Kullanıcılar Arasında Marka Bilinirliğini Artırmada TikTok'un Etkinliği

Yıl 2024, Cilt: 5 Sayı: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, 21 - 31, 30.10.2024

Nur Nadia Najihah Azadan , Logaıswarı Indıran , Saranya Nair

https://doi.org/10.54439/gupayad.1502120

Öz

Amaç: Bu çalışmanın amacı, kullanıcılar arasında marka farkındalığını artırmada TikTok'un etkinliğini araştırmaktır. Gereç ve Yöntem: Bu çalışma nicel bir araştırma yaklaşımını kullanmaktadır. Veri toplamak için bir anket geliştirildi ve B2C TikTok kullanıcılarına dağıtıldı. Bulgular: Mobil Uygulama Değeri, Sistem Kalitesi ve Etkileyici Güveni, TikTok'taki Marka Bilinirliğini önemli ölçüde etkilemektedir. Bilgi Kalitesi Marka Bilinirliği üzerinde önemli bir etki göstermemektedir. Marka Bilinirliği hem Ağızdan Ağıza İletişimi hem de Satın Alma Niyetini olumlu yönde etkilemektedir. Sonuçlar: Çalışma ile elde edilen sonuçlar yorumlandığında; bilgi kalitesinin rolünü küçümsenirken, özellikle mobil uygulama değeri, sistem kalitesi ve etkileyenlerin güveni aracılığıyla TikTok'un marka farkındalığını artırmadaki etkinliği ortaya çıkmaktadır. Ağızdan ağza iletişim ve satın alma niyeti üzerindeki olumlu etki, TikTok'un güçlü bir pazarlama aracı olma potansiyelini ortaya çıkarmaktadır.

Anahtar Kelimeler

Brand Awarness, Social Media Marketing, Tiktok,, WOM

Etik Beyan

This research was carried out in accordance with the rules of scientific research and publication ethics.

Destekleyen Kurum

Universiti Teknologi Malaysia

The Effectiveness of TikTok in Increasing Brand Awareness Among Users

Öz

Purpose: The purpose of this study is to explore the effectiveness of TikTok in increasing brand awareness among users. Material and Method: This study employs a quantitative research approach. A questionnaire was developed and distributed to B2C TikTok users to gather data. Findings: Mobile Application Value, System Quality, and Influencer Trust significantly influence TikTok's brand awareness. Information Quality does not exhibit a significant effect on Brand Awareness. Brand Awareness positively impacts both Word of Mouth and Purchase Intention. Results: This study demonstrates TikTok's effectiveness in enhancing brand awareness, primarily through system quality, mobile app value and influencer trust, while minimizing the role of information quality. The positive impact on word of mouth and purchase intention underscores TikTok's potential as a powerful marketing tool.

Anahtar Kelimeler

Brand Awarness, Social Media Marketing, Tiktok, WOM

Etik Beyan

This research was carried out in accordance with the rules of scientific research and publication ethics.

Destekleyen Kurum

Universiti Teknologi Malaysia

Kaynakça

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