Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA DEĞERİ, TÜKETİCİ YANITLARI VE SATIN ALMA NİYETİNE ETKİSİ: HIZLI MODA MARKALARINA YÖNELİK BİR ARAŞTIRMA

Zuhal AKGÜN
Dr. Öğretim Üyesi, Yozgat Bozok Üniversitesi

Yayınlanmış 2020-12-25

Anahtar Kelimeler

  • Sosyal Medya Pazarlama Aktiviteleri,
  • Marka Değeri,
  • Tüketici Yanıtları,
  • Satın Alma Niyeti,
  • Hızlı Moda Markaları
  • Social Media Marketing Activity,
  • Brand Equity,
  • Purchase Intention,
  • Customer Response,
  • Fast Apparel Brands

Nasıl Atıf Yapılır

AKGÜN, Z. (2020). SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA DEĞERİ, TÜKETİCİ YANITLARI VE SATIN ALMA NİYETİNE ETKİSİ: HIZLI MODA MARKALARINA YÖNELİK BİR ARAŞTIRMA. Business & Management Studies: An International Journal, 8(5), 4211–4240. https://doi.org/10.15295/bmij.v8i5.1672

Özet

Çalışma, sosyal medya pazarlama aktivitelerinin (SMPA) hızlı moda endüstrisinde niteliklerini belirlemeyi; marka değeri, tüketici yanıtları ve satın alma niyeti üzerindeki etkisini ölçmeyi amaçlanmaktadır. Bu amaç doğrultusunda yapılan 353 anket verileri istatistiki olarak analiz edilmiştir. Uygulanan testler sonucunda sosyal medya pazarlama aktivitelerinin beğeni ve etkinlik olmak üzere iki boyuttan oluştuğu belirlenmiştir. SMPA’nın diğer değişkenlerle arasında anlamlı ve olumlu bir ilişki tespit edilmiştir. Sonuçlar, tespit edilen ilişkilerin markaların sosyal medya aktivasyonlarının sürdürülebilir amaçlarına ulaşmadaki rolünü ortaya koymaktadır.

İndirmeler

İndirme verileri henüz mevcut değil.

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