THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER EQUITY AND CUSTOMER LOYALTY

Yıl 2018, Cilt: 14 Sayı: 2, 535 - 555, 01.03.2018

Alev Koçak Alan Ebru Tümer Kabadayı Tayfun Uzunburun

https://doi.org/10.17130/ijmeb.2018239947

Cited By: 6

Öz

The active use of social media platforms has led firms these channels to reach their consumers. Firms are developing social media marketing activities to create customer equity and customer loyalty. From this point of view, the purpose of this study is to analyze the effects of these social media activities dimensions developed by firms entertainment, interaction, fashion, customization, word of mouth wom on customer equity dimensions relationship equity, brand equity, value equity and customer loyalty. 401 social media users were surveyed and the results were analyzed through AMOS16. Five of six proposed hypotheses have been accepted. Some implications have been made for the fields of academia and businesses. Future research directions and limitations were given

Anahtar Kelimeler

Digital Media Marketing, Social Media, Social Media Marketing, Internet Marketing

SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN MÜŞTERİ VARLIĞI VE MÜŞTERİ BAĞLILIĞINA ETKİSİ

Öz

Sosyal medya platformlarının aktif bir biçimde kullanılması, işletmeleri tüketicilerine ulaşmak için bu kanallara yönlendirmiştir. İşletmeler müşteri varlığı ve müşteri bağlılığı oluşturmak için sosyal medya pazarlama faaliyetleri geliştirmektedir. Buradan hareketle bu çalışmanın amacı, işletmelerin geliştirdiği bu sosyal medya faaliyeti boyutlarının eğlence, etkileşim, moda, özelleştirme, kulaktan kulağa pazarlama , müşteri varlığı boyutları ilişki değeri, marka değeri, varlık değeri ve müşteri bağlılığı üzerindeki etkisini incelemektir. Sosyal medya kullanıcısı 401 kişiye anket uygulanmış olup sonuçlar AMOS16 ile incelenmiştir. 6 hipotez önerilmiş 5’i kabul edilmiştir. Gelecek çalışmalar için öneriler ve kısıtlar verilmiştir.

Anahtar Kelimeler

Dijital Medya Pazarlaması, Sosyal Medya, Sosyal Medya Pazarlaması, İnternet Pazarlaması

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• Erişim Tarihi: 20.05.2017.