Araştırma Makalesi
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PERCEIVED BENEFITS IN VIRTUAL BRAND COMMUNITIES: EXAMPLE OF “PLAYSTATION TÜRKİYE PLATFORMU”

Yıl 2022, Cilt: 3 Sayı: 1, 1 - 19, 30.06.2022

Öz

Consumers who meet around a brand with common values and feelings form brand communities. Today, with the development of social media platforms, the importance of virtual brand communities has increased. Determining the motivations of consumers in participating in these communities is crucial for businesses that want to manage their communities effectively. The fact that these communities create an engagement between the consumer and the brand has brought the issue of consumer brand interaction to the fore. This research aims to determine the effect of perceived benefits in virtual brand communities on consumer brand engagement. The research was carried out with the "Playstation Türkiye Platformu" members, a Facebook-based virtual brand community. The study's data, which was carried out with 386 participants, were analysed with the Structural Equation Model. The research results show a significant relationship between economic/information benefit and consumer brand engagement. In addition, statistically significant differences were found between the participants' age, occupation, income status and economic benefit.

Kaynakça

  • Akarsu, H., & Sever, N. S. (2019). Türkiye’de ad engagement kavramı: Akademi ve uzman perspektifinden bir değerlendirme. Erciyes İletişim Dergisi, (1), 203-224.
  • Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
  • Alagöz, S. B., Ekici, N., & İşlek, M. S. (2011). Brand communities in the axis of socializing customers: sample of Volkswagen beetle owners, Turkey. Ege Akademik Bakış 11(3), 465-477.
  • Appelbaum, A. (2001). The constant customer. URL: http://news.gallup.com/businessjounal/745/constant-customer.aspx, Erişim Tarihi: 8 Ağustos 2021.
  • Aslan, M., ve Öztürk, S. A. (2015). Marka topluluğundan beklenen faydalar ve markaya adanmışlık ilişkisi: Gnctrkcll marka topluluğu üyeleri üzerinde bir araştırma. Pazarlama Teorisi ve Uygulamaları Dergisi (1), 61-96.
  • Başar, E. E. (2018). Markalar sanal topluluklar aracılığı ile müşteri bağı oluşturabilirler mi? Ekev Akademi Dergisi, (73), 199-210.
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
  • Bough, B. B., & Agresta, S. (2011). Perspectives on social media marketing, part one-really understanding social media. cengage learning, URL: http://common. books24x7. com/toc. aspx. Erişim Tarihi: 12 Nisan 2021.
  • Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of marketing theory and practice, 17(1), 63-74.
  • Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication. (13), 210-230.
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.
  • Brown, M. & Cudeck, R., (1993). Alternative ways of assessing model fit. In: Bollen, K.A., Long, J.S. (Eds.), Testing Structural Equation Models. Sage, Newbury
  • Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram Ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
  • Carvalho, M. A. M. (2017). Drivers of customer brand engagement: An application to virtual brand communities on Facebook. Doctoral dissertation, Universidade do Porto, Portugal.
  • Chen, L., & Yan, X. (2018). Demand hierarchy model and its measurement for online brand community participation. International Journal of Electronic Marketing and Retailing, 9(2), 167-183.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Dholakia, U. M., & Algesheimer, R. (2010). Brand community. Wiley International Encyclopedia of Marketing.
  • Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
  • Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, (24), 100-109.
  • Elmasoğlu, K. (2017). Sanal marka topluluklarının markalama çerçevesinde kullanımı: PlayStation Türkiye Forumu örneği. Akdeniz İletişim Dergisi, (28), 224-240.
  • Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826.
  • Gambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner's standpoint. International Journal of Market Research, 54(5), 659-687.
  • George, D., & Mallery, P. (2010). SPSS for Windows step by step. A simple study guide and reference Boston, MA: Pearson Education, Inc.
  • Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review 35 (9), 855-857.
  • Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of The Academy Of Marketing Science, 26(2), 101-114.
  • Hagel, J., & Armstrong, A. G. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-141.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of İnteractive Marketing, 18(1), 38-52.
  • Hollebeek, L. (2011a). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal Of Marketing Management, 27(7-8), 785-807.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of İnteractive Marketing, 28(2), 149-165.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376.
