Araştırma Makalesi
BibTex RIS Kaynak Göster

KADIN TÜKETİCİLERDE SOSYAL MEDYADA MARKA İLETİŞİMİNE YÖNELİK TUTUM, TUTKU, AĞIZDAN AĞIZA İLETİŞİM VE MARKA SADAKATİ

Yıl 2022, Cilt: 2 Sayı: 1, 28 - 52, 30.01.2022

Öz

Sosyal medya kullanımı sadece eski sınıf arkadaşları ile iletişim kurma amacının ötesine geçmiş, tüketicilerin marka etkileşimleri ile işletmelerin, pazarlama çabalarını yönlendirdikleri bir alan haline gelmiştir. Türkiye, sosyal medya kullanımı bakımından dünyada önde gelen ülkeler arasında yer almaktadır. Araştırmanın temel amacı kadın tüketicilerin sosyal medyada marka iletişimine yönelik tutumları, sosyal medya marka etkileşimine olan tutkuları ve olumlu ağızdan ağıza iletişim eğiliminin marka sadakati üzerindeki etkilerini belirlemektir. Araştırmanın ikincil amacı ise, Türkiye’deki kadın tüketicilerin sosyal medya kullanımı ve sosyal medyada marka etkileşimi davranışlarını ortaya koymaktır. Çalışma kapsamında 408 kadın tüketici üzerinde anket uygulanmıştır. Sosyal medyada marka ile etkileşim kurduğunu ifade eden 204 kadın tüketiciden elde edilen veriler tanımlayıcı istatistikler, korelasyon ve çoklu regresyon analizi ile incelenmiştir. Analiz sonuçlarına göre, kadın tüketicilerde marka sadakati üzerinde; markanın sosyal medya iletişimine yönelik tutum, sosyal medyada marka etkileşimine yönelik tutku ve olumlu ağızdan ağıza iletişim eğilimi olumlu bir etkiye sahiptir.

