Yıl 2019, Cilt 2 , Sayı 38, Sayfalar 85 - 107 2019-12-31

Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği

İbrahim AVCI [1] , Emel YILDIZ [2]


İnstagram’ın hızlı büyümesi ve popüler olması bu platformda Fenomen olarak tabir edilen ve dijital dünyanın yeni ünlüleri olarak bilinen kişilerin ortaya çıkmasına zemin hazırlamıştır. Mevcut araştırma da İnstagram Fenomenleri üzerine gerçekleştirilmiştir. Araştırmanın temel amacı İnstagram fenomenlerinin Güvenilirlik, Uzmanlık ve Çekicilik özelliklerinin, tüketicilerin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde etkisinin olup olmadığını belirlemektir. Bu amaçla hazırlanan elektronik anket formu 15.11.2018 - 22.11.2018 tarih aralığında Y Jenerasyonu olarak bilinen 18-38 yaş aralığında yer alan 470 İnstagram kullanıcısına uygulanmıştır. Elde edilen verilerin analizi neticesinde İnstagram fenomenlerinin güvenilirlik ve çekicilik özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde olumlu etkisinin olduğu ancak uzmanlık özelliğinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama davranışı üzerinde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır.

İnstagram, Fenomen, Güvenilirlik, Çekicilik, Uzmanlık
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Birincil Dil tr
Konular İşletme
Bölüm Makaleler
Yazarlar

Orcid: 0000-0001-9112-5076
Yazar: İbrahim AVCI
Kurum: GÜMÜŞHANE ÜNİVERSİTESİ, SOSYAL BİLİMLER MESLEK YÜKSEK OKULU, YÖNETİM VE ORGANİZASYON BÖLÜMÜ
Ülke: Turkey


Orcid: 0000-0001-7190-593X
Yazar: Emel YILDIZ (Sorumlu Yazar)
Kurum: GÜMÜŞHANE ÜNİVERSİTESİ, GÜMÜŞHANE İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 31 Aralık 2019

Bibtex @araştırma makalesi { kosbed569351, journal = {Kocaeli Üniversitesi Sosyal Bilimler Dergisi}, issn = {1302-6658}, address = {kosbed@kocaeli.edu.tr}, publisher = {Kocaeli Üniversitesi}, year = {2019}, volume = {2}, pages = {85 - 107}, doi = {10.35343/kosbed.569351}, title = {Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği}, key = {cite}, author = {AVCI, İbrahim and YILDIZ, Emel} }
APA AVCI, İ , YILDIZ, E . (2019). Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi , 2 (38) , 85-107 . DOI: 10.35343/kosbed.569351
MLA AVCI, İ , YILDIZ, E . "Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği". Kocaeli Üniversitesi Sosyal Bilimler Dergisi 2 (2019 ): 85-107 <https://dergipark.org.tr/tr/pub/kosbed/issue/51799/569351>
Chicago AVCI, İ , YILDIZ, E . "Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği". Kocaeli Üniversitesi Sosyal Bilimler Dergisi 2 (2019 ): 85-107
RIS TY - JOUR T1 - Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği AU - İbrahim AVCI , Emel YILDIZ Y1 - 2019 PY - 2019 N1 - doi: 10.35343/kosbed.569351 DO - 10.35343/kosbed.569351 T2 - Kocaeli Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 85 EP - 107 VL - 2 IS - 38 SN - 1302-6658- M3 - doi: 10.35343/kosbed.569351 UR - https://doi.org/10.35343/kosbed.569351 Y2 - 2019 ER -
EndNote %0 Kocaeli Üniversitesi Sosyal Bilimler Dergisi Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği %A İbrahim AVCI , Emel YILDIZ %T Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği %D 2019 %J Kocaeli Üniversitesi Sosyal Bilimler Dergisi %P 1302-6658- %V 2 %N 38 %R doi: 10.35343/kosbed.569351 %U 10.35343/kosbed.569351
ISNAD AVCI, İbrahim , YILDIZ, Emel . "Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği". Kocaeli Üniversitesi Sosyal Bilimler Dergisi 2 / 38 (Aralık 2020): 85-107 . https://doi.org/10.35343/kosbed.569351
AMA AVCI İ , YILDIZ E . Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi. 2019; 2(38): 85-107.
Vancouver AVCI İ , YILDIZ E . Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: İnstagram Örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi. 2019; 2(38): 107-85.