  • Jing, Z., Sotheara, H., & Virak, M. (2017). The values of virtual brand community engagement of facebook brand page. International Journal of Management Science and Business Administration, 3(2), 17-30.
  • Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.
  • Kang, J., Tang, L. R., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: do active member participation and monetary sales promotions matter?. International Journal of Contemporary Hospitality Management.
  • Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics. (46), 1-12.
  • Knight, G. P., Virdin, L. M., Ocampo, K. A., & Roosa, M. (1994). An examination of the cross‐ethnic equivalence of measures of negative life events and mental health among Hispanic and Anglo‐American children. American Journal of Community Psychology, 22(6), 767-783.
  • Kumar, J., & Nayak, J. K. (2019). Consumer psychological motivations to customer brand engagement: a case of brand community. Journal of Consumer Marketing. 36(1), 168-177. Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578.
  • Madupu, V. ve Cooley, O. D. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147.
  • Malhotra, N. K., & Birks, D. F. (2000). Marketing research: An applied approach, European ed. Financial Times, Prentice-Hall, Harlow.
  • Maslow, A. H. (1954). The instinctoid nature of basic needs. Journal of Personality, 22, 326–347.
  • Morrongiello, C., N’Goala, G., & Kreziak, D. (2017). Customer psychological empowerment as a critical source of customer engagement. International Studies of Management & Organization, 47(1), 61-87.
  • Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
  • Nabivi, E. (2019). Sanal marka topluluklarına müşteri katılımını etkileyen faktörlerin belirlenmesi: Vodafone freezone marka topluluğu üzerine bir araştırma. (Yayımlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  • Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895.
  • Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of İnteractive Marketing, 21(2), 42-62.
  • Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of Product İnnovation Management, 26(4), 388-406.
  • Odabaşı, Y. (2019). Postmodern pazarlamayı anlamak. İstanbul: TheKitap, TheRoman, TheÇocuk Yayınları.
  • Ouwersloot, H., & Odekerken‐Schröder, G. (2008). Who's who in brand communities–and why?. European journal of marketing
  • Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane , 4-6.
  • Riskos, K., Hatzithomas, L., Dekoulou, P., & Tsourvakas, G. (2022). The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: A mediation model. Journal of Media Business Studies, 19(1), 1-28.
  • Sheldon, P. (2008). The relationship between unwillingness-to-communicate and students’ Facebook use. Journal of Media Psychology: Theories, Methods, and Applications, (20), 67-75
  • Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3), 255-270.
  • Sipahi, B. ve Yurtkoru, E. S., Çinko, M. (2010). Sosyal bilimlerde spss’le veri analizi, İstanbul: Beta Yayınevi.
  • Solem, B. A. A., & Pedersen, P. E. (2016). The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media. Journal of Marketing Management, 32(5-6), 445-468.
  • Sukoco, B. M., & Wu, W. Y. (2010). The personal and social motivation of customers participation in brand community. African Journal of Business Management, 4(5), 614-622.
  • Treadaway, C., & Smith, M. (2012). Facebook marketing: An hour a day. John Wiley & Sons.
  • Tseng, T. H., Huang, H. H., & Setiawan, A. (2017). How do motivations for commitment in online brand communities evolve? The distinction between knowledge-and entertainment-seeking motivations. Computers in Human Behavior, (77), 326-335. Uçar, M. E. (2017). Biliş ihtiyacı benlik saygısı tamamlama ihtiyacı ve kimlik stilleri arasındaki ilişkiler. Bartin Üniversitesi Egitim Fakültesi Dergisi, 6(2), 640. Vivek, S.D. (2009). A scale of consumer engagement. Doctoral dissertation. Department of Management/Marketing, University of Alabama. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism management, 25(6), 709-722. Wang, Y., Shi, J., Ma, S., Shi, G., & Yan, L. (2012). Customer interactions in virtual brand communities: Evidence from China. Journal of Global Information Technology Management, 15(2), 46-69. Weman, E. A. (2011). Consumer motivations to join a brand community on Facebook Master's thesis, Hanken School of Economics, Sweden. Yılmaz, Y.K. (2021). Tüketici marka katılımı teorisi çerçevesinde sosyal medyada tüketici katılımı. Instagram Anneleri Örneği. (Yayımlanmamış Doktora Tezi). Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya. Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895.

