Sosyal Medya Pazarlamasının Tüketicinin Moda Alanında Satın Alma Davranışına Etkisi

Yıl 2024, Cilt: 9 Sayı: 2, 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.

Kaynakça

• Barnard M., (2013). Fashion as Communication, Humanities, Social Sciences, p. 224, https://doi.org/10.4324/9781315013084
• Bindra S & Sharma D., & Parameswar N., & Dhir S., Paul J., (2022). Bandwagon effect revisited: A systematic review to develop future research agenda, Journal of Business Research, Volume 143, April 2022, Pages 305-317, Doi: https://doi.org/10.1016/j.jbusres.2022.01.085
• CFA Program Curriculum 2017 Level III, Volumes 1- 6
• Du R., (2022). Availability Heuristic: An Overview and Applications, 3rd international, vol.1, DOI: 10.54097/bem.v1i.2548
• Eicher, J. B., Sumberg B. (1995). World Fashion, Ethnic, and National Dress. Pp. 295-306 in Dress and Ethnicity: Change Across Space and Time, edited by Joanne B. Eicher. Washington D.C.: Berg. Emanuel E.J, Emanuel L.L. (1992). Four Models of the Physician-Patient Relationship. Jama, 267(16):2221–2226. doi:10.1001/jama.1992.03480160079038
• Evans, J. S. B., & Stanovich, K. E. (2013). Dual-process theories of higher cognition: Advancing the debate. Perspectives on Psychological Science, 8, 223-241. http://dx.doi.org/10.1177/1745691612460685
• Farjam M., (2020). The Bandwagon Effect in an Online Voting Experiment with Real Political Organizations,
• International Journal of Public Opinion Research, Volume 33, Issue 2, Summer 2021, Pages 412–421, https://doi.org/10.1093/ijpor/edaa00, Published: 14 June 2020
• Full Citation: Bloomberg’s CFA Prep. (n.d.). Bloomberg’s CFA Prep. https://www.bloombergprep.com/cfa? utm_source=google_ads&utm_medium=cpc&utm_campaign=20350477433&utm_term=cfa%202024&ut_content=665447618314&gclid=CjwKCAjwgZCoBhBnEiwAz35Rwm-YBqBJBEVwGiHH9O7tVjzl3e3fxU_gvFt6EoHeP_1oolE88vbH_xoCfJUQAvD_BwE. In-Text Citation: (Bloomberg’s CFA Prep, n.d.)
• Full Citation: Social Media Advertising - Global | Market Forecast. (n.d.). Statista. https://www.statista.com/outlook/dmo/digital-advertising/social-media-advertising/worldwide
• Gageler, L., and Van der Schee, J. (2016). Product placement on social media: A study on how generation y's brand perception and purchase intention are influenced. Jönköping University, International Business School Master’s Thesis in Business Administration. www.diva-portal.org/smash/get/diva2:934655/FULLTEXT01.pdf
• Garcia-Marques, T., & Mackie, D. M. (2001). The feeling of familiarity as a regulator of persuasive processing. Social Cognition, 19(1), 9–34. https://doi.org/10.1521/soco.19.1.9.18959
• Geyser, W. The State of Influencer Marketing 2022: Benchmark Report. Available online: https://influencermarketinghub.com/influencer-marketing-benchmark-report/ (accessed on 23 January 2023).
• Gunawan, D.D. & Huarng, K.H. (2015) Viral Effects of Social Network and Media on Consumers’ Purchase Intention. Journal of Business Research, 68, 2237-2241.
• Hameed F. & Malik I. A. & Hadi n. U. & Raza M. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude, Online Journal of Communication and Media Technologies 13(1):202309. DOI: 10.30935/ojcmt/12876
• Hardmeier S. (2008). The effects of published polls on citizens. In W. Donsbach & M. W. Traugott, (Eds), The Sage handbook in public opinion research (pp.504–513). Los Angeles: Sage.
• Horai, J., Naccari, N. and Fatoullah, E. (1974) The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking. Sociometry, 37, 601-606. https://doi.org/10.2307/2786431 In-Text Citation: (Social Media Advertising - Global | Market Forecast, n.d.)
• Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence and Planning, 37, 567-579. https://doi.org/10.1108/MIP-09-2018-0375
• Kahneman D., (2012). Thinking Fast and Slow, Penguin Books, London
• Kahneman D., 2003, Maps of Bounded Rationality: Psychology for Behavioral Economics, The American Economic Review, Vol. 93, No. 5 (Dec., 2003), pp. 1449-1475 (27 pages), Published By: American Economic Association. https://doi.org/10.1016/j.jbusres.2015.06.004
• Kahneman, D. & Frederick, S. (2002). Representativeness revisited: Attribute substitution in intuitive judgment. In T. Gilovich, D. Griffin, & D. Kahneman (Eds.). Heuristics and Biases: The Psychology of Intuitive Judgment (pp. 103-119). Cambridge: Cambridge University Press.
• Kangassalo L., Spapé M., Ravaja N., Ruotsalo T, Information gain modulates brain activity evoked by reading. Scientific Reports, 2020; 10 (1) DOI: 10.1038/s41598-020-63828-5
• Kangassalo, L., Spapé, M., Ravaja, N. (2020). Information gain modulates brain activity evoked by reading. Sci Rep 10, 7671. https://doi.org/10.1038/s41598-020-63828-5
