Cilt 10 Sayı 1 (2022): Business & Management Studies: An International Journal
Makaleler

Tüketicilerin sosyal medya reklamlarına yönelik tutumlarının satın alma davranışları üzerindeki etkilerinin incelenmesi

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  • Cüneyd İkbal Sarıoğlu
Cüneyd İkbal Sarıoğlu
Dr. Öğr. Üyesi, Kocaeli Üniversitesi, Hereke Ömer İsmet Uzunyol Meslek Yüksekokulu, Kocaeli, Türkiye
DOI: https://doi.org/10.15295/bmij.v10i1.1979

Yayınlanmış 2022-03-26

Anahtar Kelimeler

  • Sosyal Medya, Satın Alma Niyeti, Sosyal Medya Reklamcılığı
  • Social Media, Purchase Intention, Social Media Advertising

Nasıl Atıf Yapılır

Sarıoğlu, C. İkbal. (2022). Tüketicilerin sosyal medya reklamlarına yönelik tutumlarının satın alma davranışları üzerindeki etkilerinin incelenmesi. Business & Management Studies: An International Journal, 10(1), 132–148. https://doi.org/10.15295/bmij.v10i1.1979

Telif Hakkı (c) 2022 Cüneyd İkbal Sarıoğlu

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Özet

Sosyal medya reklamları hedeflenmiş müşterilere ulaşmak amacıyla markalar ve işletmeler tarafından günümüzde yaygın olarak kullanılmaktadır. Sosyal medya reklamlarının tüketicilerin satın alma kararındaki etkisinin incelenemsi önemli bir araştırma konusu olarak öne çıkmaktadır. Bu nedenle sosyal medya üzerinden yapılan reklamlarda tüketicilerin satın alma davranışlarında etkili olan unsurların ortaya konulması önemlidir. Bu gerçekler ışığında çalışmada; sosyal medya reklamlarına güven, sosyal medyanın reklam etiği, sosyal medya reklamlarından algılanan kişiselleştirme ve sosyal medya reklamlarına yönelik kullanıcı tutumu değişkenlerinin sosyal medya aracılığıyla satın alma niyeti üzerindeki etkileri ile cinsiyet, yaş ve eğitim düzeyinin düzenleyici etkileri incelenmiştir. Araştırma kapsamında Kocaeli ilinde yaşayan 421 kişiden anket tekniği ile veriler toplanmış ve elde edilen veriler hiyerarşik regresyon testleri kullanılarak analiz edilmiştir. Analizin bulguları, sosyal medya reklamlarına güven, sosyal medyanın reklam etiği ve sosyal medya reklamlarına yönelik tutumun; sosyal medya aracılığıyla satın alma niyetini olumlu etkilediğini göstermektedir. Yaşın, sosyal medya aracılığıyla satın alma niyeti ile sosyal medya reklam etiği ve sosyal medya reklamlarına yönelik kullanıcı tutumu arasında; eğitim düzeyinin ise sosyal medya aracılığıyla satın alma niyeti ile sosyal medya reklamlarına güven ve sosyal medya reklamlarına yönelik kullanıcı tutumu arasında düzenleyici bir role sahip olduğu bulunmuştur. Bu çalışmanın demografik farklılıklar ile sosyal medya aracılığıyla satın alma niyetini etkileyen faktörlerin netleştirilmesine katkı sağlaması beklenmektedir.

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