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SOSYAL MEDYA KULLANIMININ TÜKETİCİ SATIN ALMA DAVRANIŞINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2021, Volume: 8 Issue: 4, 446 - 461, 31.10.2021

Abstract

Sosyal medyanın kendine özgü özellikleri ve son birkaç yılda kazandığı popülerlik, pazarlamaya ilişkin uygulamalarda bir devrim yarattı. Sosyal medya bir kuruluşun ürünlerini tanıtım ve reklam biçimini değiştirdi.
Bir ürün satın almadan önce, her tüketici ürünün kendi sınıfında en iyisi olduğundan ve paranın karşılığını aldığından emin olmak ister. Her şirket ürününün üstünlüğünü iddia ettiği için reklamlar her zaman adil bir fikir vermez. Sosyal medyanın tüketici davranışını belirlemede önemli bir rol oynadığı yer burasıdır. Ürünü daha önce kullanmış olan insanlar deneyimlerini sosyal medyada paylaşarak ürün hakkında çeşitli bilgilerin yayılmasına yardımcı olurlar. İnsanların, ürünü onaylamak için para karşılığı reklam yapan bir ünlüye değil, bir ürünle alakalı fikirlerini tarafsız bir şekilde bildirenlere güvenmesi daha muhtemeldir.
Sosyal medya, dünyanın her yerinden insanların, bir şirkete zarar verme veya haber vermelerine izin veren bir tüketici topluluğu oluşturmalarını sağlar. Sosyal medyanın doğası göz önüne alındığında, ürününüz veya şirketiniz hakkında söylenen her şey -olumlu ya da olumsuz- küresel bir tüketici topluluğuna kolayca ulaşılabilir.

References

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Year 2021, Volume: 8 Issue: 4, 446 - 461, 31.10.2021

Abstract

References

  • Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), s.27-31.
  • Barwise, P., & Meehan, S. (2010). The One Thing You Must Get Right When Building a Brand December, Harvard Business Review.
  • Bertilsson, J. (2009). The way brands work – consumers’ understanding of the creation and usage of brands. Lund Business Press, Lund.
  • 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), s.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), s.85-94.
  • Edelman, D. C. (2010). Branding in The Digital Age You’re Spending Your Money In All the Wrong Places December, Harvard Business Review.
  • Gallaugher, J., (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive Vol 9.
  • Kaplan, A.M. & Haenlein, M., (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, (1), 59-68.
  • Liu, Y. and Lopez, R. (2014). The impact of social media conversations on consumer brand choices.Marketing Letters, 27(1), s.1-13.
  • Noreen, T. and Han, S. (2015). Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention. amj, 17(3), s.53.
  • 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), s.37-72.
  • Wang, X., and Yang, Z., (2010). The Effect of Brand Credibility on Consumers Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image, Journal of Global Marketing, 177 — 188.
  • 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.
There are 17 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Aslı Tuğçe Karabulut

Abdulkadir Bilen 0000-0002-2619-9391

Publication Date October 31, 2021
Published in Issue Year 2021 Volume: 8 Issue: 4

Cite

APA Karabulut, A. T., & Bilen, A. (2021). SOSYAL MEDYA KULLANIMININ TÜKETİCİ SATIN ALMA DAVRANIŞINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 8(4), 446-461.