KADINLARIN INSTAGRAM GİYİM MARKA SAYFALARINA KATILIMINA YÖNELİK MARKA FARKINDALIĞI VE GÜVENİNİN AĞIZDAN AĞIZA İLETİŞİME ETKİSİ: Y VE Z KUŞAĞI ÜZERİNE BİR ARAŞTIRMA

Yıl 2022, , 771 - 796, 30.06.2022

Ebru Sönmez Karapınar , Şükran Karaca

https://doi.org/10.17130/ijmeb.1031142

Öz

Bu çalışmanın amacı, kadınların Instagram giyim marka sayfalarına katılımına yönelik marka farkındalığı ve güveninin geleneksel ağızdan ağıza iletişime etkisinin incelenmesidir. Bu çalışma yalnızca popüler bir sosyal medya platformu olan Instagram’a odaklanmıştır. Ayrıca, Y ve Z kuşağı ayrımı yapılmış, sadece kadın kullanıcılara ve geleneksel WoM’a odaklanılmıştır. Çalışmanın örneklemini, kadın giyim markalarını bilen ve Instagram üzerinden en az bir kez bu markalardan birinin sayfasını ziyaret eden Y ve Z kuşağında bulunan 325 katılımcı oluşturmaktadır. Kullanılan anket formu, Google Formu aracılığıyla dağıtılmıştır. Analizler SPSS paket programı ile yapılmıştır. Yapılan analiz sonucunda; geleneksel ağızdan ağıza iletişim üzerinde Instagram kullanıcısı kadınlardan Z kuşağında olanların marka farkındalığının, Y kuşağında olanların ise marka sayfalarına katılımı, marka farkındalığı ve marka güveninin pozitif ve anlamlı etkisinin olduğu sonucuna ulaşılmıştır. Giyim sektörünün büyüklüğü ve kuşaklar arası farklılıkları da dikkate alarak mevcut çalışma, giyim markalarında sosyal ağların WoM üzerindeki etkilerini araştırırken kadın kullanıcılarda kuşaklar arası farklılıklar, marka sayfalarına katılım, marka farkındalığı ve marka güveni yapılarını birleştiren bütüncül bir bakış açısı önererek, bu araştırma boşluğunu gidererek literatüre katkıda bulunacaktır.

Anahtar Kelimeler

Ağızdan Ağıza İletişim, Marka Güveni, Marka Farkındalığı, Kuşaklar, Sosyal Medya

REGARDING THE PARTICIPATION OF WOMEN IN INSTAGRAM CLOTHING BRAND PAGES BRAND AWARENESS AND TRUST IMPACT ON WORD-OF-MOUTH COMMUNICATION: A STUDY ON GENERATİONS Y AND Z

Öz

The aim of this study is to examine the effect of traditional word-of-mouth on brand awareness and trust for women's participation in Instagram clothing brand pages. This study focuses only on Instagram, a popular social media platform. In addition, Y and Z generation distinctions were made, focusing only on female users and traditional WoM. The sample of the study consists of 325 women participants in the Y and Z generations who knows the brands of women's clothing and has visited one of these brands at least once on Instagram. The survey form was distributed via Google Form. Analyzes were made with the SPSS package program. As a result of the analysis; among the women who are Instagram users, the brand awareness of those who are in the Z generation, and the participation of the Y generation on the brand pages, brand awareness and brand trust have a positive and significant effect on WoM communication. Considering the size of the clothing industry and the differences between generations, the present study will contribute to the literature by filling this research gap by suggesting a holistic perspective that combines intergenerational differences in women users, participation in brand pages, brand awareness and brand trust while investigating the effects of social networks on WoM in clothing brands.

