Araştırma Makalesi
BibTex RIS Kaynak Göster

Sosyal medya etkili marka aşkı: Türk müşteriler üzerinde bir inceleme

Yıl 2018, Cilt: 9 Sayı: 1, 19 - 42, 11.06.2018
https://doi.org/10.34231/iuyd.408143

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.

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing On the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. (1996). Building Strong Brands. New York: The Free Press.
  • Ahuvia, A. C. (1993). I Love It! Towards A Unifying Theory of Love across Diverse Love Objects. PhD Dissertation, Northwestern University.
  • Albert, N., & Merunka, D. (2013). The Role of Brand Love in Consumer‐Brand Relationships. Journal of Consumer Marketing, 30(3), 258-266. https://doi.org/10.1108/07363761311328928
  • Albert, N., Merunka, D., & Valette-Florence, P. (2008). When Consumers Love Their Brands. Exploring The Concept and Its Dimensions. Journal of Business Research, 61(10), 1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014
  • Albert, N., Merunka, D., & Valette-Florence, P. (2009). The Feeling of Love toward a Brand: Concept and Measurement. Advances in Consumer Research, 36, 300–307.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand Passion: Antecedents and Consequences. Journal of Business Research, 66(7), 904–909. https://doi.org/10.1016/j.jbusres.2011.12.009
  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from. Journal of Marketing, 69(July), 19–34.
  • Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, 23(1), 45–61. https://doi.org/10.1016/j.ijresmar.2006.01.005
  • Baruah, T. D. (2012). Effectiveness of Social Media As a Tool of Communication and Its Potential for Technology Enabled Connections: A Micro-Level Study. International Journal of Scientific and Research Publications, 2(1), 1–10. https://doi.org/ISSN 2250-3153
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
  • Bauer, H., Heinrich, D., & Martin, I. (2007). How to Create High Emotional Consumer-Brand Relationships? The Causalities of Brand Passion. Proceedings of the Australian & New Zealand Marketing Academy Conference, (1986), 2189–2198. https://doi.org/10.1007/s10551-012-1216-7
  • Belk, R. W., Ger, G., & Askegaard, S. (2003). The Fire of Desire: A Multisited Inquiry into Consumer Passion. Journal of Consumer Research, 30(3), 326–351. https://doi.org/10.1086/378613
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy. Business Horizons, 55(3), 261–271. https://doi.org/10.1016/j.bushor.2012.01.007
  • Bhattacharya, C. B., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
  • Blackston, M. (1993). Beyond Brand Personality: Building Brand Relationships. Brand Equity & Advertising: Advertising’s Role in Building Strong Brands.
  • Bowlby, J., Ainsworth, M., Bretherton, I., & Ainsworth, M. (1992). The Origins of Attachment Theory John Bowlby and Mary Ainsworth, (5), 759–775.
  • Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
  • Chang, P. L., & Chieng, M. H. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing. https://doi.org/10.1002/mar.20140
  • Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75(3), 66–82. https://doi.org/10.1509/jmkg.75.3.66
  • Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135–144. https://doi.org/10.2307/3151897
  • CIA. (2017). The World Factbook. Retrieved from: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2119rank.html
  • Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016
  • Çelik, H. E., & Yılmaz, V. (2016). LISREL 9.1 ile Yapısal Eşitlik Modellemesi (3rd ed.). Anı Yayıncılık.
  • de Matos, C. A., & Rossi, C. A. V. (2008). Word-Of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators. Journal of the Academy of Marketing Science, 36(4), 578–596. https://doi.org/10.1007/s11747-008-0121-1
  • Duncan, T., & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), 1–13. https://doi.org/10.2307/1252157
  • Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready‐To‐Wear Brand Loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399–417. https://doi.org/10.1108/13612021211265818
  • Farrugia, R. C. (2013). Facebook and Relationships: A Study of How Social Media Use is Affecting Long-Term Relationships. Rochester Institute of Technology RIT Scholar Works, 50. Retrieved from http://scholarworks.rit.edu/theses
  • Fetscherin, M., & Heinrich, D. (2014). Consumer Brand Relationships: A Research Landscape. Journal of Brand Management, 21(5), 366–371. https://doi.org/10.1057/bm.2014.22
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
  • Franzen, G. (1999). Brands & Advertising: How Advertising Effectiveness Influences Brand Equity. Oxfordshire: Admap Publication.
  • Gamboa, A. M., & Gonçalves, H. M. (2014). Customer Loyalty through Social Networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709–717. https://doi.org/10.1016/j.bushor.2014.07.003