Kaynakça

  • Ajzen,I. (2001). Nature and Operation of Attitudes. Annual Review of Psychology, 52, (pp.27-58);https://doi.org/10.1146/annurev.psych.52.1.27
  • Albert, N., Merunka, D. & Florence-Valette, P. (2013). Brand Passion: Antecedents and Consequences. Journal of Business Research, 66, (pp 904-909); https://doi.org/10.1016/j.jbusres.2011.12.009
  • Anlı, İ.(2017). Sosyal Medya Pazarlamasının Tüketici Davranışları Bağlamıında Demografik Değişkenler Açısından Farklılaşmasının İncelenmesi (Yükseklisans Tezi) İzmir Katip Çelebi Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Aytan, C. ve Telci, E.E. (2014). Markaların Sosyal Medya Kullanımının Tüketici Davranışı Üzerindeki Etkileri. The Online Journal of Design, Art and Communication, October, 4(4); (ss.1-15). Aytuğ, S. (1997). Pazarlama yönetimi. İzmir, İlkem Ofset.
  • Bagozzi, R.P. & Dholakia,U.M.(2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Reserach In Marketing. 23(1), (pp.45-61); https://doi.org/10.1016/j.ijresmar.2006.01.005
  • Baird, C. H. & Parasnis, G.(2011). From Social Media to Social Customer Relationship Management. Strategy&Leadership, 39 (5), (pp.30-37);https://doi.org/10.1108/10878571111161507
  • Ballester E. Delgado, A ve Jose L. M.(2001). Brandtrust in The Context of Consumer Loyalty. European Journal of Marketing, 35 (11/12), (pp.1238-1258); https://doi.org/10.1108/EUM0000000006475
  • Balakrishnan, B., K. , Dahnil, M. & Yi, W., J. ( 2014). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Prpocedia-Social and Behavioural Sciences, 148, (pp.177-185); https://doi.org/10.1016/j.sbspro.2014.07.032
  • Batra, R., Ahuvia, A. & Bagozzi, R.P.(2012). Brand Love. Journal of Marketing. 76(2), (pp.1-16);https://doi.org/10.1509/jm.09.0339
  • Baumeister, R. F.,Bratslavsky E.(1999). Passion, Intimacy and Time: Passionate Love As a Function of Change in İntimacy. Personality And Social Psychology Review, 3(1), (pp.49-67); https://doi.org/10.1207/s15327957pspr0301_3
  • Belk, R. W., Ger, G. & Askegaard, S.(2003). The Fire of Desire: A Multisited Inquiry Into Consumer Passion. Journal of Consumer Research, 30(3), (pp.326-351);https://doi.org/10.1086/378613
  • Bennett, R. & Rundle-Thiele S. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. The Journal of Brand Management, 9(3), (pp.193-209); https://doi.org/10.1057/palgrave.bm.2540069
  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading The Word: İnvestigating Antecedents of Consumers’ Positive Word-of-Mouth İntentions and Behaviors in A Retailing Context. Journal of the Academy of Marketing Science, 33(2), (pp.123–138); https://doi.org/10.1177/0092070304268417
  • Bruhn, M., Schoenmueller, V. & Schafer, D. B., (2012). Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?. Management Research Review, 35(9), (pp.770-790); https://doi.org/10.1108/01409171211255948
  • Cambridge Dictionary(2020). Interaction. Erişim Adresi: (https://dictionary.cambridge.org/tr/s%C3%B6zl%C3%BCk/ingilizce/interaction, Erişim Tarihi: 8 Ağustos 2020).
  • de Vries, L., S. Gensler, and P.S.H. Leeflang. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of The Effects of Social Media Marketing. Journal of Interactive Marketing, Vol.26(2), (pp.83–91).
  • Dick, A. S. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The Academy Of Marketing Science, 22(2), (pp.99-113); https://doi.org/10.1177/0092070394222001
  • Dülek, B., Saydan,R(2019). The Impact of Social Media Advertisement Awareness On Brand Awareness, Brand Image, Brand Attitude And Brand Loyalty: A Research On University Students. International Journal of Contemporary Economics and Administrative Sciences. Vol.9(2), (pp.470-494).
  • Dünya Bankası (2019). Nüfusun Cinsiyete Göre Oranı. Erişim Adresi: (https://databank.worldbank.org/source/population-estimates-and-projections., Erişim Tarihi. 17 Mart 2021)
  • Erdoğmuş, İ. E. ve Çiçek, M.(2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia- Social And Behavioural Sciences, 58,(pp.1353-1360); https://doi.org/10.1016/j.sbspro.2012.09.1119
  • Eröz, S. S. ve Doğdubay, M.(2012). Turistik Ürün Tercihinde Sosyal Medyanın Rolü Ve Etik İlişkisi. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt.27, Sayı.1, (ss. 133-157).
  • Ferguson, R.J., Paulin,M. & Leiriao, E.(2006). Loyatly and Positive Word of Mouth. Health Marketing Quarterly. Vol.23(3), (pp. 59-77); https://doi.org/10.1080/07359680802086174
