Güvenmek Yetmez, Savunmak Gerek! Satın Alma Kararlarında Marka Evangelizminin ve Sosyal Medya Etkileşiminin Düzenleyici Aracılık Rolü

Öz

Bu çalışma, marka güveninin satın alma niyeti üzerindeki dolaylı etkisini, marka evangelizminin aracılık rolü aracılığıyla incelemektedir. Ayrıca, sosyal medya etkileşiminin, bir düzenleyici değişken olarak, marka evangelizminin satın alma niyeti üzerindeki etkisini nasıl şekillendirdiğini ele almaktadır. Araştırma, ……………. Üniversitesi Spor Bilimleri Fakültesi’nde öğrenim görmekte olan 478 (Mean Age = 21.38± 2.48) üniversite öğrencisi ile yürütülen kesitsel bir tarama modeli çerçevesinde gerçekleştirilmiştir. Elde edilen veriler, değişkenler arasındaki düzenleyici aracılık etkilerini test etmek amacıyla Hayes tarafından geliştirilen SPSS Process Makrosu’nda “Model 14” kullanılarak analiz edilmiştir. Yapılan analizler sonucunda, değişkenler arasında anlamlı ve pozitif yönlü ilişkiler tespit edilmiştir. Bulgular, marka güveninin satın alma niyeti üzerinde hem doğrudan hem de marka evangelizmi aracılığıyla dolaylı bir etkisinin bulunduğunu göstermektedir. Ayrıca, sosyal medya etkileşiminin, marka evangelizmi ile satın alma niyeti arasındaki ilişkiyi anlamlı şekilde düzenlediği sonucuna ulaşılmıştır. Bu sonuçlar, markaların sosyal medya stratejilerinde tüketici etkileşimini merkeze almasının önemini vurgulamaktadır.

Anahtar Kelimeler

• Pazarlama
• Marka sadakati
• Tüketici davranışı

Trust is Not Enough, Advocacy Matters! The Moderated Mediation Role of Brand Evangelism and Social Media Interaction in Purchase Decisions

Öz

This study examines the indirect effect of brand trust on purchase intention through the mediating role of brand evangelism. It also examines how social media interaction as a moderating variable shapes the effect of brand evangelism on purchase intention. The research was conducted as part of a cross-sectional survey of 478 (Mean Age = 21.38± 2.48) university students studying at the Faculty of Sports Science at …………… University. The data obtained were analysed using “Model 14” of the SPSS Process Macro developed by Hayes in order to test the moderating mediation effects between the variables. As a result of the analyses, significant and positive relationships were found between the variables. The results show that brand trust has both a direct effect on purchase intention and an indirect effect through brand evangelism. It is also concluded that social media interaction significantly moderates the relationship between brand evangelism and purchase intention. These results highlight the importance of brands centering consumer interaction in their social media strategies.

Anahtar Kelimeler

• Marketing
• Brand loyalty
• Consumer behaviour

Kaynakça

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