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004
  • Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review. Frontiers in Psychology, 8(FEB), 8–11. https://doi.org/10.3389/fpsyg.2017.00252
  • Gordon, M. E., McKeage, K., & Fox, M. A. (1998). Relationship Marketing Effectiveness: The Role of Involvement. Psychology & Marketing, 15(5), 443–459. https://doi.org/10.1002/(SICI)1520-6793(199808)15:5<443::AID-MAR3>3.0.CO;2-7
  • Gu, B., & Ye, Q. (2014). First Step in Social Media: Measuring the Influence of Online Management Responses on Customer Satisfaction. Production and Operations Management, 23(4), 570–582. https://doi.org/10.1111/poms.12043
  • Guadagni, P. M., & Little, J. D. C. (1983). A Logit Model of Brand Choice Calibrated on Scanner Data. Marketing Science, 2(3), 203–238. https://doi.org/10.1287/mksc.2.3.203
  • Hatfield, E., & Rapson, R. L. (1994). Love and Intimacy. Encyclopedia of Mental Health. https://doi.org/10.1300/J291v05n02_03
  • He, H., Li, Y., & Harris, L. (2012). Social Identity Perspective on Brand Loyalty. Journal of Business Research, 65, 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460
  • Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
  • Hollebeek, L. L. D., Glynn, M. M. S., & Brodie, R. J. R. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  • Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
  • Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The Effects of Social Media on Emotions, Brand Relationship Quality, and Word Of Mouth: An Empirical Study of Music Festival Attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
  • Jahn, B., & Kunz, W. (2012). How to Trasnform Consumers into Fans of Your Brand. Journal of Service Management, 23(3), 344–361. https://doi.org/10.1108/09564231211248444
  • Jahn, B., & Kunz, W. (2014). A Brand like a Friend – The Influence of Customer Engagement with Social Media Brand Pages on Brand Relationships and Loyalty Intentions. http://dx.doi.org/10.2139/ssrn.2413909
  • Kahlow, A. (2009). User-Controlled Media: Where You Need to Be. Retrieved from https://www.clickz.com/user-controlled-media-where-you-need-to-be/77997/
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Source Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
  • Kemp, S. (2017). Digital In 2017: Global Overview. Retrieved from https://wearesocial.com/special-reports/digital-in-2017-global-overview
  • Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kim, J. (2003). Affective and Cognitive Brand Conviction: Making Loyal Relationships. University of Florida, Dissertation of Doctor of Philosophy.
  • Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Kendallville: Pearson.
  • Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading Love through Fan Page Liking: A Perspective on Small Scale Entrepreneurs. Computers in Human Behavior, 54, 257–270. https://doi.org/10.1016/j.chb.2015.08.003
  • Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love. Journal of Consumer Research, 38(2), 323–342. https://doi.org/10.1086/658338
  • Lee, J. A. (1977). A typology of styles of loving. Personality and Social Psychology Bulletin, 3(2), 173–182. https://doi.org/10.1177/014616727700300204
  • Leeflang, P. S. H., Vries, L. De, Gensler, S., & Lee, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing Popularity of Brand Posts on Brand Fan Pages : An Investigation of the Effects of Social Media Marketing, 26(November 2015), 24–28. https://doi.org/10.1016/j.intmar.2012.01.003
  • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, 46(7/8), 922–937. https://doi.org/10.1108/03090561211230098
  • Malciute, J., & Chrysochou, P. (2013). Customer Brand Engagement on Online Social Media Platforms, (January), 1–66.
  • Marketo. (2010). The Definitive Guide to B2B Social Media. Retrieved from www.marketo.com
  • Martins, C. S., & Patrı´cio, L. (2013). Understanding Participation in Company Social Networks. Journal of Service Management, 24(5), 567–587. https://doi.org/http://dx.doi.org/10.1108/JOSM-04-2013-0112
  • Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. AMA Winter Educators’ Conference Proceedings (Vol. 18). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=32571719&site=ehost-live
  • Munoz Velez, J. A. (2013). Social Media Lovers in Colombia : The Role of Online Brand Communities in Developing Brand Love, (August).
  • Murstein, B. I. (1988). A Taxonomy of Love.
  • Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(6), 105–120. https://doi.org/10.1509/jm.11.0105
  • Neff, J. (2012). Ge Study Proves Consumers Respond More To Shared Content Than To Paid Placements. Retrieved July 12, 2017, from http://adage.com/article/digital/ge-study-proves-consumers-respond-shared-content/232324/