Anahtar Kelimeler

Word of Mouth Communication, Brand Trust, Brand Awareness, Generations, Social Media

Kaynakça

• Appel, G., Grewal, L., Hadi, R. & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
• Balan, C. (2017). Does brand posting behaviour influence follower engagement on Instagram? In Proceedings of the International Conference on Business Excellence, 11(1), 687-697.
• Barreda, A. A., Bilgihan, A., Nusair, K. & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600-609.
• Becerra, E. P. & Badrinarayanan, V. (2013). The ınfluence of brand trust and brand ıdentification on brand evangelism. Journal of Product & Brand Management 22(5/6), 371-383.
• Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova Loureiro, Y. V. & Solnet, D. (2013). Understanding generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245-267.
• Boomsocial (2021): Instagram, giyim, markalar sektörü hesapları, https://www.boomsocial.com/Instagram/ UlkeSektor/turkey/giyim/diger
• Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
• Büyüköztürk, Ş. (2012). Sosyal bilimler için veri analizi el kitabı istatistik, araştırma deseni spss uygulamaları ve yorum. Ankara: Pegem Academy.
• Carlson, J., Rahman, S. M., Rahman, M. M., Wyllie, J. & Voola, R. (2021). Engaging gen Y customers in online brand communities: A cross-national assessment. International Journal of Information Management, 56(102252), 1-16.
• Chakravarti, A., Janiszewski, C., Mick, D.G. & Hoyer, W.D. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30(2), 244-258.
• Chaudhuri, A. & Holbrook, M. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.
• Chu, S. C. & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24 (3), 263–81.
• Deliana, Y., Suminartika, E. & Djali, M. (2020). Identification baby boomer and millenial generation in buying dried mango, 5th NA International Conference on Industrial Engineering and Operations Management, August 10-14, USA, Detroit, Michigan, 1-7. Escalas, J. E. & Bettman, J. R. (2015). Managing brand meaning through celebrity endorsement. In Brand Meaning Management (Review of Marketing Research, 12, 29-52), Emerald Group Publishing Limited.
• Eurosat Statistics-ExplWoMned (2020). E-commerce statistics for individuals. ınternet users who bought or ordered goods or services for private use in the previous 12 months by age group. EU-27, 2010-2020. Erişim Tarihi:10.05.2021 https://ec.europa.eu/ eurostat/
• Feick, L. F., Price, L. L. & Higie, R. A. (1986). People who use people: The other side of opinion leadership. In NA- Advances in Consumer Research 13(1), 301-305, eds. Richard J. Lutz, Provo, UT: Association for Consumer Research.
• Flynn, L. R. & Goldsmith, R. E. (2017). Filling some gaps in market mavenism research. Journal of Consumer Behaviour, 16(2), 121–129.
• Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel ındustry’s brand performance. International Journal of Hospitality Management, 76(Part A), 271-285.
• George, D. & Mallery, M. (2010). SPSS for windows step by step: A simple study guide and reference, 17.0 Update, 10th Ed., Boston, MA: Allyn & Bacon.
• Gilly, M. C., Graham, J. L., Wolfinbarger, M. F. & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of The Academy of Marketing Science, 26(2), 83–100.
• Goldring, D. & Azab, C. (2020). B28New rules of social media shopping: personality differences of us gen Z versus gen X market mavens. Journal of Consumer Behaviour, 1-14.
• Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). EWoM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
• Hutter, K., Hautz, J., Dennhardt, S. & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management.
• Iqbal, M. (2021). Instagram revenue and usage statistics (2021). BusinessofApps, Erişim Tarihi: 12.05.2021 https://www.businessofapps.com/data/instagram-statistics/
• İTKİB, G. S. (2020). Hazır giyim ve konfeksiyon sektörünün 2020 Eylül aylık ihracat bilgi notu. İstanbul: İTKİB Genel Sekreterliği Hazır giyim ve Konfeksiyon Ar-Ge Şubesi, Erişim Tarihi:10.05.2021 https://www.itkib.org.tr/
• Jacoby, J., Szybillo, G. J. & Busato-Schach, J. (1977). Information acquisition behavior in brand choice situations. Journal of Consumer Research, 3(4), 209-216.
• Jahn, B. & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3)i 344-361.
• Kang, J., Tang, L. & Fiore, A.M. (2014). Enhancing consumer-brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and ıncreasing active participation. International Journal of Hospitality Management, 36 (Jan.), 145-155.
