Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma

Yıl 2019, Cilt: 14 Sayı: 3, 77 - 86, 09.07.2019

İmran Aslan , Buğra Hanedar

Öz

     Sosyal medya, her türden insanın iletişim kurmak, bilgi paylaşmak ve
eğlenmek için kullandığı bir platformdur. Markalar için ise sosyal medya, iletişim,
bilgi paylaşımı, eğlendirme aracından çok daha fazlasıdır. Markalar, sosyal
medyayı tercih ederken tüketicilerine kolaylıkla ulaşmakta ve iletişim
boyutlarını sürekli geliştirebilmektedirler. Bu sebeple marka sadakatinin
gelişiminde etkili olan iletişim devamlılığına sosyal medya destek olmaktadır.
Bu çalışmada, tüketicilerin tercih ettikleri giyim markalarını sosyal medyadan
takip edip etmedikleri incelenmiştir. Bununla birlikte sosyal medyanın marka
sadakatine etkisi ortaya konulmaya çalışılmıştır. Bu bağlamda 201 üniversite
öğrencisine anket yapılmıştır. Sonuç olarak sosyal medyanın giyim sektöründe
marka sadakatinin gelişiminde etkili olduğu verisine ulaşılmıştır. 

Anahtar Kelimeler

Sosyal Medya, Marka, Marka Sadakati, Tüketici, İletişim

Kaynakça

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