  • O’Reilly, T. (2007). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. Design, 65, 17–37. https://doi.org/10.2139/ssrn.1008839
  • Park, S.-Y., & Lee, E. M. (2005). Congruence between Brand Personality and Self-Image, and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty. Asia Pacific Advances in Consumer Research, 6, 39–45.
  • Pawle, J., & Cooper, P. (2006). Measuring Emotion - Lovemarks, the Future beyond Brands. Journal of Advertising Research. https://doi.org/10.2501/S0021849906060053
  • Rageh Ismail, A., & Spinelli, G. (2012). Effects of Brand Love, Personality and Image on Word Of Mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
  • Ranaweera, C., & Menon, K. (2008). For Better or For Worse: Moderating Effects of Relationship Age and Continuance Commitment on the Service Satisfaction-Word-of-Mouth Relationship. Advances in Consumer Research - Latin American Conference Proceedings, 2, 226–227. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=36211114&lang=es&site=ehost-live
  • Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re So Lovable: Anthropomorphism and Brand Love. Journal of Brand Management, 21(5), 372–395. https://doi.org/10.1057/bm.2014.14
  • Ruane, L., & Wallace, E. (2015). Brand Tribalism and Self-Expressive Brands: Social Influences and Brand Outcomes. Journal of Product & Brand Management, 24(4), 333–348. https://doi.org/10.1108/JPBM-07-2014-0656
  • Sabate, F., Berbegal-Mirabent, J., Ca??abate, A., & Lebherz, P. R. (2014). Factors Influencing Popularity of Branded Content in Facebook Fan Pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
  • Sadasivan, K., Rajakumar, C. S., & Rajinikanth, R. (2011). Role Of Involvement And Loyalty In Predicting Buyer’ S Purchase Intention Towards Private Apparel Brand Extensions. International Journal of Innovation, Management and Technology, 2(6), 519–524. https://doi.org/10.7763/IJIMT.2011.V2.185
  • Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and Measuring Romantic Brand Love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212X13546197909985
  • Schivinski, B., & Dabrowski, D. (2014). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323 Shimp, T. A., & Madden, T. J. (1988). Consumer-Object Relations : a Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research, 15(Bloch), 163–168.
  • Simsek, G. G., & Noyan, F. (2009). Türkiye’de Cep Telefonu Cihazı Pazarında Marka Sadakati İçin Bir Model Denemesi. METU Studies in Development, 36(1), 121-140-159. Retrieved from http://search.proquest.com/docview/89160407?accountid=46437
  • Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119–135. https://doi.org/10.1037/0033-295X.93.2.119
  • Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites. Journal of Global Marketing, 23(5), 430–445. https://doi.org/10.1080/08911762.2010.521115
  • Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
  • Tsimonis, G., & Dimitriadis, S. (2014a). Brand Strategies in Social Media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
  • Tsimonis, G., & Dimitriadis, S. (2014b). Consumer-Brand Relationships in Social Media. 47th Academy of Marketing Conference, 1–10.
  • Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Consumer-Brand Identification in Building Brand Relationships. Journal of Business Research, 66(1), 53–59. https://doi.org/10.1016/j.jbusres.2011.07.022
  • TÜİK. (2017). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2016, 10–11.
  • Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer Engagement with Self-Expressive Brands: Brand Love and WOM Outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326
  • Warrington, P., & Shim, S. (2000). An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment. Psychology & Marketing, 17(9), 761–782. https://doi.org/10.1002/1520-6793(200009)17:9<761::AID-MAR2>3.0.CO;2-9
  • Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
  • Whang, Y.-O., Allen, J., Zhang, H., Sahoury, N., Kahn, B. E., & Frances Luce, M. (2004). Falling in Love with a Product: the Structure of a Romantic Consumer-Product Relationship. Association for Consumer Research, 31, 316–328. Retrieved from http://www.acrwebsite.org/volumes/8907/volumes/v31/NA-31
  • Wulf, K. De, & Odekerken-Schröder, G. (2001). A Critical Review of Theories Underlying Relationship Marketing In the Context of Explaining Consumer Relationships. Journal for the Theory of Social Behaviour, 31(1), 73–101. https://doi.org/10.1111/1468-5914.00147
  • Yasin, M., & Shamim, A. (2013). Brand Love: Mediating Role in Purchase Intentions and Word-of-Mouth. Journal of Business and Management, 7(2), 101–109.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.

