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: 5

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

• Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What Makes Fashion Consumers “Click”? Generation of eWoM Engagement in Social Media. Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 2, 398-418.
• Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insights, 2(2), 5-10.
• Atulkar, S. (2020). Brand Trust and Brand Loyalty in Mall Shoppers. Marketing Intelligence & Planning, Vol. 38 No. 5, 559-572.
• Bargozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Model. Journal of Academy of Marketing Science, 16(1), 74-94.
• Bennett, R., & Rundle-Thiele, S. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. Journal of Brand Management, 9(3), 193-209.
• Bloemer, J. M., & Kasper, H. D. (1995). The Complex Relationship Between Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology, 16(2), 311-329.
• Chahine, S., & Malhotra, N. K. (2018). Impact of Social Media Strategies on Stock Price: the Case of Twitter. European Journal of Marketing, Vol. 52 Nos 7/8, 1526-1549.
• Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: the Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
• Cheng, Q., Fang, L., & Chen, H. (2016). Visitors’ Brand Loyalty to a Historical and Cultural Theme Park: a Case Study of Hangzhou Songcheng, China. Current Issues in Tourism, 19(9), 861-868.
• Chinomona, R. (2013). The Influence of Brand Experience on Brand Satisfaction, Trust and Attachment in South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303-1316.
• Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of Trust in Online Auctions. Electronic Commerce Research and Applications, 9(2), 148-159.
• Choi, E. K., Fowler, D., Goh, B., & Yuan, J. (2016). Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry. Journal of Hospitality Marketing & Management, 25(7), 771-796.
• Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing, 71(1), 67-83.
• Dann, S. (2010). Redefining Social Marketing With Contemporary Commercial Marketing Definitions. Journal of Business Research, 63(2), 147-153.
• De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
• Dong-Hun, L. (2010). Korean Consumer & Society: Growing Popularity of Social Media and Business Strategy. Seri Quarterly, 3(4), 112.
• Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 49, 47-55.
• Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51(2), 11-27.
• Erdoğmuş, İ. E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
• Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of Strategic Social Media Marketing: A Holistic Framework. Journal of Business Research, 70, 118-126.
• Fianto, A. Y. A. (2018). The Influence of Brand Trust, Brand Communication and Brand Satisfaction toward Brand Loyalty for iPhone’s Customer in Surabaya, East Java, Indonesia. In ICITAS2018.
• Foux, G. (2006). Consumer-Generated Media: Get Your Customers Involved. Brand Strategy, 8(202), 38-39.
• Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39.
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & 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.
• Gretzel, U. (2019). The Role of Social Media in Creating and Addressing Overtourism. In Overtourism: Issues, Realities and Solutions (Vol. 1, pp. 62-75). De Gruyter Berlin/Boston, MA.
• Grieve, R., Witteveen, K., & Tolan, G. A. (2014). Social Media as a Tool for Data Collection: Examining Equivalence of Socially Value-Laden Constructs. Current Psychology, 33(4), 532-544.
• Golembiewski, R. T., & McConkie, M. (1975). The Centrality of Interpersonal Trust in Group Processes. Theories of Group Processes, 131, 185.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
• Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C., & Wilson, S. J. (2011). Corporate Posts and Tweets: Brand Control in Web 2.0. Journal of Information & Knowledge Management, 10(01), 51-58.
• Harvard Business Review Analytic Services. (2010). The New Conversation: Taking Social Media from Talk to Action. Boston: Harvard Business School Publishing.
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
• Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building Brand Loyalty Through Managing Brand Community Commitment. Management Decision., Vol. 49 No. 7, 1194-1213.
• Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20(2), 195-204.
• Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53.
• Kabadayı, E. T., & Aygün, İ. (2007). Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal of Economics and Administrative Sciences, 21, 21-35.
• Kasmer, H. (2005). Customer Relationship Management, Customer Satisfaction Study and a Model for Improving Implementation of the Maritime Transport Sector. Systems Engineering Program of the US Prepared YTU FBE Master's Thesis in Industrial Engineering, Istanbul.
• Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
• Kim, M. J., Chung, N., & Lee, C. K. (2011). The Effect of Perceived Trust on Electronic Commerce: Shopping Online for Tourism Products and Services in South Korea. Tourism Management, 32(2), 256–265.
• Kotler, P., & Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand Management, 9(4), 249-261.
• Kuenzel, S., & Halliday, S. V. (2008). Investigating Antecedents and Consequences of Brand Identification. Journal of Product & Brand Management, Vol. 17 No. 5, 293-304.
• Kunja, S. R., & Acharyulu, G. V. R. K. (2018). Examining the Effect of eWOM on the Customer Purchase Intention Through Value Co-Creation (VCC) in Social Networking Sites (SNSs). Management Research Review.
• Lau, G. T., & Lee, S. H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management, 4(4), 341-370.
• Lin, M. Q., & Lee, B. C. (2012). The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect as Mediators. International Journal of Electronic Business Management, 10(4), 308.
• Lindstrom, M. (2001). Corporate Branding and the Web: a Global/Local Challenge. Journal of Brand Management, 8(4), 365-368.
• Lombart, C., & Louis, D. (2012). Consumer Satisfaction and Loyalty: Two Main Consequences of Retailer Personality. Journal of Retailing and Consumer Services, 19(6), 644-652.
• Malhan, S., & Anjum, B. (2017). Impact of Customer Satisfaction and Brand Trust on Brand Loyalty: A Study of Mobile Phone Industry. International Journal in Management & Social Science, 5(7), 163-174.
