Cilt 6 Sayı 1 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA BİLİNİRLİĞİNE, MARKA İMAJINA VE MARKA SADAKATİNE ETKİSİ

Yusuf BİLGİN
BARTIN ÜNİVERSİTESİ/İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ/TURİZM İŞLETMECİLİĞİ BÖLÜMÜ/TURİZM İŞLETMECİLİĞİ ANABİLİM DALI/

Yayınlanmış 2018-04-25

Anahtar Kelimeler

  • Sosyal medya pazarlama aktiviteleri,
  • marka bilinirliği,
  • marka imajı,
  • marka sadakati

Nasıl Atıf Yapılır

BİLGİN, Y. (2018). SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA BİLİNİRLİĞİNE, MARKA İMAJINA VE MARKA SADAKATİNE ETKİSİ. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Özet

Bu araştırmanın amacı, sosyal medya pazarlama aktivitelerinin marka bilinirliğine, marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada, marka bilinirliğinin ve marka imajının marka sadakati üzerindeki etkisinin analiz edilmesi amaçlanmaktadır. Araştırmanın evrenini, Marketing Turkey sosyal medya marka performans verilerine göre en yüksek sosyal skor değerine sahip beş markayı Facebook, Twitter ve Instagram sosyal medya iletişim kanallarında aktif bir şekilde takip eden tüketiciler oluşturmaktadır. Araştırmada nicel yöntem kullanılmıştır. Araştırma verileri, kolayda örnekleme yöntemi kullanılarak 547 marka takipçisinden sosyal medyada paylaşılan çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, yapısal eşitlik modellemesi (YEM) ile analiz edilmiştir. Analiz sonucunda, sosyal medya pazarlama aktivitelerinin marka imajı ve marka sadakati üzerinde etkili olmakla birlikte en belirgin etkisinin marka farkındalığı üzerinde olduğu saptanmıştır. Buna ek olarak, marka farkındalığının ve marka imajının marka sadakati üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir. Ayrıca araştırmada, marka farkındalığının marka imajı üzerinde sınırlı bir etkisinin olduğu sonucuna ulaşılmıştır. 

İndirmeler

İndirme verileri henüz mevcut değil.

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