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SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA

Year 2022, Volume: 5 Issue: 2, 180 - 193, 31.12.2022
https://doi.org/10.46238/jobda.1202371

Abstract

Bu araştırmada Instagram aracılığıyla yapılan pazarlamanın tüketici satın alma tutum ve davranışlarına etkisini incelemek amaçlanmıştır. Araştırmada nicel yöntemlerden anket tekniği kullanılmıştır. Çalışmanın örneklemi, Instagram hesabı olan ve hesabını aktif olarak kullanan katılımcılardan kolayda örnekleme metodu ile seçilen 393 katılımcıdan oluşmaktadır. Veri toplama aracı Duffett (2017), Can (2017), İnce ve Bozyiğit (2018) tarafından yapılan araştırmalarda kullanılan ölçeklerden uyarlanarak geliştirilmiştir. Veri analizi için ANOVA, t testi ve LSD testi kullanılırken, hipotezlerin test edilmesinde çoklu regresyon analizi kullanılmıştır. Yapılan çalışma sonucunda Instagram pazarlaması ile farkındalık, bilgi, beğeni ve tercihin tüketici satın alma niyetini istatistiksel olarak anlamlı ve pozitif etkilediği, satın alma davranışının ise farkındalık, beğeni ve tercihten pozitif etkilendiği belirlenmiştir (p=0,000). Bağımsız değişkenler satın alma niyetindeki varyansın %61,5’ini, satın alma davranışındaki varyansın %33,7’sini açıklamıştır. Demografik özelliklerden yaş, cinsiyet ve günlük sosyal medya kullanım sürelerine göre tüketici satın alma tutumları ve davranışlarının anlamlı olarak farklılık gösterdiği tespit edilmiştir (p<0.05).

References

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THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIORS: A RESEARCH ON INSTAGRAM USERS

Year 2022, Volume: 5 Issue: 2, 180 - 193, 31.12.2022
https://doi.org/10.46238/jobda.1202371

Abstract

The purpose of this study was to examine the effect of Instagram marketing on consumer purchasing attitudes and behaviors. Survey, which is one of the quantitative method, was used in the research. The sample of the study consists of 393 individuals selected by convenience sampling method from the participants who have an Instagram account and actively use their accounts. The data collection tool was developed by adapting the scales used by Duffett (2017), Can (2017), İnce and Bozyiğit (2018). ANOVA, t-test and LSD tests were used in data analysis, while multiple regression analysis was used to test hypotheses. Research findings showed that awareness, informativeness, entertainment and preference via Instagram marketing significantly and positively predicted consumers’ purchase intention while purchasing behavior was positively predicted by awareness, entertainment and preference. Independent variables explained 61.5% of the variance in purchase intention and 33.7% of the variance in purchasing behavior (p=0.000). Furthermore, significant differences were determined between consumers’ purchasing attitudes and behaviors and age, gender, and daily social media usage time.

