MEDIATING ROLE OF CONSUMERS' ATTITUDES TOWARDS CONTENT MARKETING PRACTICES ON THE RELATIONSHIP BETWEEN THE PERCEIVED UTILITIES AND THE CONTENT SHARING BEHAVIORS

Yıl 2020, Cilt: 7 Sayı: 4, 210 - 226, 31.12.2020

Mert Inal Semih Okutan Yeliz Bas

https://doi.org/10.17261/Pressacademia.2020.1334

Öz

Purpose- The aim of this research is to examine the mediating role of consumers' attitudes towards content marketing practices on the relationship between perceived utilities from these practices and content sharing behaviors. The secondary aim of the research is to expose the direct and indirect effects of the utilities perceived by social media users from the content marketing practices on their attitudes towards these contents and content sharing behaviors.
Methodology - The research included 529 respondents who have an account on any social media network. The data were collected by applying the online survey tool to those respondents selected using the convenience sampling method. The data obtained was tested with a PLS-SEM equality analysis using the Smart PLS 3.2.9 program
Findings- Based on the results of the analysis, it is seen that while both perceived economic utility and the perceived entertainment utility have direct effects on the attitude and the behavior, trust utility and the informative utility have direct affects only on attitude. However, it is seen that all utility variables have indirect effects on the behavior variable through the attitude variable
Conclusion- It was concluded that the attitude towards content marketing has a mediating effect on the relationship between perceived utilities of content marketing practices and content sharing behavior.

Anahtar Kelimeler

Social media, content marketing, sharing behavior, perceived utility, attitudes

İÇERİK PAZARLAMASI UYGULAMALARINA YÖNELİK TUTUMLARIN ALGILANAN FAYDALAR İLE İÇERİK PAYLAŞIM DAVRANIŞLARI ARASINDAKİ ARACILIK ROLÜNÜN İNCELENMESİ

Öz

Amaç- Bu araştırmanın amacı, tüketicilerin içerik pazarlaması uygulamalarına yönelik tutumlarının, bu uygulamalardan algılanan faydalar ile içerik paylaşım davranışları arasındaki ilişkide aracılık rolünün incelenmesidir. Sosyal medya kullanıcılarının işletmelerin kendilerine sundukları içerik pazarlaması faaliyetlerinden algıladıkları faydaların bu içeriklere yönelik tutuma ve içerik paylaşım davranışlarına olan doğrudan ve dolaylı etkilerinin ortaya konması ise çalışmanın ikincil amacını oluşturmaktadır.
Yöntem- Çalışmaya herhangi bir sosyal medya platformunda hesabı olan 529 kişi dâhil edilmiştir. Kolayda örnekleme yöntemi kullanılarak seçilen bu kişilere online anket yöntemi uygulanarak veriler toplanmıştır. Elde edilen veriler PLS-SEM eşitlik analiziyle Smart PLS 3.2.9 programı kullanılarak test edilmiştir.
Bulgular- Analiz sonuçlarına göre algılanan fayda değişkenlerinden maddi fayda ve eğlence faydasının hem tutum hem de davranış üzerinde doğrudan etkileri görülürken, güvenilirlik ve bilgilendirme faydalarının sadece tutum üzerinde doğrudan etkileri görülmektedir. Ancak tüm fayda değişkenlerinin davranış değişkeni üzerinde tutum değişkeni aracılığıyla dolaylı etkileri olduğu da görülmektedir
Sonuç- İçerik pazarlamasına yönelik tutumun içerik pazarlaması uygulamalarından algılanan faydalar ile içeriği paylaşım davranışı arasındaki ilişkide aracı etkiye sahip olduğu belirlenmiştir.

Anahtar Kelimeler

Sosyal medya, içerik pazarlaması, paylaşım davranışı, algılanan fayda, tutumlar

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