• Karpińska-Krakowiak, M. (2016). The effects of social networking sites on consumer–brand relationships. Journal of Computer Information Systems, 56(3), 204-210.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Kim, R. B. & Chao, Y. (2019): Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.
• Langaro, D., de Fátima Salgueiro, M., Rita, P. & Del Chiappa, G. (2019). Users’ participation in Facebook brand pages and its influence on word-of-mouth: The role of brand knowledge and brand relationship. Journal of Creative Communications, 14(3), 177-195.
• Markos-Kujbus, E. & Gati, M. (2012). Social media's new role in marketing communication and its opportunities in online strategy building, ECREA 2012–4th European Communication Conference 24-27 October, Türkiye, İstanbul, 24-27.
• Mohsin, M. (16 Feb., 2021). 10 Facebook statistics every marketer should know in 2021 [infographic]. https://www.oberlo.com/blog/facebook-statistics
• Mürütsoy, M. & Toksarı, M. (2021). Sosyal medya reklamlarında ünlü sporcu kullanımının tüketicilerin marka tutumu, pozitif e-wom ve satın alma davranışlarına etkisi: X, Y ve Z kuşağı üzerine Niğde ilinde bir araştırma. Erciyes Akademi, 35(1), 44-60. Nelson, O., ve Deborah, A. (2017). Celebrity endorsement influence on brand credibility: A critical review of previous studies. Online Journal of Communication and Media Technologies, 7(1), 15-32.
• Oloruntoba, A. (2020). Revenue of the women's apparel market worldwide by country 2019. Erişim Tarihi: 10.05.2021 https://www.statista.com/forecasts/758666/revenue-of-the-women-s-and-girls-apparel-market-worldwide-by-country
• Oypan, S. (2019). Markaların Bilmesi Gereken Instagram İstatistikleri. Ideasoft, Erişim Tarihi: 12.05.2021 https://www.ideasoft.com.tr/instagram-istatistikleri/
• Öze, N. (2019). Social media usage patterns and differences among generations: the case of Northern Cyprus, 6th European Conference on Social Media 13-14 June, UK, University of Brighton 238-246.
• Phau, I. & Leng, Y. S. (2008). Attitudes toward domestic and foreign luxury brand apparel: a comparison between status and non status seeking teenagers. Journal of Fashion Marketing and Management: An International Journal. 12(1), 68-89.
• Piehler, R., Schade, M., Kleine-Kalmer, B. & Burmann, C. (2019). Consumers’ online brand-related activities (cobras) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers. European Journal of Marketing, 5(9), 1833-1858.
• Ranaweera, C. & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90.
• Rather, R. A., Tehseen, S., Itoo, M. H. & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196-217.
• Renwarin, J. M. (2021). The ıncreasing of brand awarness toward social media Instagram; A customer market survey of cafe in Indonesia. Journal of Industrial Engineering & Management Research, 2(3), 1-5.
• Statista (2021a). Digital buyer penetration worldwide from 2016 to 2021. Erişim: 10.05.2021, https://www.statista.com/statistics/261676/digital-buyer-penetration-worldwi de/
• Statista (2021b). Number of social network users worldwide from 2017 to 2021, Erişim Tarihi:10.05.2021 https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
• Tritama, H. B. & Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9-14.
• Tsimonis, G. & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
• Valentine, D. B. & Powers, T. H. (2013). Generation Y values and lifestyle segments. Journal of Consumer Marketing, 30(7), 597-606.
• Vasudevan, M. & Senthilkumar, V.M. (2017). Brand awareness of ‘generation Y’ customers towards doughnut retwoml outlets in India. Journal of Business and RetWOMl Management Research, 11(4),108-113.
• Vasudevan, M. & Senthilkumar, V.M. (2017). Brand awareness of ‘generation Y’ customers towards doughnut retail outlets in India”. Journal of Business and Retail Management Research, 11(4), 108-113.
• Vukmirović, V., Kostić-Stanković, M. & Domazet, I. (2020). Influencers as a segment of digital marketing communication: Generation Y attitudes. Marketing, 51(2), 98-107.
• Yüksel, O. (3 Şubat 2020). 2020 sosyal medya kullanıcı sayıları. MedyaAkademi, Erişim Tarihi: 10.05.2021, https://medyaakademi.com.tr/2020/02/03/2020-sosyal-medya-kullanici-sayilari/
• Zhang, S. N., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2021). Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM. International Journal of Hospitality Management, 94(Apr.), 102879, 1-12.