Marka Tatmini, Güveni ve Sadakati Arasındaki İlişkinin Sosyal Medya İletişimi Kapsamında İncelenmesi

Yıl 2021, Cilt: 20 Sayı: 2, 574 - 590, 27.04.2021

Muhammed Furkan Tan , Emre Çolakoğlu

https://doi.org/10.21547/jss.832475

Cited By: 6

Öz

Bir iletişim ortamı olarak sosyal medyanın tüm dünyada yoğun olarak ilgi görmesiyle birlikte markalar, mevcut ve potansiyel müşterileriyle etkileşime geçerek hedeflerine ulaşmak için sosyal medya platformlarını kullanmaya başlamıştır. Doğru yöntemler uygulandığında klasik iletişim araçlarına kıyasla birçok avantajı bulunmasına karşın, dinamik yapısı ve devamlı değişen eğilimleri, markaların bu platformlar üzerinden gerçekleştirdiği iletişimin müşterileri üzerindeki etkilerini anlamasını daha da önemli hale getirmiştir. Bu kapsamda, sosyal medyada takip edilen markaların marka tatmini, güveni ve sadakati arasındaki ilişkileri incelemek amacıyla 400 üniversite öğrencisiyle yüz yüze anket gerçekleştirilmiştir. Oluşturulan model doğrultusunda, marka tatmininin marka güveni ve marka sadakati üzerinde doğrudan ve pozitif etkisinin olduğu, aynı zamanda marka memnuniyetinin marka sadakati üzerindeki etkisine marka güveninin kısmi aracılık rolü oynadığı sonucuna ulaşılmıştır. Elde edilen sonuçlar, markaların sosyal medya üzerinden marka iletişimi stratejilerini oluşturmada yardımcı olabileceğinden uygulamacılara ve temel marka bileşenleri olan bu değişkenler arasındaki ilişkilerin sosyal medya kapsamında incelenmesinin akademik olarak da ilgili literatüre katkı sağlayıcı nitelikte olduğu düşünülmektedir

Anahtar Kelimeler

Sosyal Medya İletişimi, Marka Tatmini, Marka Güveni, Marka Sadakati, PLS Yapısal Eşitlik Modeli

Investigation of the Relationship Between Brand Satisfaction, Trust and Loyalty within the Scope of Social Media Communication

Öz

With the intense interest of social media as a communication medium all over the world, brands have started to use social media platforms to reach their goals by interacting with their current and potential customers. Although it has many advantages compared to classical communication tools when the right methods are applied, its dynamic structure and constantly changing trends have made it more important for brands to understand the effects of communication on these platforms on their customers. In this context, a face-to-face survey was conducted with 400 university students in order to examine the relationships between brand satisfaction, trust and loyalty of brands followed on social media. In line with the model created, it was concluded that brand satisfaction has a direct and positive effect on brand trust and brand loyalty, while brand trust plays a partial mediating role in the effect of brand satisfaction on brand loyalty. The results obtained are thought to be beneficial for practitioners as it can help brands to form brand communication strategies on social media, and the examination of the relationships between these variables, which are basic brand components, within the scope of social media is considered to contribute to the relevant literature academically

Anahtar Kelimeler

Social Media Communication, Brand Satisfaction, Brand Trust, Brand Loyalty, PLS Structural Equation Model

Kaynakça

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