The Impact of Perceived Social Media Agility on Customer Engagement Behaviors: The Moderating Role of Social Media Usage Intensity

Öz

This study aims to investigate whether perceived social media agility has a positive influence on customer purchases, customer referrals, customer influence, and customer feedback/suggestions. Also, to provide researchers and practitioners with a more comprehensive perspective, this study aims to reveal whether the relationships examined differ according to customers’ social media usage intensity. An online survey with 228 social media users was conducted to test the constructs of interest. After testing the reliability and validity of the scales, regression analyses were used to test research hypotheses. PROCESS Macro Model 1 was employed to analyze the moderating role of social media usage intensity. Significant interaction effect(s) were probed with Johnson Neyman Technique to provide managers and researchers with more comprehensive insights. The results displayed that perceived social media agility positively impacts customer engagement behaviors. According to the moderating results, while social media usage intensity moderately moderates the positive effect of perceived social media agility on customer purchases, it does not moderate its positive impact on customer referrals, influence, and feedback. Johnson Neyman Technique results revealed that the positive effect of perceived social media agility on customer purchases is statistically significant across the entire range of social media usage intensity. However, when individuals who are high on perceived social media agility (relative to those who are low on it) perceive a brand as agile on social media, they are more willing to purchase its products/services.

Anahtar Kelimeler

• perceived social media agility
• customer engagement behaviors
• regression analyses
• process model 1
• johnson neyman approach

Algılanan Sosyal Medya Çevikliğinin Müşteri Katılım Davranışı Üzerindeki Etkisi: Sosyal Medya Kullanım Yoğunluğunun Düzenleyicilik Rolü

Öz

Bu çalışma algılanan sosyal medya çevikliğinin müşteri satın alımları, müşteri tavsiyeleri, müşteri etkileri ve müşteri geri bildirimleri/önerileri üzerinde pozitif etkisinin olup olmadığını test etmeyi amaçlamaktadır. Ayrıca bu çalışmada araştırmacılara ve yöneticilere daha kapsamlı bir bakış açısı sunmak için incelenen ilişkilerin, müşterilerin sosyal medya kullanım yoğunluğuna göre farklılaşıp farklılaşmadığının ortaya çıkarılması hedeflenmektedir. İlgili yapıları test etmek için, çevrimiçi anket yöntemiyle 228 sosyal medya kullanıcısından veriler elde edilmiştir. Ölçeklerin güvenirlilik ve geçerlilikleri test edildikten sonra hipotezler regresyon analizleri ile test edilmiştir. Algılanan sosyal medya kullanım yoğunluğunun düzenleyicilik rolünü analiz etmek için PROCESS Makro Model 1 kullanılmıştır. Araştırmacılara ve yöneticilere düzenleyici etkiler ile ilgili daha kapsamlı bilgiler sunmak için istatistiksel olarak anlamlı çıkan düzenleyici etki(ler) Johnson Neyman yöntemi ile irdelenmiştir. Elde edilen sonuçlara göre, algılanan sosyal medya çevikliği müşteri katılım davranışlarını olumlu olarak etkilemektedir. Düzenleyicilik analizlerinden elde edilen sonuçlara göre; sosyal medya kullanım yoğunluğu algılanan sosyal medya çevikliğinin müşteri katılım davranışları üzerindeki pozitif etkisini kısmi olarak olumlu yönde düzenlerken; müşteri teşvikleri, müşteri etkileri ve müşteri geri bildirimleri üzerindeki pozitif etkisini düzenlememektedir. Johnson Neyman yönteminden elde edilen bulgulara göre ise; algılanan sosyal medya çevikliğinin müşteri satın alımları üzerindeki olumlu etkisi, sosyal medya kullanım yoğunluğunun tüm seviyelerinde istatistiksel olarak anlamlı çıkmıştır. Ancak, sosyal medya kullanım yoğunluğu yüksek olan bireyler (düşük olanlara kıyasla) bir markayı sosyal medyada çevik olarak algıladıklarında, o markanın ürünlerini veya hizmetlerini satın almada daha istekli davranmaktadırlar.

Anahtar Kelimeler

• algılanan sosyal medya çevikliği
• müşteri katılım davranışları
• regresyon analizi
• process model 1
• johnson neyman yaklaşımı

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