Cilt 8 Sayı 2 (2020): Business & Management Studies: An International Journal
Makaleler

GEÇİCİ SOSYAL MEDYAYI INSTAGRAM HİKAYELERİ İLE ANLAMAK: PAZARLAMA PERSPEKTİFİ

İbrahim KIRCOVA
Prof. Dr., Yıldız Teknik Üniversitesi
Fatih PINARBAŞI
Arş. Gör., Medipol Üniversitesi
Şirin Gizem KÖSE
Arş. Gör., Yıldız Teknik Üniversitesi

Yayınlanmış 2020-06-25

Anahtar Kelimeler

  • Social Media Social Media Communication Ephemeral Social Media Consumer Motivation
  • Sosyal Medya Sosyal Medya İletişimi Geçici İçerik Tüketici Motivasyonu

Nasıl Atıf Yapılır

KIRCOVA, İbrahim, PINARBAŞI, F., & KÖSE, Şirin G. (2020). GEÇİCİ SOSYAL MEDYAYI INSTAGRAM HİKAYELERİ İLE ANLAMAK: PAZARLAMA PERSPEKTİFİ. Business & Management Studies: An International Journal, 8(2), 2173–2192. https://doi.org/10.15295/bmij.v8i2.1452

Özet

Medya kanallarının seçilmesi ve dijital kanallarda tüketilmesi geçen yüzyılda pazarlama ve iletişimde çok önemli konular haline gelmiştir. Kısa bir süre içinde paylaşılan ve yok olan medya içeriği olarak tanımlanabilen geçici sosyal medya, sosyal medya araçlarında son zamanlarda yaygın bir alışkanlık haline gelmiştir. Bu kavramın bir ürünü olan geçici zaman çizelgeleri, dijital iletişim kanallarındaki önemini son zamanlarda artırmıştır. Bu artan öneme yönelik olarak, çalışmada tüketicilerin Instagram tarafından sağlanan bir hizmet olan ve 24 saat içerisinde silinen geçici medya özelliği taşıyan Instagram Hikayeleri hizmetini kullanmaya devam etme niyetini araştırmaktadır. Çalışmada motivasyon ve kullanmaya devam etme niyeti değişkenleri arasındaki ilişkileri analiz etmek için regresyon analizleri yapılmış, niyet ve kişisel özellikler arasındaki ilişkileri değerlendirmek için ise Ki-kare testleri kullanılmıştır. Sonuç olarak, algılanan geçicilik, grafiklere ve sosyal mevcudiyete bağlılığın Instagram Hikayelerini kullanmaya devam etme niyeti ile pozitif bir ilişkisi olduğu bulunmuştur. Çalışma aynı zamanda, akademik ve yönetimsel çıkarımlarda kullanılabilecek niyetle ilgili kişisel özellikleri de değerlendirmektedir.

İndirmeler

İndirme verileri henüz mevcut değil.

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