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TATİL PAYLAŞIMLARINI NİÇİN SEVİYORUZ?: İKNA MESAJLARININ DUYGUSAL VE DAVRANIŞSAL TEPKİLER ÜZERİNE ETKİSİ

Yıl 2019, Cilt: 12 Sayı: 23, 139 - 162, 01.06.2019

Öz

İlgi çekici bir pazarlama yöntemi olarak sosyal medya pazarlamasının SMP benimsenmesi ve kullanımı gittikçe küresel bir boyuta ulaşmakta, bu durum pazarlama yöneticilerine ve pazarlama araştırmacılarına benzersiz fırsatlar sunmaktadır. Bu anlamda işletmeler müşterilerine gerçek zamanlı olarak ulaşabilme fırsatı yakalarken, araştırmacılar da sosyal medya bağlamında ikna mesajlarının tüketiciler üzerindeki etkilerini incelemeye odaklanmışlardır. Ancak yapılan araştırmalarda mesajı alan kişilerde meydana gelecek tepkileri açıklamak üzere temel alınan en önemli teorilerden biri olan Ayrıntılandırma Olasılığı Modeli AOM ’nin çok az kullanıldığı ve bu teori temelindeki ikna mesajı unsurlarının tüketiciler üzerindeki sinerjistik etkilerinin ikna mesajı unsurlarının eş zamanlı olarak tüketiciler üzerinde yarattığı çoklu etkiler bütüncül bir şekilde incelenmediği gözlemlenmektedir. Bu çerçevede çalışmanın amacı AOM teorisi temel alınarak, SMP faaliyetleri kapsamında ikna mesajlarının tüketicilerin duygusal ve davranışsal tepkileri üzerindeki etkisini ampirik olarak incelemektir. Araştırma bulguları; 1 ikna mesajlarının üç unsurunun argüman kalitesi, paylaşım popülerliği ve paylaşım çekiciliği sempati duygusu ile pozitif ilişkili olduğunu, 2 sempati ile empati arasında pozitif ilişki olduğunu, 3 sempatinin ikna mesajı unsurları ile empati duygusu arasında aracı rol oynadığını, 4 duygusal tepkilerin sempati ve empati beğenme niyetiyle ve 5 beğenme niyetinin paylaşma niyeti ile pozitif ilişkili olduğunu göstermektedir

