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INVESTIGATION OF THE EFFECTS OF SOCIAL MEDIA MARKETING ACTIVITIES FACTORS ON VALUE CONSCIOUSNESS AND PURCHASING INTENTION

Yıl 2023, Cilt: 7 Sayı: 2, 427 - 440, 25.09.2023

Görkem Erdoğan

Öz

The aim of this study is to determine the factors of social media marketing activities and to investigate the effects of these factors on the value consciousness and purchase intention of consumers. The data obtained from 240 people living in Ankara, over the age of 18 and having social media accounts, have been collected by face-to-face survey method and convenience sampling method has been applied in the study. The surveys applied to the participants have been carried out between 19 January 2023 and 30 January 2023. The data obtained in the study have been analyzed using IBM SPSS 26 and AMOS 24 package programs for confirmatory factor analysis and structural equation model analysis. According to the results of the research, it has been concluded that interactivity, personalization, being a trend and word of mouth communication has a positive and significant effect on value consciousness. According to other findings obtained from the research, informativeness and personalization positively affect the purchase intention. The last hypothesis of the research, the relationship between value consciousness and purchase intention, has been supported. In the study, no significant relationship has been found between interactivity and purchase intention, informativeness and value consciousness, trendiness and purchase intention, word of mouth communication and purchase intention. According to the findings obtained from the research, suggestions have been developed for businesses with social media accounts. In addition, the research contributes to the literature as there are very few studies on the concept of social media marketing activities in the literature.

Anahtar Kelimeler

Social Media Social Media Marketing Activities Value Consciousness Purchasing Intention

Kaynakça

  • Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140, 22-32.
  • Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
  • Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business research, 63(2), 147-153.
  • De Young, R. (1986). Some psychological aspects of recycling: the structure of conservation-satisfactions. Environment and behavior, 18(4), 435-449.
  • Elliott, M. T., & Speck, P. S. (2005). Factors that affect attitude toward a retail web site. Journal of Marketing Theory and Practice, 13(1), 40-51.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
  • Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquision value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59.
  • Hair, J. F. Jr., Black, W. C. Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh Edition), New Jersey, Prentice-Hall International Inc.
  • Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of marketing and logistics, 29(1), 129-144.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Khan, M. A. H., Fatima, A., & Matloob, A. (2019). The effect of social media marketing in online fashion apparel with the mediating role of fashion consciousness, brand consciousness and value consciousness. International Journal of Recent Innovations in Academic Research, 3(9), 65-83.
  • Kim, J. U., Kim, W. J., & Park, S. C. (2010a). Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Computers in human behavior, 26(5), 1208-1222.
  • Kim, J., Kim, J.-E., & Johnson, K. K. P. (2010b). The customer–salesperson relationship and sales effectiveness in luxury fashion stores: The role of self monitoring. Journal of Global Fashion Marketing, 1(4), 230–239.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
  • Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of marketing, 54(3), 54-67.
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of marketing research, 30(2), 234-245.
  • Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), 61-66.
  • O'Cass, A., & Grace, D. (2004). Service brands and communication effects. Journal of Marketing communications, 10(4), 241-254.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
  • Pavlou, P. A., & Chai, L. (2002). What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior. Journal of Electronic Commerce Research, 3(4), 240–253.
  • Pitta, D. A., & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
  • Sano, K. (2015). An empirical study the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. In Proceedings International Marketing Trends Conference, 27(3), 21-32.
  • Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
  • Statista, (2023). Number of social media users worldwide from 2017 to 2027. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
  • Tabachnick, B. G. ve Fidell, L. S. (2013). Using Multivariate Statistics, Boston, M.A., Pearson.
  • Tuten, T. L., & Solomon, M. R. (2016). Social Media Marketing. Sage Texts, New Delhi, India.
  • Vukasovic, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63.
  • Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 13(3), 303-317.
  • Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16-28.
  • Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882-3905.
  • Zeithaml, V. A., Lemon, K. N., & Rust, R. T. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ FAKTÖRLERİNİN DEĞER BİLİNCİ VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Yıl 2023, Cilt: 7 Sayı: 2, 427 - 440, 25.09.2023

