Eskiye Özlem: Sosyal Medyada Paylaşılan Retro Reklamların Marka İlişkilerine ve Satın Alma Niyetine Etkisi

Yıl 2024, Cilt: 5 Sayı: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, 47 - 64, 30.10.2024

Mehmet Gökerik

https://doi.org/10.54439/gupayad.1514338

Öz

Amaç: Bu çalışmanın amacı, sosyal medyada paylaşılan retro ürün reklamlarının tüketicilerin güvenilirlik, kalite ve kolay anlaşılabilirlik algılarını nasıl etkilediğini ve bu algıların marka sadakati, marka farkındalığı ve satın alma niyetleri üzerindeki etkilerini araştırmaktır. Gereç ve Yöntem: Araştırma, Karabük, Türkiye'de gerçekleştirilmiş olup, yapısal eşitlik modellemesi kullanılarak tüketicilerden doğrudan toplanan veriler analiz edilmiştir. Çalışma, sosyal medyada paylaşılan retro ürünlerin reklamlarının tüketicilerin güvenilirlik, kalite ve kolay anlaşılabilirlik algılarını nasıl etkilediğini ve bu algıların marka sadakati ve farkındalığı aracılığıyla nasıl satın alma niyetlerini etkilediğini araştırmıştır. Bulgular: Bulgular, retro ürün reklamlarının güvenilirliği ve kolay anlaşılırlığının marka sadakati ve farkındalığı üzerinde pozitif ve anlamlı etkiler gösterdiğini, ancak kalitenin beklenen etkiyi yaratmadığını ortaya koymuştur. Bu sonuçlar, işletmeler için retro pazarlama stratejilerinin etkinliğini vurgulamaktadır. Sonuç: Çalışma, sosyal medyada paylaşılan retro ürün reklamlarının güvenilirliği ve anlaşılabilirliğinin marka sadakati ve marka farkındalığını önemli ölçüde artırdığını ortaya koymaktadır. Ancak, bu reklamların algılanan kalitesinin bu marka ile ilgili sonuçlar üzerinde anlamlı bir etkisi bulunmamaktadır. Bu bulgular, marka ilişkilerini güçlendirmek için reklamların güvenilirliği ve netliğine odaklanmanın önemini vurgulamaktadır.

Anahtar Kelimeler

Marka Sadakati, Marka Farkındalığı, Sosyal Medya Pazarlama, Retro Pazarlama, Sosyal Medya

Nostalgia for the Past: The Impact of Retro Advertisements Shared on Social Media on Brand Relationships and Purchase Intentions

Öz

Purpose: The aim of this study is to investigate how retro product advertisements shared on social media influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect brand loyalty, brand awareness, and purchase intentions. Material and Method: The research was conducted in Karabük, Turkey, and data collected directly from consumers was analyzed using structural equation modeling. The study investigates how advertisements for retro products shared on social media influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect purchase intentions through brand loyalty and awareness. Findings: The findings indicate that the credibility and understandability of retro product ads positively and significantly affect brand loyalty and awareness, but quality did not have the expected effect. These results highlight the effectiveness of retro marketing strategies for businesses. Result: The study reveals that the credibility and ease of understanding of retro product advertisements shared on social media significantly enhance brand loyalty and brand awareness. However, the perceived quality of these advertisements does not show a significant impact on these brand-related outcomes. These findings highlight the importance of focusing on the credibility and clarity of advertisements to strengthen brand relationships.

Anahtar Kelimeler

Brand Loyalty, Brand Awareness, Social Media Marketing, Retro Marketing, Social Media

Kaynakça

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