Marka Güveninin Medikal Turizme Yönelik Algıya Etkisinde Sosyal Medya Pazarlama Aktivitelerinin Aracılık Rolünün Belirlenmesi

Öz

Amaç: Bu çalışma ile marka güveninin medikal turizme yönelik yaptığı algısal etkisinde sosyal medya pazarlama faaliyetlerinin aracılık rolünün belirlenmesi amaçlanmaktadır. Yöntem: Nicel yöntemlerden anket uygulanan bu çalışma kapsamında ölçek aralıklarında beşli Likert şeklinde oluşturulan anket Google Form üzerinde uygulanarak verilere ulaşılmıştır. Buna bağlı olarak İstanbul ilindeki medikal turizmden faydalanan ve sosyal medya kullanan müşterilerden oluşan 390 kişi ile veri elde edilmiştir. Modele bağlı olarak oluşturulan hipotezler SPSS istatistik sistemi kullanılarak test edilmiştir. Yapılan ANOVA ve t-testleri ile veriler analiz edilmiştir. Bulgular: Yapılan analizler sonucunda marka güveninin tıbbi turizm potansiyeli üzerindeki doğrudan etkisi 0,246 olarak hesaplanmıştır. Marka güveninin sosyal medya pazarlama faaliyetleri nedeniyle tıbbi turizm potansiyeli üzerindeki dolaylı etkisi 0,118 olarak hesaplanmıştır. İlk iki etki sonucunda marka güveninin tıbbi turizm potansiyeli üzerindeki toplam etkisi 0,364 olarak hesaplanmıştır. Sonuç: Müşterilerin markaya olan güveninin medikal turizmde gösterilen algı değerine olan etkisi işletmeler tarafından bilinmek istenmektedir. Bu bağlamda sosyal medya platformlarını kullanan müşterilerin sağlık turizmindeki deneyimleri hakkında bilgi almak için bu kanalı kullanarak bilgilendirilmektedir. Çalışma verilerinin analizi sonucunda özellikle tüketiciler tarafında medikal turizmi kullanmaları nedeniyle markaya olan güvenin güçlü olduğu ortaya çıkmıştır. Bu süreçte sosyal medyada konu ile ilgili yapıların oluşturulma ve açıklama nedenine bağlı olarak etkilemede aracılık rolü olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Medikal turizm
• marka güveni
• sosyal medya
• pazarlama aktivitesi
• algı

Determination of the Mediating Role of Social Media Marketing Activities in the Effect of Brand Trust on Perception Towards Medical Tourism

Öz

Aim: This study aims to determine the mediating role of social media marketing activities in the perceptual effect of brand trust on medical tourism. Method: In this study, where a survey was applied as one of the quantitative methods, the survey created in the form of a five-point likert scale in the scale ranges was applied on Google Forms to obtain data. Data were obtained from 390 people consisting of customers who benefit from medical tourism and use social media in Istanbul. The hypotheses created based on the model were tested using the SPSS statistical system. Data were analyzed with ANOVA and t-tests. Results: As a result of the lean analyses, the direct effect of brand trust on medical tourism potential was calculated as 0.246. The indirect effect of brand trust on medical tourism potential due to social media marketing activities was calculated as 0.118. As a result of the first two effects, the total effect of brand trust on medical tourism potential was calculated as 0.364. Conclusion: The effect of customers' trust in the brand on the perception value shown in medical tourism is also desired to be known by businesses. In this context, customers using social media platforms are informed using this channel to get information about their previous experiences in health tourism. As a result of the analysis of the study data, it was revealed that trust in the brand would be strong, especially on the part of consumers, due to their use of medical tourism. In this process, it was concluded that there was a mediating role in influencing the structures related to the subject in social media, depending on the reasons for their creation and explanation.

Anahtar Kelimeler

• Medical tourism
• brand trust
• social media
• marketing activity
• perception

Kaynakça

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