SOSYAL MEDYADA MARKA İÇERİK PAZARLAMASININ TÜKETİCİ SATIN ALMA NİYETİ ÜZERİNE ETKİSİNDE DEMOGRAFİK ÖZELLİKLERİN DÜZENLEYİCİ ROLÜ

Öz

Bu çalışmada, sosyal medyada marka içerik pazarlamasının tüketici satın alma niyeti üzerindeki etkisi ve bu ilişkide demografik özelliklerin düzenleyici rolü incelenmiştir. Ele alınan konu literatürde çok az çalışılmış olması itibarı ile önem arz etmektedir. Araştırma, farklı yaş grupları, cinsiyet, eğitim düzeyi ve gelirden oluşan demografik değişkenlerin, sosyal medya içerik pazarlamasının satın alma niyeti üzerindeki düzenleyici etkisini ortaya koymayı amaçlamaktadır. Araştırmanın analiz kısmını gerçekleştirmek için Jamovi 2.3.28 analiz programı kullanılmıştır. Yapılan analizlerde sosyal medya marka içerik pazarlamasının tüketici satın alma niyeti üzerinde orta düzeyde anlamlı ve olumlu bir etkisinin olduğu tespit edilirken; marka içerik pazarlamasının tüketici satın alma niyeti üzerine etkisinde demografik faktörler içinde yer alan cinsiyet, yaş, gelir ve mesleğin düzenleyici rolünün olmadığı görülmüştür. Bu sonuçlara göre işletmelerin tüketici satın alma niyetini etkilemede sosyal medyada marka içerik pazarlaması faaliyetlerini artırarak devam etmeleri önerilirken; tüketici satın alma niyetine hitap etmede marka içerik pazarlaması çalışmalarını demografik faktörler açısından farklılaşmaya gitmeden icra etmeleri tavsiye edilmektedir.

Anahtar Kelimeler

• içerik pazarlama
• ,Satın Alma Niyeti
• ,Tüketici Davranışı,
• Sosyal Medya

THE MODERATING ROLE OF DEMOGRAPHIC CHARACTERISTICS IN THE EFFECT OF BRAND CONTENT MARKETING ON CONSUMER PURCHASE INTENTION IN SOCIAL MEDIA

Abstract

This study examines the effect of brand content marketing on consumer purchase intention in social media and the moderating role of demographic characteristics in this relationship. The topic is important as it has been little studied in the literature. The research aims to reveal the moderating effect of demographic variables consisting of different age groups, gender, education level and income on the purchase intention of social media content marketing. Jamovi 2.3.28 was used to carry out the analytical part of the research. In the analyses, it was found that social media brand content marketing has a moderately significant and positive effect on consumer purchase intention, while gender, age, income and occupation, which are among the demographic factors, do not play a regulatory role in the effect of brand content marketing on consumer purchase intention. According to these findings, it is recommended that companies should continue to increase their brand content marketing activities on social media in order to influence consumer purchase intention, while it is recommended that they should conduct brand content marketing activities without differentiating in terms of demographic factors when addressing consumer purchase intention.

Keywords

• Content Marketing
• ,Purchase Intention
• ,Consumer Behavior
• ,Social Media

Kaynakça

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