SANAL MARKA TOPLULUKLARINDA TÜKETİCİ KATILIMI

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

İrem Buran Akın Koçak

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

Anahtar Kelimeler

Tüketici katılımı, sosyal kimlik teorisi, ortak yaratım, marka kullanım niyeti, marka bağlılığı

CONSUMER ENGAGEMENT IN VIRTUAL BRAND COMMUNITIES

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

Anahtar Kelimeler

Consumer engagement, social identity theory, co-creation, brand using intent, brand loyalty

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