SOCIAL MEDIA MARKETING ACTIVITIES AND PURCHASE INTENTIONS: INVESTIGATING MEDIATING AND DIRECT EFFECTS REGARDING BRAND EQUITY DIMENSIONS

Yıl 2024, Cilt: 17 Sayı: 3, 619 - 646, 26.09.2024

Cem Karayalçın , Eyyup Yaraş

Öz

The first aim of the study is to investigate the effect of social media marketing activities (SMMA) on brand equity dimensions, and the impact of brand equity dimensions on purchase intentions in one single conceptual framework. The second aim is to explore the mediating effects of brand equity dimensions regarding the effect of SMMA on purchase intentions. A dataset of 907 Turkish youth consumers were analyzed. The findings revealed the direct and mediating effects regarding all brand equity dimensions in the context of SMMA and purchase intentions. Brand loyalty and perceived quality are more important dimensions considering the strength of the effects. The study shows the importance of brand equity dimensions in the context of SMMA and purchase intentions with significant direct and mediating effects. Additionally findings of the study guides marketing managers to efficiently use SMMA and build brand equity, which eventually turns into future purchases of consumers.

Anahtar Kelimeler

Social media marketing, brand equity dimensions, purchase intentions, structural equation modeling, mediation analysis

SOSYAL MEDYA PAZARLAMA ÇABALARI VE SATIN ALMA NİYETİ: MARKA DEĞERİ BOYUTLARI KAPSAMINDA ARACI VE DOĞRUDAN ETKİLERİN İNCELENMESİ

Öz

Çalışmanın ilk amacı tek bir kavramsal model üzerinde sosyal medya pazarlama çabalarının (SMPÇ) marka değeri boyutları üzerine ve marka değeri boyutlarının satın alma niyeti üzerine olan etkisini incelemektir. İkinci amaç ise SMPÇ’nin satın alma niyetine olan etkisi bağlamında marka değeri boyutlarının aracı etkilerini araştırmaktır. Araştırmada veri seti olarak 907 Türk genç tüketici analiz edilmiştir. Bulgular SMPÇ ve satın alma niyeti bağlamında marka değeri boyutlarının doğrudan ve aracı etkilerini ortaya çıkarmıştır. Etkilerin gücü değerlendirildiğinde marka sadakati ve algılanan kalitenin daha önemli boyutlar olduğu gözlemlenmiştir. Çalışma, anlamlı doğrudan ve aracı etkiler ile SMPÇ ve satın alma niyeti bağlamında marka değeri boyutlarının önemini göstermiştir. Buna ek olarak araştırmanın bulguları SMPÇ’nin verimli bir şekilde kullanılarak marka değeri oluşturulmasında ve sonrasında tüketicilerin gelecek satın almalarına dönüşen bu süreçte pazarlama yöneticilerine de yol göstermektedir.

Anahtar Kelimeler

Sosyal medya pazarlaması, marka değeri boyutları, satın alma niyeti, yapısal eşitlik modeli, aracılık analizi

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