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OY VERMEYE YÖNELİK TUTUMUN ÖNCÜLÜ VE ARDILI: Z KUŞAĞI SEÇMENLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2023, Cilt: 15 Sayı: 1, 41 - 59, 17.01.2023

Öz

Gelişen teknoloji ile birlikte yaygın kullanılan sosyal medya mecrası seçim kampanyaları için önemli iletişim ortamı haline gelmiştir. Özellikle okul çağında yer alan Z kuşağı temsilcilerinin bu mecrayı ileri düzeyde kullandıkları gözlemlenmektedir. Sosyal medya kullanımı ile ilgili bu araştırma için önerilen model geçmişte yapılmış çalışmaların Z kuşağı üzerinde genişletilmesi ile elde edilmiştir. Araştırmanın amacı siyasi ilgilenimin, siyasi mesajın sosyal medyada yayılmasına, siyasete olan güvene ve oy vermeye yönelik tutuma etkisini ve bu tutumun da seçmenin doğru kararı vermede kendine olan güvenine etkisini incelemektir. Kolayda örnekleme yöntemi kullanılarak toplanan veriler SmartPLS yapısal eşitlik modellemesi kullanılarak analize tabi tutulmuştur. Çalışma sonucunda siyasi ilgilenimin, potansiyel seçmenlerin siyasi mesajı yayması üzerinde ve oy vermeye yönelik tutum üzerinde etkisini ortaya çıkarmıştır. Oy vermeye yönelik tutumun ise seçmenin doğru kararı vereceğine yönelik kendine olan güvenini etkilediği tespit edilmiştir. Araştırma Z kuşağı seçmenlerini etkilemede siyasi pazarlama stratejilerinin kullanımını önermektedir. Bu araştırmanın akademik ve siyasi pazarlama uygulayıcıları için çeşitli katkıları bulunmaktadır. İlk olarak, çalışma sosyal medya kullanımının Z kuşağının oy vermeye yönelik tutumu ve doğru kararı vermesine yönelik kendine olan güveni üzerindeki etkisini açıklamada bir çerçeve sunabilir. İkinci, Z kuşağı seçmeni sosyal medya kullanıcılarından toplanan veriler bilimsel öngörülere destek sağlayabilir. Üçüncü ise kararsız seçmenlere yönelik geliştirilmesi gereken stratejiler üzerine önerilere aracılık edebilir.

