Sosyal Medyanın Marka Bağlılığına Etkisi Üzerine Bir Araştırma

Yıl 2014, Sayı: 28, 59 - 70, 01.12.2014

Şenol Hacıefendioğlu

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

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