TÜKETÜKETİCİLERİN SOSYAL AĞ SİTELERİNDEKİ REKLAMLARA YÖNELİK TUTUMLARININ SATINALMA DAVRANIŞLARI ÜZERĠNE ETKİSİ: FACEBOOK ÖRNEĞi

Yıl 2012, Sayı: 8, 0 - , 13.05.2015

İpek Kazançoğlu Elif Üstündağlı

Öz

İnternette yer alan sosyal ağ siteleri, birer iletişim ve reklam aracı olarak, hedef alınacak tüketicilerin gruplandırılmasında ve mesajların iletilmesinde firmalar tarafından kullanılmaya başlanmıştır. Bu siteler, firmaların mevcut müşterilerle gerçek zamanlı karşılıklı iletişim kurmalarını sağlayarak, potansiyel müşterilere ulaşmaya yardımcı olmaktadır. Ayrıca hedef kitle arasında bilinirliği artırarak, kurumsal itibara olumlu yönde katkı sağlamaktadır. Araştırmanın amacı, Facebook‟u aktif olarak kullanan bireylerin Facebook‟ta yayınlanan reklamlara yönelik tutumlarını ve bu tutumların satın alma davranışı üzerindeki etkisini incelemektir. Araştırmada kolayda örnekleme yöntemi ile internet ortamında Facebook kullanıcı-larından 409 kullanılabilir anket elde edilmiĢtir. Araştırma sonunda elde edilen bulgular doğrultusunda, tüketici tutumunun oluĢmasında Facebook‟a girme sıklığının değil, Facebook‟ta geçirilen zamanın ve Facebook reklamlarına yönelik tüketici dikkatinin etkili olduğunu ortaya koymuştur. Araştırmanın en dikkat çekici bulgusu, Facebook reklamlarına yönelik olumsuz tutumun satın alma davranışını olumsuz yönde etkilediğidir. Bu açıdan firmaların tutundurma karmalarına Facebook reklamlarını dahil etmeleri sorgulanması gereken bir kavram olarak karşımıza çıkmaktadır.

Anahtar Kelimeler

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