SANAL MARKA TOPLULUKLARINDA ALGILANAN FAYDALAR: “PLAYSTATION TÜRKİYE PLATFORMU” ÖRNEĞİ

Yıl 2022, Cilt: 3 Sayı: 1, 1 - 19, 30.06.2022

Öz

Ortak değer ve duygularla bir marka etrafında buluşan tüketiciler marka topluluklarını oluşturmaktadır. Günümüzde sosyal medya platformlarının gelişmesi ile sanal marka topluluklarının önemi artmıştır. Tüketicilerin bu topluluklara hangi motivasyonlarla katılım sağladığını belirleyebilmek, topluluklarını etkin yönetmek isteyen işletmeler açısından önemlidir. Bu toplulukların tüketici ve marka arasında bir etkileşim yaratması tüketici marka etkileşimi konusunu ön plana çıkarmıştır. Bu araştırmanın temel amacı sanal marka topluluklarında algılanan faydaların tüketici marka etkileşimi üzerindeki etkisini belirleyebilmektir. Araştırma Facebook tabanlı bir sanal marka topluluğu olan “Playstation Türkiye Platformu” üyeleri ile gerçekleştirilmiştir. 386 katılımcıyla gerçekleştirilen araştırmanın verileri yapısal eşitlik modeli ile analiz edilmiştir. Araştırma sonucuna göre ekonomik fayda ve bilgi faydası ile tüketici marka etkileşimi arasında anlamlı bir ilişki vardır. Ayrıca katılımcıların yaşı, mesleği ve gelir durumu ile ekonomik fayda arasında istatistiki olarak anlamlı farklılıklar bulunmuştur. 