Görkem Erdoğan

Öz

Bu çalışmanın amacı, sosyal medya pazarlaması aktiviteleri faktörlerini belirlemek ve bu faktörlerin tüketicilerdeki değer bilinci ve satın alma niyeti üzerindeki etkilerini araştırmaktır. Ankara’da yaşayan, 18 yaşından büyük, sosyal medya hesabı bulunan 240 kişiden elde edilen veriler yüz yüze anket yöntemiyle toplanmış ve çalışmada kolayda örnekleme yöntemi uygulanmıştır. Katılıcılara uygulanan anketler, 19 Ocak 2023 ve 30 Ocak 2023 tarihleri arasında gerçekleştirilmiştir. Çalışmada elde edilen veriler, doğrulayıcı faktör analizi ve yapısal eşitlik modeli analizi için IBM SPSS 26 ve AMOS 24 paket programları kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre etkileşiminin, kişiselleştirmenin, trend olmanın ve ağızdan ağıza iletişimin değer bilinci üzerinde olumlu ve anlamlı bir etkisi olduğu sonucu elde edilmiştir. Araştırmadan elde edilen diğer bulgulara göre bilgilendiricilik ve kişiselleştirme satın alma niyetini olumlu yönde etkilemektedir. Araştırmanın son hipotezi olan değer bilinci ve satın alma niyeti arasındaki ilişki desteklenmiştir. Çalışmada etkileşim ile satın alma niyeti, bilgilendiricilik ile değer bilinci, trend olma ile satın alma niyeti ve ağızdan ağıza iletişim ile satın alma niyeti arasında anlamlı bir ilişki tespit edilmemiştir. Araştırmadan elde edilen bulgulara göre sosyal medya hesabı olan işletmelere yönelik öneriler geliştirilmiştir. Ayrıca araştırma, literatürde sosyal medya pazarlaması aktiviteleri kavramına ilişkin çok az miktarda çalışma yer alması nedeniyle literatüre katkı sağlamaktadır.

Anahtar Kelimeler

Sosyal Medya Sosyal Medya Pazarlaması Aktiviteleri Değer Bilinci Satın Alma Niyeti

Kaynakça

  • Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140, 22-32.
  • Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
  • Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business research, 63(2), 147-153.
  • De Young, R. (1986). Some psychological aspects of recycling: the structure of conservation-satisfactions. Environment and behavior, 18(4), 435-449.
  • Elliott, M. T., & Speck, P. S. (2005). Factors that affect attitude toward a retail web site. Journal of Marketing Theory and Practice, 13(1), 40-51.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
  • Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquision value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59.
  • Hair, J. F. Jr., Black, W. C. Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh Edition), New Jersey, Prentice-Hall International Inc.
  • Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of marketing and logistics, 29(1), 129-144.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Khan, M. A. H., Fatima, A., & Matloob, A. (2019). The effect of social media marketing in online fashion apparel with the mediating role of fashion consciousness, brand consciousness and value consciousness. International Journal of Recent Innovations in Academic Research, 3(9), 65-83.
  • Kim, J. U., Kim, W. J., & Park, S. C. (2010a). Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Computers in human behavior, 26(5), 1208-1222.
  • Kim, J., Kim, J.-E., & Johnson, K. K. P. (2010b). The customer–salesperson relationship and sales effectiveness in luxury fashion stores: The role of self monitoring. Journal of Global Fashion Marketing, 1(4), 230–239.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
  • Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of marketing, 54(3), 54-67.
  • Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of marketing research, 30(2), 234-245.
  • Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), 61-66.
  • O'Cass, A., & Grace, D. (2004). Service brands and communication effects. Journal of Marketing communications, 10(4), 241-254.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
  • Pavlou, P. A., & Chai, L. (2002). What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior. Journal of Electronic Commerce Research, 3(4), 240–253.
  • Pitta, D. A., & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
  • Sano, K. (2015). An empirical study the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. In Proceedings International Marketing Trends Conference, 27(3), 21-32.
  • Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
  • Statista, (2023). Number of social media users worldwide from 2017 to 2027. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
  • Tabachnick, B. G. ve Fidell, L. S. (2013). Using Multivariate Statistics, Boston, M.A., Pearson.
  • Tuten, T. L., & Solomon, M. R. (2016). Social Media Marketing. Sage Texts, New Delhi, India.
  • Vukasovic, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63.
  • Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 13(3), 303-317.
  • Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16-28.
  • Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882-3905.
  • Zeithaml, V. A., Lemon, K. N., & Rust, R. T. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama
Bölüm TOBİDER - Uluslararası Toplumsal Bilimler Dergisi Cilt 7 Sayı 2
Yazarlar

Görkem Erdoğan 0000-0002-2417-2718

Erken Görünüm Tarihi 23 Eylül 2023
Yayımlanma Tarihi 25 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 2

Kaynak Göster

APA Erdoğan, G. (2023). SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ FAKTÖRLERİNİN DEĞER BİLİNCİ VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ. Uluslararası Toplumsal Bilimler Dergisi, 7(2), 427-440.
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