A SURVEY RESEARCH ON THE RELATINSHIPS BETWEEN SOCIAL MEDIA MARKETING AND CONSUMERS’ BUYING BEHAVIOR, THE MEDIATING ROLES OF SOCIAL IDENTITY AND PERCEIVED VALUE
![](https://www.bmij.org/public/journals/1/cover_issue_74_tr_TR.jpg)
Published 2020-06-25
Keywords
- Social Media Marketing E-Loyalty E-Trust Social Identity Perceived Value
- Medya Pazarlaması, E-Sadakat, E-Güven, Sosyal Kimlik, Algılanan Değer
How to Cite
Abstract
1. LITERATURE
1.1. RESEARCH SUBJECT: The research subject is investigating the relationships among social media marketing activities that affect customers' purchasing behavior in e-commerce, and the concepts of e-satisfaction, and e-loyalty and e-trust, and the mediating role of social identity and the perceived value in these relations.
1.2. RESEARCH PURPOSE AND IMPORTANCE: The purpose of the research is to determine the mediating role of social identity and perceived value in the impact of social media marketing activities on e-satisfaction, and to measure the effect of e-satisfaction on e-loyalty and e-trust and e-trust on e-loyalty. The study is important in terms of presenting a conceptual model that takes many variables together in national and international marketing literature.
1.3. CONTRIBUTION of the ARTICLE to the LITERATURE: When the marketing literature is analyzed, there are a limited number of studies investigating the mediating roles of perceived value and social identity in e-commerce together. This study is important in terms of contributing to the literature. In addition, addressing e few variables, which are indicators of purchasing behavior, serves this purpose.
2. DESIGN AND METHOD
2.1. RESEARCH TYPE: Research article
2.2. RESEARCH PROBLEMS: What is the effect of social media marketing on the purchasing behavior of online shoppers? Are the relationships between e-satisfaction, e-loyalty, and e-trust meaningful? Do social identity and perceived value play an intermediary role in these relationships?
2.3. DATA COLLECTION METHOD: Survey method
2.4. QUANTITATIVE / QUALITATIVE ANALYSIS: Exploratory Factor Analysis, Reliability Analysis and Regression Analysis
2.5. RESEARCH MODEL:
2.6. RESEARCH HYPOTHESES:
H1: Social identity has a mediating role in the impact of social media marketing activities on e-satisfaction.
H2: Perceived value has a mediating role in the impact of social media marketing activities on e-satisfaction.
H3: e-satisfaction has a positive effect on e-loyalty.
H4: e-satisfaction has a positive effect on e-trust.
H5: e-trust has a positive effect on e-loyalty
3. FINDINGS AND DISCUSSION
3.1. FINDINGS as a RESULT of ANALYSIS: It has been determined that social identity and perceived value have a partial mediating role in the impact of social media marketing activities on e-satisfaction, e-satisfaction has a positive effect on e-loyalty and e-trust and e-trust on e-loyalty.
3.2. HYPOTHESIS TEST RESULTS: All hypotheses are supported.
3.3. DISCUSSING the FINDINGS with the LITERATURE: Similar results have been obtained with various studies in the literature (Asih ve Pratomo, 2018:125-144; Vijay vd., 2019:1-15; Kaya vd., 2019:369-394;Chen ve Lin, 2019:22-32; Quana vd., 2020:63-76).
4. CONCLUSION, RECOMMENDATION AND LIMITATIONS
4.1. RESULTS of the ARTICLE: It has been determined that social identity and perceived value have mediating roles in the impact of social media marketing activities on e-satisfaction, and e-satisfaction has a positive effect on e-loyalty and e-trust and e-trust on e-loyalty.
4.2. SUGGESTIONS BASED on RESULTS: For future research, the model can be applied by considering different e-commerce sites. In addition, brand attitude, brand image, e-service quality variables and the relationships of these variables or the mediating role of e-satisfaction on e-trust along with e-loyalty can be explored.
4.3. LIMITATIONS of the ARTICLE: The fact that the research covers only one e-commerce site and convenience sampling from non-random sampling methods should be considered as the limitations of the research.
