Yıl 2020, Cilt 10 , Sayı 20, Sayfalar 39 - 50 2020-04-30

Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content

Vehbi GORGULU [1] , Mehmet GURUZ [2]


Online social networks have become an important element of consumers’ daily communication patterns. As a result of online social networks’ immense popularity, marketing communication scholars have started focusing on brand-related activities on social media to provide insights and future directors for marketers about the existing and potential trends. As consumers spend more time on social media, engagement with brand-related social media contents intensifies. The current study aims to explore how brand ownership impacts on content consumption, contribution and creation patterns of Instagram users. The study also explores how these patterns influences uses and gratifications Instagram users derive from involving in content-related practices. Findings revealed brand ownership determined content consumption, content contribution and content creation on Instagram. The ß coefficients indicate the highest relationship between brand ownership and content creation (ß= ,462, t=5.569, p=,000), followed by the relation between brand ownership and content contribution (ß= ,444, t=8.081, p=,000) and content consumption (ß= ,296, t=4.504, p=,000). Contributions and implications of the research and findings are discussed at the last part of the study.
Brand ownership, social media content, COBRA typology, Instagram, uses and gratifications
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Birincil Dil en
Konular Sosyal
Bölüm Makaleler
Yazarlar

Orcid: 0000-0001-6248-7289
Yazar: Vehbi GORGULU (Sorumlu Yazar)
Kurum: İSTANBUL BİLGİ ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0002-2254-9972
Yazar: Mehmet GURUZ
Kurum: İSTANBUL BİLGİ ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 23 Şubat 2020
Kabul Tarihi : 9 Nisan 2020
Yayımlanma Tarihi : 30 Nisan 2020

Bibtex @araştırma makalesi { yalovasosbil693056, journal = {Yalova Sosyal Bilimler Dergisi}, issn = {2146-1333}, eissn = {2146-1406}, address = {}, publisher = {Yalova Üniversitesi}, year = {2020}, volume = {10}, pages = {39 - 50}, doi = {}, title = {Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content}, key = {cite}, author = {Gorgulu, Vehbi and Guruz, Mehmet} }
APA Gorgulu, V , Guruz, M . (2020). Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content . Yalova Sosyal Bilimler Dergisi , 10 (20) , 39-50 . Retrieved from https://dergipark.org.tr/tr/pub/yalovasosbil/issue/54073/693056
MLA Gorgulu, V , Guruz, M . "Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content" . Yalova Sosyal Bilimler Dergisi 10 (2020 ): 39-50 <https://dergipark.org.tr/tr/pub/yalovasosbil/issue/54073/693056>
Chicago Gorgulu, V , Guruz, M . "Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content". Yalova Sosyal Bilimler Dergisi 10 (2020 ): 39-50
RIS TY - JOUR T1 - Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content AU - Vehbi Gorgulu , Mehmet Guruz Y1 - 2020 PY - 2020 N1 - DO - T2 - Yalova Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 39 EP - 50 VL - 10 IS - 20 SN - 2146-1333-2146-1406 M3 - UR - Y2 - 2020 ER -
EndNote %0 Yalova Sosyal Bilimler Dergisi Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content %A Vehbi Gorgulu , Mehmet Guruz %T Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content %D 2020 %J Yalova Sosyal Bilimler Dergisi %P 2146-1333-2146-1406 %V 10 %N 20 %R %U
ISNAD Gorgulu, Vehbi , Guruz, Mehmet . "Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content". Yalova Sosyal Bilimler Dergisi 10 / 20 (Nisan 2020): 39-50 .
AMA Gorgulu V , Guruz M . Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content. Yalova Sosyal Bilimler Dergisi. 2020; 10(20): 39-50.
Vancouver Gorgulu V , Guruz M . Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content. Yalova Sosyal Bilimler Dergisi. 2020; 10(20): 39-50.
IEEE V. Gorgulu ve M. Guruz , "Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content", Yalova Sosyal Bilimler Dergisi, c. 10, sayı. 20, ss. 39-50, Nis. 2020