BibTex RIS Kaynak Göster

SANAL MARKA TOPLULUKLARINDA TÜKETİCİ KATILIMI

Yıl 2019, Cilt: 12 Sayı: 24, 273 - 302, 01.12.2019

Öz

Günümüzde internet teknolojisinin yaygınlaşmasıyla birlikte işletmelerin tüketiciler ile doğrudan ilişki kurmak ve tüketici-marka ilişkilerini geliştirmek ve sağlamlaştırmak için sanal marka topluluklarının kullanımı yaygınlaşmaktadır. Tüketici katılımı ile tüketiciler marka ile olan etkileşimlerini geliştirerek işletmeye katkı sağlamaktadır. Sosyal kimliklerini sanal marka toplulukları ile ortaya koyan tüketiciler marka ile bilişsel, duygusal ve davranışsal katılım göstererek etkileşim kurmaktadır. Bu çalışmanın amacı, sanal marka topluluklarında tüketici katılımı ele alınarak işletme ve tüketicilerin ortak yaratım aracılık etkisi ile marka kullanım niyeti ve marka bağlılığı arasındaki ilişkiyi incelemektir. İki bölümden oluşan çalışmanın ilk bölümünde, konuya ilişkin literatür hakkında bilgi verilmiş ve teorik alt yapısı ele alınmıştır. İkinci bölümde araştırma modelindeki değişkenler arasındaki ilişkiler açıklanmış, hipotezler kurularak, sonuç ve öneriler açıklanmıştır

