SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN KADIN TÜKETİCİLERİN SATIN ALMA DAVRANIŞSAL NİYETLERİNE ETKİSİ

Yıl 2024, , 1005 - 1019, 10.10.2024

Sibel Akın

https://doi.org/10.25287/ohuiibf.1530327

Öz

Bu çalışmanın amacı sosyal medya pazarlama faaliyetlerinin kadın tüketicilerin satın alma davranış niyetlerine etkisini araştırmaktır. Anakütleyi oluşturan tüketicilerin belirlenmesinde anakütleyi sınırlandırmak için alışverişte sosyal medyayı daha fazla kullandıkları düşüncesiyle kadın tüketiciler tercih edilmiştir. Sosyal medya pazarlama faaliyetlerinin kadın tüketicilerin satın alma davranışsal niyetlerine etkisini ölçmek için yakın çevreden sosyal medya ile etkileşimde bulunduğunu tahmin edilen kadın tüketicilere çevrimiçi olarak hazırlanan anket formu gönderilmiş ve onlardan da kendi bildikleri kadın arkadaşlarıyla anketi paylaşmaları istenilmiştir. Kullanılan yöntem kartopu örneklem yöntemi olarak bilinen yöntemdir. Sosyal medyadan paylaşılan anket ile 519 kişiye ulaşılmış ancak 21 kişinin eksik yanıt vermesi nedeniyle bu kişilerin cevapları çalışmaya dahil edilmemiş ve 498 kişi değerlendirmeye alınmıştır. Sosyal medya pazarlama aktiviteleri ölçeğinde Yüksekbilgili (2018)’nin Yadav ve Rahman (2017)’ın çalışmasından Türkçeye uyarlanan, 5 boyuttan 2 boyuta indirgenen, geçerlilik ve güvenilirliğinin ispatladığı ölçeğinden faydalanılmıştır. Çalışmada yer alan diğer değişken ise tüketicilerin satın alma davranışsal niyetidir. Satın alma niyeti ölçeği Toor vd. (2017)’in çalışmalarında kullandıkları ölçekten faydalanılarak ölçülmüştür. Çalışma sonuçlarına göre bilgilendirici olma (0,332) ve eğlendirici olma boyutlarının (0,488)’nın satın alma davranışsal niyeti üzerinde olumlu yönde bir etkisinin olduğu görülmüştür.

Anahtar Kelimeler

Sosyal Medya Pazarlama, Kadın Tüketiciler, Satın Alma Davranışsal Niyeti

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE PURCHASE BEHAVIORAL INTENTİONS OF FEMALE CONSUMERS

Öz

The aim of this study is to investigate the effect of social media marketing activities on the purchasing behavioral intentions of female consumers. In determining the consumers constituting the population, female consumers were preferred with the idea that they use social media more while shopping in order to limit the population. In order to measure the effect of social media marketing activities on the purchasing behavioral intentions of female consumers, an online survey form was sent to female consumers who were estimated to interact with social media in their close circle and they were asked to share the survey with their female friends. The method used is the method known as the snowball sampling method. 519 people were reached with the survey shared on social media, but since 21 people gave incomplete responses, the responses of these people were not included in the study and 498 people were evaluated. In the social media marketing activities scale, the scale of Yüksekbilgili (2018), which was adapted into Turkish from the study of Yadav and Rahman (2017), reduced from 5 dimensions to 2 dimensions, and whose validity and reliability have been proven, was used. The other variable in the study is the purchasing behavioral intention of consumers. The purchase intention scale was developed by Toor et al. (2017) was measured using the scale they used in their studies. According to the results of the study, it was seen that the dimensions of being informative (0.332) and being entertaining (0.488) had a positive effect on purchasing behavioral intention.

Anahtar Kelimeler

Social Media Marketing, Female Consumers, Purchase Behavioral Intention

Kaynakça

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