Sosyal medya etkili marka aşkı: Türk müşteriler üzerinde bir inceleme

Öz

İnternetin gelişmesi ve yaygınlaşması ile beraber Web 2.0’ın iki yönlü iletişim imkanı tanıması, sosyal medya üzerinden tüketici ile marka arasındaki etkileşimi olanaklı hale getirmiştir. Türkiye’de sosyal medya kullanım oranlarının son derece yüksek olması da işletmelerin pazarlama iletişimi açısından sosyal medyayı tüketicilerle ilişki geliştirmek ve sürdürmek üzere etkin kullanması gerektiğine işaret etmektedir. Bu çalışmanın temel amacı sosyal medyada tüketici-marka ilişkilerinin marka aşkı gelişmesini sağlayıp sağlayamadığını anlamaya yönelik olarak sosyal medya ile bütünleştirilmiş bir marka aşkı modeli önermek ve test etmektir. Bu amaç dolayısıyla çalışmada kalitenin (sosyal medya etkili marka aşkının belirleyicisi) ve sosyal medya etkili marka aşkı ana unsurlarının (tutku temelli davranış, öz-marka entegrasyonu, olumlu duygusal bağlantı, uzun dönem ilişki, öngörülen ayrılık ızdırabı, genel tutum değeri ve tutum gücü) sosyal medya etkili marka aşkı sonuçları üzerindeki etkisi araştırılmıştır. Online anket 235 tüketiciye uygulanmıştır. Önerilen model ve hipotezlerin test edilmesinde yapısal eşitlik modeli ve çoklu doğrusal regresyon analizi kullanılmıştır. Araştırma sonuçları, öngörülen ayrılık ızdırabı, tutku temelli davranışlar ve olumlu duygusal bağlantının yedi ana unsur arasında sosyal medya etkili marka aşkı üzerinde en güçlü etkiye sahip olan unsurlar olduğunu ortaya koymaktadır. Buna ek olarak kalitenin marka aşkı sonuçları üzerinde anlamlı fakat zayıf bir etkisi belirlenmiştir.

Anahtar Kelimeler

• Marka Aşkı,Sosyal Medya,Tüketici-Marka İlişkileri,Tüketici Davranışı,Türkiye

Social Media Driven Brand Love: An Investigation on Turkish Customers

Öz

Along with the development and the use of Internet and the opportunity of two-way communication that Web 2.0 provides enable consumer-brand interactions via social media. The very significant social media usage rates in Turkey demonstrate a necessity for business to use social media effectively with respect to marketing communications in order to build up and sustain relationship with consumers. The main objective of this research is to propose and test a social media integrated brand love model with the intention of gaining an understanding whether consumer-brand relationship in social media develops brand love. Therefore, this study investigates both the influence of quality (as social media driven brand love antecedent) and social media driven brand love core elements (passion-driven behaviors, self-brand integration, positive emotional connection, long-term relationship, anticipated separation distress, overall attitude valence and attitude strength) on social media driven brand love consequences. Data were collected through an online survey with a sample size of 235 respondents. The proposed model and hypotheses were tested via structural equation modeling and multiple linear regression analysis. The results demonstrate that anticipated separation distress, passion-driven behaviors and positive emotional connection indicate the most significant influence on social media driven brand love among proposed seven brand love constructs. Furthermore, quality has a significant but a weak influence on brand love consequences.

Anahtar Kelimeler

• Brand Love,Social Media,Consumer-Brand Relationships,Consumer Behavior,Turkey

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