The Effect of Perceived Marketing Activities on Social Media on Brand Loyalty: The Mediating Role of Brand Popularity

Öz

This study seeks to examine the effect of brands' marketing activities on social media on consumer brand loyalty and to determine whether being a popular brand has a mediating effect on these effects. To this end, the effects of brands’ marketing activities on social media on consumers’ emotional, cognitive, and behavioral loyalty have been examined. In addition, the mediating effect of brand popularity on these effects has been examined. The study employed face-to-face questionnaires administered to individuals who resided in Mersin, were between the ages of 20 and 60, used social media, and voluntarily agreed to participate in the research. Due to fieldwork conditions and accessibility limitations, convenience sampling was used to reach the participants. SPSS was used for demographic findings, reliability, and normal distribution analyses. Confirmatory factor analysis was used to test the fit of the scale items with the factors using the LISREL software package. To evaluate the hypothesized effects, effect hypotheses were analyzed using structural equation modeling; mediation hypotheses were analyzed using the SPSS PROCESS Macro software. The analyses concluded that the positive perception of brands' social media marketing activities positively affects consumers' emotional, cognitive, and behavioral loyalty to brands. Regarding mediating effects, brand popularity was found to have a positive mediating role in the effect of social media marketing activities on emotional brand loyalty and a negative mediating role in the effect on behavioral brand loyalty; however, no mediating effect was identified in the effect on cognitive loyalty. This research is anticipated to serve as a guide for brands active on social media in explaining the importance of social media platforms in creating brand loyalty.

Anahtar Kelimeler

• Social Media
• Brand Loyalty
• Brand Popularity

Etik Beyan

This study was approved by the Mersin University Social and Human Sciences Ethics Committee with its decision dated 04.12.2024 and numbered 338.

Sosyal Medyada Algılanan Pazarlama Faaliyetlerinin Marka Bağlılığına Etkisi: Marka Popülerliğinin Aracı Rolü

Öz

Bu çalışmada, markaların sosyal medyada gerçekleştirdikleri pazarlama faaliyetlerinin tüketicilerin marka bağlılıklarına olan etkisinin incelenmesi ve bu etkilerde popüler bir marka olmanın aracı etkisinin olup olmadığının belirlenmesi amaçlanmaktadır. Bu bağlamda markaların sosyal medyadaki pazarlama faaliyetlerinin tüketicilerin duygusal, bilişsel ve davranışsal bağlılıkları üzerindeki etkisi incelenmiştir. Ayrıca bu etkilerde marka popülerliğinin aracı etkisinin olup olmadığı da araştırılmıştır. Araştırmada, Mersin’de ikamet eden, 20–60 yaş aralığında bulunan, sosyal medya kullanan ve araştırmaya gönüllü olarak katılmayı kabul eden bireylere yüz yüze anket uygulanmıştır. Katılımcılara ulaşmada, araştırmanın saha koşulları ve erişilebilirlik sınırlılıkları nedeniyle kolayda örnekleme yöntemi kullanılmıştır. Demografik bulgular, güvenilirlik ve normal dağılım analizlerinde SPSS kullanılmıştır. Ölçek ifadelerinin faktörlerle uyumunu test etmede LISREL paket programı aracılığı ile doğrulayıcı faktör analizi yapılmıştır. Etki hipotezleri yapısal eşitlik modellemesi ile; aracılık hipotezleri ise SPSS PROCESS Macro yazılımı üzerinden test edilmiştir. Araştırma sonucunda markaların sosyal medya pazarlama faaliyetlerinin olumlu algılanmasının tüketicilerin markalara yönelik duygusal bağlılığını, bilişsel bağlılığını ve davranışsal bağlılığını pozitif yönde etkilediği sonuçlarına ulaşılmıştır. Aracılık etkilerinde ise sosyal medyada pazarlama faaliyetlerinin duygusal marka bağlılığına etkisinde marka popülerliğinin pozitif yönde, davranışsal marka bağlılığına etkisinde ise negatif yönde aracı rolü tespit edilmiştir; ancak bilişsel bağlılığa olan etkide aracı bir etki tespit edilmemiştir. Bu araştırmanın, sosyal medya mecralarının ve marka bağlılığının yaratılmasında bu mecraların öneminin açıklanması konusunda sosyal medyada faaliyet gösteren markalara rehber olması beklenmektedir.