Kaynakça

  • Akarsu, H., & Sever, N. S. (2019). Türkiye’de ad engagement kavramı: Akademi ve uzman perspektifinden bir değerlendirme. Erciyes İletişim Dergisi, (1), 203-224.
  • Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
  • Alagöz, S. B., Ekici, N., & İşlek, M. S. (2011). Brand communities in the axis of socializing customers: sample of Volkswagen beetle owners, Turkey. Ege Akademik Bakış 11(3), 465-477.
  • Appelbaum, A. (2001). The constant customer. URL: http://news.gallup.com/businessjounal/745/constant-customer.aspx, Erişim Tarihi: 8 Ağustos 2021.
  • Aslan, M., ve Öztürk, S. A. (2015). Marka topluluğundan beklenen faydalar ve markaya adanmışlık ilişkisi: Gnctrkcll marka topluluğu üyeleri üzerinde bir araştırma. Pazarlama Teorisi ve Uygulamaları Dergisi (1), 61-96.
  • Başar, E. E. (2018). Markalar sanal topluluklar aracılığı ile müşteri bağı oluşturabilirler mi? Ekev Akademi Dergisi, (73), 199-210.
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
  • Bough, B. B., & Agresta, S. (2011). Perspectives on social media marketing, part one-really understanding social media. cengage learning, URL: http://common. books24x7. com/toc. aspx. Erişim Tarihi: 12 Nisan 2021.
  • Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of marketing theory and practice, 17(1), 63-74.
  • Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication. (13), 210-230.
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.
  • Brown, M. & Cudeck, R., (1993). Alternative ways of assessing model fit. In: Bollen, K.A., Long, J.S. (Eds.), Testing Structural Equation Models. Sage, Newbury
  • Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram Ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
  • Carvalho, M. A. M. (2017). Drivers of customer brand engagement: An application to virtual brand communities on Facebook. Doctoral dissertation, Universidade do Porto, Portugal.
  • Chen, L., & Yan, X. (2018). Demand hierarchy model and its measurement for online brand community participation. International Journal of Electronic Marketing and Retailing, 9(2), 167-183.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Dholakia, U. M., & Algesheimer, R. (2010). Brand community. Wiley International Encyclopedia of Marketing.
  • Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
  • Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, (24), 100-109.
  • Elmasoğlu, K. (2017). Sanal marka topluluklarının markalama çerçevesinde kullanımı: PlayStation Türkiye Forumu örneği. Akdeniz İletişim Dergisi, (28), 224-240.
  • Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826.
  • Gambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner's standpoint. International Journal of Market Research, 54(5), 659-687.
  • George, D., & Mallery, P. (2010). SPSS for Windows step by step. A simple study guide and reference Boston, MA: Pearson Education, Inc.
  • Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review 35 (9), 855-857.
  • Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of The Academy Of Marketing Science, 26(2), 101-114.
  • Hagel, J., & Armstrong, A. G. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-141.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of İnteractive Marketing, 18(1), 38-52.
  • Hollebeek, L. (2011a). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal Of Marketing Management, 27(7-8), 785-807.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of İnteractive Marketing, 28(2), 149-165.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376.
  • Jing, Z., Sotheara, H., & Virak, M. (2017). The values of virtual brand community engagement of facebook brand page. International Journal of Management Science and Business Administration, 3(2), 17-30.
  • Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.
  • Kang, J., Tang, L. R., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: do active member participation and monetary sales promotions matter?. International Journal of Contemporary Hospitality Management.
  • Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics. (46), 1-12.
  • Knight, G. P., Virdin, L. M., Ocampo, K. A., & Roosa, M. (1994). An examination of the cross‐ethnic equivalence of measures of negative life events and mental health among Hispanic and Anglo‐American children. American Journal of Community Psychology, 22(6), 767-783.
  • Kumar, J., & Nayak, J. K. (2019). Consumer psychological motivations to customer brand engagement: a case of brand community. Journal of Consumer Marketing. 36(1), 168-177. Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578.
  • Madupu, V. ve Cooley, O. D. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147.
  • Malhotra, N. K., & Birks, D. F. (2000). Marketing research: An applied approach, European ed. Financial Times, Prentice-Hall, Harlow.
  • Maslow, A. H. (1954). The instinctoid nature of basic needs. Journal of Personality, 22, 326–347.
  • Morrongiello, C., N’Goala, G., & Kreziak, D. (2017). Customer psychological empowerment as a critical source of customer engagement. International Studies of Management & Organization, 47(1), 61-87.
  • Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
  • Nabivi, E. (2019). Sanal marka topluluklarına müşteri katılımını etkileyen faktörlerin belirlenmesi: Vodafone freezone marka topluluğu üzerine bir araştırma. (Yayımlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  • Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895.
  • Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of İnteractive Marketing, 21(2), 42-62.
  • Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of Product İnnovation Management, 26(4), 388-406.
  • Odabaşı, Y. (2019). Postmodern pazarlamayı anlamak. İstanbul: TheKitap, TheRoman, TheÇocuk Yayınları.
  • Ouwersloot, H., & Odekerken‐Schröder, G. (2008). Who's who in brand communities–and why?. European journal of marketing
  • Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane , 4-6.
  • Riskos, K., Hatzithomas, L., Dekoulou, P., & Tsourvakas, G. (2022). The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: A mediation model. Journal of Media Business Studies, 19(1), 1-28.
  • Sheldon, P. (2008). The relationship between unwillingness-to-communicate and students’ Facebook use. Journal of Media Psychology: Theories, Methods, and Applications, (20), 67-75
  • Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3), 255-270.
  • Sipahi, B. ve Yurtkoru, E. S., Çinko, M. (2010). Sosyal bilimlerde spss’le veri analizi, İstanbul: Beta Yayınevi.
  • Solem, B. A. A., & Pedersen, P. E. (2016). The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media. Journal of Marketing Management, 32(5-6), 445-468.
  • Sukoco, B. M., & Wu, W. Y. (2010). The personal and social motivation of customers participation in brand community. African Journal of Business Management, 4(5), 614-622.
  • Treadaway, C., & Smith, M. (2012). Facebook marketing: An hour a day. John Wiley & Sons.
  • Tseng, T. H., Huang, H. H., & Setiawan, A. (2017). How do motivations for commitment in online brand communities evolve? The distinction between knowledge-and entertainment-seeking motivations. Computers in Human Behavior, (77), 326-335. Uçar, M. E. (2017). Biliş ihtiyacı benlik saygısı tamamlama ihtiyacı ve kimlik stilleri arasındaki ilişkiler. Bartin Üniversitesi Egitim Fakültesi Dergisi, 6(2), 640. Vivek, S.D. (2009). A scale of consumer engagement. Doctoral dissertation. Department of Management/Marketing, University of Alabama. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism management, 25(6), 709-722. Wang, Y., Shi, J., Ma, S., Shi, G., & Yan, L. (2012). Customer interactions in virtual brand communities: Evidence from China. Journal of Global Information Technology Management, 15(2), 46-69. Weman, E. A. (2011). Consumer motivations to join a brand community on Facebook Master's thesis, Hanken School of Economics, Sweden. Yılmaz, Y.K. (2021). Tüketici marka katılımı teorisi çerçevesinde sosyal medyada tüketici katılımı. Instagram Anneleri Örneği. (Yayımlanmamış Doktora Tezi). Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya. Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895.
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Mehmet Can Doğaner 0000-0001-6493-5399

Ece Armağan 0000-0001-5371-219X

Yayımlanma Tarihi 30 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 1

Kaynak Göster

APA Doğaner, M. C., & Armağan, E. (2022). SANAL MARKA TOPLULUKLARINDA ALGILANAN FAYDALAR: “PLAYSTATION TÜRKİYE PLATFORMU” ÖRNEĞİ. Nazilli İktisadi Ve İdari Bilimler Fakültesi Dergisi, 3(1), 1-19.
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