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

Etik Beyan

Bu çalışma 10-13 Nisan 2025 tarihleri arasında gerçekleştirilen 6. Uluslararası Rekreasyon ve Spor Yönetimi Kongresi'nde sözel bildiri olarak sunulmuştur. En İyi Sözel Bildiri Sunumu ödülünü almıştır.

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

Etik Beyan

This study was presented as an oral presentation at the 6th International Recreation and Sports Management Congress held between 10-13 April 2025. It received the Best Oral Presentation Award.

Kaynakça

1. Abdullah, A. A., Al-Abbasi, H. S., & Jassim, I. M. (2025). The influence of customer value on brand evangelism: An analytical study of the opinions of a sample of customers from a group of restaurants in Mosul. European Journal of Management, Economics and Business, 2(3), 95-111. https://doi.org/10.59324/ejmeb.2025.2(3).08
2. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39. https://doi.org/10.5465/amr.1989.4278999
3. Aydın, G., & Kurudirek, A. (2025). How fanatic? Examining the relationship between sports team evangelism and media fanaticism. Journal of Sport Sciences Research, 10(1), 29-47. https://doi.org/10.25307/jssr.1551456
4. Aygün, H. (2018). The mediating role of ethics in the effect of hedonic and utilitarian consumer behaviors on purchase intention (Doctoral dissertation, Maltepe University).
5. Bardakçı, S., & Gürbüz, R. B. (2020). Adapting brand trust scale to Turkish culture: Validity and reliability study. Journal of Business Research, 12(2), 1684-1692. https://doi.org/10.20491/isarder.2020.937
6. Becerra, E.P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383. https://doi.org/10.1108/JPBM-09-2013-0394
7. Bhandari, M. P., Bhattarai, C., & Mulholland, G. (2024). Online brand community engagement and brand evangelism: The role of age, gender and membership number. Journal of Product & Brand Management, 33(3), 301-313. https://doi.org/10.1108/JPBM-02-2023-4373
8. Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138. https://doi.org/10.1177/0092070304268417

