Türk Hava Yolları’nın Sosyal Medyada Paylaştığı İkna Edici Mesajların Marka Tercihi ve Tüketicilerin Davranışsal Niyeti Üzerindeki Etkisinde Marka Popülerliğinin ve Marka Liderliğinin Düzenleyici Rolü

Öz

Çalışmanın amacı, Türk Hava Yolları’nın sosyal medyada paylaştığı ikna edici mesajların tüketicilerin davranışsal niyeti ve marka tercihi üzerindeki etkisinde marka popülerliğinin ve marka liderliğinin düzenleyici rolünü ortaya koymaktır. Bu amaçla Türk Hava Yolları’nın sosyal medyada paylaştığı ikna edici mesajların marka tercihi üzerindeki etkisini ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisini incelemek amacıyla geniş çaplı literatür araştırması yapıldıktan sonra araştırmanın amacına uygun hipotezler geliştirilmiş ve araştırma modeli tasarlanmıştır. Geliştirilen hipotezler Türkiye’de yaşamakta olan ve Türk Hava Yolları’nın sosyal medya içeriklerini tüketen katılımcılar arasından 453 kişi üzerinde uygulanan anketlerle test edilmiştir. Hipotezleri test etmek için regresyon analizi ve korelasyon analizi yapılmıştır. Verilerin analizinde SPSS24 programı ve kullanılmıştır. Araştırmadan elde edilen sonuçlar Türk Hava Yolları’nın sosyal medyada paylaştığı ikna edici mesajların tüketicilerin marka tercihi üzerindeki etkisini ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisini ortaya koymuştur. Ayrıca, Türk Hava Yolları’nın sosyal medyada paylaştığı ikna edici mesajların marka tercihi üzerindeki etkisinde ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisinde marka popülerliğinin ve marka liderliğinin düzenleyici role sahip olduğu saptanmıştır.

Anahtar Kelimeler

• Sosyal Medya
• İkna Edici Mesajlar
• Marka Tercihi
• Marka Popülerliği
• Marka Liderliği

The Moderating Roles of Brand Popularity and Brand Leadership on The Effect of Persuasive Messages Shared by Turkish Airlines on Social Media on Brand Preference and Consumers’ Behavioral Intention

Öz

The aim of the study is to reveal moderating roles of brand popularity and brand leadership on the effect of persuasive messages shared by Turkish Airlines on social media on consumers' behavioral intention and brand preference. For this purpose, after conducting extensive literature research in order to examine the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers' behavioral intentions, hypotheses suitable for the purpose of the research were developed and a research model was designed. The developed hypotheses were tested with surveys on 453 participants who live in Turkey and consume Turkish Airlines' social media content. Regression analysis and correlation analysis were performed to test the hypotheses. SPSS24 program was used to analyze the data. The results obtained from the research revealed the effect of persuasive messages shared by Turkish Airlines on social media on consumers' brand preference and the effect of brand preference on consumers'. In addition, it has been determined that brand popularity and brand leadership have a moderating roles on the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers' behavioral intentions.

Anahtar Kelimeler

• Social Media
• Persuasive Messages
• Brand Preference
• Brand Popularity
• Brand Leadership

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