Sosyal Paylaşım Sitelerinde Üye Bağlılığı Üzerine Bir Araştırma

Öz

Bu çalışmada, sosyal paylaşım sitelerinde üye bağlılığı yaratmada etkili olabilecek faktörlerin ve bu faktörlerin üye bağlılığı yaratmadaki etki derecesinin belirlenmesi amaçlanmıştır. Bu çerçevede, pazarlama aracı olarak sosyal paylaşım sitelerinin önemi üzerinde durulmuştur. Araştırma, sosyal paylaşım sitelerine üye 548 cevaplayıcı ile yüz yüze anket yöntemi kullanılarak yapılmış ve veriler elde edilmiştir. Sosyal paylaşım sitelerinin üyeleri arasında bağlılık yaratmada etkili olan çeşitli faktörlerin etki derecesi çoklu regresyon modeli kullanılarak analiz edilmiştir. Araştırmadan çıkan sonuçlara göre; hizmet çeşitliliği ve kalitesi, siteye güven, üye duyarlılığı ve sitenin üye profili faktörlerinin, üye bağlılığı üzerinde etkili oldukları ortaya çıkmıştır. Sonuç olarak, bu araştırma, sosyal paylaşım sitelerinin üye bağlılığı yaratmada başarılı ve etkili olabilmesi için öncelikle bu faktörler üzerinde durmalarının gerekliliğini ortaya çıkartmıştır

Anahtar Kelimeler

• Sosyal Medya, Sosyal Paylaşım Sitesi, Bağlılık

A Research on Member Loyalty in Social Networking Sites

Öz

This study aims to explore effective factors in loyalty creation in members of social networking sites and their degrees of effectiveness in loyalty creation. Within this framework, the importance of social networking as a marketing tool has also been discussed. This study is based upon a research conducted among members of various social networking sites. The sample for this study was 548 respondents and data was obtained by using face to face survey method. The degree of effectiveness of factors on loyalty creation among members of social networking sites was analyzed by using multi-regression model. According to the results of this study, the degree of effectiveness among various factors are different, in that relatively more effective ones are variety and quality of services, trust in the site, member sensitiveness and member profile of the site. As a result, the research suggests that social network sites should pay more attention to these factors in order to increase their success in loyalty creation among their members.

Anahtar Kelimeler

• Social Media, Social Networking Site, Loyalty

Kaynakça

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