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SOSYAL MEDYA PLATFORMLARININ VE KİTLE İLETİŞİM ARAÇLARININ TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİSİ

Year 2021, Volume: 8 Issue: 3, 898 - 920, 31.07.2021

Aslı Tuğçe Karabulut Abdulkadir Bilen

Abstract

Sosyal medya, iletişimin eşzamanlı olarak karşılıklı ve anında yapılmasına imkan tanımaktadır. Bu sebeple insanlar arasında sosyal medya kullanımı sürekli artmakta ve her geçen gün daha aktif kullanılmaktadır. Günümüz teknolojisi çok hızlı değişip gelişmekte ve kişilere özel alanlar sunmaktadır.
Bu durum doğal olarak müşteriye ihtiyaç duyan firmaların dikkatini çekmiştir. Sosyal medyanın pazarlama açısından oldukça kullanışlı olduğu ve etki gücünün kitle iletişim araçlarını gölgede bırakacak seviyelere geldiği görülmektedir. Bu bağlamda pazarlama stratejileri de bu değişim ve gelişim ekseninde hareket ederek kendini yenilemek durumunda kalmıştır. Artık şirketler sosyal medyayı müşterileriyle ve potansiyel müşterileriyle iletişime geçmek için son derece rantabl kullanmaktadırlar. Bu sayede çok büyük kitlelere ulaşabilmektedirler.
Bu çalışma, tüketicilerin satın alma davranışı sergilerken hangi sosyal medya uygulamasını kullandıklarına ve kullanım sürelerine göre davranışlarının nasıl farklılaştığına genel bir bakış sunacaktır.

Keywords

tüketici sosyal medya sosyal ağ siteleri tüketici davranışı tüketici satın alma karar süreci.

References

  • Armstrong, G., Adam, S., Denize, S., Volkov, M., & Kotler, P. (2013). Principles of Marketing (Cilt 6). Pearson.
  • Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), 27-31.
  • Aydın, G., & Altuntaş, B. K. (2015). Y-Jeneresyonunda Sözsüz İletişim Yönetimi Olarak Gösterişçi Tüketim Kullanımıyla İlgili Deneysel Bir Çalışma. İletişim Çalışmaları Dergisi(7), 110-131.
  • Aytuğ, S., & Özgüven Tayfun, N. (2016). Pazarlama Yönetimi. İzmir. Baker, S. (2009 , Haziran). What's A Friend Worth. BusinessWeek.
  • Barwise, P., & Meehan, S. (2010). The One Thing You Must Get Right When Building a Brand December, Harvard Business Review.
  • Belch, G. E., Belch, M. A., & Ceresino, G. (1985). Parental and Teenage Child Influences in Family Decision Making. Journal of Business Research, 13(2), 163- 176.
  • Bertilsson, J. (2009). The way brands work – consumers’ understanding of the creation and usage of brands. Lund Business Press, Lund.
  • Blakeman, K., & Brown, S. (2010). Social Media: Essential for Research, Marketing and Branding (October/November ed., Vol. 37). Bulletin of the American Society for Information Science and Technology.
  • Chan, J. and Yazdanifard, R. (2014). How Social Media Marketing can Influence the Profitability of an Online Company From a Consumer Point of View. Journal of Research in Marketing, 2(2), p.157.
  • Chen, Y., & Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, Journal of Interactive Marketing. 25 (2011) 85–94.
  • Chen, Y., Fay, S. and Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25(2), pp.85-94.
  • Cheong, H., & Morrison, M. (2008). Consumers' reliance on product information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 1-29.
  • Dew, L., & Kwon, W.-S. (2009). Exploration of apparel brand knowledge: Brand awareness, brand association, and brand category structure. Clothing and Textiles Research Journal.