  • Fornell C.(1992). A National Customer Satisfaction Baromeeter: The Swedish Experience. Journal of Marketing, 56(1), (pp6-21); https://doi.org/10.1177/002224299205600103
  • Garanti, Z., Kissi, (2019). The Efects of Social Media Brand Personality on Brand Loyalty in The Latvian Banking İndustry. International Journal of Bank Marketing,Vol.37(6), (pp.1480-1503).
  • Global Digital Overview(2020). Digital 2020. 18 Mart 2021, Erişim Adresi: https://wearesocial.com/digital-2020.
  • Gounaris, S. & Stathakopoulos V. (2004). Antecedents and Consequences of Crand Loyalty: An Empirical Study. Brand Management, 11(4), (pp.283-306); https://doi.org/10.1057/palgrave.bm.2540174
  • Gruen, T.W., Osmanbekov, 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), (pp.449-456);https://doi.org/10.1016/j.jbusres.2005.10.004
  • Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. The Journal of Marketing, (pp.60-72); https://doi.org/10.1177/002224298204600207
  • Global Digital Report (2019). Household Technolgy Usage Research., Erişim Adresi:(https://wearesocial.com/uk/digital-2019 ,Erişim Tarihi: 18 Mart 2021) Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, Vol. 69 No. 12, (pp. 5833-5841).
  • Hanaysha,J.(2016). The Importance of Social Media Advertisements In Enhancing Brand Equity: A Study ın Fast Food Restaurant Industry in Malaysia. International Journal of Innovation, Management And Technolgy. 7(2), (pp.46-51); https://doi.org/10.18178/ijimt.2016.7.2.643
  • Hanna, R. , Rohm, A. & Crittenden, V. L.(2011). We´Re All Connected: The Power of Social Media Ecosystem. Business Horizons, 54, (pp.265-273); https://doi.org/10.1016/j.bushor.2011.01.007
  • Huang, C.C., (2017).The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision, Vol. 55 Issue: 5.
  • İsmail, A. R. (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediating Effect of Brand and Value Consciousness. Asia Pasific Journal Of Marketing And Logistics, 29(1), (pp.129-144);https://doi.org/10.1108/APJML-10-2015-0154
  • Jacoby, J. (1971). Brand Loyalty: A Conceptual Definition “Proceedings. 79th American Psychology Association Convention,655-6. Kalyoncuoğlu, S.(2017). Markaya Duyulan Güven ile Marka Sadakati İlişkisinde Marka Aşkının Aracılık Rolü: Starbucks Markası Üzerine Bir Araştırma. Journal of Tourism And Gastronomy Studies, 5(4), (ss.383-402); https://doi.org/10.21325/jotags.2017.156
  • Kaplan, A. M. & Haenlein, M.(2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, (pp.59-68); https://doi.org/10.1016/j.bushor.2009.09.003
  • Kardeş, İ. (2011). Markaların Çevre Dostu Uygulamalarının Tüketicinin Marka Tercihi Üzerindeki Etkisi. Ege Akademik Bakış, Ocak, 11(1), (ss.165-177).
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand ,No.Equity. Journal of Marketing, 1, (pp.1-22); https://doi.org/10.1177/002224299305700101
  • Keller, K. L. (1998). Strategic Brand Management. Upper Sadle River, PrenticeHall.
  • Keller, K. L.,Lehman, D.R. (2003). How Do Brands Create Value. Marketing Management, 12(3), (pp.26-31).
  • Kempf, D. S. & Smith, R. S.(1998). Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach. Journal of Marketing Research, 35(3), (pp.325-338); https://doi.org/10.1177/002224379803500304
  • Kim, A. J. &Ko, E. (2012). Do Social Media Marketing Activities Enhance Custome Equity? An Emprical Study Of Luxury Fashion Brand. Journal of Business Research, 65, (pp.1480-1486);https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kotler,P. , Kartajaya, H. &Setiawan, I. (2017). Pazarlama 4.0 Gelenekselden Dijitale Geçiş, Çeviren: Nadir Özata. İstanbul, Optimist Yayınevi.
  • Laroche, MM. , Habibi, M. R. , Richard, M.O. & Sankaranarayan, R. (2012). The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust snd Brand Loyalty. Computers in Human Behaviour, 28, (pp.1755-1767); https://doi.org/10.1016/j.chb.2012.04.016
  • Laroshce, M., Habibi, M. R. &Richard, M.O.( 2013). To Be or Not To Be In Social Media: How Brand Loyalty is Affected By Social Media?. International Journal of Information Management, 33, (pp.76-82); https://doi.org/10.1016/j.ijinfomgt.2012.07.003
  • McAlexander, J. ,H.,Schouten, J. W. & Koenig, H. F.(2002). Building Brand Community. Journal Of Marketing, 66, (pp.38-54); https://doi.org/10.1509/jmkg.66.1.38.18451
  • Mangold, W. G. & Faulds, D. J.,(2009). Social Media: The New Hybrid Element of The Promotion Mix. Business Horizons, 52, (pp.357-365); https://doi.org/10.1016/j.bushor.2009.03.002
  • Maxwell, J.(1996).Qualitative Research Design: An İnteradive Approach. Thousand Oaks, CA: Sage.
