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Year 2020, Volume , Issue 20, Pages 271 - 288 2020-10-23

SOSYAL MEDYA PAZARLAMANIN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM, MARKA SADAKATİ VE SATIN ALMA NİYETİNE ETKİSİ
EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Bulut DÜLEK [1] , İbrahim AYDIN [2]

Abstract

Sosyal medyanın günün her saatinde kullanılabilmesi ve mobil araçlar sayesinde insanlara cepleri kadar yakın olması, pazarlamacılara sosyal medyayı kullanarak tüketicilere ulaşmak için büyük fırsatlar sunuyor. Sosyal medyanın elektronik ağızdan ağıza iletişim, marka sadakati ve satın alma niyeti üzerindeki etkisi şüphesiz önemlidir. Bu çalışmanın amacı, sosyal medya pazarlamasının marka sadakati, elektronik ağızdan iletişim ve satın alma niyeti üzerindeki etkisinin yanı sıra marka sadakati ve elektronik ağızdan iletişimin satın alma niyeti üzerindeki etkisini araştırmaktır. Araştırmanın örneklemini sosyal medyada ürün veya hizmet markalarını takip eden ve satın alan Van Yüzüncü Yıl Üniversitesindeki 375 öğrenci oluşturmaktadır. Elde edilen verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Çalışmada, sosyal medya pazarlamasının marka sadakati ve elektronik ağızdan ağıza iletişim üzerinde olumlu bir etkisi olduğu, ancak satın alma niyeti üzerinde olumlu bir etkisi olmadığı, marka sadakatinin satın alma niyeti üzerinde olumlu bir etkisi olduğu, ancak elektronik ağızdan ağıza iletişimin olumlu bir etkisi olmadığı sonucuna varıldı. Bulgulara göre, sosyal medya pazarlaması dolaylı olarak satın alma niyetini artıracaktır çünkü doğrudan satın alma niyetini etkilemese de marka sadakati üzerinde onun olumlu bir etkisi vardır. Bulgulara göre, sosyal medya pazarlaması işletmeler için önemli bir iletişim aracıdır.
Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but EWOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.

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Details

Primary Language en
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0002-3474-7220
Author: Bulut DÜLEK (Primary Author)
Institution: VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ
Country: Turkey

Orcid: 0000-0002-0720-364X
Author: İbrahim AYDIN
Institution: VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ
Country: Turkey
Dates

Publication Date : October 23, 2020

Cite

Bibtex @research article { busbed734350, journal = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1309-6672}, eissn = {2618-6322}, address = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Müdürlüğü 12100, Merkez Bingöl}, publisher = {Bingol University}, year = {2020}, volume = {}, pages = {271 - 288}, doi = {10.29029/busbed.734350}, title = {EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT}, key = {cite}, author = {Dülek, Bulut and Aydın, İbrahim} }
APA Dülek, B , Aydın, İ . (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , (20) , 271-288 . DOI: 10.29029/busbed.734350
MLA Dülek, B , Aydın, İ . "EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT" . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 271-288 <http://busbed.bingol.edu.tr/en/pub/issue/57327/734350>
Chicago Dülek, B , Aydın, İ . "EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 271-288
RIS TY - JOUR T1 - EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT AU - Bulut Dülek , İbrahim Aydın Y1 - 2020 PY - 2020 N1 - doi: 10.29029/busbed.734350 DO - 10.29029/busbed.734350 T2 - Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 271 EP - 288 VL - IS - 20 SN - 1309-6672-2618-6322 M3 - doi: 10.29029/busbed.734350 UR - https://doi.org/10.29029/busbed.734350 Y2 - 2020 ER -
EndNote %0 Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT %A Bulut Dülek , İbrahim Aydın %T EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT %D 2020 %J Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1309-6672-2618-6322 %V %N 20 %R doi: 10.29029/busbed.734350 %U 10.29029/busbed.734350
ISNAD Dülek, Bulut , Aydın, İbrahim . "EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 20 (October 2020): 271-288 . https://doi.org/10.29029/busbed.734350
AMA Dülek B , Aydın İ . EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 271-288.
Vancouver Dülek B , Aydın İ . EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 271-288.
IEEE B. Dülek and İ. Aydın , "EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT", Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 20, pp. 271-288, Oct. 2020, doi:10.29029/busbed.734350
Authors of the Article
Bulut DÜLEK [1]
İbrahim AYDIN [2]
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