  • Edelman, D. C. (2010). Branding in The Digital Age You’re Spending Your Money In All the Wrong Places December, Harvard Business Review.
  • İslamoğlu, A. H. (2003). Tüketici Davranışı. İstanbul: Beta.
  • Kadıoğlu, Z. K. (2014). Tüketim İletişimi- Süreçler, Algılar ve Tüketici (Cilt 1). İstanbul: Pales Yayıncılık.
  • Koç, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri (Cilt 7). Ankara: Seçkin.
  • Kotler, P., & Keller, K. L. (2006). Marketing Management (Cilt 12). New Jersey: Pearson Education .
  • Lee, E., (2013) “Impacts Of Socıal Medıa On Consumer Behavıor. Decısıon Makıng Process” Turku Unıversıty.
  • Liu, Y. and Lopez, R. (2014). The impact of social media conversations on consumer brand choices.Marketing Letters, 27(1), pp.1-13.
  • Mucuk, İ. (2001). Pazarlama İlkeleri (Cilt 13. basım). İstanbul: Türkmen Kitabevi. Murugesan, S. (2007). Understanding Web 2.0. IT Professional(9), 34.
  • Noel, H. (2009). Basic Marketing 01- Consumer Behaviour. Ava Publishing SA.
  • Noreen, T. and Han, S. (2015). Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention. amj, 17(3), p.53.
  • Odabaşı, Y. (2017). Tüketim Kültürü (Cilt 5). İstanbul: Aura.
  • Odabaşı, Y., & Barış, G. (2015). Tüketici Davranışı. İstanbul: MediaCat.
  • Podoshen, J. S., Li, L., & Zhang, J. (2011). Materialism and Conspicuous Consumption in China: a Cross-Cultural Examination. International Journal of Consumer Studies, 17(25), 18.
  • Priest, J., Carter, S., & Statt, D. A. (2001). Consumer Behaviour. United Kingdom: Heriot-Watt University.
  • Raman, N. K. (2009). Building a bank's brand equity through social media.
  • Saad, G., & Vongas, J. G. (2009). The Effect of Conspicuous Consumption on Men’s Testosterone Levels. Organizational Behavior and Human Decision Processes, 110, 80-92. doi:10.1016/j.obhdp.2009.06.001
  • Schewe, C., & Meredith, G. (2006). Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age. Journal of Consumer Behaviour, 51-63.
  • Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (Cilt 5). New Jersey: Pearson Education International.
  • Solomon, M. R. (2004). Consumer Behavior Buying, Having and Being (Cilt 6). New Jersey: Pearson Education International.
  • Szybillo, G. J., & Sosanie, A. (1977). Family Decision- Making: Husband, Wife and Children. Advances in Consumer Research, 4(1), 46-49.
  • Tapan, S. (1979). Satın Alma Kararlarında Arkadaş Gruplarının Etkinliği Üzerine Bir Araştırma. Pazarlama Dergisi, 31-36.
  • Tiger, A.M. & Haenlein, M., (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, (1), 59-68.
  • Trusov, M., Bucklin, R., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site. Journal of Marketing, 73(5), 90-120.
  • Veeck, A. and Hoger, B. (2014). Tools for Monitoring Social Media: A Marketing Research Project.Marketing Education Review, 24(1), pp.37-72.
  • Wang, Y., & Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women. Journal of Consumer Research, 40, 834-854. doi:10.1086/673256
  • Weber, L. (2009) Marketing to the Social Web. John Wiley & Sons , Inc., Hoboken, New Jersey.
  • Weber, L. 2009. Marketing to the Social Web: How digital customer communities build your business. Second Edition. N.J, USA: John Wiley and Sons.
  • Wilcox, K., & Kim, H. M. (2009). Why Do Consumer Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247-259.
  • Witt, R. E. (1970). Group Influence on Consumer Brand Choice. Bureau of Business Research, University of Texas at Austin.

