Öz
Yoğunlaşan rekabet ortamı ticari faaliyetlerinin bir kısmını veya tamamını çevrimiçi ağlar aracılığıyla gerçekleştiren işletmelerin tüketici rezonansı oluşturarak, tüketicinin satın alma niyetini, kendi ürün ve hizmetleri lehine değiştirmeye zorlamaktadır. Bu amaçla kullanılan sosyal medya, çevrimiçi dijital platformlarda kullanıcıların etkin iletişim sağladıkları, fikir alışverişinde bulundukları ve kendileri veya başkaları tarafından üretilmiş olan içerikleri paylaştıkları web tabanlı ağları ifade etmektedir. Tüketiciler ile yeni nesil iletişim kurma kanalları olan sosyal ağlar ise tüketici rezonansını sağlamada büyük önem taşımaktadır. Ağızdan ağıza etkileşime benzeyen tüketici rezonansı; faydacı değer, hazsal değer, ilişki gücü, benzeşim, güven, normatif etki, kendini gösterme ve bilgi etkisi boyutlarından oluşmaktadır. Bu makalede, tüketici rezonansının tüketicinin satın alma niyeti üzerindeki etkisini ölçmeye yönelik yüz yüze anket uygulaması şeklinde yapılan bir saha araştırmasına ilişkin veriler ve değerlendirme sonuçları bulunmaktadır.
Anahtar Kelimeler
Dijital Pazarlama Satın alma Niyeti Sosyal Medya Sosyal Medya Alışverişi Tüketici Rezonansı
Kaynakça
- Abdul Talib, Y., & Mat Saat, R. (2017). Socialproof in social media shopping: An experimental design research. SHS Web of Conferences, 34, p. 2005.
- Alaimo, C., & Kallinikos, J. (2017). Computing theeveryday: Socialmedia as dataplatforms, The Information Society, 33(4), 175-191.
- Brock C., Blut M., Linzmajer M., Zimmer B., & Iyer G.R. (2016). An empirical examination of drivers impacting usage intentions of social media shopping. In: Groza M., Ragland C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
- Çağıl, A. (2017). Ssosyal medya ile dijital pazarlama, Dikeyeksen Yayıncılık.
- Duane, A., O'Reilly, P., &Andreev, P. (2014). Realising m-payments: modelling consumers' willingnesst o m-pay using smart phones. Behaviour& Information Technology, 33(4), 318-334.
- Erdoğmuş Z, İ. (2015). Sosyal Medyada Ticaret: Instagram Üzerinden Satış, Çevrimiçi Satış Bugünden Geleceğe Bir Potansiyel, Nobel Akademik.
- Hoffman, D. L., & Fodor, M. (2010). Can you measure the roi of your social media marketing. MIT Sloan Management Review, 52(1), 41-49.
- Hsu, C.-L., Chen, M.-C., Kikuchi, K., & Machida, I. (2017). Elucidating the determinants of purchase intention toward social shopping sites: A comparativestudy of Taiwanand Japan, Telematics and Informatics, 34(4), 326-338.
- Hu, T.L., Li, Y.Z., Kao, K.Y., & Lin, M.J. (2016). A study on brand experience, brand awareness, brand resonance and brand loyalty: an empirical ınvestigation of the smart phone, Proceedings of 2nd International Conference on Business Finance and Management Held on 13th –14th July 2016.
- Hu, X., Huang, Q., Zhong, X., Davison, R. M., & Zhao, D. (2016). The influence of peer characteristics and technical features of a social shopping website on a consumer’spurchase intention, International Journal of Information Management, 36(6-B), 1218-1230.
- Keller, K.L. (2013). Strategic Brand Management, 4th Edition,Upper Saddle River, NJ: Pearson Prentice Hall.
- Kim, H., Kim, J., & Huang, R. (2014). Social capital in the Chinese virtual community: ımpacts on the social shopping model for social media, Global Economic Review, 43(1), 3-24.
- Latif, W.B., Islam, M.A., & Noor, I.M. (2014). Building brand resonance in a competitive environment: a conceptual model, Advances in Environmental Biology, 8(9), 593-601.
- Li, C.-Y. (2019). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website, Technological Forecasting and Social Change, 144, 282-294.
- Madni, G. R. (2014). Consumer’s behavior and effectiveness of social media. Global Journal of Management and Business Research:E Marketing, 14(8), 56-62.