References

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  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes. 50: 179-211.
  • Akkaya, D. T. (2013). Sosyal Medya Reklamlarında Tüketici Tutumlarının Tutum, Davranış ve Satın Alma Niyeti Üzerine Etkisi. Yayımlanmamış Doktora Tezi, Edirne: Trakya Üniversitesi, Sosyal Bilimler Enstitüsü.
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  • Aydin, G. ve Taskin, C. (2014). The Role of Brand Trust on Parents Purchase Intentions of Baby-Care Products. Doğuş Üniversitesi Dergisi. 2(15): 165-180.
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  • Blanco, C.F., Blasco, M.G. ve Azorín, I.I. (2010). Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages. Communications of the IBIMA, 2010, Article ID 130147.
  • Bond, C., Ferraro, C., Luxton, S. ve Sands, S. (2010). Social Media Advertising: An Investigation of Consumer Perceptions, Attitudes, and Preferences for Engagement. ANZMAC, 1-7.
  • Boyd, D.M. ve Ellison, N.B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication. 13: 210-230.
  • Can, L. (2017). Sosyal Medya Pazarlaması Kanalı Olarak Instagram’da Algılanan Sürü Davranışı ve Satın Alma Niyeti. Akademik Bakış Dergisi. 59: 208-220.
  • Canoğlu, M., Öz, B. ve Yenilmez, G. (2021). Para-Sosyal Etkileşim, Markaya Yönelik Tutum ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme. Gençlik Araştırmaları Dergisi, 9(24): 138-167.
  • Cheung, M.F.Y. ve To, W.M. (2016). Service Co-Creation in Social Media: An Extension of the Theory of Planned Behavior. Computers in Human Behavior. 65: 260-266.
  • Chi, H.K., Yeh, H.R. ve Yang, Y.T. (2009). The Imapct of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies. 4(1): 135-144.
  • Dam, T.C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business. 7(10): 939-947.
  • De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence On Brand Attitude. Int. J. Advert. 36(5): 798-828.
  • Duffett, R. (2020). The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability. 12: 5075.
  • Duffett, R.G. (2017). Influence of Social Media Marketing Communications On Young Consumers’ Attitudes. Young Consumers. 18(1): 19-39.
  • Durukan, T. ve Bozacı, İ. (2012). A Survey On Determinants of Word of Mouth in Social Media. International Journal of Economics and Management Sciences. 1(7): 36-44.
  • Ebrahim, R., Ghoneim, A., Irani, Z. ve Fan, Y. (2016). A Brand Preference and Repurchase Intention Model: The Role of Consumer Experience. Journal of Marketing Management. 32(13-14): 1230-1259.
  • Emor, A. ve Pangemanan, S. (2015). Analyzing Brand Equity on Purchase Intention Through Brand Preference of Samsung Smartphone User In Mandao. Jumal EMBA. 3(2): 124-131.
  • Fan, D., Geddes, D. ve Flory, F. (2013). The Toyota Recall Crisis: Media Impact on Toyota's Corporate Brand Reputation. Corporate Reputation Review. 16(2): 99-117.
  • Farshid, M., Plangger, K. ve Nel, D. (2011). The Social Media Faces of Major Global Financial Service Brands. Journal of Financial Services Marketing. 16(3): 220-229.
  • Gunelius, S. (2011). 30-minute Social Media Marketing: Step-by-Step Techniques to Spread the Word About Your Business. McGraw-Hill.
  • Gürel, P. ve Alay, H. (2017) Üniversite Öğrencilerinin Sosyal Medya Kullanımının Satın Alma Davranışlarına Etkisi. Eurasian Academy of Sciences Eurasian Econometrics, Statistics & Emprical Economics Journal. 7: 49-76.
  • Hanzaee, K.H. ve Yazd, R.M. (2010). The Impact of Brand Class, Brand Awareness and Price On Two Important Consumer Behavior Factors; Customer Value and Behavioral Intentions. African Journal of Business Management. 4(17): 3775-3784.
  • Harahap, A., Zuhriyah, A., Rahmayanti, H. ve Nadiroh. (2018). Relationship Between Knowledge of Green Product, Social Impact and Perceived Value With Green Purchase Behavior. E3S Web of Conferences. 74: 04002.
  • Hendricks, D. (2013). Complete history of social media: Then and now. Small Business Trends.
  • Hill, R. J., Fishbein, M. ve Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Contemporary Sociology. 6(2): 244.
  • Hootsuite ve We Are Social. (2021). Türkiye Dijital Raporu. https://www.webolizma.com/hootsuite-ve-we-are-social-2021-dijital-turkiye-raporu/#Instagrama_Genel_Bakis
  • Ibrohim, D.A., Widodo, J., Wahyuni, S., Zulianto, M. ve Kantun, S. (2021). The Effect of Instagram as Social Media Marketing on Students’ Comsumtive Behavior (Case Study of Students’ in Faculty of Economics and Business University of Jember from 2016 to 2019 Generation). IOP Conference Series: Earth and Environmental Science. 747: 012098.
  • İnce, M. ve Bozyiğit, S. (2018). Tüketicilerin Instagram Reklamlarına Karşı Tutumlarının Satın Alma Davranışları Üzerindeki Etkisi: Y ve Z Kuşağı Üzerine Bir Araştırma. Beykoz Akademi Dergisi. 6(2): 39-56.
  • Jargalsaikhan, T. ve Korotina, A. (2016). Attitudes towards Instagram micro-celebrities and their influence on consumers’ purchasing decisions. MSc Thesis, Jönköpig University.
  • Kaplan, A.M. ve Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons. 53(1): 59-68.
  • Khan, S. (2018). Instagram as a Marketing Tool for Luxury Brands. Int. J. Manag. Bus. Res. 8(2): 120-126.
  • Knoll, J., Schramm, H., Schallhorn, C. ve Wynistorf, S. (2015). Good Guy vs. Bad Guy: The Influence of Parasocial Interactions with Media Characters On Brand Placement Effects. International Journal of Advertising. 34(5): 720-743.
  • Koca, E. ve Koç, F. (2016). A Study of Clothing Purchasing Behavior By Gender with Respect to Fashion and Brand Awareness. European Scientific Journal. 12(7): 234-248.
  • Koçak-Alan, A., Tümer-Kabadayı, E. ve Erişke, T. (2018). İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması. Elektronik Sosyal Bilimler Dergisi. 17(66): 493-504.
  • Laura, D. (2018). What is the impact of Instagram’s Social Influencers on Consumer Attitude and Purchase Behaviour of Lifestyle Products of Young Belgian Women? Yüksek Lisans Tezi, Louvain School of Management.
  • Lee, C.S. ve Ma, L. (2011). News Sharing in Social Media: The Effect of Gratifications and Prior Experience. Computers in Human Behavior. 28: 331-339.
  • Lee, J. ve Hong I.B. (2016). Predicting Positive User Responses to Social Media Advertising: The Roles of Emotional Appeal, Informativeness, and Creativity. International Journal of Information Management. 36: 360-373.
  • Lee, J.A., Bright, L.F. ve Eastin, M.S. (2021). Fear of Missing Out and Consumer Happiness on Instagram: A Serial Mediation of Social Media Influencer-Related Activities. Cyberpsychology, Behavior, and Social Networking. 24(11): 762-766.
  • Lee, J-W. ve Cormier, J.F. (2010). Effects of Consumers’ Demographic Profile on Mobile Commerce Adoption. Journal of Distribution Science. 8(1): 5-11.
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Original Scientific Articles
Authors