  • Moller, J. & Hansen, J. T. (2006). An Emprical Exxamination of Brand Loyalty. Journal of Product&BrandManagement, 15(7), .(pp.442-449); https://doi.org/10.1108/10610420610712829
  • Ngoma, M. & Ntale, P. D. (2019). Word Of Mouth Communication: A Mediator Of Relationship Marketing And Customer Loyalty. Cogent Business & Management, 6(1), (pp.1-20); https://doi.org/10.1080/23311975.2019.1580123
  • Nikhashemi, S. R., Haj P. L. & Khatibi, A. (2015). The Role Of Brand Loyalty İn Generating Positive Word Of Mouth Among Malaysian Hypermarket Customers, World Academy Of Science, Engineering And Technology. International Journal of Economics and Management Engineering, 9(5), (pp.1647-1652); https://doi.org/10.5281/zenodo.1106027
  • Odin, Y., Odin,N. & Valette-Florence, P. (2001). Conceptual And Operational Aspects Of Brand Loyalty: An Empirical Investigation. Journal of Business Research, 53(2), (pp.75-84); https://doi.org/10.1016/S0148-2963(99)00076-4
  • Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, (pp.33-44); https://doi.org/10.1177/00222429990634s105
  • Özer, A. (2011). Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı Ve Satın Alma Eğilimi Üzerindeki Etkisi. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), (pp.145-174).
  • Safko, L. & Brake, D. (2009). The Social Media Bible. Hoboken, N.J.: John Wiley & Sons, Inc.
  • Salem,S.F., Salem,S.O.(2021). Effects Of Social Media Marketing And Selected Marketing Constructs On Stages Of Brand Loyalty. Global Business Review. Vol.22(3), (pp.650-673).
  • Sashi, C.M.(2012). Customer Engagement, Buyer-Seller Relationships And Social Media. Management Decision, 50(2), (pp.253-272); https://doi.org/10.1108/00251741211203551
  • Schivinski, B. &Dabrowski, D. (2015). The İmpact Of Brand Communication On Brand Equity Through Facebook. Journal of Research in Interactive Marketing, 9(1), (pp.31-53); https://doi.org/10.1108/JRIM-02-2014-0007
  • Şeker, A. (2016). Kadın Tüketiciler, Kadın Tüketicilerin Satın Alma Davranışları Ve Kadınlara Yönelik Pazarlama Stratejileri. Uluslararası Sosyal Araştırmalar Dergisi, Cilt,9 Sayı 43,(ss.2204-2214); https://doi.org/10.17719/jisr.20164317785
  • Selnes,F.(1993). An Examination Of The Effect Of Product Performance On Brand Reputation, Satisfaction And Loyalty. European Journal of Marketing, 27(9), (pp.19-35); https://doi.org/10.1108/03090569310043179
  • Syahrivar, J. & Ichlas, A. M. (2018). The İmpact Of Electronic Word Of Mouth (E-Wom) On Brand Equity Of İmported Shoes: Does A Good Online Brand Equity Result İn High Customers’ İnvolvements İn Purchasing Decisions? The Asian Journal of Technology Management, 11(1), (pp.57-69); 10.12695/ajtm.2018.11.1.5
  • Tomlison, G.(2006). A Book Report; Marketing To Women, Marti Barletta. (Erişim Adresi: www.gary-tomlinson.com, Erişim Tarihi: 07 Eylül 2020). Türk Dil Kurumu(TDK). Tutku. (Erişim Adresi:https://sozluk.gov.tr/, Erişim Tarihi: 7 Eylül 2020)
  • Tsimonis, G., Dimitriadis, S. (2014). Brand Strategies İn Social Media. Marketing Intelligence&Planning, Vol. 32(3), (pp.328-344); https://doi.org/10.1108/MIP-04-2013-0056
  • Türkiye İstatistik Kurumu(TUİK)(2020). Hane Halkı Bilişim Teknolojileri Kullanım Araştırması. (Erişim Adresi:https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679, Erişim Tarihi: 17 Mart 2020,)
  • Virvilaite, R., Tumasonyte, D. & Sliburyte, L. , (2015). The İnfluence Of Word Of Mouth Communication On Brand Equity: Receiver Perspectives. Procedia - Social and Behavioral Sciences, 213, (pp.641 – 646); https://doi.org/10.1016/j.sbspro.2015.11.465
  • Vural, Z. Beril A. & Bat, M. (2010). Yeni Bir İletişim Ortamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma. Journal Of Yaşar University, 20(5), (ss.3348-3382).
  • Wilkie, W. (1986). Consumer Behavior. New York: John Wiley&Sons, Inc.
  • Yıldız, D., Uzunsakal, E.(2018). Alan Araştırmalarında Güvenilirlik Testlerinin Karşılaştırılması Ve Tarımsal Veriler Üzerine Bir Uygulama. Uygulamalı Sosyal Bilimler Dergisi.1(2), (ss.14-28).
  • Zengin, A., Y., Çetin, B. (2020). Sosyal Medyada Marka Topluluklarının Marka Güveni ve Marka Sadakati Üzerindeki Etkisi, İşletme Araştırmaları Dergisi, 12 (4), (ss.3582-3595).
  • Zheng,X., Cheung C.M.K., Lee, M.K.O. &Liang, L.(2014). Building Brand Loyalty Through User Engagement İn Online Brand Communities İn Social Networking Sites. Information Technology & People, 28(1), (pp.90-106); https://doi.org/10.1108/ITP-08-2013-0144

