PAZARLAMA SERMAYESİ, PSİKOLOJİK SERMAYE, İŞ ÇEKİCİLİĞİ ALGISI VE İŞ PERFORMANSI İLİŞKİSİ: PAZARLAMA PROFESYONEL MESLEK GRUPLARINDA BİR UYGULAMA

Yıl 2022, Cilt: 17 Sayı: 58, 737 - 759, 26.07.2022

Aydın Kayabaşı Burcu Mucan Özcan Fatma Demirağ

https://doi.org/10.14783/maruoneri.1070551

Öz

Bu araştırmanın amacı Türkiye’deki pazarlama profesyonel meslek mensuplarında psikolojik sermaye, pazarlama sermayesi, iş çekiciliği algısı ve iş performansı arasındaki nedensellik ilişkisini açıklayabilmektir. Araştırmada nicel araştırma yöntemi kullanılmıştır. Araştırmada veri toplama amacıyla anket kullanılmıştır. Anket 228 katılımcıyla çevrimiçi uygulanmıştır. Psikolojik sermaye, pazarlama sermayesi, iş çekiciliği algısı ve iş performansı literatürdeki ölçeklerden yararlanılarak ölçülmüştür. Araştırma modeli, SMART-PLS yöntemi kullanılarak kapsamlı bir şekilde test edilmiştir. Araştırma bulgularında pazarlama sermayesinin iş çekiciliği algısı üzerinde ve iş çekiciliği algısının da iş performansı üzerinde etkili olduğu görülmüştür. Psikolojik sermayenin ise iş çekiciliği üzerinde etkili olmadığı belirlenmiştir. Bu araştırma ile psikolojik sermaye, pazarlama sermayesi, iş çekiciliği algısı ve iş performansı ilişkisini pazarlama profesyonel meslek mensuplarına yönelik bütünleşik bir değerlendirme yapılmaktadır.

Anahtar Kelimeler

Psikolojik Sermaye, Pazarlama Sermayesi, İş Çekiciliği Algısı ve İş Performansı, Psikolojik Sermaye, Pazarlama Sermayesi, İş Çekiciliği Algısı ve İş Performansı

Destekleyen Kurum

Kütahya Dumlupınar Üniversitesi

Proje Numarası

2021-08

Relationship between marketing capital, psychological capital, perception of job attractiveness and job performance: a practice in marketing professionals

Öz

This research aims to explain the causal relationship between psychological capital, marketing capital, job attractiveness perception, and job performance in marketing professionals in Turkey. The quantitative research method was used in the study. A questionnaire was used for data collection in the research. The questionnaire was administered online with 228 participants. Psychological capital, marketing capital, perception of job attractiveness, and job performance were measured using the scales in the literature. The research model has been extensively tested using the Smartpls method. As a result of the data analysis, it has been seen that marketing capital has been affected the perception of job attractiveness and the perception of job attractiveness affects job performance. It has been determined that psychological capital has been not affected job attractiveness. This research, an integrated evaluation of the relationship between psychological capital, marketing capital, perception of job attractiveness, and job performance is made for marketing professionals.

Anahtar Kelimeler

Psychological Capital, Marketing Capital, Perception of Job Attractiveness and Job Performance, Psychological Capital, Marketing Capital, Perception of Job Attractiveness and Job Performance

Proje Numarası

2021-08

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