Sosyal Medyanın Marka Bağlılığına Etkisi Üzerine Bir Araştırma

Öz

Bugün, sosyal medya markalara pazarlama stratejileri ve politikaları açısından çok önemli fırsatlar sunmaktadır.Bu çalışmada, sosyal medyanın marka bağlılığı yaratmadaki etkisi araştırılmıştır. Sosyal medyada marka bağlılığı yaratmada etkili olabilecek faktörlerin belirlenmesi ve bu faktörlerin marka bağlılığı yaratmadaki etki derecelerinin ortaya çıkartılması bu araştırmanın amacı olarak belirlenmiştir. Araştırmanın katılımcıları, sosyal paylaşım sitelerine üye olan ve sosyal paylaşım sitelerinde sayfaları olan markaların kullanıcılarıdır ve veriler yüzyüze anket yöntemi kullanılarak elde edilmiştir.Sosyal paylaşım sitelerinde sayfaları olan markaların kullanıcıları arasında marka bağlılığı yaratmada etkili olabilecek faktörleri etki derecesini belirlemek için çoklu regresyon modeli analizi kullanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; siteye güven, sayfa yapısı (düzen ve içerik) ve etkinlik faktörlerinin marka bağlılığı üzerinde etkili oldukları ortaya çıkmıştır

Anahtar Kelimeler

• Sosyal Medya, Sosyal Paylaşım Sitesi, Marka Bağlılığı, Cep Telefonu

A Research About Effect of Social Media on Brand Loyality

Öz

Today, social media offers important opportunities to brands in terms of marketing strategies and policies. In this study, the effect of social media on creating brand loyalty was examined. The purpose of study is to determine the factors that will effect brand loyalty in social media and to reveal the degrees of effect of the sefactors on creating brand loyalty. Respondents of study is the member of social network sites and the users of brands which has a page on social network sites. Data were collected by face to face survey methods. Multiple regression analysis model was used to determine the degree of factors that creating brand loyalty among the users of brands which has a page on social network sites. As a result of the study it was found that trust to website, page layout (pattern and content) and activity factors affect brand loyalty.

Anahtar Kelimeler

• Social Media, Social Networking Site, Brand Loyalty, Mobile Phone

Kaynakça

1. Anderson, Erin and Barton Weitz (1992). “TheUse of Pledgesto Buildand Sustain Commitment in Distribution Channels”, Journal of Marketing Research, V.xxıx (February).
2. Cheung, Christy M.K. and Matthew K.O. Lee (2010), “A Theoretical Model of International Social in Online Social Netwworks”, Decision Support Systems, 49, pp.24-30.
3. Dwyer, Catherine, Star Roxanne Hiltzand Katia Passerini (2007), “Trustand Privacy Concern within Social Networking Sites: A Comparison of Facebook andMySpace”, Proceeding of the Thirteenth Americas Conference on Informations System, August, pp.9-12.
4. Fogel, Joshuaand Elham Nehmad (2009), “Internet Social Network Communities: Risk Taking, Trustand Privacy Concerns”,Computers in Human Behavior,25,pp.153-160.
5. Foster, Brain D. And John W. Cadogan (2000), “Relationship Sellingand CustomerLoyalty: An EmpricalInvestigation”, Marketing Intelligenceand Planning, v.18.N.4.
6. Jap, Sandy D. And Shankar Ganesan (2000), “Control Mechanismand the Relationship Life Cycl: Implications for Safeguarding Spesific Investmentsand Developing Commitment”, Journal of Marketing Research, V.XXXVII (May), pp.227-245.
7. Jerving, Jim, (2009), “Networking as aMarketing Tool”, Marketing&Business Development, January, pp.1-25.
8. Kaplan, Andreas M. And Michael Haenlein (2010), “Users of the World, Unite The Challenges and Opportunities of Social Media”, Business Horizons, 53, pp.59-68.

9. Kim, Won, Ok-RanJeongand Sang-Won Lee (2010), “On Social Web Sites”, Information Systems, 35, pp.215-236.
10. Kirschner, Paul A. AndArynC.karpinski (2010), “Facebook and Academic Performance”, Computers in Human Behavior, pp.1-9.
11. Martinez, Juan (2010), “Marketing to a Community”, Customer Relationship Management”, June, pp.30-35.
12. Morgan, Robert M. And Shelby D.Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”,Journal of Marketing,V.58(July),pp.20-38.
13. Nosko, Amanda; Eileen Woodand SeijaMolema (2010), “AllAbout Me: Disclosure in onlineSocial Networking Profiles: The Case of FACEBOOK”, Computers in Human Behavior”, 26, pp.406-418.
14. Pempek, A.Tiffany; Yevdokiya A.Yermolaveyaand Sandra L.Calvert (2009), “College Students’ Social Networking Experiences on Facebook”, Journal of Applied developmental Psycholoy, 30, pp.227-238.
15. Selnes, Fred (1998), “Antecedentsand Consequences of Trustand Satisfaction in Buyer- Seller Relationships”, EuropeanJournal of Marketing, v.32.N.3/4.
16. Sharma, Neeruand Paul G.Patterson (2009), “Switcs Costs, Alternative Attractivenesand Experience as Moderators of relationship Commitment in Profasional, Consumer Services”, International Journal of service Industry Management, V.11, N.5.
17. Stewart, Heather; ChrisHopeand Alan Muhleman (1998), “Professional Service Quality”, Journal of Retailingand Consumer Services, V.5, N.4.pp.209-222.
18. Takala, Tuomoand Outi Uusitalo (1996), “An Alternative View of Relationship Marketing: A Framework for Ethical Analysis”, European Journal of Marketing, V.30, N.2, pp.45-60.
19. Waters, D.Richard; Emily Burnet; Anna Lammand Jessica Lucas (2009), “Engaging Stage holders throughtSocial Networking: How Nonprofit Organizationsare Using Facebook”, PublicRelationsRewiew, 35, pp.102-106.
20. Wetzels, Martin; Ko De Ruyterand Marcel Van Birgelen (1998), “Marketing Service Relationships: The Role of Commitment”, Journal of Industrialand Business Marketing, V.13, N.1,pp.406-423.