THE EFFECT OF FİGURATİVE LANGUAGE ON CONSUMER ENGAGEMENT: CASE OF TURKİSH AİRLİNE INSTAGRAM PAGES

Öz

Increasing consumer engagement (CE) in social media is one of the most important marketing problems faced by brands in today's competitive markets. Although many studies in the literature prove that brand content types play an important role on CE, the importance and impact of the figurative language elements in the content has not been mentioned so far. The aim of this study is to determine the possible effects of figurative language elements on CE based on encoding/decoding theory. For the study, 1230 airline Instagram posts were examined with the Multiple Linear Regression model. As a result of the research, it was determined that figurative language elements (idioms and personifications) affect CE at various levels. In addition to providing clues about how the figurative language elements to be used in the online environment affect engagement, the findings also give tips for practical benefits such as how to design content in social media marketing communication.

Anahtar Kelimeler

• tüketici katılımı
• tüketici davranışı
• mecazi dil
• çoklu doğrusal regresyon
• havayolu

MECAZİ DİL UNSURLARININ TÜKETİCİ KATILIMI ÜZERİNDEKİ ETKİSİ: TÜRK HAVAYOLU INSTAGRAM SAYFALARI ÖRNEĞİ

Öz

Sosyal medyada tüketici katılımını (TK) artırmak günümüzün rekabetçi pazarlarında markaların karşılaştığı önemli pazarlama problemlerinin başında gelmektedir. Alan yazındaki birçok çalışma marka içerik türlerinin TK üzerinde önemli bir rol oynadığını kanıtlasa da şimdiye kadar içerikte yer alan mecazi dil unsurlarının önemi ve etkisine değinilmemiştir. Bu çalışmanın amacı Türkiye’de faaliyet gösteren havayolu markalarına ait Instagram mesajlarının içeriğinde yer alan mecazi dil unsurlarının TK üzerindeki muhtemel etkilerini kodlama/kod açımlama teorisi açısından tespit etmektir. Çalışma için 1230 adet havayolu Instagram gönderisi Çoklu Doğrusal Regresyon modeliyle incelenmiştir. Araştırma sonucunda mecazi dil unsurlarından deyim ve kişileştirmelerin TK’yı çeşitli seviyelerde etkilediği saptanmıştır. Elde edilen bulgular, çevrimiçi ortamda kullanılacak mecazi dil unsurlarının katılımı nasıl etkilediğine dair ipuçları sunmasının yanı sıra sosyal medya pazarlama iletişiminde içeriğin nasıl tasarlanacağı gibi pratik faydalar için ipuçları da vermektedir.

Anahtar Kelimeler

• tüketici katılımı
• tüketici davranışı
• mecazi dil
• çoklu doğrusal regresyon
• havayolu

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