- McCorkindale, T. (2010). Can you see the writing on my wall? a content analysis of the fortune 100’s facebook social networking sites, Public Relations Journal, 4(3), 1-13.
- Özeltürkay, E. Y., Bozyiğit, S., & Gülmez, M. (2017). Instagram’dan alışveriş yapan tüketicilerin satın alma davranışları: keşifsel bir çalışma, Marmara Üniversitesi Öneri Dergisi, 12(48), 175-198.
- Peelan,E. & Beltman, R. (2013). Customer Relationship Management, Second Edition, Pearson.
- Raut, U.R. (2015). Analysis of Brand Resonance amongst Young Consumers with Reference to Select Product Categorıes, PhD Dissertation in Business and Management Studies under Thesis Co-Supervision Agreement.
- Russel, M. G. (2009). A call for creativity in new metricsfor liquid media, Journal of Interactive Advertising, 9(2), 44-61.
- Ryan, D., (2014). Digital Marketing, Marketing Strategies for Engaging the digital Generation, Kogan Page Ltd.
- Sayımer, İ., (2008). Sanal Ortamda Halkla İlişkiler, Beta Yayınları, İstanbul.
- Shang, S. S., Wu, Y. L., & Sie, Y. J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18-28.
- Solmaz, B., Tekin, G., Herzem, Z., & Demir, M., (2013), İnternet ve sosyal medya kullanımı üzerine bir uygulama, Selçuk Üniversitesi İletişim Dergisi, 7(4), 23-32. Solomon, M. R. (2013). Consumer Behavior: Buying, Having and Being (12th Edition), PrenticeHall, Inc.
- Tuğrul, T. O. (2014). Brand experience effects on consumer social media marketing perceptions and brand value. Journal of Global Strategic Management, 8(2), 37-45.
- Wearesocial (2020), Digital 2020 Turkey, (Erişim) https://datareportal.com/reports/digital-2020-turkey, 20 Nisan 2020.
- Yıldız, E., & Avcı, İ. (2019), Taraftar temelli marka değerinin marka rezonansı üzerine etkisi: Trabzonspor taraftarları üzerinde bir araştırma, JETAS, 7(1), 12-32.
- Yurdugül, H., & Sırakaya, D. A. (2013). Çevrimiçi öğrenme hazır bulunuşluluk ölçeği: Geçerlik ve güvenirlik çalışması. Eğitim ve Bilim, 38(169), 391-406.
- Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites, International Journal of Information Management, 51, 102043.
Öz
By establishing consumer resonance, businesses that carry out some or all of their intensive competitive environment business activities through online networks force consumers to change their purchasing intent in favor of their products and services. Social media used for this purpose refers to web-based networks where users communicate effectively, exchange ideas, and share content produced by themselves or others on online digital platforms. Social networks, which are new generation communication channels with consumers, are essential in ensuring consumer resonance. Like word-of-mouth interaction, consumer resonance has utilitarian value, practical value, relationship power, affinity, trust, normative effect, self-expression, and information effect dimensions. In this article, data and evaluation results for a field study conducted in the form of a face-to-face survey to measure the impact of consumer resonance on purchase intention.
Anahtar Kelimeler
Digital Marketing Purchase Intention Social Media Social Media Shopping Consumer Resonance
Kaynakça
- Abdul Talib, Y., & Mat Saat, R. (2017). Socialproof in social media shopping: An experimental design research. SHS Web of Conferences, 34, p. 2005.
- Alaimo, C., & Kallinikos, J. (2017). Computing theeveryday: Socialmedia as dataplatforms, The Information Society, 33(4), 175-191.
- Brock C., Blut M., Linzmajer M., Zimmer B., & Iyer G.R. (2016). An empirical examination of drivers impacting usage intentions of social media shopping. In: Groza M., Ragland C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
- Çağıl, A. (2017). Ssosyal medya ile dijital pazarlama, Dikeyeksen Yayıncılık.
- Duane, A., O'Reilly, P., &Andreev, P. (2014). Realising m-payments: modelling consumers' willingnesst o m-pay using smart phones. Behaviour& Information Technology, 33(4), 318-334.
- Erdoğmuş Z, İ. (2015). Sosyal Medyada Ticaret: Instagram Üzerinden Satış, Çevrimiçi Satış Bugünden Geleceğe Bir Potansiyel, Nobel Akademik.
- Hoffman, D. L., & Fodor, M. (2010). Can you measure the roi of your social media marketing. MIT Sloan Management Review, 52(1), 41-49.
