A Quantitative Research on Online Brand Advocacy and the Big Five Personality Traits

Yıl 2024, Sayı: 37, 445 - 465, 15.10.2024

Nurcan Yılmaz , Özgür Kılınç

https://doi.org/10.54600/igdirsosbilder.1440399

Öz

Customers reflect their positive experiences and satisfaction with the brand through brand advocacy. Brand advocacy is the practice of positive word-of-mouth communication and the embodiment of customer support regarding the brand and includes the transfer of experience and satisfaction with the brand to others in an offline / online manner. In this context, the intense internalization of the brand by the customer and the customer’s trust in the brand shape brand advocacy. However, each customer has different personality traits. It is important to evaluate these personality traits within the scope of brand advocacy. Therefore, in this study, the relationship between online brand advocacy and the big five personality traits and whether online brand advocacy and the big five personality traits differ in terms of demographic variables were analysed. Data were collected by a survey using the convenience sampling method, with a total of 415 participants analyzed. As a result of the research, it was determined that there was no significant relationship between online brand advocacy and the big five personality traits. On the other hand, it was determined that there was a positive and low-level significant relationship between online brand advocacy and “conscientiousness”, one of the sub-dimensions of the big five personality traits. In addition, it was concluded that online brand advocacy showed a significant difference according to gender and education level variables, but did not show a significant difference by age and income variables. It has been revealed that the big five personality traits do not show a significant difference in terms of demographic variables.

Anahtar Kelimeler

Brand Advocacy, Online Brand Advocacy, Big Five Personality Traits, Brand

Online Marka Savunuculuğu ve Beş Büyük Kişilik Özelliği Üzerine Nicel Bir Araştırma

Öz

Müşteriler, markaya yönelik olumlu deneyimlerini ve memnuniyetlerini marka savunuculuğu aracılığıyla yansıtmaktadır. Marka savunuculuğu, marka ile ilgili olumlu ağızdan ağıza iletişim pratiği ve müşteri desteğinin somutlaşması olup markayla ilgili deneyim ve memnuniyetin çevrim dışı / içi bir şekilde başkalarına aktarılmasını kapsamaktadır. Bu çerçevede markanın, müşteri tarafından yoğun bir biçimde içselleştirilmesi ve müşterinin markaya güven duyması marka savunuculuğunu şekillendirmektedir. Öte yandan her müşteri birbirinden farklı kişilik özelliklerine sahiptir. Söz konusu kişilik özelliklerini marka savunuculuğu kapsamında değerlendirmek önem taşımaktadır. Dolayısıyla bu çalışmada, online marka savunuculuğu ve beş büyük kişilik özelliği arasındaki ilişki ile online marka savunuculuğunun ve beş büyük kişilik özelliğinin demografik değişkenler açısından farklılaşıp farklılaşmadığı incelenmiştir. Araştırma sonucunda online marka savunuculuğu ve beş büyük kişilik özelliği arasında anlamlı bir ilişkinin olmadığı tespit edilmiştir. Diğer yandan online marka savunuculuğu ile beş büyük kişilik özelliğinin alt boyutlarından biri olan “sorumluluk” arasında pozitif yönde ve düşük düzeyde anlamlı bir ilişkinin olduğu belirlenmiştir. Bunların yanı sıra online marka savunuculuğunun cinsiyet ve eğitim durumu değişkenlerine göre anlamlı bir farklılık gösterdiği ancak yaş ve gelir durumu değişkenlerine göre anlamlı bir farklılık göstermediği sonucuna ulaşılmıştır. Beş büyük kişilik özelliğinin ise demografik değişkenler açısından anlamlı bir farklılık göstermediği ortaya konulmuştur.

Anahtar Kelimeler

Marka Savunuculuğu, Online Marka Savunuculuğu, Beş Büyük Kişilik Özelliği

Kaynakça

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