Kaynakça

  • Auh, S. ve Johnson, M. D. (2005). Compatibility Effects In Evaluations of Satis- faction and Loyalty. Journal of Economic Psychology, 26(1): 35-57.
  • Bagozzi, R. P. ve Yi, Y. (1988). On The Evaluation of Structural Equation Mo- dels. Journal of The Academy of Marketing Science, 16(1): 74-94.
  • Barhemmati, N. ve Ahmad, A. (2015). Effects of Social Network Marketing (SNM) On Consumer Purchase Behavior Through Customer Engage- ment. Journal of Advanced Management Science, 3(4).
  • Bhattacharya, C. B. ve Sen, S. (2003). Consumer–Company Identification: A fra- mework For Understanding Consumers’ Relationships With Companies. Journal of Marketing, 67(2): 76-88.
  • Bowden, J. L. H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1): 63-74.
  • Brewer, M. B. ve Kramer, R. M. (1985). The Psychology of Intergroup Attitudes and Behavior. Annual Review of Psychology, 36(1): 219-243.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B. ve Ilić, A. (2011). Customer Engage- ment: Conceptual Domain, Fundamental Propositions, and Implications For Research. Journal of Service Research, 14(3): 252-271.
  • Brodie, R. J., Ilic, A., Juric, B. ve Hollebeek, L. (2013). Consumer Engagement In A Virtual Brand Community: An Exploratory Analysis. Journal of Busi- ness Research, 66(1): 105-114.
  • Calder, B. J., Malthouse, E. C. ve Schaedel, U. (2009). An Experimental Study of The Relationship Between Online Engagement and Advertising Effective- ness. Journal of Interactive Marketing, 23(4): 321-331.
  • Cheung, C., Lee, M. ve Jin, X. (2011). Customer Engagement In An Online Social Platform: A Conceptual Model and Scale Development.
  • Cvijikj, I. P. ve Michahelles, F. (2013). Online Engagement Factors On Facebook Brand Pages. Social Network Analysis and Mining, 3(4): 843-861.
  • Dahlsten, F. (2004). Hollywood Wives Revisited: A Study of Customer Involve- ment In The XC90 Project At Volvo Cars. European Journal of Innovation Management, 7(2), 141-149.
  • De Villiers, R. (2015). Consumer Brand Enmeshment: Typography and Comp- lexity Modeling of Consumer Brand Engagement and Brand Loyalty Ena- ctments. Journal of Business Research, 68(9): 1953-1963.
  • De Vries, N. J. ve Carlson, J. (2014). Examining The Drivers and Brand Perfor- mance Implications of Customer Engagement With Brands In The Social Media Environment. Journal of Brand Management, 21(6): 495-515.
  • Dholakia, U. M., Bagozzi, R. P. ve Pearo, L. K. (2004). A Social Influence Mo- del of Consumer Participation In Network-and Small-Group-Based Virtual Communities. International Journal of Research In Marketing, 21(3), 241- 263.
  • Dwivedi, A. (2015). A Higher-Order Model of Consumer Brand Engagement and Its Impact On Loyalty Intentions. Journal of Retailing and Consumer Ser- vices, 24: 100-109.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models With Unobservable Variables and Measurement Error. Journal of Marketing Re- search, 18(1): 39-50.
  • Grönroos, C. ve Helle, P. (2010). Adopting A Service Logic In Manufacturing: Conceptual Foundation and Metrics For Mutual Value Creation. Journal of Service Management, 21(5): 564-590.
  • Gruen, T. W., Summers, J. O. ve Acito, F. (2000). Relationship Marketing Acti- vities, Commitment, and Membership Behaviors In Professional Associati- ons. Journal of Marketing, 64(3): 34-49.
  • Hair, J. F., Black, W.C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis. Upper Saddle River: NJ: Prentice Hall.
  • Harrigan, P., Evers, U., Miles, M. P. ve Daly, T. (2018). Customer Engagement and The Relationship Between Involvement, Engagement, Self-Brand Con- nection and Brand Usage Intent. Journal of Business Research, 88: 388- 396.
  • Hatch, M. J. Ve Schultz, M. (2010). Toward A Theory of Brand Co-Creation With Implications For Brand Governance. Journal of Brand Management, 17(8): 590-604.
  • He, H., Li, Y. ve Harris, L. (2012). Social Identity Perspective On Brand Lo- yalty. Journal of Business Research, 65(5): 648-657.
  • Higgins, E. T., Trope, Y. ve Kwon, J. (1999). Augmentation And Undermining From Combining Activities: The Role of Choice In Activity Engagement Theory. Journal of Experimental Social Psychology, 35(3): 285-307.
  • Hogg, M. A., Terry, D. J. ve White, K. M. (1995). A Tale of Two Theories: A Critical Comparison of Identity Theory With Social Identity Theory. Social Psychology Quarterly, 255-269.
  • Hollebeek, L. D. (2011). Demystifying Customer Brand Engagement: Exploring The Loyalty Nexus. Journal of Marketing Management, 27(7-8): 785-807.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer Brand Engage- ment In Social Media: Conceptualization, Scale Development and Valida- tion. Journal of Interactive Marketing, 28(2): 149-165.
  • Ireland, J. L. (2002). Social Self□Esteem and Self□Reported Bullying Behaviour Among Adult Prisoners. Aggressive Behavior: Official Journal of the Inter- national Society for Research on Aggression, 28(3): 184-197.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
  • Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S. ve Lee, D. J. (2006). Direct and Indirect Effects of Self-Image Congruence On Brand Loyalty. Journal of Business Research, 59(9): 955-964.
  • Lam, S. K., Ahearne, M., Hu, Y. ve Schillewaert, N. (2010). Resistance To Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6): 128-146.
  • Leckie, C., Nyadzayo, M. W. ve Johnson, L. W. (2016). Antecedents of Consu- mer Brand Engagement and Brand Loyalty. Journal of Marketing Manage- ment, 32(5-6): 558-578.
  • Liu, F., Li, J., Mizerski, D. ve Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study On Luxury Brands. European Journal of Marke- ting, 46(7/8): 922-937.
  • Luo, N., Zhang, M. ve Liu, W. (2015). The Effects of Value Co-Creation Practices On Building Harmonious Brand Community and Achieving Brand Loyalty On Social Media In China. Computers in Human Behavior, 48: 492-499.
  • Lusch, R. F. ve Vargo, S. L. (2014). Evolving To a New Dominant Logic For Marketing. In The Service-Dominant Logic of Marketing (pp. 21-46). Rout- ledge.
  • Merrilees, B. (2016). Interactive Brand Experience Pathways To Customer-Brand Engagement and Value Co-Creation. Journal of Product & Brand Mana- gement, 25(5): 402-408.
  • Mollen A. ve Wilson H. (2010), Engagement, Telepresence and Interactivity in Online Consumer Experience, Reconciling Cholastic and Managerial Pers- pectives. Journal of Business Research, (63),919–25.
  • Muniz Jr., A. M. ve O’Guinn, T. C. (2001), Brand Community, Journal of Consu- mer Research, 27(4): 412−432.
  • Nambisan, S. (2002). Designing Virtual Customer Environments For New Product Development: Toward a Theory. Academy of Management Review, 27(3): 392-413.
  • Nunnally, J. C. ve Bernstein, I. H. (1994). Psychological Theory. New York, NY: MacGraw-Hill.
  • Oliver, Richard L. (1999), “Whence Consumer Loyalty?.” Journal of Marketing, 33-44.
  • Özdemir, M. ve Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sa- dakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi SBF Dergi- si, 67(02): 127-156.
  • Patterson, P., Yu, T. ve Ruyter, K.d. (2006) Understanding Customer Engagement in Services, Proceedings of the Australian and New Zealand Marketing AcademyConference: Advancing Theory, Maintaining Relevance, Brisba- ne, December 6-8
  • Payne, A., Storbacka, K., Frow, P. ve Knox, S. (2009). Co-Creating Brands: Di- agnosing and Designing The Relationship Experience. Journal of Business Research, 62(3): 379-389.
  • Penaloza, L., ve Venkatesh, A. (2006), “Further Evolving the New Dominant Logic of Marketing: From Services to the Construction of Markets”, Mar- keting Theory, 6(3): 299–316.
  • Podsakoff, P. M. ve Organ, D. W. (1986). Self-Reports in Organizational Resear- ch: Problems and Prospects. Journal of Management, 12(4): 531-544.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve Podsakoff, N. P. (2003). Com- mon Method Biases in Behavioral Research: A Critical Review of the Lite- rature and Recommended Remedies. Journal of Applied Psychology, 88(5): 879
  • Prahalad, C. K. ve Ramaswamy, V. (2004). Co-creation experiences: The next Practice In Value Creation. Journal of Interactive Marketing, 18(3): 5-14.
  • Price, L. L., Arnould E. J. ve Tierney P. (1995) “Going to extremes: Managing service encounters and assessing provider performance.” The Journal of Marketing, 83-97.
  • Ritzer G. ve Jurgenson N. (2010), “Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital „Prosumer‟”, Journal of Consumer Culture, 10(1): 13–36.
  • Rowley, J., Kupiec-Teahan, B. ve Leeming, E. (2007). Customer Community and Co-Creation: A Case Study. Marketing Intelligence & Planning, 25(2), 136-146.
  • Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.
  • Sobel, M. E. (1982). “Asymptotic Confidence Intervals for Indirect Effects in Structural Equations Models”, In S. Leinhart (Ed.), Sociological Methodo- logy, 13: 290-312
  • Tajfel, H. (1982). “Social Psychology of Intergroup Relations”. Annual Review of Psychology, 33:1-39.
  • Tang, T., Fang, E. ve Wang, F. (2014). Is Neutral Really Neutral? The Effects of Neutral User-Generated Content On Product Sales. Journal of Marke- ting, 78(4): 41-58.
  • Turner, J. C. (1982). Towards A Cognitive RedeŞnition of The Social Group. Social Identity and Intergroup Relations, 15-40.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verho- ef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3): 253-266.
  • Vargo, Stephen L. (2009), ‘‘Towards a Transcending Conceptualization of a Re- lationship: A Service-Dominant Perspective,’’ Journal of Business and In- dustrial Marketing, 26 (5/6): 373-379
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2): 122-146.
  • Wang, Y., Yu, Q. ve Fesenmaier, D. R. (2002). Defining The Virtual Tourist Com- munity: Implications For Tourism Marketing. Tourism management, 23(4): 407-417.
  • West, S. G., Finch, J. F. ve Curran, P. J. (1995). Structural Equation Models With Nonnormal Variables: Problems and Remedies.
  • Yoo, Boonghee ve Naveen Donthu (2001), “Developing and Validating a Mul- tidimensional Consumer-Based Brand Equity Scale.” Journal of Business Research 52 (1): 1-14.