Kaynakça

  • Ajzen, I. & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84 (5), 888-918.
  • Arolat, O. (2021). 2023 seçimleri ve Z kuşağının önemi, https://www.dunya.com/kose-yazisi/2023-secimleri-ve-z-kusaginin-onemi/614643 (Erişim Tarihi: 17.03.2021).
  • Bagozzi, R.P. & Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
  • Barrett, P. M. & Sims, J.G. (2021). False accusation: The unfounded claim that social media companies censor conservatives (Vol. 6011, p. 1611785871154). Technical Report. NYU Stern Center for Business and Human Rights.
  • Bennett, W.L. & Livingston, S. (2018). The disinformation order: Disruptive communication and the decline of democratic institutions. European Journal of Communication, 33 (2), 122-139.
  • Ciftci, D. (2021). Political marketing and new media election campaigning: the application of North Cyprus 2018 general elections, Handbook of Research on New Media Applications in Public Relations and Advertising, IGI Global, Cyprus, 355-379.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates Hillsdale, New Jersey.
  • Dankwah, J.B., & Mensah, K. (2021). Political marketing and social media influence on young voters in Ghana. SN Social Sciences, 1(6), 1-19.
  • Deloitte (2021). 2021 Y ve Z kuşakları araştırması, Deloitte Touche Tohmatsu https://www2.deloitte.com/tr/tr/pages/human-capital/articles/millennialsurvey-2021.html (Erişim Tarihi: 19.05.2022).
  • Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Models with Unobservables Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM), SAGE Publications.
  • Hair, J.F., Sarstedt, M., Ringle, C.M. & Mena, J.A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hamid, R. S., Abror, A., Anwar, S. M. & Hartati, A. (2022). The role of social media in the political involvement of millennials. Spanish Journal of Marketing-ESIC. 26 (1), 61-79.
  • Heiss, R. (2022). How humorous posts influence engagement with political posts on social media: The role of political involvement. Journal of Media Psycholog: Theories, Methods, and Applications, 34 (1), 16-29.
  • Hulland, J. (1999). Use of Partial Least Squares (PLS) In Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20 (2), 195-204.
  • Johnson, T.J. & Kaye, B.K. (1998). Cruising is believing?: Comparing Internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75 (2), 325-340.
  • Kotler, P. & Armstrong, G. (2020). Principles of marketing. 18th Ed. Pearson, 2020.
  • Kushin, M.J. & Yamamoto, M. (2010). Did social media really matter? College students' use of online media and political decision making in the 2008 election. Mass Communication & Society, 13 (5), 608-630.
  • Lee, H. (2020). Voters’ involvement, attitude, and confidence in the era of new media. Palgrave Communications, 6 (1), 1-7.
  • Liu, Y., Ye, C., Sun, J., Jiang, Y. & Wang, H. (2021). Modeling undecided voters to forecast elections: From bandwagon behavior and the spiral of silence perspective. International Journal of Forecasting, 37 (2), 461-483.
  • Mathur, A. & Moschis, G.P. (2022). How do information sources shape voters’ political views?: Comparing mainstream and social-media effects on democrats, republicans, and the undecided. Journal of Advertising Research, 62 (2), 176-195.
  • Mayer, W.G. (2007). The swing voter in American presidential elections. American Politics Research, 35 (3), 358-388.
  • Nyhan, B. & Reifler, J. (2010). When corrections fail: The persistence of political misperceptions. Political Behavior, 32 (2), 303-330.
  • O'Cass, A. & Pecotich, A. (2005). The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspective. Journal of Business Research, 58 (4), 406-413.
  • O'cass, A. (2002). Political advertising believability and information source value during elections. Journal of Advertising, 31 (1), 63-74.
  • Pinkleton, B.E., Um, N.H. & Austin, E.W. (2002). An exploration of the effects of negative political advertising on political decision making. Journal of Advertising, 31 (1), 13-25.
  • Strandberg, K. (2013). A social media revolution or just a case of history repeating itself? The use of social media in the 2011 Finnish parliamentary elections. New media & society, 15 (8), 1329-1347.
  • Tüik, (2022). İstatistiklerle Gençlik, 2021. https://data.tuik.gov.tr/Bulten/Index?p=Istatistiklerle-Genclik-2021-45634. (Erişim Tarihi: 17.06.2022).
  • Zechman, M.J. (1979). Dynamic models of the voter's decision calculus: Incorporating retrospective considerations into rational-choice models of individual voting behavior. Public Choice, 34 (3), 297-315.

THE ANTECEDENTS AND CONSEQUENCE OF THE ATTITUDE TOWARDS VOTING: A RESEARCH ON THE Z GENERATION VOTERS

Yıl 2023, Cilt: 15 Sayı: 1, 41 - 59, 17.01.2023

Öz

Social media, which is widely used with the developing technology, has become an important communication medium for election campaigns. It is observed that especially the representatives of the Z generation, who are of school age, use this medium at an advanced level. The model proposed for this research on social media use was obtained by extending the previous studies to the Z generation. The study aims to examine the effect of political involvement on the dissemination of political messages on social media, trust in politics, attitudes towards voting, and the effect of this attitude on the self-confidence of voters in making the right decision. The data collected using the convenience sampling method were analyzed with SmartPLS, a PLS-based structural equation modeling. The result of the study revealed the effect of political involvement on the dissemination of the political message by potential voters and the attitude towards voting. It has been determined that the attitude towards voting affects the self-confidence of the voters that they will make the right decision. The research suggests the use of political marketing strategies to influence Generation Z voters. This research has several contributions to academic and political marketing practitioners. First, it provides a framework to explain the impact of social media use on the attitude of generation Z towards voting and their self-confidence in making the right decision. Second, the data collected from generation Z social media users can support scientific predictions. Third, it can mediate suggestions on strategies that need to be developed for undecided voters.