Kaynakça

  • Aaker, J., ve Smith, A. (2010). The Dragonfly Effect. Jossey-Bass.
  • Akgün, A. E., Keskin, H., Ayar, H. ve Erdoğan, E. (2015). The Influence of Storytelling Approach in Travel Writings on Readers’ Empathy and Travel Intentions. Procedia - Social and Behavioral Sciences, 207(20): 577-586.
  • Alpert, J. I. ve Alpert, M. I. (1990). Music Influences on Mood and Purchase Intentions. Psychology & Marketing, 7: 109-133.
  • Anderson, J.C. ve Gerbing, D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103: 411-423.
  • Bagozzi, R., Yi, Y. ve Phillips, L.W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36: 421–458.
  • Baron, R. ve Kenny, D. (1986). The Moderator–Mediator Variable Distinction in Social Psychological Research. Journal of Personality and Social Psychology, 51(6): 1173-1182.
  • Bhattacherjee, A., Sanford, C. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Quarterly, 30(4): 805–825.
  • Bianchi, C. ve Andrews, L. (2015). Investigating Marketing Managers’ Perspectives on social Media in Chile. Journal of Business Research, 68: 2552-2559.
  • Boiler, G. W. ve Olson, J. (1991). Experiencing Ad Meanings: Crucial Aspects of Narrative/Drama Processing, Advances in Consumer Research, 18: 172-175.
  • Carr, L., Iacoboni, M., Dubeau, M.C., Mazziotta, J.C. ve Lenzi, G.L. (2003). Empathy in Humans: A Relay from Neural Systems forImitation to Limbic Areas. Proceedings of the National Academy of Sciences, USA, 100(9): 5497-502.
  • Chang, Y. T., Yu, H. ve Lu, H.P. (2015). Persuasive Messages, Popularity Cohesion, and Message Diffusion in Social Media Marketing. Journal of Business Research, 68(4): 777-782.
  • Chen, S. Ve Lee, K. P. (2008). The Role of Personality Traits and Perceived Values in Persuasion: An Elaboration Likelihood Model Perspective on Online Shopping. Social Behavior and Personality, 36 (10): 1379–1400.
  • Cook, A. J., Moore, K. ve Steel, G. D. (2004). The Taking of a Position: A Reinterpretation of the Elaboration Likelihood Model. Journal for the Theory of Social Behaviour, 34 (4): 315–331.
  • Coulter, K.S. ve Punj, G.N. (2004). The Effects of Cognitive Resource Requirements, Availability, and Argument Quality on Brand Attitudes—A Melding of Elaboration Likelihood and Cognitive Resource Matching Theories. Journal of Advertising, 33(4): 53–64.
  • Cronin Jr., J. J., Brady, M. K., ve Hult, G. M. (2000), Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2): 193-218.
  • De Vries, L., Gensler, S. ve Leeflang, P.S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26 (2): 83-91.
  • Eisenberg, N. Ve Miller, P. A. (1987). Empathy, Sympathy, and Altruism: Empirical and Conceptual Links, in Empathy and Its Development, ed. Nancy Eisenberg and Janet Strayer, Cambridge: Cambridge University Press, 292-316.
  • Erkan, I. ve Evans, C. (2016). The Influence of eWOM in Social Media on consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61: 47-55.
  • Escalas, J. E. ve Stern, B. B. (2003). Sympathy and Empathy: Emotional Responses to Advertising Dramas. Journal of Consumer Research, 29(4): 566-78.
  • Espelage, D.L., Gutgsell, E. W. Ve Gutgsell, J. M. (2004). Bullying in American Schools: A Social-Ecological Perspective on Prevention and Intervention, Lawrence Erlbaum Associates.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18: 39–51.
  • Freedberg, D. ve Gallese, V. (2007). Motion, Emotion and Empathy İnesthetic Experience. TRENDS in Cognitive Sciences, 11(5): 197-203.
  • Gordon, R.M. (1986). Folk Psychology as Simulation. Mind and Language, 1(2): 158-171.
  • Graziano A. M. Ve Rauiln M. L. (1997). Research Methods: A process of Inquiry. New York. Longman.
  • Hatcher, L. (1994). A Step-By-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling. SAS Institute, Cary, NC.