Social Media Driven Brand Love: An Investigation on Turkish Customers

Yıl 2018, Cilt: 9 Sayı: 1, 19 - 42, 11.06.2018
https://doi.org/10.34231/iuyd.408143

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.

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing On the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. (1996). Building Strong Brands. New York: The Free Press.
  • Ahuvia, A. C. (1993). I Love It! Towards A Unifying Theory of Love across Diverse Love Objects. PhD Dissertation, Northwestern University.
  • Albert, N., & Merunka, D. (2013). The Role of Brand Love in Consumer‐Brand Relationships. Journal of Consumer Marketing, 30(3), 258-266. https://doi.org/10.1108/07363761311328928
  • Albert, N., Merunka, D., & Valette-Florence, P. (2008). When Consumers Love Their Brands. Exploring The Concept and Its Dimensions. Journal of Business Research, 61(10), 1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014
  • Albert, N., Merunka, D., & Valette-Florence, P. (2009). The Feeling of Love toward a Brand: Concept and Measurement. Advances in Consumer Research, 36, 300–307.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand Passion: Antecedents and Consequences. Journal of Business Research, 66(7), 904–909. https://doi.org/10.1016/j.jbusres.2011.12.009
  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from. Journal of Marketing, 69(July), 19–34.
  • Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, 23(1), 45–61. https://doi.org/10.1016/j.ijresmar.2006.01.005
  • Baruah, T. D. (2012). Effectiveness of Social Media As a Tool of Communication and Its Potential for Technology Enabled Connections: A Micro-Level Study. International Journal of Scientific and Research Publications, 2(1), 1–10. https://doi.org/ISSN 2250-3153
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
  • Bauer, H., Heinrich, D., & Martin, I. (2007). How to Create High Emotional Consumer-Brand Relationships? The Causalities of Brand Passion. Proceedings of the Australian & New Zealand Marketing Academy Conference, (1986), 2189–2198. https://doi.org/10.1007/s10551-012-1216-7
  • Belk, R. W., Ger, G., & Askegaard, S. (2003). The Fire of Desire: A Multisited Inquiry into Consumer Passion. Journal of Consumer Research, 30(3), 326–351. https://doi.org/10.1086/378613
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy. Business Horizons, 55(3), 261–271. https://doi.org/10.1016/j.bushor.2012.01.007
  • Bhattacharya, C. B., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76–88. https://doi.org/10.1509/jmkg.67.2.76.18609
  • Blackston, M. (1993). Beyond Brand Personality: Building Brand Relationships. Brand Equity & Advertising: Advertising’s Role in Building Strong Brands.
  • Bowlby, J., Ainsworth, M., Bretherton, I., & Ainsworth, M. (1992). The Origins of Attachment Theory John Bowlby and Mary Ainsworth, (5), 759–775.
  • Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
  • Chang, P. L., & Chieng, M. H. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing. https://doi.org/10.1002/mar.20140
  • Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75(3), 66–82. https://doi.org/10.1509/jmkg.75.3.66
  • Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135–144. https://doi.org/10.2307/3151897
  • CIA. (2017). The World Factbook. Retrieved from: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2119rank.html
  • Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016
  • Çelik, H. E., & Yılmaz, V. (2016). LISREL 9.1 ile Yapısal Eşitlik Modellemesi (3rd ed.). Anı Yayıncılık.
  • de Matos, C. A., & Rossi, C. A. V. (2008). Word-Of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators. Journal of the Academy of Marketing Science, 36(4), 578–596. https://doi.org/10.1007/s11747-008-0121-1
