Sosyal Medya Pazarlamasının Tüketicinin Moda Alanında Satın Alma Davranışına Etkisi

Yıl 2024, , 97 - 105, 30.10.2024

Melis Ece Özkan

https://doi.org/10.57120/yalvac.1538868

Öz

Özet: Tüketici tercihleri, şirketlerin satın alma davranışını etkilemek için kullandıkları belirli stratejilere bağlıdır. Her sektörün, tüketici tiplerin, ihtiyaç ve beklentilerine bağlı olarak farklı stratejileri vardır. Moda sektörünün belirli pazarlama stratejilerinin tüketicilerin satın alma davranışlarını nasıl etkilediğini ele almak için, bu makale, ulaşılabilirlik önyargısı, bandwagon etkisi, otorite önyargısı gibi bazı belirli sezgisel yöntemleri inceleyerek satın alma konusundaki önyargılı kararımızı ortaya koymayı ve bu önyargıların moda şirketleri ve pazarlama ajansları tarafından nasıl aktif olarak kullanıldığını ve bu önyargıların sosyal medyada pazarlama stratejilerine dönüşmesinden nasıl bilinçsizce etkilendiğimizi açıklamayı amaçlamaktadır. Dahası, Davranışsal Ekonomi üzerine bugüne kadar yapılan araştırmalara dayanarak, bu makale, markaların getirilerini en üst düzeye çıkarmak için bu bilişsel önyargıları kullanarak reklamlarına uygulayabilecekleri bazı stratejiler önermektedir.

Anahtar Kelimeler

Pazarlama, SMI, Moda, Tüketici Davranışı, Otorite Önyargısı, Bandwagon Önyargısı, Erişilebilirlik Önyargısı

Destekleyen Kurum

Horizon Academic Research Program

Teşekkür

I would like to express my deepest gratitude to Professor Edoardo Gallo, Assistant Professor and Director of Studies (Economics) at the University of Cambridge, for his invaluable guidance and expertise throughout the development of this research paper. His insights into the overall topics of this work and his teachings on behavioral biases have significantly enriched the quality and depth of this study. I am also profoundly thankful to Mr. Lucas Hunter, Program Director at Horizon Academic Research Program, for his meticulous support in shaping the structure and format of this research paper. His attention to detail and commitment to academic excellence were instrumental in ensuring the coherence and rigor of this work. I would also like to extend my appreciation to the Horizon Academic Research Program for providing a platform that facilitated this research and supported my academic endeavors. Their combined efforts and dedication have been critical to the successful completion of this research, and I am truly indebted to them for their support.

How Social Media Marketings Affects Consumer Purchasing Behaviour on Fashion

Öz

Abstract: Consumer preferences depend on the particular strategies used by companies to affect purchasing behavior. Each sector has different strategies depending on the consumer types and their needs and expectations. In order to address how specific marketing strategies of the fashion sector affects consumers purchasing behavior, this paper aims to expose our biased decision on purchasing by examining some particular heuristics like availability bias, bandwagon effect, authority bias and explaining how these biases are actively being used by fashion companies and marketing agencies and how we are unconsciously being affected by those biases turning into marketing strategies on social media. Furhermore, based on the researches made on Behavioral Economics so far, this paper proposes some strategies that brands can implement to their advertisements using these cognitive biases in order to maximize their return.

Anahtar Kelimeler

Marketing, SMIs, Fashion, Consumer Behaviour, Authority Bias, Bandwagon Bias, Availability Bias

Destekleyen Kurum

Horizon Academic Research Program

Teşekkür

Acknowledgements I would like to express my deepest gratitude to Professor Edoardo Gallo, Assistant Professor and Director of Studies (Economics) at the University of Cambridge, for his invaluable guidance and expertise throughout the development of this research paper. His insights into the overall topics of this work and his teachings on behavioral biases have significantly enriched the quality and depth of this study. I am also profoundly thankful to Mr. Lucas Hunter, Program Director at Horizon Academic Research Program, for his meticulous support in shaping the structure and format of this research paper. His attention to detail and commitment to academic excellence were instrumental in ensuring the coherence and rigor of this work. I would also like to extend my appreciation to the Horizon Academic Research Program for providing a platform that facilitated this research and supported my academic endeavors. Their combined efforts and dedication have been critical to the successful completion of this research, and I am truly indebted to them for their support.

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