ATTITUDE, PASSION, WORD OF MOUTH, AND BRAND LOYALTY TO BRAND INTERACTION IN SOCIAL MEDIA OF FEMALE CONSUMERS

Yıl 2022, Cilt: 2 Sayı: 1, 28 - 52, 30.01.2022

Öz

The use of social media has gone beyond just the purpose of communicating with old classmates, and it has become a platform that businesses direct their marketing efforts as a way that enables consumer-brand interactions. Turkey is among the leading countries in the world in terms of the social media usage. However, the main purpose of this research is to determine the effects of attitudes of female consumers towards brand communication in social media, their passion for social media brand interaction and the positive word of mouth communication tendency on brand loyalty. The secondary objective of this study is to highlight Turkish female consumers’ social media usage and brand interaction behavior. In line with the scope of the study, a survey was conducted on 408 women consumers. Data obtained from 204 women consumers who stated that they interact with the brand in social media were analyzed with descriptive statistics, correlation and multiple regression analysis. According to the results of the multiple regression analysis, intention to the positive word-of-mouth communication, the passion for brand interaction in social media, and attitude towards social media communication with the brand have positive effects on brand loyalty regarding Turkish female consumers.

Kaynakça

  • Ajzen,I. (2001). Nature and Operation of Attitudes. Annual Review of Psychology, 52, (pp.27-58);https://doi.org/10.1146/annurev.psych.52.1.27
  • Albert, N., Merunka, D. & Florence-Valette, P. (2013). Brand Passion: Antecedents and Consequences. Journal of Business Research, 66, (pp 904-909); https://doi.org/10.1016/j.jbusres.2011.12.009
  • Anlı, İ.(2017). Sosyal Medya Pazarlamasının Tüketici Davranışları Bağlamıında Demografik Değişkenler Açısından Farklılaşmasının İncelenmesi (Yükseklisans Tezi) İzmir Katip Çelebi Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Aytan, C. ve Telci, E.E. (2014). Markaların Sosyal Medya Kullanımının Tüketici Davranışı Üzerindeki Etkileri. The Online Journal of Design, Art and Communication, October, 4(4); (ss.1-15). Aytuğ, S. (1997). Pazarlama yönetimi. İzmir, İlkem Ofset.
  • Bagozzi, R.P. & Dholakia,U.M.(2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Reserach In Marketing. 23(1), (pp.45-61); https://doi.org/10.1016/j.ijresmar.2006.01.005
  • Baird, C. H. & Parasnis, G.(2011). From Social Media to Social Customer Relationship Management. Strategy&Leadership, 39 (5), (pp.30-37);https://doi.org/10.1108/10878571111161507
  • Ballester E. Delgado, A ve Jose L. M.(2001). Brandtrust in The Context of Consumer Loyalty. European Journal of Marketing, 35 (11/12), (pp.1238-1258); https://doi.org/10.1108/EUM0000000006475
  • Balakrishnan, B., K. , Dahnil, M. & Yi, W., J. ( 2014). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Prpocedia-Social and Behavioural Sciences, 148, (pp.177-185); https://doi.org/10.1016/j.sbspro.2014.07.032
  • Batra, R., Ahuvia, A. & Bagozzi, R.P.(2012). Brand Love. Journal of Marketing. 76(2), (pp.1-16);https://doi.org/10.1509/jm.09.0339
  • Baumeister, R. F.,Bratslavsky E.(1999). Passion, Intimacy and Time: Passionate Love As a Function of Change in İntimacy. Personality And Social Psychology Review, 3(1), (pp.49-67); https://doi.org/10.1207/s15327957pspr0301_3
  • Belk, R. W., Ger, G. & Askegaard, S.(2003). The Fire of Desire: A Multisited Inquiry Into Consumer Passion. Journal of Consumer Research, 30(3), (pp.326-351);https://doi.org/10.1086/378613
  • Bennett, R. & Rundle-Thiele S. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. The Journal of Brand Management, 9(3), (pp.193-209); https://doi.org/10.1057/palgrave.bm.2540069