  • Duncan, T., & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), 1–13. https://doi.org/10.2307/1252157
  • Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready‐To‐Wear Brand Loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399–417. https://doi.org/10.1108/13612021211265818
  • Farrugia, R. C. (2013). Facebook and Relationships: A Study of How Social Media Use is Affecting Long-Term Relationships. Rochester Institute of Technology RIT Scholar Works, 50. Retrieved from http://scholarworks.rit.edu/theses
  • Fetscherin, M., & Heinrich, D. (2014). Consumer Brand Relationships: A Research Landscape. Journal of Brand Management, 21(5), 366–371. https://doi.org/10.1057/bm.2014.22
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
  • Franzen, G. (1999). Brands & Advertising: How Advertising Effectiveness Influences Brand Equity. Oxfordshire: Admap Publication.
  • Gamboa, A. M., & Gonçalves, H. M. (2014). Customer Loyalty through Social Networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709–717. https://doi.org/10.1016/j.bushor.2014.07.003
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004
  • Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review. Frontiers in Psychology, 8(FEB), 8–11. https://doi.org/10.3389/fpsyg.2017.00252
  • Gordon, M. E., McKeage, K., & Fox, M. A. (1998). Relationship Marketing Effectiveness: The Role of Involvement. Psychology & Marketing, 15(5), 443–459. https://doi.org/10.1002/(SICI)1520-6793(199808)15:5<443::AID-MAR3>3.0.CO;2-7
  • Gu, B., & Ye, Q. (2014). First Step in Social Media: Measuring the Influence of Online Management Responses on Customer Satisfaction. Production and Operations Management, 23(4), 570–582. https://doi.org/10.1111/poms.12043
  • Guadagni, P. M., & Little, J. D. C. (1983). A Logit Model of Brand Choice Calibrated on Scanner Data. Marketing Science, 2(3), 203–238. https://doi.org/10.1287/mksc.2.3.203
  • Hatfield, E., & Rapson, R. L. (1994). Love and Intimacy. Encyclopedia of Mental Health. https://doi.org/10.1300/J291v05n02_03
  • He, H., Li, Y., & Harris, L. (2012). Social Identity Perspective on Brand Loyalty. Journal of Business Research, 65, 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460
  • Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
  • Hollebeek, L. L. D., Glynn, M. M. S., & Brodie, R. J. R. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  • Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
  • Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The Effects of Social Media on Emotions, Brand Relationship Quality, and Word Of Mouth: An Empirical Study of Music Festival Attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
  • Jahn, B., & Kunz, W. (2012). How to Trasnform Consumers into Fans of Your Brand. Journal of Service Management, 23(3), 344–361. https://doi.org/10.1108/09564231211248444
  • Jahn, B., & Kunz, W. (2014). A Brand like a Friend – The Influence of Customer Engagement with Social Media Brand Pages on Brand Relationships and Loyalty Intentions. http://dx.doi.org/10.2139/ssrn.2413909
  • Kahlow, A. (2009). User-Controlled Media: Where You Need to Be. Retrieved from https://www.clickz.com/user-controlled-media-where-you-need-to-be/77997/
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Source Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
  • Kemp, S. (2017). Digital In 2017: Global Overview. Retrieved from https://wearesocial.com/special-reports/digital-in-2017-global-overview
  • Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  • Kim, J. (2003). Affective and Cognitive Brand Conviction: Making Loyal Relationships. University of Florida, Dissertation of Doctor of Philosophy.
  • Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Kendallville: Pearson.
  • Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading Love through Fan Page Liking: A Perspective on Small Scale Entrepreneurs. Computers in Human Behavior, 54, 257–270. https://doi.org/10.1016/j.chb.2015.08.003
  • Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love. Journal of Consumer Research, 38(2), 323–342. https://doi.org/10.1086/658338
  • Lee, J. A. (1977). A typology of styles of loving. Personality and Social Psychology Bulletin, 3(2), 173–182. https://doi.org/10.1177/014616727700300204
  • Leeflang, P. S. H., Vries, L. De, Gensler, S., & Lee, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing Popularity of Brand Posts on Brand Fan Pages : An Investigation of the Effects of Social Media Marketing, 26(November 2015), 24–28. https://doi.org/10.1016/j.intmar.2012.01.003
  • Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, 46(7/8), 922–937. https://doi.org/10.1108/03090561211230098
  • Malciute, J., & Chrysochou, P. (2013). Customer Brand Engagement on Online Social Media Platforms, (January), 1–66.
  • Marketo. (2010). The Definitive Guide to B2B Social Media. Retrieved from www.marketo.com
  • Martins, C. S., & Patrı´cio, L. (2013). Understanding Participation in Company Social Networks. Journal of Service Management, 24(5), 567–587. https://doi.org/http://dx.doi.org/10.1108/JOSM-04-2013-0112
  • Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. AMA Winter Educators’ Conference Proceedings (Vol. 18). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=32571719&site=ehost-live
  • Munoz Velez, J. A. (2013). Social Media Lovers in Colombia : The Role of Online Brand Communities in Developing Brand Love, (August).
  • Murstein, B. I. (1988). A Taxonomy of Love.
  • Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(6), 105–120. https://doi.org/10.1509/jm.11.0105
  • Neff, J. (2012). Ge Study Proves Consumers Respond More To Shared Content Than To Paid Placements. Retrieved July 12, 2017, from http://adage.com/article/digital/ge-study-proves-consumers-respond-shared-content/232324/
  • O’Reilly, T. (2007). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. Design, 65, 17–37. https://doi.org/10.2139/ssrn.1008839
  • Park, S.-Y., & Lee, E. M. (2005). Congruence between Brand Personality and Self-Image, and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty. Asia Pacific Advances in Consumer Research, 6, 39–45.
  • Pawle, J., & Cooper, P. (2006). Measuring Emotion - Lovemarks, the Future beyond Brands. Journal of Advertising Research. https://doi.org/10.2501/S0021849906060053
  • Rageh Ismail, A., & Spinelli, G. (2012). Effects of Brand Love, Personality and Image on Word Of Mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
  • Ranaweera, C., & Menon, K. (2008). For Better or For Worse: Moderating Effects of Relationship Age and Continuance Commitment on the Service Satisfaction-Word-of-Mouth Relationship. Advances in Consumer Research - Latin American Conference Proceedings, 2, 226–227. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=36211114&lang=es&site=ehost-live
  • Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re So Lovable: Anthropomorphism and Brand Love. Journal of Brand Management, 21(5), 372–395. https://doi.org/10.1057/bm.2014.14
  • Ruane, L., & Wallace, E. (2015). Brand Tribalism and Self-Expressive Brands: Social Influences and Brand Outcomes. Journal of Product & Brand Management, 24(4), 333–348. https://doi.org/10.1108/JPBM-07-2014-0656