CONSUMER ENGAGEMENT IN VIRTUAL BRAND COMMUNITIES

Yıl 2019, Cilt: 12 Sayı: 24, 273 - 302, 01.12.2019

Öz

Today, with the widespread use of internet technology, the use of virtual brand communities has become widespread in order to establish direct relationships with consumers and to develop and strengthen consumer brand relationships. With consumer engagement, consumers are contributing to the business by improving their interaction with the brand. Consumers who display their social identities with virtual brand communities interact with the brand with cognitive, emotional and behavioral participation. The purpose of this study is to investigate the relationship between the brand use intention and the brand loyalty of the business and consumers by taking into account consumer engagement in virtual communities. The study consists of two parts. In the first part of the literature on the topic was given information and the theoretical sub-structure was discussed. In the second part, the relations between the variables in the research model are explained, hypotheses are established and the results and suggestions are explained

Kaynakça

  • Auh, S. ve Johnson, M. D. (2005). Compatibility Effects In Evaluations of Satis- faction and Loyalty. Journal of Economic Psychology, 26(1): 35-57.
  • Bagozzi, R. P. ve Yi, Y. (1988). On The Evaluation of Structural Equation Mo- dels. Journal of The Academy of Marketing Science, 16(1): 74-94.
  • Barhemmati, N. ve Ahmad, A. (2015). Effects of Social Network Marketing (SNM) On Consumer Purchase Behavior Through Customer Engage- ment. Journal of Advanced Management Science, 3(4).
  • Bhattacharya, C. B. ve Sen, S. (2003). Consumer–Company Identification: A fra- mework For Understanding Consumers’ Relationships With Companies. Journal of Marketing, 67(2): 76-88.
  • Bowden, J. L. H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1): 63-74.
  • Brewer, M. B. ve Kramer, R. M. (1985). The Psychology of Intergroup Attitudes and Behavior. Annual Review of Psychology, 36(1): 219-243.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B. ve Ilić, A. (2011). Customer Engage- ment: Conceptual Domain, Fundamental Propositions, and Implications For Research. Journal of Service Research, 14(3): 252-271.
  • Brodie, R. J., Ilic, A., Juric, B. ve Hollebeek, L. (2013). Consumer Engagement In A Virtual Brand Community: An Exploratory Analysis. Journal of Busi- ness Research, 66(1): 105-114.
  • Calder, B. J., Malthouse, E. C. ve Schaedel, U. (2009). An Experimental Study of The Relationship Between Online Engagement and Advertising Effective- ness. Journal of Interactive Marketing, 23(4): 321-331.
  • Cheung, C., Lee, M. ve Jin, X. (2011). Customer Engagement In An Online Social Platform: A Conceptual Model and Scale Development.
  • Cvijikj, I. P. ve Michahelles, F. (2013). Online Engagement Factors On Facebook Brand Pages. Social Network Analysis and Mining, 3(4): 843-861.
  • Dahlsten, F. (2004). Hollywood Wives Revisited: A Study of Customer Involve- ment In The XC90 Project At Volvo Cars. European Journal of Innovation Management, 7(2), 141-149.
  • De Villiers, R. (2015). Consumer Brand Enmeshment: Typography and Comp- lexity Modeling of Consumer Brand Engagement and Brand Loyalty Ena- ctments. Journal of Business Research, 68(9): 1953-1963.
  • De Vries, N. J. ve Carlson, J. (2014). Examining The Drivers and Brand Perfor- mance Implications of Customer Engagement With Brands In The Social Media Environment. Journal of Brand Management, 21(6): 495-515.
  • Dholakia, U. M., Bagozzi, R. P. ve Pearo, L. K. (2004). A Social Influence Mo- del of Consumer Participation In Network-and Small-Group-Based Virtual Communities. International Journal of Research In Marketing, 21(3), 241- 263.