- Hsu, C.-L., Chen, M.-C., Kikuchi, K., & Machida, I. (2017). Elucidating the determinants of purchase intention toward social shopping sites: A comparativestudy of Taiwanand Japan, Telematics and Informatics, 34(4), 326-338.
- Hu, T.L., Li, Y.Z., Kao, K.Y., & Lin, M.J. (2016). A study on brand experience, brand awareness, brand resonance and brand loyalty: an empirical ınvestigation of the smart phone, Proceedings of 2nd International Conference on Business Finance and Management Held on 13th –14th July 2016.
- Hu, X., Huang, Q., Zhong, X., Davison, R. M., & Zhao, D. (2016). The influence of peer characteristics and technical features of a social shopping website on a consumer’spurchase intention, International Journal of Information Management, 36(6-B), 1218-1230.
- Keller, K.L. (2013). Strategic Brand Management, 4th Edition,Upper Saddle River, NJ: Pearson Prentice Hall.
- Kim, H., Kim, J., & Huang, R. (2014). Social capital in the Chinese virtual community: ımpacts on the social shopping model for social media, Global Economic Review, 43(1), 3-24.
- Latif, W.B., Islam, M.A., & Noor, I.M. (2014). Building brand resonance in a competitive environment: a conceptual model, Advances in Environmental Biology, 8(9), 593-601.
- Li, C.-Y. (2019). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website, Technological Forecasting and Social Change, 144, 282-294.
- Madni, G. R. (2014). Consumer’s behavior and effectiveness of social media. Global Journal of Management and Business Research:E Marketing, 14(8), 56-62.
- McCorkindale, T. (2010). Can you see the writing on my wall? a content analysis of the fortune 100’s facebook social networking sites, Public Relations Journal, 4(3), 1-13.
- Özeltürkay, E. Y., Bozyiğit, S., & Gülmez, M. (2017). Instagram’dan alışveriş yapan tüketicilerin satın alma davranışları: keşifsel bir çalışma, Marmara Üniversitesi Öneri Dergisi, 12(48), 175-198.
- Peelan,E. & Beltman, R. (2013). Customer Relationship Management, Second Edition, Pearson.
- Raut, U.R. (2015). Analysis of Brand Resonance amongst Young Consumers with Reference to Select Product Categorıes, PhD Dissertation in Business and Management Studies under Thesis Co-Supervision Agreement.
- Russel, M. G. (2009). A call for creativity in new metricsfor liquid media, Journal of Interactive Advertising, 9(2), 44-61.
- Ryan, D., (2014). Digital Marketing, Marketing Strategies for Engaging the digital Generation, Kogan Page Ltd.
- Sayımer, İ., (2008). Sanal Ortamda Halkla İlişkiler, Beta Yayınları, İstanbul.
- Shang, S. S., Wu, Y. L., & Sie, Y. J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18-28.
- Solmaz, B., Tekin, G., Herzem, Z., & Demir, M., (2013), İnternet ve sosyal medya kullanımı üzerine bir uygulama, Selçuk Üniversitesi İletişim Dergisi, 7(4), 23-32. Solomon, M. R. (2013). Consumer Behavior: Buying, Having and Being (12th Edition), PrenticeHall, Inc.
- Tuğrul, T. O. (2014). Brand experience effects on consumer social media marketing perceptions and brand value. Journal of Global Strategic Management, 8(2), 37-45.
- Wearesocial (2020), Digital 2020 Turkey, (Erişim) https://datareportal.com/reports/digital-2020-turkey, 20 Nisan 2020.
- Yıldız, E., & Avcı, İ. (2019), Taraftar temelli marka değerinin marka rezonansı üzerine etkisi: Trabzonspor taraftarları üzerinde bir araştırma, JETAS, 7(1), 12-32.
- Yurdugül, H., & Sırakaya, D. A. (2013). Çevrimiçi öğrenme hazır bulunuşluluk ölçeği: Geçerlik ve güvenirlik çalışması. Eğitim ve Bilim, 38(169), 391-406.
- Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites, International Journal of Information Management, 51, 102043.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Research Article |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Haziran 2021 |
| Gönderilme Tarihi | 23 Ekim 2020 |
| Kabul Tarihi | 21 Mayıs 2021 |
| Yayımlandığı Sayı | Yıl 2021 Cilt: 9 Sayı: 1 |