  • Sabate, F., Berbegal-Mirabent, J., Ca??abate, A., & Lebherz, P. R. (2014). Factors Influencing Popularity of Branded Content in Facebook Fan Pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
  • Sadasivan, K., Rajakumar, C. S., & Rajinikanth, R. (2011). Role Of Involvement And Loyalty In Predicting Buyer’ S Purchase Intention Towards Private Apparel Brand Extensions. International Journal of Innovation, Management and Technology, 2(6), 519–524. https://doi.org/10.7763/IJIMT.2011.V2.185
  • Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and Measuring Romantic Brand Love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212X13546197909985
  • Schivinski, B., & Dabrowski, D. (2014). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323 Shimp, T. A., & Madden, T. J. (1988). Consumer-Object Relations : a Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research, 15(Bloch), 163–168.
  • Simsek, G. G., & Noyan, F. (2009). Türkiye’de Cep Telefonu Cihazı Pazarında Marka Sadakati İçin Bir Model Denemesi. METU Studies in Development, 36(1), 121-140-159. Retrieved from http://search.proquest.com/docview/89160407?accountid=46437
  • Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119–135. https://doi.org/10.1037/0033-295X.93.2.119
  • Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites. Journal of Global Marketing, 23(5), 430–445. https://doi.org/10.1080/08911762.2010.521115
  • Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
  • Tsimonis, G., & Dimitriadis, S. (2014a). Brand Strategies in Social Media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
  • Tsimonis, G., & Dimitriadis, S. (2014b). Consumer-Brand Relationships in Social Media. 47th Academy of Marketing Conference, 1–10.
  • Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Consumer-Brand Identification in Building Brand Relationships. Journal of Business Research, 66(1), 53–59. https://doi.org/10.1016/j.jbusres.2011.07.022
  • TÜİK. (2017). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2016, 10–11.
  • Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer Engagement with Self-Expressive Brands: Brand Love and WOM Outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326
  • Warrington, P., & Shim, S. (2000). An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment. Psychology & Marketing, 17(9), 761–782. https://doi.org/10.1002/1520-6793(200009)17:9<761::AID-MAR2>3.0.CO;2-9
  • Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
  • Whang, Y.-O., Allen, J., Zhang, H., Sahoury, N., Kahn, B. E., & Frances Luce, M. (2004). Falling in Love with a Product: the Structure of a Romantic Consumer-Product Relationship. Association for Consumer Research, 31, 316–328. Retrieved from http://www.acrwebsite.org/volumes/8907/volumes/v31/NA-31
  • Wulf, K. De, & Odekerken-Schröder, G. (2001). A Critical Review of Theories Underlying Relationship Marketing In the Context of Explaining Consumer Relationships. Journal for the Theory of Social Behaviour, 31(1), 73–101. https://doi.org/10.1111/1468-5914.00147
  • Yasin, M., & Shamim, A. (2013). Brand Love: Mediating Role in Purchase Intentions and Word-of-Mouth. Journal of Business and Management, 7(2), 101–109.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.
Toplam 93 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Ekonomi
Bölüm Araştırma Makalesi
Yazarlar

Asude Yasemin Zengin 0000-0002-3147-7958

Berksu Aladağ Bu kişi benim

Yayımlanma Tarihi 11 Haziran 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 9 Sayı: 1

Kaynak Göster

APA Zengin, A. Y., & Aladağ, B. (2018). Social Media Driven Brand Love: An Investigation on Turkish Customers. İnternet Uygulamaları Ve Yönetimi Dergisi, 9(1), 19-42. https://doi.org/10.34231/iuyd.408143