Araştırma Makalesi
BibTex RIS Kaynak Göster

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

Yıl 2022, Cilt: 3 Sayı: 1, 96 - 122, 30.06.2022
https://doi.org/10.54733/smar.1118974

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.

Kaynakça

  • Avcılar, M. Y., Güreş, N., Bozkurt, S., & Açar, M. F. (2021). Çevrimiçi alışveriş bağlamında tüketiciler tarafından algılanan gizlilik endişesinin kişisel bilgi koruma davranışına etkisi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30(3), 181-197.
  • Bernard, Y., Collange, V., Ingarao, A., & Zarrouk-Karoui, S. (2020). Products labeled as “made in domestic country”: The brand matters. European Journal of Marketing, 54(12), 2965-2987.
  • Blau, P. M. (1964). Exchange and Power in Social Life. John Wiley.
  • Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
  • Bozkurt, B. (2021), Pazarlama Alanında En Sık Kullanılan Process Makro Modellerinin Veri Setleriyle İncelenmesi (1. Baskı), Ekin Basım Dağıtım.
  • Bozkurt, S., Gligor, D. M., & Babin, B. J. (2021a). The role of perceived firm social media interactivity in facilitating customer engagement behaviors. European Journal of Marketing, 55(4), 995-1022.
  • Bozkurt, S., Gligor, D., & Gligor, N. (2021c). Investigating the impact of psychological customer engagement on customer engagement behaviors: The moderating role of customer commitment. Journal of Marketing Analytics, 1-17.
  • Bozkurt, S., Gligor, D., & Hollebeek, L. D. (2021b). Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers. Psychology & Marketing, 38(11), 1895-1910.
  • Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149-162.
  • Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.
  • Chuah, S. H. W., Aw, E. C. X., & Tseng, M. L. (2020). The missing link in the promotion of customer engagement: The roles of brand fan page attractiveness and agility. Internet Research, 31(2), 1066-2243.
  • Chuang, S. H. (2020). Co-creating social media agility to build strong customer-firm relationships. Industrial Marketing Management, 84, 202-211.
  • Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900.
  • Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67.
  • Fornell, C., & Larker, D. F. (1981). Structural equation modeling and regression: Guidelines for research practice. Journal of Marketing Research, 18(1), 39–50.
  • France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23(2), 119-136.
  • Gligor, D. M., Holcomb, M. C., & Stank, T. P. (2013). A multidisciplinary approach to supply chain agility: Conceptualization and scale development. Journal of Business Logistics, 34(2), 94-108.
  • Gligor, D., & Bozkurt, S. (2021). The role of perceived social media agility in customer engagement. Journal of Research in Interactive Marketing, 15(1), 125-146.
  • Gligor, D., & Bozkurt, S. (2022). The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement. Journal of Product & Brand Management, 31(1), 96-109.
  • Gligor, D., Bozkurt, S., & Russo, I. (2019b). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59-69.
  • Gligor, D., Bozkurt, S., Welch, E., & Gligor, N. (2022). An exploration of the impact of gender on customer engagement. Journal of Marketing Communications, 1-24.
  • Gligor, D., Gligor, N., Holcomb, M., & Bozkurt, S. (2019a). Distinguishing between the concepts of supply chain agility and resilience: A multidisciplinary literature review. The International Journal of Logistics Management, 30(2), 467-487.
  • Gunasekaran, A., Yusuf, Y. Y., Adeleye, E. O., Papadopoulos, T., Kovvuri, D., & Geyi, D. A. G. (2019). Agile manufacturing: an evolutionary review of practices. International Journal of Production Research, 57(15-16), 5154-5174.
  • Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2013). Multivariate Data Analysis (7th Edition). Pearson.
  • Hayes, A. F. (2022). Introduction to Mediation, Moderation, and Conditional Process, Analysis: A Regression‐Based Approach (3rd Edition). Guilford Press.
  • Hildebrand, C., & Schlager, T. (2019). Focusing on others before you shop: Exposure to Facebook promotes conventional product configurations. Journal of The Academy of Marketing Science, 47(2), 291-307.
  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
  • Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y. (2019). Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 95(1), 10-23.
  • Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter? Journal of Retailing and Consumer Services, 53, 101980.
  • Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
  • Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th Edition). Guilford publications.
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
  • Kumar, V. (2013). Profitable Customer Engagement: Concept, Metrics and Strategies. SAGE Publications India.
  • Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514.
  • Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: Capturing the time-varying effects. Journal of The Academy of Marketing Science, 45(2), 268-288.
  • Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.
  • Mickens, D. (2012). 60% of Consumers Expect Brands to Respond on Social Media, https://mashable.com/archive/brand-social-media-comments#vK5xc6rdCaqp (Erişim Tarihi: 19 Mayıs 2022).
  • Nadeem, W., Khani, A. H., Schultz, C. D., Adam, N. A., Attar, R. W., & Hajli, N. (2020). How social presence drives commitment and loyalty with online brand communities? The role of social commerce trust. Journal of Retailing and Consumer Services, 55, 102136.
  • Nielsen (2012). Consumer Trust in Online, Social and Mobile Advertising Grows, https://www.nielsen.com/us/en/insights/article/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/ (Erişim tarihi: 19 Mayıs 2022).
  • Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of The Academy of Marketing Science, 45(3), 294-311.
  • Pittman, T. (2020). Why ratings and reviews are important for your business, https://www.bazaarvoice.com/blog/why-ratings-and-reviews-are-important-for-your-business/ (Erişim tarihi: 6 Haziran 2022).
  • Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.
  • Rhoades, L., & Eisenberger, R. (2002). Perceived organizational support: A review of the literature. Journal of Applied Psychology, 87(4), 698.
  • Saridakis, C., Baltas, G., Oghazi, P., & Hultman, M. (2016). Motivation recipes for brand‐related social media use: A Boolean—fsQCA approach. Psychology & Marketing, 33(12), 1062-1070.
  • Shao, W., Jones, R. G., & Grace, D. (2015). Brandscapes: Contrasting corporate-generated versus consumer-generated media in the creation of brand meaning. Marketing Intelligence & Planning, 33(3), 414-443.
  • Statista (2022a). What is your expected response time for social media questions or complaints?, https://www.statista.com/statistics/808477/expected-response-time-for-social-media-questions-or-complaints/ (Erişim Tarihi: 19 Mayıs 2022).
  • Statista (2022b). Number of social network users worldwide from 2017 to 2025, https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Erişim Tarihi: 19 Mayıs 2022).
  • Statista (2022c). Daily time spent on social networking by internet users worldwide from 2012 to 2022, https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/ (Erişim Tarihi: 19 Mayıs 2022).
  • Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review, 58(4), 13-35.
  • Utkarsh & Gupta, R. K. (2022). Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective. Journal of Retailing and Consumer Services, 65, 102879.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  • Verleye, K., Gemmel, P., & Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders: Evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84.
  • Yusuf, Y. Y., Sarhadi, M., & Gunasekaran, A. (1999). Agile manufacturing: The drivers, concepts and attributes. International Journal of Production Economics, 62(1-2), 33-43.
  • Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27.
  • Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of Consumer Research, 9(2), 123–131.