Anahtar Kelimeler

• Sosyal Medya
• Marka Bağlılığı
• Marka Popülerliği

Etik Beyan

Bu çalışma, Mersin Üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu’nun 04.12.2024 tarih ve 338 sayılı kararı ile onaylanmıştır.

Kaynakça

1. Abosag, I., Čater, B., Žabkar, V., Grimes, A. ve Bekh, O. (2018). Anticipated experience of global brand: The role of brand popularity. Global Fashion Management Conference, 576. https://doi.org/10.15444/gmc2018.05.05.03
2. Albert, N. ve 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
3. Aljuhmani, H. Y., Elrehail, H., Bayram, P. ve Samarah, T. (2023). Linking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics, 35(7), 1719-1738. https://doi.org/10.1108/APJML-08-2021-0627
4. Back, K. J. (2005). The effects of image congruence on customers’ brand loyalty in the upper middle-class hotel industry. Journal of Hospitality & Tourism Research, 29(4), 448-467. https://doi.org/10.1177/1096348005276497
5. Back, K. J. ve Parks, S. J. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435. https://doi.org/10.1177/10963480030274003
6. Baron, R. M. ve Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
7. Bercovici, J. (2010). Who coined ‘social media’? Web pioneers compete for credit. Forbes, Disponivel. http://www.significancesystems.com/wp-content/uploads/2014/01/Who-Coined-Social-Media-Web-Pioneers-Compete-for-Credit-Forbes.pdf (Erişim Tarihi: 12.10.2024)
8. Çağıl, A. (2017). Sosyal medya ile dijital pazarlama. İstanbul: Dikeyeksen Yayın Dağıtım.