  • Ho, J.Y.C., Dempsey, M. (2010). Viral Marketing: Motivations to Forward Online Content. Journal of Business Research, 63 (9–10): 1000–1006.
  • Hsiao, K-L., Lu, H-P. ve Lan, W-C. (2013). The Influence of the Components of Storytelling Blogs on Readers’ Travel İntentions, Internet Research, 23(2): 160-182.
  • Kempt, S. (2016). Digital in 2016 http://wearesocial.com/uk/special-reports/ digital-in-2016 (14.02.2016).
  • Kim, A. ve Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65: 1480-1486.
  • Kozinets, R., De Valck, K., Wojnicki, A. ve Wilner, S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2): 71–89.
  • Laroche, M., Habibi, M. R., Richard, M-O. ve Sankaranarayanan, R. (2012). The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior, 28(5): 1755-1767.
  • Lavidge, R., ve Steiner, G. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25: 59-62.
  • Li, C. Y. (2013). Persuasive Messages on Information System Acceptance: A Theoretical Extension of Elaboration Likelihood Model and Social Influence Theory. Computers in Human Behavior, 29: 264–275.
  • Lien, N.H. (2001). Elaboration Likelihood Model in Consumer Research: A review. Proceedings of the National Science Council, Republic of China, Part C, 11 (4): 301–310.
  • MacInnis, D. J. ve Park, C. W. (1991). The Differential Role of Characteristics of Music on High and Low-İnvolvement Consumers’ Processing of Ads. Journal of Consumer Research, 18: 161-173.
  • Mehrabian, A. ve Russell, J.A. (1974). An Approach To Environmental Psychology. MIT Press, Cambridge, MA.
  • Mick, D. G. (1991). Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory. Journal of Consumer Research, 18(4): 411-424.
  • Milman, A. ve Pizam, A. (1995). The Role of Awareness and Familiarity with a Destination: The Central Florida Case. JTR, 33(3): 21-27.
  • Moreno, M. A. Ve Whitehill, J. M. (2016). #Wasted: The Intersection of Substance Use Behaviors and Social Media in Adolescents and Young Adults. Current Opinion in Psychology, 9: 72-76.
  • Morris, J. D. ve Boone, M. A. (1998). The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition. Advances in Consumer Research, 25: 518-526.
  • Pantano, E. ve Di Pietro, L. (2013). From E-Tourism to F-Tourism: Emerging Issues from Negative Tourists’ Online Review. Journal of Hospitality and Tourism Technology, 4 (3): 211–227.
  • Petty, E. R. ve Cacioppo, J. (1986). The Elaboration Likelihood Model of Persuasion, In. I. Berkowitz, (Ed.), Advances in experimental social psychology (19, 123-205), New York: Academic Press.
  • Podsakoff P. M. ve Organ D. (1986). Reports in Organizational Research: Problems and Prospects. Journal of Management, 12 (4): 531-544.
  • Rogers, C. (1976). On Becoming a Person: A Therapist’s View of Psychotherapy, London. Constable.
  • Stephen, T. A. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10: 17-21.
  • Stern, B B. (1994). Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects. Journal of Consumer Research , 20(4): 601–15.
  • Stout, P. A., Pamela, M. H. ve Scott S. L. (1990). Does What We See Influence How We Feel? Felt Emotions versus Depicted Emotions in Television Commercials, in Emotion in Advertising: Theoretical and Practical Explorations, ed. Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky, New York: Quorum Books, 195-210.
  • Teng, S., Khong, K. W. ve Goh, W. (2014). Conceptualizing Persuasive Messages Using ELM in Social Media. Journal of Internet Commerce, 13(1): 65-87.
  • ZeithamI, V.A., Berry, L.L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60: 31-46.
  • Zhu, Y-Q. ve Chen, H-G. (2015). Social Media and Human Need Satisfaction: Implications for Social Media Marketing. Business Horizons, 58(3): 335- 345.