• Korteling, J. E., & Toet, A. (2022). Cognitive biases. In Della Sala, S. (Ed.), Encyclopedia of behavioral neuroscience (2nd ed., pp. 610–619). Elsevier
• Kronrod, A. & Huber, J. (2018). Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference. International Journal of Research in Marketing. 36. 10.1016/j.ijresmar.2018.11.008.
• Lee J. E., Watkins B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions, Journal of Business Research, Volume 69, Issue 12, pp: 5753-5760, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2016.04.171.
• Levi-Faur, D. & Ginosar, A. (2010). Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity. Journal of Comparative Policy Analysis: Research and Practice. 12. 10.1080/13876988.2010.516512.
• Liu, H.H. & Wang, Y.N. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences. 7. 72-83. 10.12691/jbms-7-2-3.
• Madar, H., and Bar-Tal, Y. (2009). The experience of uncertainty among peritoneal dialysis patients. J. Adv. Nurs. 65, 1664–1669. doi: 10.1111/j.1365-2648.2009.05013.
• McNeil, S. L. (2018). Fashion and women’s self-concept: a typology for self-fashioning using clothing, Journal of Fashion Marketing and Management, Vol 22 (1), pp. 82-98, 10.1108/jfmm-09-2016-0077
• McNeill, F. (2018). Mass supervision, misrecognition and the ‘Malopticon’. Punishment and Society, doi:10.1177/1462474518755137
• Milosavljevic, M., Koch, C., & Rangel, A. (2011). Consumers can make decisions in as little as a third of a second. Judgment and Decision Making, 6(6), 520–530. https://doi.org/10.1017/S1930297500002485
• Mutz, D. C. (1998). Impersonal influence: How perceptions of mass collectives affect political attitudes. Cambridge University Press. https://doi.org/10.1017/CBO9781139175074
• Rieh, S. Y. (2002). Judgment of Information Quality and Cognitive Authority in the Web. JASIST. 53. 145-161. 10.1002/asi.10017.abs.
• Rüdiger, S.B. (2015). Bandwagon Effect, Wiley Online Library. https://doi.org/10.1002/9781118541555.wbiepc015 Schouten, A. & Janssen, L. & Verspaget, M. (2019). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising. 39. 1-24. 10.1080/02650487.2019.1634898.
• Schouten, Alexander & Janssen, Loes & Verspaget, Maegan. (2019). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising. 39. 1-24. 10.1080/02650487.2019.1634898.
• Simon H. A. (1954). Bandwagon and underdog effects and the possibility of election predictions. Public Opinion Quarterly, 18, 245–253.
• Smith, M.K. (2001). The Learning Organization. The Encyclopedia of Informal Education. http://www.infed.org/biblio/learning-organization.htm
• Solomon, M. R., & Schopler, J. (1982). Self-consciousness and clothing. Personality and Social Psychology Bulletin, 8(3), 508–514. https://doi.org/10.1177/0146167282083018
• Stanovich, K.E. and West, R.F. (2000). Individual Differences in Reasoning: Implications for the Rationality Debate. Behavioral and Brain Sciences, 23, 645-726. https://doi.org/10.1017/S0140525X00003435
• Stasiuk K. & Bar-Tal Y. & Maksymiuk Y. A., (2015). The Effect of Physicians' Treatment Recommendations on Their Epistemic Authority: The Medical Expertise Bias, Journal of Health Communication 21(1):1-8, DOI: 10.1080/10810730.2015.1049308
• Tice, D. M., Butler, J. L., Muraven, M. B., & Stillwell, A. M. (1995). When Modesty Prevails: Differential Favorability of Self-Presentation to Friends and Strangers. Journal of Personality and Social Psychology, 69, 1120-1138. http://dx.doi.org/10.1037//0022-3514.69.6.1120
• Trudeau, H.S. & Shobeiri, S. (2016). The relative impacts of experiential and transformational benefits on consumer-brand relationship. Journal of Product & Brand Management. 25. 586-599. 10.1108/JPBM-07-2015-0925.
• Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5(2), 207–232. https://doi.org/10.1016/0010-0285(73)90033-9
• Van Prooijen, J.-W., & van Vugt, M. (2018). Conspiracy Theories: Evolved Functions and Psychological Mechanisms. Perspectives on Psychological Science, 13(6), 770–788. https://doi.org/10.1177/1745691618774270
• Wason, P. C., & Evans, J. St. B. T. (1975). Dual Processes in Reasoning? Cognition, 3, 141-154. http://dx.doi.org/10.1016/0010-0277(74)90017-1
• Wiedmann, K.P. & Von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula?. Journal of Product & Brand Management. ahead-of-print. 10.1108/JPBM-06-2019-2442.
• Yadav, M. S., D Valck, K., Hennig-Thurau, T. et al. (2013). Social-Commerce: A Contingency Framework for Assessing Marketing Potential. Journal of Interactive Marketing, 27, 311-323. https://doi.org/10.1016/j.intmar.2013.09.001