Investigating Consumers’ Boycott Behavior in the Context of Israeli-Palestinian Conflict: Social Media, Consumer Animosity and Perceived Efficacy Perspectives

Öz

This study aims to reveal the effects of consumer animosity, perceived effectiveness, and social media on consumers' boycott intention. In addition, the study aims to investigate the mediating role of social media in the relationship between consumer animosity and boycott intention and the relationship between perceived efficacy and boycott intention. The study also analyzes whether there are significant differences in the boycott intentions of consumers in seven different regions of Turkey. A total of 749 consumer data from an equal number of consumers in seven different regions of Turkey were analyzed using structural equation modeling and ANOVA tests. The findings of the study show that consumer animosity, perceived efficacy, and social media have a positive effect on consumers' boycott intentions. While the mediating role of social media in the relationship between perceived effectiveness and boycott intentions was observed, the mediating role of social media in the relationship between consumer animosity and boycott intentions was not detected. It also revealed that there is a significant difference between regions in consumers' boycott intentions. The study differs from other studies in that it both investigates the mediating roles of social media variables and analyzes regional differences in the analysis of boycott intentions.

Anahtar Kelimeler

• Consumer Behavior
• Consumer Animosity
• Social Media
• Boycott
• Perceived Efficacy

İsrail-Filistin Çatışması Sonrası Tüketici Davranışlarının Boykot Açısından İncelenmesi: Sosyal Medya, Tüketici Düşmanlığı ve Algılanan Etkinlik Perspektifleri

Öz

Bu çalışma, tüketici düşmanlığı, algılanan etkinlik ve sosyal medyanın tüketicilerin boykot niyeti üzerindeki etkilerini ortaya koymayı amaçlamaktadır. Ayrıca çalışma, tüketici düşmanlığı ile boykot niyeti arasındaki ilişkide ve algılanan etkinlik ile boykot niyeti arasındaki ilişkide sosyal medyanın aracılık rolünü araştırmayı amaçlamaktadır. Çalışma ayrıca Türkiye'nin yedi farklı bölgesindeki tüketicilerin boykot niyetlerinde anlamlı farklılıklar olup olmadığını analiz etmektedir. Türkiye'nin yedi farklı bölgesindeki eşit sayıda tüketiciden elde edilen toplam 749 tüketici verisi yapısal eşitlik modellemesi ve ANOVA testleri kullanılarak analiz edilmiştir. Çalışmanın bulguları, tüketici düşmanlığı, algılanan yeterlilik ve sosyal medyanın tüketicilerin boykot niyetleri üzerinde pozitif bir etkiye sahip olduğunu göstermektedir. Algılanan etkinlik ile boykot niyeti arasındaki ilişkide sosyal medyanın aracılık rolü gözlemlenirken, tüketici düşmanlığı ile boykot niyeti arasındaki ilişkide sosyal medyanın aracılık rolü tespit edilememiştir. Ayrıca, tüketicilerin boykot niyetlerinde bölgeler arasında anlamlı bir farklılık olduğu ortaya çıkmıştır. Çalışma, hem sosyal medya değişkenlerinin aracılık rollerini araştırması hem de boykot niyetlerinin analizinde bölgesel farklılıkları analiz etmesi bakımından diğer çalışmalardan farklılık göstermektedir.

Anahtar Kelimeler

• Tüketici Davranışı
• Tüketici Düşmanlığı
• Sosyal Medya
• Boykot
• Algılanan Etkililik

Kaynakça

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