Year 2021, Volume: 8 Issue: 3, 898 - 920, 31.07.2021

Aslı Tuğçe Karabulut Abdulkadir Bilen

Abstract

References

  • Armstrong, G., Adam, S., Denize, S., Volkov, M., & Kotler, P. (2013). Principles of Marketing (Cilt 6). Pearson.
  • Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), 27-31.
  • Aydın, G., & Altuntaş, B. K. (2015). Y-Jeneresyonunda Sözsüz İletişim Yönetimi Olarak Gösterişçi Tüketim Kullanımıyla İlgili Deneysel Bir Çalışma. İletişim Çalışmaları Dergisi(7), 110-131.
  • Aytuğ, S., & Özgüven Tayfun, N. (2016). Pazarlama Yönetimi. İzmir. Baker, S. (2009 , Haziran). What's A Friend Worth. BusinessWeek.
  • Barwise, P., & Meehan, S. (2010). The One Thing You Must Get Right When Building a Brand December, Harvard Business Review.
  • Belch, G. E., Belch, M. A., & Ceresino, G. (1985). Parental and Teenage Child Influences in Family Decision Making. Journal of Business Research, 13(2), 163- 176.
  • Bertilsson, J. (2009). The way brands work – consumers’ understanding of the creation and usage of brands. Lund Business Press, Lund.
  • Blakeman, K., & Brown, S. (2010). Social Media: Essential for Research, Marketing and Branding (October/November ed., Vol. 37). Bulletin of the American Society for Information Science and Technology.
  • Chan, J. and Yazdanifard, R. (2014). How Social Media Marketing can Influence the Profitability of an Online Company From a Consumer Point of View. Journal of Research in Marketing, 2(2), p.157.
  • Chen, Y., & Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, Journal of Interactive Marketing. 25 (2011) 85–94.
  • Chen, Y., Fay, S. and Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25(2), pp.85-94.
  • Cheong, H., & Morrison, M. (2008). Consumers' reliance on product information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 1-29.
  • Dew, L., & Kwon, W.-S. (2009). Exploration of apparel brand knowledge: Brand awareness, brand association, and brand category structure. Clothing and Textiles Research Journal.
  • Edelman, D. C. (2010). Branding in The Digital Age You’re Spending Your Money In All the Wrong Places December, Harvard Business Review.
  • İslamoğlu, A. H. (2003). Tüketici Davranışı. İstanbul: Beta.
  • Kadıoğlu, Z. K. (2014). Tüketim İletişimi- Süreçler, Algılar ve Tüketici (Cilt 1). İstanbul: Pales Yayıncılık.
  • Koç, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri (Cilt 7). Ankara: Seçkin.
  • Kotler, P., & Keller, K. L. (2006). Marketing Management (Cilt 12). New Jersey: Pearson Education .
  • Lee, E., (2013) “Impacts Of Socıal Medıa On Consumer Behavıor. Decısıon Makıng Process” Turku Unıversıty.
  • Liu, Y. and Lopez, R. (2014). The impact of social media conversations on consumer brand choices.Marketing Letters, 27(1), pp.1-13.
  • Mucuk, İ. (2001). Pazarlama İlkeleri (Cilt 13. basım). İstanbul: Türkmen Kitabevi. Murugesan, S. (2007). Understanding Web 2.0. IT Professional(9), 34.
  • Noel, H. (2009). Basic Marketing 01- Consumer Behaviour. Ava Publishing SA.
  • Noreen, T. and Han, S. (2015). Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention. amj, 17(3), p.53.
  • Odabaşı, Y. (2017). Tüketim Kültürü (Cilt 5). İstanbul: Aura.
  • Odabaşı, Y., & Barış, G. (2015). Tüketici Davranışı. İstanbul: MediaCat.
  • Podoshen, J. S., Li, L., & Zhang, J. (2011). Materialism and Conspicuous Consumption in China: a Cross-Cultural Examination. International Journal of Consumer Studies, 17(25), 18.
  • Priest, J., Carter, S., & Statt, D. A. (2001). Consumer Behaviour. United Kingdom: Heriot-Watt University.
  • Raman, N. K. (2009). Building a bank's brand equity through social media.
  • Saad, G., & Vongas, J. G. (2009). The Effect of Conspicuous Consumption on Men’s Testosterone Levels. Organizational Behavior and Human Decision Processes, 110, 80-92. doi:10.1016/j.obhdp.2009.06.001
  • Schewe, C., & Meredith, G. (2006). Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age. Journal of Consumer Behaviour, 51-63.
  • Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (Cilt 5). New Jersey: Pearson Education International.
  • Solomon, M. R. (2004). Consumer Behavior Buying, Having and Being (Cilt 6). New Jersey: Pearson Education International.
  • Szybillo, G. J., & Sosanie, A. (1977). Family Decision- Making: Husband, Wife and Children. Advances in Consumer Research, 4(1), 46-49.
  • Tapan, S. (1979). Satın Alma Kararlarında Arkadaş Gruplarının Etkinliği Üzerine Bir Araştırma. Pazarlama Dergisi, 31-36.
  • Tiger, A.M. & Haenlein, M., (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, (1), 59-68.
  • Trusov, M., Bucklin, R., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site. Journal of Marketing, 73(5), 90-120.
  • Veeck, A. and Hoger, B. (2014). Tools for Monitoring Social Media: A Marketing Research Project.Marketing Education Review, 24(1), pp.37-72.
  • Wang, Y., & Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women. Journal of Consumer Research, 40, 834-854. doi:10.1086/673256
  • Weber, L. (2009) Marketing to the Social Web. John Wiley & Sons , Inc., Hoboken, New Jersey.
  • Weber, L. 2009. Marketing to the Social Web: How digital customer communities build your business. Second Edition. N.J, USA: John Wiley and Sons.
  • Wilcox, K., & Kim, H. M. (2009). Why Do Consumer Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247-259.
  • Witt, R. E. (1970). Group Influence on Consumer Brand Choice. Bureau of Business Research, University of Texas at Austin.
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Aslı Tuğçe Karabulut

Abdulkadir Bilen 0000-0002-2619-9391

Publication Date July 31, 2021
Published in Issue Year 2021 Volume: 8 Issue: 3

Cite

APA Karabulut, A. T., & Bilen, A. (2021). SOSYAL MEDYA PLATFORMLARININ VE KİTLE İLETİŞİM ARAÇLARININ TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİSİ. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 8(3), 898-920.
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