The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

Yıl 2024, Cilt: 5 Sayı: 2, 105 - 122, 30.12.2024

Ebubekir Işık

https://doi.org/10.54439/gupayad.1503349

Öz

Purpose: The purpose of this study is to examine the impact of social media marketing on brand image. A conceptual model has been developed based on the Information Adoption Model (IAM) to achieve this goal. Material and Method: Data were collected from 204 social media users in the Karabük province through a survey technique. The collected data were analysed with Structural Equation Modeling (SEM). The study investigates how information about a product, service, or brand produced through social media marketing influences consumers' perceptions of information quality, source credibility, information usefulness, and adoption, and how these factors, in turn, affect brand image. Findings: The analyses confirm that social media marketing has a positive effect on brand image. Additionally, it was found that social media marketing information is perceived as high-quality, reliable, and useful, which increases the likelihood of its adoption. Results: This study concludes that social media marketing positively influences brand image from the IAM perspective. Furthermore, by testing the effect of social media marketing on brand image through the lens of IAM, this study expands the scope of the model and contributes to it. The findings also serve as a reference for marketing researchers and practitioners, reminding them of the significance of social media marketing.

Anahtar Kelimeler

Social Media Marketing, Information Adoption Model, Brand Image

Etik Beyan

This study was conducted with Ethics Committee Approval by the decision of Karabük University Social and Humanities Research Ethics Committee dated 03.06.2024, meeting number E-78977401-050.04-345187.

Sosyal Medya Pazarlamasının Bilgi Benimseme Modeli Merceğinden Marka İmajına Etkisi

Öz

Amaç: Bu çalışmanın amacı, sosyal medya pazarlamasının marka imajı üzerindeki etkisini incelemektir. Bunun için Bilgi Benimseme Modeli (IAM) temel alınarak kavramsal bir model geliştirilmiştir. Gereç ve Yöntem: Veriler, anket tekniği ile Karabük ili evreninde 204 sosyal medya kullanıcısından toplanmıştır. Toplanan veriler Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Çalışma, sosyal medya pazarlaması yoluyla üretilen ürün, hizmet ya da marka bilgisinin, tüketicilerin; bilginin kalitesi, kaynak güvenilirliği, bilginin kullanışlılığı ve benimsenmesi algılarını nasıl etkilediği ve bunun da marka imajı üzerindeki etkisi incelenmektedir. Bulgular: Yapılan analizler, sosyal medya pazarlamasının marka imajını pozitif yönde etkilediğini doğrulamaktadır. Ayrıca sosyal medya pazarlaması bilgisinin kaliteli, güvenilir ve kullanışlı görüldüğü ve bu durumun da sosyal medya pazarlaması bilgisinin benimsenme durumunu arttırdığı sonucuna ulaşılmıştır. Sonuç: Bu çalışma sonucunda, sosyal medya pazarlamasının IAM perspektifinden marka imajını pozitif anlamda etkilediği belirlenmiştir. Ek olarak bu çalışma, sosyal medya pazarlamasının marka imajı üzerindeki IAM merceğinden test ederek IAM’ın kapsamını genişletmiş ve modele katsı sağlamıştır. Ayrıca elde edilen sonuçlar, sosyal medya pazarlamasının önemini pazarlama araştırmacıları ve uygulayıcılarına hatırlatarak bir referans oluşturmaktadır.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Bilgi Benimseme Modeli, Marka İmajı

Etik Beyan

Bu çalışma Karabük Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu’nun 03.06.2024 tarih ve E-78977401-050.04-345187 toplantı numaralı kararıyla Etik Kurul Onayı alınarak yürütülmüştür.

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