Cilt 7 Sayı 5 (2019): Business & Management Studies: An International Journal
Makaleler

Y KUŞAĞININ ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİME KATILIMININ BELİRLEYİCİLERİ: INSTAGRAM ÖRNEĞİ

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  • Sima NART,
  • Eda KUTLU,
  • İbrahim TOPAL
Sima NART
Prof. Dr., Sakarya Üniversitesi
Eda KUTLU
Doktora Öğr., Sakarya Üniversitesi,
İbrahim TOPAL
Öğr. Gör. Dr., Milli Savunma Üniversitesi
DOI: https://doi.org/10.15295/bmij.v7i5.1298

Yayınlanmış 2019-12-25

Anahtar Kelimeler

  • Online Consumer Engagement, Instagram, Electronic Word Of Mouth, Y Generation
  • Online Tüketici Katılımı, Elektronik Ağızdan Ağıza İletişim, Instagram, Y Kuşağı

Nasıl Atıf Yapılır

NART, S., KUTLU, E., & TOPAL, İbrahim. (2019). Y KUŞAĞININ ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİME KATILIMININ BELİRLEYİCİLERİ: INSTAGRAM ÖRNEĞİ. Business & Management Studies: An International Journal, 7(5), 1989–2010. https://doi.org/10.15295/bmij.v7i5.1298

Özet

Sosyal medya, iletişim teknolojisindeki gelişmelerle birlikte tüketiciler ve markalar arasında belirgin şekilde ön plana çıkan iletişim ve etkileşim aracı olmuştur. Pazarlama karar vericileri, tüketicilerle iletişim kurmada sosyal medya platformlarına giderek daha fazla önem vermektedir. Sosyal medya platformları markalar hakkında tüketicilerin kendi aralarındaki iletişimde de elektronik ağızdan ağıza iletişim aracılığıyla yaygın bir şekilde kullanılmaktadır. Bu durum sosyal medyada markaların başarılı bir şekilde yönetilmesi açısından elektronik ağızdan ağıza iletişime tüketici katılımının incelenmesini kritik hale getirmektedir. Bu çalışmanın amacı, Y kuşağı tüketicilerin popüler sosyal medya platformlarından biri olan Instagram’da elektronik ağızdan ağıza iletişime katılımının belirleyicilerini incelemek ve bu faktörlerin elektronik ağızdan ağıza iletişim davranışı üzerindeki etkisini analiz etmektir. Çalışma, tanımlayıcı araştırma tasarımı kapsamında yürütülmüştür. Gerekli veriler Marmara Bölgesinde yer alan üç farklı devlet üniversitesinin öğrencileri arasından kolayda örnekleme yöntemi ile belirlenmiş, 274 katılımcıdan anket kullanılarak toplanmıştır. Hipotezler faktör ve regresyon analizi kullanılarak test edilmiştir. Sonuçlar, analiz edilen yapılar arasında anlamlı etki bulunan on iki hipotezden yedisini desteklemektedir. Ödül arama, bilgi arama, eğlence arama ve sosyal etkileşim arama motivasyonlarının, Instagram'da e-WOM’a katılımı farklı boyutlarda etkilediği görülmüştür.

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