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

Yıl 2022, Cilt: 3 Sayı: 1, 96 - 122, 30.06.2022
https://doi.org/10.54733/smar.1118974

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.

Kaynakça

  • Avcılar, M. Y., Güreş, N., Bozkurt, S., & Açar, M. F. (2021). Çevrimiçi alışveriş bağlamında tüketiciler tarafından algılanan gizlilik endişesinin kişisel bilgi koruma davranışına etkisi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30(3), 181-197.
  • Bernard, Y., Collange, V., Ingarao, A., & Zarrouk-Karoui, S. (2020). Products labeled as “made in domestic country”: The brand matters. European Journal of Marketing, 54(12), 2965-2987.
  • Blau, P. M. (1964). Exchange and Power in Social Life. John Wiley.
  • Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
  • Bozkurt, B. (2021), Pazarlama Alanında En Sık Kullanılan Process Makro Modellerinin Veri Setleriyle İncelenmesi (1. Baskı), Ekin Basım Dağıtım.
  • Bozkurt, S., Gligor, D. M., & Babin, B. J. (2021a). The role of perceived firm social media interactivity in facilitating customer engagement behaviors. European Journal of Marketing, 55(4), 995-1022.
  • Bozkurt, S., Gligor, D., & Gligor, N. (2021c). Investigating the impact of psychological customer engagement on customer engagement behaviors: The moderating role of customer commitment. Journal of Marketing Analytics, 1-17.
  • Bozkurt, S., Gligor, D., & Hollebeek, L. D. (2021b). Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers. Psychology & Marketing, 38(11), 1895-1910.
  • Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149-162.
  • Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.
  • Chuah, S. H. W., Aw, E. C. X., & Tseng, M. L. (2020). The missing link in the promotion of customer engagement: The roles of brand fan page attractiveness and agility. Internet Research, 31(2), 1066-2243.
  • Chuang, S. H. (2020). Co-creating social media agility to build strong customer-firm relationships. Industrial Marketing Management, 84, 202-211.
  • Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900.
  • Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67.
  • Fornell, C., & Larker, D. F. (1981). Structural equation modeling and regression: Guidelines for research practice. Journal of Marketing Research, 18(1), 39–50.
  • France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23(2), 119-136.
  • Gligor, D. M., Holcomb, M. C., & Stank, T. P. (2013). A multidisciplinary approach to supply chain agility: Conceptualization and scale development. Journal of Business Logistics, 34(2), 94-108.
  • Gligor, D., & Bozkurt, S. (2021). The role of perceived social media agility in customer engagement. Journal of Research in Interactive Marketing, 15(1), 125-146.
  • Gligor, D., & Bozkurt, S. (2022). The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement. Journal of Product & Brand Management, 31(1), 96-109.
  • Gligor, D., Bozkurt, S., & Russo, I. (2019b). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59-69.
  • Gligor, D., Bozkurt, S., Welch, E., & Gligor, N. (2022). An exploration of the impact of gender on customer engagement. Journal of Marketing Communications, 1-24.
  • Gligor, D., Gligor, N., Holcomb, M., & Bozkurt, S. (2019a). Distinguishing between the concepts of supply chain agility and resilience: A multidisciplinary literature review. The International Journal of Logistics Management, 30(2), 467-487.
  • Gunasekaran, A., Yusuf, Y. Y., Adeleye, E. O., Papadopoulos, T., Kovvuri, D., & Geyi, D. A. G. (2019). Agile manufacturing: an evolutionary review of practices. International Journal of Production Research, 57(15-16), 5154-5174.
  • Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2013). Multivariate Data Analysis (7th Edition). Pearson.
  • Hayes, A. F. (2022). Introduction to Mediation, Moderation, and Conditional Process, Analysis: A Regression‐Based Approach (3rd Edition). Guilford Press.
  • Hildebrand, C., & Schlager, T. (2019). Focusing on others before you shop: Exposure to Facebook promotes conventional product configurations. Journal of The Academy of Marketing Science, 47(2), 291-307.
  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
  • Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y. (2019). Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 95(1), 10-23.
  • Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter? Journal of Retailing and Consumer Services, 53, 101980.
  • Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
  • Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th Edition). Guilford publications.
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
  • Kumar, V. (2013). Profitable Customer Engagement: Concept, Metrics and Strategies. SAGE Publications India.
  • Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514.
  • Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: Capturing the time-varying effects. Journal of The Academy of Marketing Science, 45(2), 268-288.
  • Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.
  • Mickens, D. (2012). 60% of Consumers Expect Brands to Respond on Social Media, https://mashable.com/archive/brand-social-media-comments#vK5xc6rdCaqp (Erişim Tarihi: 19 Mayıs 2022).
  • Nadeem, W., Khani, A. H., Schultz, C. D., Adam, N. A., Attar, R. W., & Hajli, N. (2020). How social presence drives commitment and loyalty with online brand communities? The role of social commerce trust. Journal of Retailing and Consumer Services, 55, 102136.
  • Nielsen (2012). Consumer Trust in Online, Social and Mobile Advertising Grows, https://www.nielsen.com/us/en/insights/article/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/ (Erişim tarihi: 19 Mayıs 2022).
  • Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of The Academy of Marketing Science, 45(3), 294-311.
  • Pittman, T. (2020). Why ratings and reviews are important for your business, https://www.bazaarvoice.com/blog/why-ratings-and-reviews-are-important-for-your-business/ (Erişim tarihi: 6 Haziran 2022).
  • Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.
  • Rhoades, L., & Eisenberger, R. (2002). Perceived organizational support: A review of the literature. Journal of Applied Psychology, 87(4), 698.
  • Saridakis, C., Baltas, G., Oghazi, P., & Hultman, M. (2016). Motivation recipes for brand‐related social media use: A Boolean—fsQCA approach. Psychology & Marketing, 33(12), 1062-1070.
  • Shao, W., Jones, R. G., & Grace, D. (2015). Brandscapes: Contrasting corporate-generated versus consumer-generated media in the creation of brand meaning. Marketing Intelligence & Planning, 33(3), 414-443.
  • Statista (2022a). What is your expected response time for social media questions or complaints?, https://www.statista.com/statistics/808477/expected-response-time-for-social-media-questions-or-complaints/ (Erişim Tarihi: 19 Mayıs 2022).
  • Statista (2022b). Number of social network users worldwide from 2017 to 2025, https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ (Erişim Tarihi: 19 Mayıs 2022).
  • Statista (2022c). Daily time spent on social networking by internet users worldwide from 2012 to 2022, https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/ (Erişim Tarihi: 19 Mayıs 2022).
  • Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review, 58(4), 13-35.
  • Utkarsh & Gupta, R. K. (2022). Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective. Journal of Retailing and Consumer Services, 65, 102879.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  • Verleye, K., Gemmel, P., & Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders: Evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84.
  • Yusuf, Y. Y., Sarhadi, M., & Gunasekaran, A. (1999). Agile manufacturing: The drivers, concepts and attributes. International Journal of Production Economics, 62(1-2), 33-43.
  • Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27.
  • Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of Consumer Research, 9(2), 123–131.
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Sıddık Bozkurt 0000-0002-3985-5925

Yayımlanma Tarihi 30 Haziran 2022
Gönderilme Tarihi 20 Mayıs 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 1

Kaynak Göster

APA Bozkurt, S. (2022). Algılanan Sosyal Medya Çevikliğinin Müşteri Katılım Davranışı Üzerindeki Etkisi: Sosyal Medya Kullanım Yoğunluğunun Düzenleyicilik Rolü. Sosyal Mucit Academic Review, 3(1), 96-122. https://doi.org/10.54733/smar.1118974