  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading The Word: İnvestigating Antecedents of Consumers’ Positive Word-of-Mouth İntentions and Behaviors in A Retailing Context. Journal of the Academy of Marketing Science, 33(2), (pp.123–138); https://doi.org/10.1177/0092070304268417
  • Bruhn, M., Schoenmueller, V. & Schafer, D. B., (2012). Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?. Management Research Review, 35(9), (pp.770-790); https://doi.org/10.1108/01409171211255948
  • Cambridge Dictionary(2020). Interaction. Erişim Adresi: (https://dictionary.cambridge.org/tr/s%C3%B6zl%C3%BCk/ingilizce/interaction, Erişim Tarihi: 8 Ağustos 2020).
  • de Vries, L., S. Gensler, and P.S.H. Leeflang. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of The Effects of Social Media Marketing. Journal of Interactive Marketing, Vol.26(2), (pp.83–91).
  • Dick, A. S. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The Academy Of Marketing Science, 22(2), (pp.99-113); https://doi.org/10.1177/0092070394222001
  • Dülek, B., Saydan,R(2019). The Impact of Social Media Advertisement Awareness On Brand Awareness, Brand Image, Brand Attitude And Brand Loyalty: A Research On University Students. International Journal of Contemporary Economics and Administrative Sciences. Vol.9(2), (pp.470-494).
  • Dünya Bankası (2019). Nüfusun Cinsiyete Göre Oranı. Erişim Adresi: (https://databank.worldbank.org/source/population-estimates-and-projections., Erişim Tarihi. 17 Mart 2021)
  • Erdoğmuş, İ. E. ve Çiçek, M.(2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia- Social And Behavioural Sciences, 58,(pp.1353-1360); https://doi.org/10.1016/j.sbspro.2012.09.1119
  • Eröz, S. S. ve Doğdubay, M.(2012). Turistik Ürün Tercihinde Sosyal Medyanın Rolü Ve Etik İlişkisi. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt.27, Sayı.1, (ss. 133-157).
  • Ferguson, R.J., Paulin,M. & Leiriao, E.(2006). Loyatly and Positive Word of Mouth. Health Marketing Quarterly. Vol.23(3), (pp. 59-77); https://doi.org/10.1080/07359680802086174
  • Fornell C.(1992). A National Customer Satisfaction Baromeeter: The Swedish Experience. Journal of Marketing, 56(1), (pp6-21); https://doi.org/10.1177/002224299205600103
  • Garanti, Z., Kissi, (2019). The Efects of Social Media Brand Personality on Brand Loyalty in The Latvian Banking İndustry. International Journal of Bank Marketing,Vol.37(6), (pp.1480-1503).
  • Global Digital Overview(2020). Digital 2020. 18 Mart 2021, Erişim Adresi: https://wearesocial.com/digital-2020.
  • Gounaris, S. & Stathakopoulos V. (2004). Antecedents and Consequences of Crand Loyalty: An Empirical Study. Brand Management, 11(4), (pp.283-306); https://doi.org/10.1057/palgrave.bm.2540174
  • Gruen, T.W., Osmanbekov, 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), (pp.449-456);https://doi.org/10.1016/j.jbusres.2005.10.004
  • Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. The Journal of Marketing, (pp.60-72); https://doi.org/10.1177/002224298204600207
  • Global Digital Report (2019). Household Technolgy Usage Research., Erişim Adresi:(https://wearesocial.com/uk/digital-2019 ,Erişim Tarihi: 18 Mart 2021) Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, Vol. 69 No. 12, (pp. 5833-5841).
  • Hanaysha,J.(2016). The Importance of Social Media Advertisements In Enhancing Brand Equity: A Study ın Fast Food Restaurant Industry in Malaysia. International Journal of Innovation, Management And Technolgy. 7(2), (pp.46-51); https://doi.org/10.18178/ijimt.2016.7.2.643
  • Hanna, R. , Rohm, A. & Crittenden, V. L.(2011). We´Re All Connected: The Power of Social Media Ecosystem. Business Horizons, 54, (pp.265-273); https://doi.org/10.1016/j.bushor.2011.01.007
  • Huang, C.C., (2017).The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision, Vol. 55 Issue: 5.