9. Burnett, J., & Hutton, R. B. (2007). New consumers need new brands. Journal of Product & Brand Management, 16(5), 342-347. https://doi.org/10.1108/10610420710779636
10. Camacho, M. T. (2024). The mediating effect of brand evangelism, brand trust, and brand satisfaction on corporate social responsibility practices and repurchase intention. PREO Journal of Business and Management, 5(2), 20-47.
11. Cavadas, R. J. O. M. D. S., & Moreira, A. C. (2025). Brand evangelism: A review and research agenda. International Journal of Consumer Studies, 49(3), e70064. https://doi.org/10.1111/ijcs.70064
12. Chae, H., Kim, S., Lee, J., and Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. J. Bus. Res. 120, 398-406. https://doi.org/10.1016/j.jbusres.2019.11.040
13. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
14. Chen, S.-W., Lee, K.-Y., & Hsieh, C.-M. (2021). Determinants of consumers’ trust in Biotech brands and purchase intentions towards the cord blood products. International Journal of Environmental Research and Public Health, 18(21), 11574. https://doi.org/10.3390/ijerph182111574
15. Chen, Y., Liu, Y., & Zhang, J. (2012). When do third-party product reviews affect firm value and what can firms do? The case of media critics and professional movie reviews. Journal of Marketing, 76(2), 116-134. https://doi.org/10.1509/jm.09.0034
16. Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
17. Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592. https://doi.org/10.1108/03090560410529222
18. Delgado-Ballester, E., & Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/EUM0000000006475
19. Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague- Guillen, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-53 https://doi.org/10.1177/147078530304500103
20. Diallo, M. F., Moulins, J. L., & Roux, E. (2021). Unpacking brand loyalty in retailing: A three-dimensional approach to customer-brand relationships. International Journal of Retail & Distribution Management, 49(2), 204-222. https://doi.org/10.1108/IJRDM-03-2020-0115
21. Do, H., Ko, E., & Woodside, A. G. (2015). Tiger Woods, Nike, and I are (not) best friends: How brand’s sports sponsorship in social-media impacts brand consumer’s congruity and relationship quality. International Journal of Advertising, 34(4), 658-677. https://doi.org/10.1080/02650487.2015.1031062
22. Dwyer, B., Greenhalgh, G. P., & LeCrom, C. W. (2015). Exploring fan behavior: Developing a scale to measure sport eFANgelism. Journal of Sport Management, 29(6), 642-656. http://dx.doi.org/10.1123/JSM.2014-0201
23. George, D., & Mallery, P. (2019). IBM SPSS statistics 26 step by step: A simple guide and reference (16th ed.). Routledge.
24. Göktaş, B., & Tarakçı, İ. E. (2020). The effect of brand evangelism on purchasing addiction, intention to purchase and recommendation: The case of fan products. Journal of Business Research, 12(1), 126-145. https://doi.org/10.20491/isarder.2020.832
25. Güler, B. (2025). Investigation into emotional intelligence, social and emotional loneliness and digital game addictions of mid-adolescent students. Research in Sport Education and Sciences, 27(1), 24-34. https://doi.org/10.62425/rses.1527333
26. Gürsu, C. (2019). Determination of the effect of social media interaction and brand relationship quality on brand loyalty (Master’s thesis, Istanbul University).
27. Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4-40. https://doi.org/10.1080/03637751.2017.1352100
28. Hedlund, D.P. (2014). Creating value through membership and participation in sport fan consumption communities. European Sport Marketing Quarterly, 14(1), 50-71. https://doi.org/10.1080/16184742.2013.865775
29. Heidari, S., Zarei, M., Daneshfar, A., & Dokhanian, S. (2023). Increasing sales through social media marketing: The role of customer brand attachment, brand trust, and brand equity. Marketing i Menedžment Innovacij, 14(1), 224-234. https://doi.org/10.21272/mmi.2023.1-19
30. Hsu, L. C. (2019). Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity. Online Information Review, 43(5), 842-866. https://doi.org/10.1108/OIR-06-2017-0187
31. Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21. https://doi.org/10.14254/2071-8330.2019/12-3/1
32. Kumar, J. (2021). Understanding customer brand engagement in brand communities: An application of psychological ownership theory and congruity theory. European Journal of Marketing, 55(4), 969-994. https://doi.org/10.1108/EJM-04-2018-0290
33. Kumarasinghe, K. H. A. N., & Hendeniya, H. M. U. S. (2025). Impact of brand trust, identification, and quality of service on brand evangelism with the moderation of brand love: Special reference to Sri Lanka’s real estate sector. Sri Lanka Journal of Marketing, 10(2), 191-207. https://doi.org/10.4038/sljmuok.v10i2.195
34. Kutlu, E. (2024). Brand evangelism tendency: A scale development study (Doctoral dissertation, Sakarya University).
35. Laroche, M., Habibi, M. R., Richard, M. O., & 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. https://doi.org/10.1016/j.chb.2012.04.016
36. Ling, X., Shahzad, M. F., Abrar, Z. ul, & Khattak, J. K. (2021). Determinants of the intention to purchase branded meat: Mediation of brand trust. SAGE Open, 11(3), 1-13. https://doi.org/10.1177/21582440211032669
37. Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: Key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607. https://doi.org/10.1080/0267257X.2020.1738525
38. McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451
39. Meng, Y., Wang, H., & Zheng, L. (2018). Impact of online word-of-mouth on sales: The moderating role of product review quality. New Review of Hypermedia and Multimedia, 24(1), 1-27. https://doi.org/10.1080/13614568.2018.1460403
40. Molleda, J.-C., & Jain, R. (2013). Testing a perceived authenticity index with triangulation research: The case of Xcaret in Mexico. International Journal of Strategic Communication, 7(1), 1-20. https://doi.org/10.1080/1553118X.2012.725233
41. Nkoulou Mvondo, G. F., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on brand trust, brand passion, and brand evangelism. Frontiers in Psychology, 13, 866362. https://doi.org/10.3389/fpsyg.2022.866362
42. Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the relationship between brand symbolism and brand evangelism through consumer brand identification: Evidence from Starbucks coffee brand. Sustainability, 15(2), 1684. https://doi.org/%2010.3390/su15021684
43. Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (aa) model of customer-brand relationships. Journal of Consumer Psychology, 23(2), 229-248. https://doi.org/10.1016/j.jcps.2013.01.002
44. Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2), 18-32. http://dx.doi.org/10.21511/im.17(2).2021.03
45. Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 40(1), 27-47. https://doi.org/10.1002/mar.21749
46. Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891. https://doi.org/10.3758/BRM.40.3.879
47. Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185-227. https://doi.org/10.1080/00273170701341316
48. Rabby, F., Murthy, Y. S., & Bansal, R. (2025). Brand evangelism in the digital era: The impact of data-driven influencer marketing. Journal of Open Innovation: Technology, Market, and Complexity, 100552. https://doi.org/10.1016/j.joitmc.2025.100552
49. Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-55.
50. Riorini, S., and Widayat, C. (2015). Brand relationship and its effect towards brand evangelism to banking service. Int. Res. J. Bus. Stud. 8, 33-45. https://doi.org/10.21632/irjbs.8.1.33-45
51. Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not sodifferent after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404. https://doi.org/10.5465/amr.1998.926617
52. Safeer, A. A., & Le, T. T. (2023). Transforming customers into evangelists: Influence of online brand experience on relationship quality and brand evangelism in the banking industry. Asia Pacific Journal of Marketing and Logistics, 35(12), 2947-2964.
53. Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 1-38. https://doi.org/10.1016/j.ijinfomgt.2021.102457
54. Saputra, A. D., & Pranoto, W. (2021). The factors of environmental and social awareness, altruism as determinants of purchase intention, green brand loyalty and green brand evangelism. In 2021 Innovations in Energy Management and Renewable Resources (IEMRE 52042) (pp. 1–6). IEEE. https://doi.org/10.1109/IEMRE52042.2021.9386784
55. Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing, 24(1), 14-21. https://doi.org/10.1016/j.intmar.2009.10.002
56. Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: Model development and empirical testing. Journal of Product & Brand Management, 23(3), 192-199. https://doi.org/10.1108/JPBM-06-2013-0339
57. Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323
58. Serravalle, F., Vannucci, V., & Pantano, E. (2022). “Take it or leave it?”: Evidence on cultural differences affecting return behaviour for Gen Z. Journal of Retailing and Consumer Services, 66, 102942. https://doi.org/10.1016/j.jretconser.2022.102942
59. Sharma, P., Sadh, A., Billore, A., & Motiani, M. (2022). Investigating brand community engagement and evangelistic tendencies on social media. Journal of Product & Brand Management, 31(1), 16-28. https://doi.org/10.1108/JPBM-01-2020-2705
60. Somoğlu, M. B., Paktaş, Y., & İşbilir, E. (2025). Life satisfaction and subjective well-being on the road to happiness: An application of structural equation modeling. Research in Sport Education and Sciences, 27(1), 12-23. https://doi.org/10.62425/rses.1526877
61. Song, Y., Hur, W. M., & Kim, M. (2012). Brand trust and affect in the luxury brand-customer relationship. Social Behavior and Personality: An International Journal, 40(2), 331-338. https://doi.org/10.2224/sbp.2012.40.2.331
62. Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson Education.
63. Yeo, S. F., Tan, C. L., Lim, K. B., & Khoo, Y. O. H. (2020). Product packaging: Impact on customers’ purchase intention. International Journal of Business and Society, 21(2), 857-864.
64. Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
65. Zhou, Y., Zhang, W., & Feng, Y. (2025). The impact of green brand trust repair strategies on trust repair after greenwashing: From a brand legitimacy perspective. Business Ethics, the Environment & Responsibility, 34(4), 1141-1155. https://doi.org/10.1111/beer.12699