WHY DO WE LOVE THE HOLIDAY POSTS?: THE INFLUENCE OF PERSUASIVE MESSAGES ON EMOTIONAL AND BEHAVIORAL RESPONSES

Yıl 2019, Cilt: 12 Sayı: 23, 139 - 162, 01.06.2019

Öz

Social media marketing SMM usage and adoption as an influential marketing method is increasingly globally and offers unique opportunities for marketing managers and researchers. In this sense, while companies have an opportunity to reach their customers in real time, researchers focus on examining the impact of persuasive messages on consumers in the social media context. However, we have observed that the Elaboration Likelihood Model ELM which is one of the most important theories based on explaining the reactions to the message is rarely been addressed in the literature and the synergistic effects of persuasive message elements are not studied holistically. This study aims to investigate how persuasive messages can influence consumers’ emotional and behavioral responses using ELM in SMM activities. In this study, we also examine relationships between sympathy and empathy as emotional responses to social media posts. Findings show that 1 the three types of persuasive messages argument quality, post popularity and post attractiveness is positive related to sympathy response, 2 sympathy response is positively associated with empathy response, 3 sympathy response mediates the relationship between persuasive message elements and empathy responses, 4 these emotional responses are important to click like post message and 5 like intention is positive related to share post message

Kaynakça

  • Aaker, J., ve Smith, A. (2010). The Dragonfly Effect. Jossey-Bass.
  • Akgün, A. E., Keskin, H., Ayar, H. ve Erdoğan, E. (2015). The Influence of Storytelling Approach in Travel Writings on Readers’ Empathy and Travel Intentions. Procedia - Social and Behavioral Sciences, 207(20): 577-586.
  • Alpert, J. I. ve Alpert, M. I. (1990). Music Influences on Mood and Purchase Intentions. Psychology & Marketing, 7: 109-133.
  • Anderson, J.C. ve Gerbing, D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103: 411-423.
  • Bagozzi, R., Yi, Y. ve Phillips, L.W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36: 421–458.
  • Baron, R. ve Kenny, D. (1986). The Moderator–Mediator Variable Distinction in Social Psychological Research. Journal of Personality and Social Psychology, 51(6): 1173-1182.
  • Bhattacherjee, A., Sanford, C. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Quarterly, 30(4): 805–825.
  • Bianchi, C. ve Andrews, L. (2015). Investigating Marketing Managers’ Perspectives on social Media in Chile. Journal of Business Research, 68: 2552-2559.
  • Boiler, G. W. ve Olson, J. (1991). Experiencing Ad Meanings: Crucial Aspects of Narrative/Drama Processing, Advances in Consumer Research, 18: 172-175.
  • Carr, L., Iacoboni, M., Dubeau, M.C., Mazziotta, J.C. ve Lenzi, G.L. (2003). Empathy in Humans: A Relay from Neural Systems forImitation to Limbic Areas. Proceedings of the National Academy of Sciences, USA, 100(9): 5497-502.
  • Chang, Y. T., Yu, H. ve Lu, H.P. (2015). Persuasive Messages, Popularity Cohesion, and Message Diffusion in Social Media Marketing. Journal of Business Research, 68(4): 777-782.
  • Chen, S. Ve Lee, K. P. (2008). The Role of Personality Traits and Perceived Values in Persuasion: An Elaboration Likelihood Model Perspective on Online Shopping. Social Behavior and Personality, 36 (10): 1379–1400.
  • Cook, A. J., Moore, K. ve Steel, G. D. (2004). The Taking of a Position: A Reinterpretation of the Elaboration Likelihood Model. Journal for the Theory of Social Behaviour, 34 (4): 315–331.
  • Coulter, K.S. ve Punj, G.N. (2004). The Effects of Cognitive Resource Requirements, Availability, and Argument Quality on Brand Attitudes—A Melding of Elaboration Likelihood and Cognitive Resource Matching Theories. Journal of Advertising, 33(4): 53–64.
  • Cronin Jr., J. J., Brady, M. K., ve Hult, G. M. (2000), Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2): 193-218.
  • De Vries, L., Gensler, S. ve Leeflang, P.S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26 (2): 83-91.
  • Eisenberg, N. Ve Miller, P. A. (1987). Empathy, Sympathy, and Altruism: Empirical and Conceptual Links, in Empathy and Its Development, ed. Nancy Eisenberg and Janet Strayer, Cambridge: Cambridge University Press, 292-316.
  • Erkan, I. ve Evans, C. (2016). The Influence of eWOM in Social Media on consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61: 47-55.
  • Escalas, J. E. ve Stern, B. B. (2003). Sympathy and Empathy: Emotional Responses to Advertising Dramas. Journal of Consumer Research, 29(4): 566-78.