  • İsmail, A. R. (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediating Effect of Brand and Value Consciousness. Asia Pasific Journal Of Marketing And Logistics, 29(1), (pp.129-144);https://doi.org/10.1108/APJML-10-2015-0154
  • Jacoby, J. (1971). Brand Loyalty: A Conceptual Definition “Proceedings. 79th American Psychology Association Convention,655-6. Kalyoncuoğlu, S.(2017). Markaya Duyulan Güven ile Marka Sadakati İlişkisinde Marka Aşkının Aracılık Rolü: Starbucks Markası Üzerine Bir Araştırma. Journal of Tourism And Gastronomy Studies, 5(4), (ss.383-402); https://doi.org/10.21325/jotags.2017.156
  • Kaplan, A. M. & Haenlein, M.(2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, (pp.59-68); https://doi.org/10.1016/j.bushor.2009.09.003
  • Kardeş, İ. (2011). Markaların Çevre Dostu Uygulamalarının Tüketicinin Marka Tercihi Üzerindeki Etkisi. Ege Akademik Bakış, Ocak, 11(1), (ss.165-177).
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand ,No.Equity. Journal of Marketing, 1, (pp.1-22); https://doi.org/10.1177/002224299305700101
  • Keller, K. L. (1998). Strategic Brand Management. Upper Sadle River, PrenticeHall.
  • Keller, K. L.,Lehman, D.R. (2003). How Do Brands Create Value. Marketing Management, 12(3), (pp.26-31).
  • Kempf, D. S. & Smith, R. S.(1998). Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach. Journal of Marketing Research, 35(3), (pp.325-338); https://doi.org/10.1177/002224379803500304
  • Kim, A. J. &Ko, E. (2012). Do Social Media Marketing Activities Enhance Custome Equity? An Emprical Study Of Luxury Fashion Brand. Journal of Business Research, 65, (pp.1480-1486);https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kotler,P. , Kartajaya, H. &Setiawan, I. (2017). Pazarlama 4.0 Gelenekselden Dijitale Geçiş, Çeviren: Nadir Özata. İstanbul, Optimist Yayınevi.
  • Laroche, MM. , Habibi, M. R. , Richard, M.O. & Sankaranarayan, R. (2012). The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust snd Brand Loyalty. Computers in Human Behaviour, 28, (pp.1755-1767); https://doi.org/10.1016/j.chb.2012.04.016
  • Laroshce, M., Habibi, M. R. &Richard, M.O.( 2013). To Be or Not To Be In Social Media: How Brand Loyalty is Affected By Social Media?. International Journal of Information Management, 33, (pp.76-82); https://doi.org/10.1016/j.ijinfomgt.2012.07.003
  • McAlexander, J. ,H.,Schouten, J. W. & Koenig, H. F.(2002). Building Brand Community. Journal Of Marketing, 66, (pp.38-54); https://doi.org/10.1509/jmkg.66.1.38.18451
  • Mangold, W. G. & Faulds, D. J.,(2009). Social Media: The New Hybrid Element of The Promotion Mix. Business Horizons, 52, (pp.357-365); https://doi.org/10.1016/j.bushor.2009.03.002
  • Maxwell, J.(1996).Qualitative Research Design: An İnteradive Approach. Thousand Oaks, CA: Sage.
  • Moller, J. & Hansen, J. T. (2006). An Emprical Exxamination of Brand Loyalty. Journal of Product&BrandManagement, 15(7), .(pp.442-449); https://doi.org/10.1108/10610420610712829
  • Ngoma, M. & Ntale, P. D. (2019). Word Of Mouth Communication: A Mediator Of Relationship Marketing And Customer Loyalty. Cogent Business & Management, 6(1), (pp.1-20); https://doi.org/10.1080/23311975.2019.1580123
  • Nikhashemi, S. R., Haj P. L. & Khatibi, A. (2015). The Role Of Brand Loyalty İn Generating Positive Word Of Mouth Among Malaysian Hypermarket Customers, World Academy Of Science, Engineering And Technology. International Journal of Economics and Management Engineering, 9(5), (pp.1647-1652); https://doi.org/10.5281/zenodo.1106027
  • Odin, Y., Odin,N. & Valette-Florence, P. (2001). Conceptual And Operational Aspects Of Brand Loyalty: An Empirical Investigation. Journal of Business Research, 53(2), (pp.75-84); https://doi.org/10.1016/S0148-2963(99)00076-4
  • Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, (pp.33-44); https://doi.org/10.1177/00222429990634s105
