consumer behaviors. In order to empirically test the effects of social media marketing activities, a survey was applied to 754 social media users living in Istanbul, and the results were analyzed with IBM SPSS 24 and AMOS 24 program. 7 hypotheses were proposed and the proposed hypotheses were supported. Theoretical and practical inferences are made suggestions and constraints are given for future studies.

Anahtar Kelimeler

• Social Media Marketing Activities (SMMA)
• Brand Equity
• Relationship Equity
• Customer Responses

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