SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ ETNOSENTRİZMİNE ETKİSİNDE GELİRİN DÜZENLEYİCİ ROLÜ

Öz

Dijitalleşen dünyada sosyal medya pazarlaması, markalar ve tüketiciler arasındaki etkileşimi köklü bir şekilde dönüştürmektedir; bu süreç, tüketici etnosentrizmi gibi uzun süredir var olan kavramları yeni bağlamlarda yeniden ele almayı gerektirir. Bu araştırma, sosyal medya pazarlamasının tüketici etnosentrizmi üzerindeki etkisini ve gelir düzeyinin bu etkide düzenleyici bir rol oynayıp oynamadığını incelemeyi amaçlamaktadır. Karabük'te yaşayan 439 birey üzerinde yapılan anket çalışmasıyla, sosyal medya pazarlama aktivitelerinin tüketici etnosentrizmi üzerinde pozitif bir etkisi olduğu ve gelir düzeyinin bu ilişkide önemli bir düzenleyici rol oynadığı tespit edilmiştir. Sonuçlar, yüksek gelirli bireylerin sosyal medya pazarlama faaliyetlerinden daha fazla etkilendiğini ve bu durumun tüketici etnosentrizmi üzerinde daha belirgin bir etki yarattığını göstermektedir. Bu bulgular, pazarlama stratejilerinin gelir seviyesi farklılıklarını göz önünde bulundurarak tasarlanması gerektiğine işaret etmektedir.

Anahtar Kelimeler

• SOSYAL MEDYA
• TÜKETİCİ ETNOSENTRİZMİ
• GELİR
• SOSYAL MEDYA PAZARLAMA
• HAYES PROCESS

The Moderating Role of Income in The Effect of Social Media Marketing on Consumer Ethnocentrism

Öz

In the digitalizing world, social media marketing fundamentally transforms the interaction between brands and consumers, necessitating the reevaluation of long-standing concepts like consumer ethnocentrism within new contexts. This research aims to examine the impact of social media marketing on consumer ethnocentrism and whether income level plays a moderating role in this effect. A survey conducted on 439 individuals living in Karabük revealed that social media marketing activities have a positive effect on consumer ethnocentrism, and income level significantly moderates this relationship. The results indicate that individuals with higher income levels are more influenced by social media marketing activities, leading to a more pronounced effect on consumer ethnocentrism. These findings suggest that marketing strategies should be designed considering income level differences.

Anahtar Kelimeler

• SOCIAL MEDIA
• CONSUMER ETHNOCENTRISM
• INCOME
• SOCIAL MEDIA MARKETING
• HAYES PROCESS

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