  • Özer, A. (2011). Markaya Yönelik Tutumun Sponsorluk Sonrası Marka İmajı Ve Satın Alma Eğilimi Üzerindeki Etkisi. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), (pp.145-174).
  • Safko, L. & Brake, D. (2009). The Social Media Bible. Hoboken, N.J.: John Wiley & Sons, Inc.
  • Salem,S.F., Salem,S.O.(2021). Effects Of Social Media Marketing And Selected Marketing Constructs On Stages Of Brand Loyalty. Global Business Review. Vol.22(3), (pp.650-673).
  • Sashi, C.M.(2012). Customer Engagement, Buyer-Seller Relationships And Social Media. Management Decision, 50(2), (pp.253-272); https://doi.org/10.1108/00251741211203551
  • Schivinski, B. &Dabrowski, D. (2015). The İmpact Of Brand Communication On Brand Equity Through Facebook. Journal of Research in Interactive Marketing, 9(1), (pp.31-53); https://doi.org/10.1108/JRIM-02-2014-0007
  • Şeker, A. (2016). Kadın Tüketiciler, Kadın Tüketicilerin Satın Alma Davranışları Ve Kadınlara Yönelik Pazarlama Stratejileri. Uluslararası Sosyal Araştırmalar Dergisi, Cilt,9 Sayı 43,(ss.2204-2214); https://doi.org/10.17719/jisr.20164317785
  • Selnes,F.(1993). An Examination Of The Effect Of Product Performance On Brand Reputation, Satisfaction And Loyalty. European Journal of Marketing, 27(9), (pp.19-35); https://doi.org/10.1108/03090569310043179
  • Syahrivar, J. & Ichlas, A. M. (2018). The İmpact Of Electronic Word Of Mouth (E-Wom) On Brand Equity Of İmported Shoes: Does A Good Online Brand Equity Result İn High Customers’ İnvolvements İn Purchasing Decisions? The Asian Journal of Technology Management, 11(1), (pp.57-69); 10.12695/ajtm.2018.11.1.5
  • Tomlison, G.(2006). A Book Report; Marketing To Women, Marti Barletta. (Erişim Adresi: www.gary-tomlinson.com, Erişim Tarihi: 07 Eylül 2020). Türk Dil Kurumu(TDK). Tutku. (Erişim Adresi:https://sozluk.gov.tr/, Erişim Tarihi: 7 Eylül 2020)
  • Tsimonis, G., Dimitriadis, S. (2014). Brand Strategies İn Social Media. Marketing Intelligence&Planning, Vol. 32(3), (pp.328-344); https://doi.org/10.1108/MIP-04-2013-0056
  • Türkiye İstatistik Kurumu(TUİK)(2020). Hane Halkı Bilişim Teknolojileri Kullanım Araştırması. (Erişim Adresi:https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679, Erişim Tarihi: 17 Mart 2020,)
  • Virvilaite, R., Tumasonyte, D. & Sliburyte, L. , (2015). The İnfluence Of Word Of Mouth Communication On Brand Equity: Receiver Perspectives. Procedia - Social and Behavioral Sciences, 213, (pp.641 – 646); https://doi.org/10.1016/j.sbspro.2015.11.465
  • Vural, Z. Beril A. & Bat, M. (2010). Yeni Bir İletişim Ortamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma. Journal Of Yaşar University, 20(5), (ss.3348-3382).
  • Wilkie, W. (1986). Consumer Behavior. New York: John Wiley&Sons, Inc.
  • Yıldız, D., Uzunsakal, E.(2018). Alan Araştırmalarında Güvenilirlik Testlerinin Karşılaştırılması Ve Tarımsal Veriler Üzerine Bir Uygulama. Uygulamalı Sosyal Bilimler Dergisi.1(2), (ss.14-28).
  • Zengin, A., Y., Çetin, B. (2020). Sosyal Medyada Marka Topluluklarının Marka Güveni ve Marka Sadakati Üzerindeki Etkisi, İşletme Araştırmaları Dergisi, 12 (4), (ss.3582-3595).
  • Zheng,X., Cheung C.M.K., Lee, M.K.O. &Liang, L.(2014). Building Brand Loyalty Through User Engagement İn Online Brand Communities İn Social Networking Sites. Information Technology & People, 28(1), (pp.90-106); https://doi.org/10.1108/ITP-08-2013-0144
Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Burak Çetin

Asude Yasemin Zengin Bu kişi benim

Yayımlanma Tarihi 30 Ocak 2022
Gönderilme Tarihi 8 Aralık 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 2 Sayı: 1

Kaynak Göster

APA Çetin, B., & Zengin, A. Y. (2022). KADIN TÜKETİCİLERDE SOSYAL MEDYADA MARKA İLETİŞİMİNE YÖNELİK TUTUM, TUTKU, AĞIZDAN AĞIZA İLETİŞİM VE MARKA SADAKATİ. International Journal of Communication and Media Research, 2(1), 28-52.