  • Dwivedi, A. (2015). A Higher-Order Model of Consumer Brand Engagement and Its Impact On Loyalty Intentions. Journal of Retailing and Consumer Ser- vices, 24: 100-109.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models With Unobservable Variables and Measurement Error. Journal of Marketing Re- search, 18(1): 39-50.
  • Grönroos, C. ve Helle, P. (2010). Adopting A Service Logic In Manufacturing: Conceptual Foundation and Metrics For Mutual Value Creation. Journal of Service Management, 21(5): 564-590.
  • Gruen, T. W., Summers, J. O. ve Acito, F. (2000). Relationship Marketing Acti- vities, Commitment, and Membership Behaviors In Professional Associati- ons. Journal of Marketing, 64(3): 34-49.
  • Hair, J. F., Black, W.C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis. Upper Saddle River: NJ: Prentice Hall.
  • Harrigan, P., Evers, U., Miles, M. P. ve Daly, T. (2018). Customer Engagement and The Relationship Between Involvement, Engagement, Self-Brand Con- nection and Brand Usage Intent. Journal of Business Research, 88: 388- 396.
  • Hatch, M. J. Ve Schultz, M. (2010). Toward A Theory of Brand Co-Creation With Implications For Brand Governance. Journal of Brand Management, 17(8): 590-604.
  • He, H., Li, Y. ve Harris, L. (2012). Social Identity Perspective On Brand Lo- yalty. Journal of Business Research, 65(5): 648-657.
  • Higgins, E. T., Trope, Y. ve Kwon, J. (1999). Augmentation And Undermining From Combining Activities: The Role of Choice In Activity Engagement Theory. Journal of Experimental Social Psychology, 35(3): 285-307.
  • Hogg, M. A., Terry, D. J. ve White, K. M. (1995). A Tale of Two Theories: A Critical Comparison of Identity Theory With Social Identity Theory. Social Psychology Quarterly, 255-269.
  • Hollebeek, L. D. (2011). Demystifying Customer Brand Engagement: Exploring The Loyalty Nexus. Journal of Marketing Management, 27(7-8): 785-807.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer Brand Engage- ment In Social Media: Conceptualization, Scale Development and Valida- tion. Journal of Interactive Marketing, 28(2): 149-165.
  • Ireland, J. L. (2002). Social Self□Esteem and Self□Reported Bullying Behaviour Among Adult Prisoners. Aggressive Behavior: Official Journal of the Inter- national Society for Research on Aggression, 28(3): 184-197.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
  • Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S. ve Lee, D. J. (2006). Direct and Indirect Effects of Self-Image Congruence On Brand Loyalty. Journal of Business Research, 59(9): 955-964.
  • Lam, S. K., Ahearne, M., Hu, Y. ve Schillewaert, N. (2010). Resistance To Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6): 128-146.
  • Leckie, C., Nyadzayo, M. W. ve Johnson, L. W. (2016). Antecedents of Consu- mer Brand Engagement and Brand Loyalty. Journal of Marketing Manage- ment, 32(5-6): 558-578.
  • Liu, F., Li, J., Mizerski, D. ve Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study On Luxury Brands. European Journal of Marke- ting, 46(7/8): 922-937.
  • Luo, N., Zhang, M. ve Liu, W. (2015). The Effects of Value Co-Creation Practices On Building Harmonious Brand Community and Achieving Brand Loyalty On Social Media In China. Computers in Human Behavior, 48: 492-499.
  • Lusch, R. F. ve Vargo, S. L. (2014). Evolving To a New Dominant Logic For Marketing. In The Service-Dominant Logic of Marketing (pp. 21-46). Rout- ledge.
  • Merrilees, B. (2016). Interactive Brand Experience Pathways To Customer-Brand Engagement and Value Co-Creation. Journal of Product & Brand Mana- gement, 25(5): 402-408.
  • Mollen A. ve Wilson H. (2010), Engagement, Telepresence and Interactivity in Online Consumer Experience, Reconciling Cholastic and Managerial Pers- pectives. Journal of Business Research, (63),919–25.
  • Muniz Jr., A. M. ve O’Guinn, T. C. (2001), Brand Community, Journal of Consu- mer Research, 27(4): 412−432.
