Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement

Yıl 2019, Cilt: 10 Sayı: 1, 5 - 24, 30.06.2019

İlker Şahin Mustafa Gülmez Erhan Ersoy

https://doi.org/10.34231/iuyd.518958

Cited By: 3

Öz

It is a well-known fact that the social media enables
consumers to contact with each other, share information about what they are
interested in and review products and services of the brands or companies.
Today, modern consumers go a step further by doing online brand-related
activities (COBRAs). The research aims to reveal (a) young consumers’ attitudes
towards brand-related social media contents (b) their engagement with such type
of online contents, (c) to exemplify most popular COBRAs and (d) to reveal significant
variables in positive electronic word-of-mouth prediction. The results point out
that the most of the consumers have positive behavioral or emotional attitudes
and agree that what they read in brand-related social media contents prior to
purchasing a product/service has an influence on their decision. The findings
put forward that financial benefit-focused following in social media,
satisfaction with brand-related e-contents, social media-based trust and brand
attachment are influential variables in e-WOM creation. Findings point out that
brand promotions shared by a friend, discount coupons and recommendations leading
consumers to buy a certain service or product of a certain brand, of popular
social media users who have plenty of followers or friends do not lead to stronger
e-WOM behaviors. Consuming, contributing and creating are found out to be the
most popular brand-related activities. 

Anahtar Kelimeler

Interactive marketing, Internet marketing, Digital marketing, E-marketing

Sosyal medya pazarlaması ve e-AAİ: Akdenizli gençlerin markaya yönelik çevrimiçi aktiviteleri, tutumları ve etkileşimleri üzerine tanımlayıcı bir araştırma

Öz

Günümüzde tüketicilerin sosyal medya sayesinde
birbiriyle irtibat kurabildikleri, ilgi duydukları ürünler hakkında bilgi
paylaştıkları, markaların ya da şirketlerin ürün ve hizmetlerine ilişkin
değerlendirmelerde bulundukları bilinen bir gerçektir. Çağımızın modern tüketicileri
bir adım öteye giderek artık markaya yönelik çevrimiçi faaliyetlerde bulunmaktadır.
Bu bağlamda araştırma (a) genç tüketicilerin internet ortamında markayla
ilişkili içeriklere karşı tutumlarını (b) bu tür içeriklere yönelik nasıl
davranışlar sergilediklerini (c) markaya yönelik çevrimiçi faaliyetlerden
hangilerini sıklıkla gerçekleştirdiklerini (d) pozitif yönlü elektronik ağızdan
ağıza iletişimi tahmin eden önemli değişkenlerin neler olduğunu ortaya koymayı
amaçlamaktadır. Sonuçlar,  tüketicilerin
büyük bir bölümünün olumlu davranışsal ve duygusal tutumlara sahip olduğunu ve satın
almayı gerçekleştirmeden önce tüketicilerin markaya ilişkin sosyal medya içeriklerinde
okudukları bilgilerin kararlarını etkilediği konusunda hemfikir olduğunu ortaya
koymuştur. Bulgulara göre sosyal medyada mali fayda odaklı markaları takip etme
davranışı, internette markayla ilişkili içeriklerinden duyulan memnuniyet,
sosyal medya tabanlı güven ve marka bağlılığı olumlu elektronik ağızdan ağıza
iletişime yol açan önemli değişkenlerdir. Buna karşın sonuçlar, arkadaşlar
tarafından paylaşılan promosyon iletilerinin, indirim kuponlarının ve çok
sayıda arkadaşı veya takipçisi bulunan popüler sosyal medya kullanıcılarının tüketiciyi
markanın rün ve hizmetlerini satın almaya teşvik eden tavsiyelerinin olumlu
elektronik ağızdan ağıza iletişim yaratmada sanıldığı kadar etkili olmadığını
ortaya koymuştur. Tüketme, katkıda bulunma ve üretme kullanıcıların markaya
yönelik en sık gerçekleştirdikleri çevrimiçi aktiviteler olarak ön plana
çıkmıştır.

Anahtar Kelimeler

İnteraktif pazarlama, İnternet pazarlaması, Dijital pazarlama, E-pazarlama

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