• Mckinney, M., & Benson, A. (2013). The Value of Brand Trust. Journal of Brand Strategy, 2(1), 76-86 . Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101.
• Muchardie, B. G., Yudiana, N. H., & Gunawan, A. (2016). Effect of Social Media Marketing on Customer Engagement and Its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review, 7(1), 83-87.
• Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand Equity, Brand Loyalty and Consumer Satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
• Noviyanti, T. E., & Prihandono, D. (2019). The Influ¬ence of Brand Identity and Brand Image to Brand Loyalty through Brand Trust. Manage¬ment Analysis Journal, 4(1), 1-14.
• Oliver, R. (1999). L.(1999). Whence Consumer Loyalty. Journal of Marketing, 63(4), 33-44.
• Özata, Z. (2019). Diğer Pazarlama İletişimi Karması Elemanları: Sponsorluk, Doğrudan Paarlama ve Dijital Pazarlama. B. Z. Erdoğan (Ed.), Pazarlama İlkeler ve Yönetim (2nd ed., pp. 563–600). Ekin Basım yayın Dağıtım.
• Panjaitan, A. O. Y., Rofiaty, R., & Sudjatno, S. (2016). Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui Mediasi Kepuasan Merek Dan Kepercayaan Merek (Studi Pada Kuliner Khas Kota Malang). Jurnal Bisnis dan Manajemen, 3(2), 147-163.
• Pizam, A., & Ellis, T. (1999). Customer Satisfaction and Its Measurement in Hospitality Enterprises. International Journal of Contemporary Hospitality Management, 11(7), 326-339.
• Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and Social Media in the Purchase Decision Process: A Special Report from the Advertising Research Foundation. Journal of Advertising Research, 52(4), 479-489.
• Ratnawati, A., & Lestari, A. A. (2018). Peran Brand Trust Dalam Memediasi Brand Experience, Brand Personality Dan Brand Community Terhadap Brand Loyalty. Jurnal Ekonomi dan Bisnis, 19(2), 185-202.
• Raut, M., & Kulkarni, S. (2020). “A Study on Use of Social Media Marketing Strategies”, Our Heritage, S.68(Special Issue 25), 28-34.
• Rhodes, J., Cheng, V. & Lok, P. (2015). The Relationship Between Online Reviews, Brand Trust, and Willingness to Buy. In Khosrow-Pour, D.B.A., M. (Ed.), Strategic E-Commerce Systems and Tools for Competing in the Digital Marketplace (pp. 139-161). IGI Global.
• Rizan, M., & Dkk. (2012). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty Teh Botol Sosro. Jurnal Riset Manajemen Sain Indonesia, 3(1), 1-7.
• Salleh, S., Mabkhot, H. & Shaari, H. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan (UKM Journal of Management), 50.
• Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51.
• Schreiber, M. T. (Ed.). (2013). Kongresse, Tagungen und Events: Potenziale, Strategien und Trends der Veranstaltungswirtschaft. Oldenbourg Verlag.
• Setyawan, A. A., & Kussudiyarsana, I. (2015). Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers. British Journal of Marketing Studies, 4(3), 37-47.
• Shaiful, P. S. H. M. (2019, August). Perceived Effect of Promotion Strategies on Audience Film Preference in Malaysia. In Proceedings of the World Conference on Media and Mass Communication (Vol. 5, No. 1, pp. 154-160).
• Sohail, M. S., Al-Jabri, I. M., & Wahid, K. M. (2017). Relationship Between Marketing Program and Brand Loyalty: Is There an Influence of Gender?. Journal for Global Business Advancement, 10(2), 109-124.
• Solem, B. A. A. (2016). Influences of Customer Participation and Customer Brand Engagement on Brand Loyalty. Journal of Consumer Marketing, 33, 332–342.
• Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The Effect of Social Media Marketing on Brand Trust and Brand Loyalty for Hotels. Information Technology & Tourism, 16(3), 249–263.
• Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage.
• Wang, Y. D., & Emurian, H. H. (2005). An Overview of Online Trust: Concepts, Elements, and Implications. Computers in Human Behavior, 21(1), 105-125.
• West, C. (2019), 17 Instagram Stats Marketers Need to Know for 2019, Available at: https://sproutsocial.com/insights/instagram-stats/ (accessed 5 May 2019).
• Wong, K. K. K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1-32.
• Wong, K. K. K. (2016). Mediation Analysis, Categorical Moderation Analysis and Higher-Order Constructs Modeling in Partial Least Squares Structural Equation Modeling (PLS-SEM): A B2B Example Using SmartPLS. Marketing Bulletin, 26, 1-22.
• Yadav, M., Kamboj, S., & Rahman, Z. (2016). Customer Co-Creation through Social Media: The Case of ‘Crash the Pepsi IPL 2015’. Journal of Direct, Data and Digital Marketing Practice, 17(4), 259-271.
• Yadav, M., & Rahman, Z. (2018). The Influence of Social Media Marketing Activities on Customer Loyalty. Benchmarking: An International Journal, Vol. 25 No. 9, 3882-3905.
• Yang, Z., & Peterson, R. T. (2004). Customer Perceived Value, Satisfaction and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799-822.
• Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
• Yoon, S. J. (2002). The Antecedents and Consequences of Trust in Online-Purchase Decisions. Journal of Interactive Marketing, 16(2), 47-63.
• Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring Festival Quality and Value Affecting Visitors’ Satisfaction and Loyalty Using a Structural Approach. International Journal of Hospitality Management, 29(2), 335-342.
• Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics,Vol. 31 No. 4, pp. 855-874.
• Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business research, 65(7), 890-895.