  • Nambisan, S. (2002). Designing Virtual Customer Environments For New Product Development: Toward a Theory. Academy of Management Review, 27(3): 392-413.
  • Nunnally, J. C. ve Bernstein, I. H. (1994). Psychological Theory. New York, NY: MacGraw-Hill.
  • Oliver, Richard L. (1999), “Whence Consumer Loyalty?.” Journal of Marketing, 33-44.
  • Özdemir, M. ve Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sa- dakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi SBF Dergi- si, 67(02): 127-156.
  • Patterson, P., Yu, T. ve Ruyter, K.d. (2006) Understanding Customer Engagement in Services, Proceedings of the Australian and New Zealand Marketing AcademyConference: Advancing Theory, Maintaining Relevance, Brisba- ne, December 6-8
  • Payne, A., Storbacka, K., Frow, P. ve Knox, S. (2009). Co-Creating Brands: Di- agnosing and Designing The Relationship Experience. Journal of Business Research, 62(3): 379-389.
  • Penaloza, L., ve Venkatesh, A. (2006), “Further Evolving the New Dominant Logic of Marketing: From Services to the Construction of Markets”, Mar- keting Theory, 6(3): 299–316.
  • Podsakoff, P. M. ve Organ, D. W. (1986). Self-Reports in Organizational Resear- ch: Problems and Prospects. Journal of Management, 12(4): 531-544.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve Podsakoff, N. P. (2003). Com- mon Method Biases in Behavioral Research: A Critical Review of the Lite- rature and Recommended Remedies. Journal of Applied Psychology, 88(5): 879
  • Prahalad, C. K. ve Ramaswamy, V. (2004). Co-creation experiences: The next Practice In Value Creation. Journal of Interactive Marketing, 18(3): 5-14.
  • Price, L. L., Arnould E. J. ve Tierney P. (1995) “Going to extremes: Managing service encounters and assessing provider performance.” The Journal of Marketing, 83-97.
  • Ritzer G. ve Jurgenson N. (2010), “Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital „Prosumer‟”, Journal of Consumer Culture, 10(1): 13–36.
  • Rowley, J., Kupiec-Teahan, B. ve Leeming, E. (2007). Customer Community and Co-Creation: A Case Study. Marketing Intelligence & Planning, 25(2), 136-146.
  • Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.
  • Sobel, M. E. (1982). “Asymptotic Confidence Intervals for Indirect Effects in Structural Equations Models”, In S. Leinhart (Ed.), Sociological Methodo- logy, 13: 290-312
  • Tajfel, H. (1982). “Social Psychology of Intergroup Relations”. Annual Review of Psychology, 33:1-39.
  • Tang, T., Fang, E. ve Wang, F. (2014). Is Neutral Really Neutral? The Effects of Neutral User-Generated Content On Product Sales. Journal of Marke- ting, 78(4): 41-58.
  • Turner, J. C. (1982). Towards A Cognitive RedeŞnition of The Social Group. Social Identity and Intergroup Relations, 15-40.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verho- ef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3): 253-266.
  • Vargo, Stephen L. (2009), ‘‘Towards a Transcending Conceptualization of a Re- lationship: A Service-Dominant Perspective,’’ Journal of Business and In- dustrial Marketing, 26 (5/6): 373-379
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2): 122-146.
  • Wang, Y., Yu, Q. ve Fesenmaier, D. R. (2002). Defining The Virtual Tourist Com- munity: Implications For Tourism Marketing. Tourism management, 23(4): 407-417.
  • West, S. G., Finch, J. F. ve Curran, P. J. (1995). Structural Equation Models With Nonnormal Variables: Problems and Remedies.
  • Yoo, Boonghee ve Naveen Donthu (2001), “Developing and Validating a Mul- tidimensional Consumer-Based Brand Equity Scale.” Journal of Business Research 52 (1): 1-14.
Toplam 62 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

İrem Buran Bu kişi benim

Akın Koçak Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 12 Sayı: 24

Kaynak Göster

APA Buran, İ., & Koçak, A. (2019). SANAL MARKA TOPLULUKLARINDA TÜKETİCİ KATILIMI. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(24), 273-302.