Brand Awareness on Social Media: A Research on Consumers Attitudes and Intentions

Yıl 2023, Sayı: 11, 76 - 99, 27.12.2023

Betül Çepni Şener

https://doi.org/10.56676/kiad.1264832

Öz

The emergence and growth of technological developments have created great opportunities for brands. Before the advent of these technological developments, brands tried to reach their target markets through traditional channels and inform them about their products and services. Today, in an economy that is increasingly connected with networks, brands have begun to pursue strategies that both sides can be actively participate in the process, such as identifying consumers wants and needs and establishing dialogic communication that beyond reaching their target markets and transmitting information. Therefore, it is very important for brands to evaluate their interaction with the brand within internet-based technologies in order to understand consumer behavior. From this point of view, the aim of the study is to investigate the impact of brand awareness (brand awareness and brand association) on consumer attitudes and intentions (purchase intention and electronic word-of-mouth communication intention) on social media. The dependent variables in the study are consumer attitudes and intentions, and the independent variable is brand awareness on social media. In this context, quantitative research constitutes the method part of the study. The data were collected and analyzed online. The results of the analysis reveal that brand awareness is effective on purchase intention, while brand association is effective on brand attitude and electronic word-of-mouth intention. It can be said that consumers who are aware of the brand are more likely to have a higher intention to purchase the product or service. On the other hand, it can be stated that brand-associating elements have a positive impact on consumers' attitude towards the brand and their intention to talk about the brand.

Anahtar Kelimeler

Social media, Brand awareness, Attitude towards the brand, Electronic word of mouth communication intention, Purchase intention

Sosyal Medyada Marka Bilinirliği: Tüketicilerin Tutumları ve Niyetleri Üzerine Bir Araştırma

Öz

Teknolojik gelişmelerin ortaya çıkması ve büyümesi markalar açısından büyük fırsatlar yaratmıştır. Bu teknolojik gelişmelerin ortaya çıkmasından önce markalar geleneksel mecralar aracılığıyla hedef pazarlarına ulaşmaya; onları ürün ve hizmetleri hakkında bilgilendirmeye çalışmaktaydı. Günümüzde ise giderek ağlarla bütünleşen bir ekonomide markalar, hedef pazarlarına ulaşma ve bilgi iletmenin ötesinde, tüketicilerin istek ve ihtiyaçlarını belirleme ve diyalojik iletişim kurma gibi her iki tarafın da süreçte aktif rol alabileceği stratejiler benimsemeye başlamışlardır. Dolayısıyla, markaların tüketici davranışlarını anlayabilmeleri için internet temelli teknolojiler dâhilinde marka ile etkileşimini değerlendirmesi oldukça önemlidir. Bu noktadan hareketle çalışmanın amacı, sosyal medyada marka bilinirliğinin (marka farkındalığı ve marka çağrışımı) tüketici tutum ve niyetleri (satın alma niyeti ve elektronik ağızdan ağıza iletişim niyeti) üzerindeki etkisini incelemektir. Çalışmada bağımlı değişkenler tüketici tutum ve niyetleri, bağımsız değişken ise sosyal medyada marka bilinirliğidir. Bu bağlamda nicel araştırma, çalışmanın yöntem kısmını oluşturmaktadır. Çevrimiçi ortamda veriler toplanarak analizler yapılmıştır. Analiz sonuçları marka farkındalığının satın alma niyeti üzerinde; marka çağrışımının ise marka tutumu ve elektronik ağızdan ağıza iletişim niyeti üzerinde etkili olduğunu ortaya koymaktadır. Markanın farkında olan tüketicilerin, o ürünü ya da hizmeti satın alma niyetlerinin daha yüksek olduğu söylenebilir. Diğer taraftan, marka çağrışımı yapan unsurların ise tüketicinin markaya yönelik tutumu ve marka hakkında konuşma niyeti üzerinde olumlu bir etkiye sahip olduğunu ifade etmek mümkündür.

Anahtar Kelimeler

Sosyal medya, Marka bilinirliği, Markaya yönelik tutum, Elektronik ağızdan ağıza iletişim niyeti, Satın alma niyeti

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