Betül Bozyiğit 0000-0002-6933-8611

İsmail Metin 0000-0002-2256-7169

Publication Date December 31, 2022
Published in Issue Year 2022 Volume: 5 Issue: 2

Cite

APA Bozyiğit, B., & Metin, İ. (2022). SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. Journal of Business in The Digital Age, 5(2), 180-193. https://doi.org/10.46238/jobda.1202371
AMA Bozyiğit B, Metin İ. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. JOBDA. December 2022;5(2):180-193. doi:10.46238/jobda.1202371
Chicago Bozyiğit, Betül, and İsmail Metin. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA”. Journal of Business in The Digital Age 5, no. 2 (December 2022): 180-93. https://doi.org/10.46238/jobda.1202371.
EndNote Bozyiğit B, Metin İ (December 1, 2022) SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. Journal of Business in The Digital Age 5 2 180–193.
IEEE B. Bozyiğit and İ. Metin, “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA”, JOBDA, vol. 5, no. 2, pp. 180–193, 2022, doi: 10.46238/jobda.1202371.
ISNAD Bozyiğit, Betül - Metin, İsmail. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA”. Journal of Business in The Digital Age 5/2 (December 2022), 180-193. https://doi.org/10.46238/jobda.1202371.
JAMA Bozyiğit B, Metin İ. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. JOBDA. 2022;5:180–193.
MLA Bozyiğit, Betül and İsmail Metin. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA”. Journal of Business in The Digital Age, vol. 5, no. 2, 2022, pp. 180-93, doi:10.46238/jobda.1202371.
Vancouver Bozyiğit B, Metin İ. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİ DAVRANIŞLARINA ETKİSİ: INSTAGRAM KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA. JOBDA. 2022;5(2):180-93.

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