Kaynakça

  • Ajzen, I. & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84 (5), 888-918.
  • Arolat, O. (2021). 2023 seçimleri ve Z kuşağının önemi, https://www.dunya.com/kose-yazisi/2023-secimleri-ve-z-kusaginin-onemi/614643 (Erişim Tarihi: 17.03.2021).
  • Bagozzi, R.P. & Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
  • Barrett, P. M. & Sims, J.G. (2021). False accusation: The unfounded claim that social media companies censor conservatives (Vol. 6011, p. 1611785871154). Technical Report. NYU Stern Center for Business and Human Rights.
  • Bennett, W.L. & Livingston, S. (2018). The disinformation order: Disruptive communication and the decline of democratic institutions. European Journal of Communication, 33 (2), 122-139.
  • Ciftci, D. (2021). Political marketing and new media election campaigning: the application of North Cyprus 2018 general elections, Handbook of Research on New Media Applications in Public Relations and Advertising, IGI Global, Cyprus, 355-379.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates Hillsdale, New Jersey.
  • Dankwah, J.B., & Mensah, K. (2021). Political marketing and social media influence on young voters in Ghana. SN Social Sciences, 1(6), 1-19.
  • Deloitte (2021). 2021 Y ve Z kuşakları araştırması, Deloitte Touche Tohmatsu https://www2.deloitte.com/tr/tr/pages/human-capital/articles/millennialsurvey-2021.html (Erişim Tarihi: 19.05.2022).
  • Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Models with Unobservables Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM), SAGE Publications.
  • Hair, J.F., Sarstedt, M., Ringle, C.M. & Mena, J.A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hamid, R. S., Abror, A., Anwar, S. M. & Hartati, A. (2022). The role of social media in the political involvement of millennials. Spanish Journal of Marketing-ESIC. 26 (1), 61-79.
  • Heiss, R. (2022). How humorous posts influence engagement with political posts on social media: The role of political involvement. Journal of Media Psycholog: Theories, Methods, and Applications, 34 (1), 16-29.
  • Hulland, J. (1999). Use of Partial Least Squares (PLS) In Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20 (2), 195-204.
  • Johnson, T.J. & Kaye, B.K. (1998). Cruising is believing?: Comparing Internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75 (2), 325-340.
  • Kotler, P. & Armstrong, G. (2020). Principles of marketing. 18th Ed. Pearson, 2020.
  • Kushin, M.J. & Yamamoto, M. (2010). Did social media really matter? College students' use of online media and political decision making in the 2008 election. Mass Communication & Society, 13 (5), 608-630.
  • Lee, H. (2020). Voters’ involvement, attitude, and confidence in the era of new media. Palgrave Communications, 6 (1), 1-7.
  • Liu, Y., Ye, C., Sun, J., Jiang, Y. & Wang, H. (2021). Modeling undecided voters to forecast elections: From bandwagon behavior and the spiral of silence perspective. International Journal of Forecasting, 37 (2), 461-483.
  • Mathur, A. & Moschis, G.P. (2022). How do information sources shape voters’ political views?: Comparing mainstream and social-media effects on democrats, republicans, and the undecided. Journal of Advertising Research, 62 (2), 176-195.
  • Mayer, W.G. (2007). The swing voter in American presidential elections. American Politics Research, 35 (3), 358-388.
  • Nyhan, B. & Reifler, J. (2010). When corrections fail: The persistence of political misperceptions. Political Behavior, 32 (2), 303-330.
  • O'Cass, A. & Pecotich, A. (2005). The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspective. Journal of Business Research, 58 (4), 406-413.
  • O'cass, A. (2002). Political advertising believability and information source value during elections. Journal of Advertising, 31 (1), 63-74.
  • Pinkleton, B.E., Um, N.H. & Austin, E.W. (2002). An exploration of the effects of negative political advertising on political decision making. Journal of Advertising, 31 (1), 13-25.
  • Strandberg, K. (2013). A social media revolution or just a case of history repeating itself? The use of social media in the 2011 Finnish parliamentary elections. New media & society, 15 (8), 1329-1347.
  • Tüik, (2022). İstatistiklerle Gençlik, 2021. https://data.tuik.gov.tr/Bulten/Index?p=Istatistiklerle-Genclik-2021-45634. (Erişim Tarihi: 17.06.2022).
  • Zechman, M.J. (1979). Dynamic models of the voter's decision calculus: Incorporating retrospective considerations into rational-choice models of individual voting behavior. Public Choice, 34 (3), 297-315.
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Erol Ustaahmetoğlu 0000-0002-0120-6057

İsmail Tamer Toklu 0000-0001-7848-4867

Yayımlanma Tarihi 17 Ocak 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 15 Sayı: 1

Kaynak Göster

APA Ustaahmetoğlu, E., & Toklu, İ. T. (2023). OY VERMEYE YÖNELİK TUTUMUN ÖNCÜLÜ VE ARDILI: Z KUŞAĞI SEÇMENLERİ ÜZERİNE BİR ARAŞTIRMA. İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi, 15(1), 41-59.


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