Dijital Çağda Marka Nefretinin Sonuçları

Yıl 2021, Cilt: 5 Sayı: 1, 36 - 63, 31.03.2021

Özlem Çıldırım Feyza Ağlargöz

Öz

Duygular sadece kişilere atfedilmez. Pazarlama literatüründe tüketicilerin markalara karşı olan duyguları olumlu ve olumsuz duygular olarak gruplandırılmasına rağmen, olumlu duygular daha fazla araştırılmaktadır. Günümüzde olumsuz duyguların da pazarlama alanında önemli bir yere sahip olduğunun fark edilmesiyle, bu alanda da araştırmalar yapılmaya başlamıştır. Olumsuz duygular arasında en yoğun duygu olarak nitelendirilen marka nefretidir. Bu çalışmanın amacı marka nefretini ve bu duyguya sahip kişilerin sergilemiş oldukları davranışları belirli bir çerçevede sunmaktır. Araştırma, özellikle dijital çağ ile birlikte güçlenen tüketicilerin marka nefreti sonucunda sergilemiş oldukları davranışları ele almayı amaçlamaktadır. Kantitatif bu araştırmada araştırmanın verileri 326 tüketiciden çevrimiçi anket yoluyla toplanmıştır. Yapılan analizler sonucunda marka nefretinin erkeklerde daha fazla görüldüğü ve erkeklerin marka nefreti kaynaklı davranışlarda daha etkin olduğu saptanmıştır. Araştırma sonuçları, katılımcıların marka nefreti sonucu ortaya çıkan davranışlar arasında en fazla kaçınma ve olumsuz ağızdan ağıza iletişim (nWOM) davranışlarına yöneldiklerini ve en az siber zorbalık ile intikam alma isteği davranışlarını tercih ettiklerini ortaya koymuştur. Çalışmanın sonuçları marka nefretine sahip kişilerin daha çok pasif davranışlar aracılığıyla markaya karşı olan nefretlerini gösterdiklerini göstermiştir.

Anahtar Kelimeler

Marka, Olumsuz Duygular, Marka Nefreti, Marka Nefretinin Sonuçları

The Consequences of Brand Hate in the Digital Age

Öz

Emotions are not only attributed to individuals. Although consumers' emotions towards brands are grouped as positive and negative emotions in the marketing literature, mostly positive emotions are researched. However, with the realization that negative emotions have an important place in marketing, studies have been gradually started in this area. Among all the negative emotions, brand hate is said to be the most intense. This study aims to present brand hate, and the consequences of brand hate among consumers within a particular framework. The research aims to examine the behavior of empowered consumers, specifically with the rise of digital age. In this quantitative study, the data of the research were collected through online questionnaires from 326 consumers. It was found that brand hate is more prevalent among men, and men are more active in brand hate caused behaviors. The study results revealed that among these hateful behaviors, the participants mostly preferred brand avoidance and negative word-of-mouth (nWOM), while the least preferred behaviors are cyberbullying and revenge. It is concluded that people with brand hate show their hate towards the brand with passive behaviors.

Anahtar Kelimeler

Brand, Negative Emotions, Brand Hate, Consequences of Brand Hate

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