  • Espelage, D.L., Gutgsell, E. W. Ve Gutgsell, J. M. (2004). Bullying in American Schools: A Social-Ecological Perspective on Prevention and Intervention, Lawrence Erlbaum Associates.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18: 39–51.
  • Freedberg, D. ve Gallese, V. (2007). Motion, Emotion and Empathy İnesthetic Experience. TRENDS in Cognitive Sciences, 11(5): 197-203.
  • Gordon, R.M. (1986). Folk Psychology as Simulation. Mind and Language, 1(2): 158-171.
  • Graziano A. M. Ve Rauiln M. L. (1997). Research Methods: A process of Inquiry. New York. Longman.
  • Hatcher, L. (1994). A Step-By-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling. SAS Institute, Cary, NC.
  • Ho, J.Y.C., Dempsey, M. (2010). Viral Marketing: Motivations to Forward Online Content. Journal of Business Research, 63 (9–10): 1000–1006.
  • Hsiao, K-L., Lu, H-P. ve Lan, W-C. (2013). The Influence of the Components of Storytelling Blogs on Readers’ Travel İntentions, Internet Research, 23(2): 160-182.
  • Kempt, S. (2016). Digital in 2016 http://wearesocial.com/uk/special-reports/ digital-in-2016 (14.02.2016).
  • Kim, A. ve Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65: 1480-1486.
  • Kozinets, R., De Valck, K., Wojnicki, A. ve Wilner, S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2): 71–89.
  • Laroche, M., Habibi, M. R., Richard, M-O. ve Sankaranarayanan, R. (2012). The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior, 28(5): 1755-1767.
  • Lavidge, R., ve Steiner, G. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25: 59-62.
  • Li, C. Y. (2013). Persuasive Messages on Information System Acceptance: A Theoretical Extension of Elaboration Likelihood Model and Social Influence Theory. Computers in Human Behavior, 29: 264–275.
  • Lien, N.H. (2001). Elaboration Likelihood Model in Consumer Research: A review. Proceedings of the National Science Council, Republic of China, Part C, 11 (4): 301–310.
  • MacInnis, D. J. ve Park, C. W. (1991). The Differential Role of Characteristics of Music on High and Low-İnvolvement Consumers’ Processing of Ads. Journal of Consumer Research, 18: 161-173.
  • Mehrabian, A. ve Russell, J.A. (1974). An Approach To Environmental Psychology. MIT Press, Cambridge, MA.
  • Mick, D. G. (1991). Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory. Journal of Consumer Research, 18(4): 411-424.
  • Milman, A. ve Pizam, A. (1995). The Role of Awareness and Familiarity with a Destination: The Central Florida Case. JTR, 33(3): 21-27.
  • Moreno, M. A. Ve Whitehill, J. M. (2016). #Wasted: The Intersection of Substance Use Behaviors and Social Media in Adolescents and Young Adults. Current Opinion in Psychology, 9: 72-76.
  • Morris, J. D. ve Boone, M. A. (1998). The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition. Advances in Consumer Research, 25: 518-526.
  • Pantano, E. ve Di Pietro, L. (2013). From E-Tourism to F-Tourism: Emerging Issues from Negative Tourists’ Online Review. Journal of Hospitality and Tourism Technology, 4 (3): 211–227.
  • Petty, E. R. ve Cacioppo, J. (1986). The Elaboration Likelihood Model of Persuasion, In. I. Berkowitz, (Ed.), Advances in experimental social psychology (19, 123-205), New York: Academic Press.
  • Podsakoff P. M. ve Organ D. (1986). Reports in Organizational Research: Problems and Prospects. Journal of Management, 12 (4): 531-544.
  • Rogers, C. (1976). On Becoming a Person: A Therapist’s View of Psychotherapy, London. Constable.
  • Stephen, T. A. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10: 17-21.
  • Stern, B B. (1994). Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects. Journal of Consumer Research , 20(4): 601–15.
  • Stout, P. A., Pamela, M. H. ve Scott S. L. (1990). Does What We See Influence How We Feel? Felt Emotions versus Depicted Emotions in Television Commercials, in Emotion in Advertising: Theoretical and Practical Explorations, ed. Stuart J. Agres, Julie A. Edell, and Tony M. Dubitsky, New York: Quorum Books, 195-210.
  • Teng, S., Khong, K. W. ve Goh, W. (2014). Conceptualizing Persuasive Messages Using ELM in Social Media. Journal of Internet Commerce, 13(1): 65-87.
  • ZeithamI, V.A., Berry, L.L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60: 31-46.
  • Zhu, Y-Q. ve Chen, H-G. (2015). Social Media and Human Need Satisfaction: Implications for Social Media Marketing. Business Horizons, 58(3): 335- 345.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Hayat Ayar Şentürk Bu kişi benim

Ali Ekber Akgün Bu kişi benim

Halit Keskin Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 12 Sayı: 23

Kaynak Göster

APA Ayar Şentürk, H., Akgün, A. E., & Keskin, H. (2019). TATİL PAYLAŞIMLARINI NİÇİN SEVİYORUZ?: İKNA MESAJLARININ DUYGUSAL VE DAVRANIŞSAL TEPKİLER ÜZERİNE ETKİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(23), 139-162.