Blogların Müşteri Adanmışlık Davranışı Üzerine Etkisine Yönelik Bir Çalışma

Öz

Marka iletişiminde yaşanan çarpıcı değişim ile şirketler, müşterileriyle bağlantı kurmak için sosyal medyayı dikkate almak ve yeni bir araç olarak kullanmak zorunda kalmışlardır. Bu çalışma, müşteri adanmışlığı kavramının önemini vurgulayan ve içerik, marka ve müşteri ile ilgili faktörlerin müşteri adanmışlığı ve nihayetinde blog sayfaları bağlamında çevrimiçi satın alma davranışları üzerindeki etkilerini inceleyen literatüre katkıda bulunmaktadır. Çalışmanın sonuçları markalara iletişim stratejilerinde içsel zevk ve biçim gibi içerikle ilgili faktörlerin etkili olduğu ve tüketicilerin çevrimiçi marka etkileşiminin ve topluluk hissinin de önemli olduğu bilgisiyle yardımcı olmaktadır. Anahtar Kelimeler: Müşteri Adanmışlığı, Sosyal Medya, Çevrimiçi Satın Alma Davranışları, Bloglar, Marka İletişimi JEL Sınıflandırması: M31

Anahtar Kelimeler

• Müşteri Adanmışlığı
• Sosyal Medya
• Çevrimiçi Satın Alma Davranışları
• Bloglar
• Marka İletişimi

An Investigation on the Influence of Blogs on Consumer Engagement Behaviour

Öz

With the dramatic changes in brand communication, companies urge to take Social Media seriously as a significant channel to connect with their customers. This study adds to the literature that emphasizes the significance of online customer engagement concept and analyses the effects of content, brand and customer related factors on customer engagement and eventually online purchasing behaviours within the context of blog pages. The study aids brands in their communication strategies with the knowledge that content related factors such as intrinsic enjoyment and format are most influential, where consumers’ online brand interactivity and sense of community are also important. Key Words: Customer Engagement, Social Media, Online Purchasing Behaviour, Blogs, Brand Communication JEL Classification: M31

Anahtar Kelimeler

• Customer Engagement
• Online Purchasing Behaviour
• Social Media
• Blogs
• Brand Communication

Kaynakça

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