9. Drost, E. A. (2011). Validity and reliability in social science research. Education Research and Perspectives, 38(1), 105-123. https://doi.org/10.70953/erpv38.11005
10. Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. https://doi.org/10.1080/15332667.2019.1705742
11. Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
12. Fournier, S. ve Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472. https://doi.org/10.1016/S0167-8116(97)00021-9
13. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. ve Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
14. Gorsuch, R. L. (2015). Factor analysis: Classic edition. Routledge. https://doi.org/10.4324/9781315735740
15. Göksu, F. (2010). Spor ürünlerine yönelik marka sadakati üzerine bir araştırma. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(39), 43-58. https://doi.org/10.17064/iüifhd.08166
16. Hair, J. F. Jr., Black, W. C, Babin, B. J. ve Anderson, R. E. (2019). Multivariate data analysis. England: Pearson Prentice. Hawkins, K. ve Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125-141. https://doi.org/10.1362/146934713X13699019904605
17. Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
18. Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
19. Hollis, N. (2011). Küresel marka, dünya pazarında kalıcı marka değeri yaratma ve geliştirme yöntemleri (Kuruoğlu vd. Çev.). İstanbul: Brand Age Yayınları.
20. Jacoby, J. ve Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing. Journal of Marketing Research, 10(1), 1-9. https://doi.org/10.1177/002224377301000101
21. Kara, T. (2013). Sosyal medya endüstrisi. İstanbul: Beta Yayıncılık.
22. Kılıç, D. ve Ateşgöz, K. (2018). İşitme engelli öğrencilerin sosyal medya ağ sitelerini kullanım motivasyonları. İNİF E-Dergi, 3(2), 75-88.
23. Kırcova, İ. ve Enginkaya, E. (2015). Sosyal medya pazarlama. İstanbul: Beta Yayıncılık.
24. Kim, A. J. ve 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
25. Kim, E. J. ve Park, S. (2020). Transformational leadership, knowledge sharing, organizational climate and learning: an empirical study. Leadership & Organization Development Journal, 41(6), 761-775. https://doi.org/10.1108/LODJ-12-2018-0455
26. Laroche, M., Habibi, M. R., Richard, M.O. ve Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
27. Leckie, C., Nyadzayo, M. W. ve Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578. https://doi.org/10.1080/0267257X.2015.1131735
28. Ma, L., Ou, W. ve Lee, C. S. (2022). Investigating consumers’ cognitive, emotional, and behavioral engagement in social media brand pages: A natural language processing approach. Electronic Commerce Research and Applications, 54, 101179. https://doi.org/10.1016/j.elerap.2022.101179
29. Malhotra, N. ve Dash, S. (2016). Marketing research: An applied orientation. India: Pearson.
30. Morgan, R. M. ve Hunt, S. D. (1994). The commitnet-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
31. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. https://doi.org/10.1177/00222429990634s105
32. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
33. Preacher, K. J. ve Kelley, K. (2011). Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods, 16(2), 93–115. https://doi.org/10.1037/a0022658
34. Saputra, A. H. D., Putra, S. N. W. ve Bennet, D. (2024). Consumer behavior and brand loyalty: A study on digital marketing practices. Startupreneur Business Digital (SABDA Journal), 3(2), 160-170. https://doi.org/10.33050/sabda.v3i2.630
35. Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74. http://www.mpr-online.de/
36. Schivinski, B. ve Dabrowski, D. (2016). 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
37. Shkeer, A. S., Sharabati, A. A. A., Samarah, T., Alqurneh, M. I. M. ve Ali, A. A. A. (2024). The influence of social media content marketing on consumer engagement: A mediating of the role of consumer cognition. International Journal of Data and Network Science, 8(4), 2423-2434. https://doi: 10.5267/j.ijdns.2024.5.015
38. Sürücü, L., Şeşen, H. ve Maslakçı, A. (2023). Regression, mediation/moderation, and structural equation modeling with SPSS, AMOS, and PROCESS Macro. Lyon: Livre de Lyon.
39. Şahin, E. ve İçil, H. B. (2019). Sosyal medya uygulamalarının marka bağlılığı ve tüketici davranışlarına etkisi: Z kuşağı üzerine bir araştırma. International Journal of Multidisciplinary Studies and Innovative Technologies, 3(2), 188-195.
40. Tabachnick, B. G. ve Fidell, L. S. (2013). Using multivariate statistics. New Jersey: Pearson.
41. Taylor, S.A., Geluch, K. ve Goodwin, S. (2004). The importance of brand equity to customer loyalty. The Journal of Product and Brand Management, 13(4/5), 217-227. https://doi.org/10.1108/10610420410546934
42. Türker, O. (2024). Dijital medya platformlarında dijital pazarlama ve elektronik ağızdan pazarlama faaliyetlerinin marka popülerliği üzerinden tüketici tutumuna yönelik etkisinin değerlendirilmesi. İşletme Araştırmaları Dergisi, 16(2), 796-813. https://doi.org/10.20491/isarder.2024.1825
43. Yıldırım, E. (2021). Post-truth (hakikat sonrası) dönemde halkla ilişkiler: Sosyal medya kullanıcılarının hakikat algıları üzerine bir araştırma. (Yüksek lisans tezi). YÖK Tez merkezi veri tabanından erişildi. (https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp)
44. Yunishafira, A., Sugiat, M. A., & Hidayah, R. T. (2025). The influence of social media marketing activities on brand loyalty through cognitive engagement, emotional engagement, brand trust and brand equity. Enrichment: Journal of Multidisciplinary Research and Development, 3(5), 936-948. https://doi.org/10.55324/enrichment.v3i5.432
45. Zhou, L., Yang, Z., & Hui, M. K. (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202-218. https://doi.org/10.1007/s11747-009-0153-1