Sosyal medya etkili marka aşkı: Türk müşteriler üzerinde bir inceleme

Yıl 2018, Cilt: 9 Sayı: 1, 19 - 42, 11.06.2018

Asude Yasemin Zengin , Berksu Aladağ

https://doi.org/10.34231/iuyd.408143

Cited By: 1

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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