Downloads
References
- Akar, E. (2010). Sosyal Medya Pazarlaması: Sosyal Webde Pazarlama Stratejileri. Ankara: Efil Yayınevi.
- Akköse, A. A. (2010). Elektronik Ticarette Müşteri Tatmini Kavramının Tanzanya ve Türkiye Örneklerinde Karşılaştırması. Yayınlanmamış Yüksek Lisans Tezi, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü, Sakarya.
- Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T. ve Alhorani, A. M. (2017). The impact or e-service quality and e-loyalty on online shopping: Moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92-103.
- Algesheimer, R., Dholakia, U. M. ve Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
- Altunışık, R., Sütütemiz, N. ve Çallı, L. (2010). E-Memnuniyeti Etkileyen Performans Kriterlerinin Tespiti Üzerine Bir Araştırma (E-Perakendecilik Örneği). Akademik Bakış Dergisi, 20, 1-17.
- Anderson, R. E. ve Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.
- Arslan, S. ve Atalık, Ö. (2016). Sosyal Medya Sitelerinde E-Sadakat ve Türkiye’de Faaliyet Gösteren Havayolu İşletmelerinde Bir Uygulama. Niğde Üniversitesi İİBF Dergisi, 9(2), 1-20.
- Ashforth, B. E. ve Mael, F. (1989). Social Identity Theory and the Organization. Academy of Management Review, 14(1), 20-39.
- Asih, R. R. D. ve Pratomo, L. A. (2018). Peran mediası e-satisfaction dan e-trust terhadap e-loyalty. Jurnal Manajemen dan Pemasaran Jasa, 11(1), 125-144.
- Asur, S. ve Huberman, B. A. (2010). Predicting The Future With Social Media. In: Proceedings of the 2010 International Conference on Web Intelligence and Intelligent Agent Technology, IEEE/WIC/ACM, Toronto, 492-499.
- Atan, U. ve Işık, M. (2018). Facebook'ta Verilen Reklamların Marka ve Kullanıcılar Üzerindeki Etkisi: Konya İlinde Bir Araştırma. Ulakbilge, 6(21), 217-237.
- Bagozzi, R. P. ve Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
- Baron, R. M. ve Kenny, D.A. (1986). The moderator mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
- Basuroy, S., Chatterjee, S. ve Ravid, S. A. (2003). How critical are critical reviews? The box office effects of film critics, star power and budgets. Journal of Marketing Research, 67(4), 103-117.
- Bayram, A. T. ve Şahbaz, P. (2017). E-Hizmet Uygulamalarında Kalite Algısı, Memnuniyet ve Sadakat Tutumlarının Demografik Özelliklere Göre İncelenmesi: Seyahat Acentaları Müşterileri Örneği. Journal of Tourism and Gastronomy Studies, 5(1), 60-75.
- Bennett, P. D. (1988). Marketing. USA: McGraw Hill Inc.
- Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
- Bhattacharya, C. B. ve Sen, S. (2003). Consumer company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
- Bozbay, Z., Yaman, Y. ve Özkan, E. (2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap Sektörü Üzerine Karşılaştırmalı Bir Araştırma. Journal of Transportation and Logistics, 1(1), 20-38.
- Bozkurt, İ. (2004). İletişim Odaklı Pazarlama (Tüketiciden Müşteri Yaratmak). İstanbul: MediaCat Yayıncılık.
- Buluk, B. ve Boz, M. (2016). Online Seyahat Acentaları Aracılığıyla Seyahat Satın Almada Turist Memnuniyeti: İstanbul Örneği. Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(6), 504-529.
- Büyükdağ, N. ve Kitapcı, O. (2017). Does the e-loyalty increase as the consumer's access to the internet increases? An empirical study in Turkey. Journal of Business Research-Türk, 9(4), 139-154.
- Cao, H., Jiang, J., Oh, L. B., Li, H., Liao, X. ve Chen, Z. (2013). A Maslow’s hierarchy of needs analysis of social networking services continuance. Journal of Service Management, 24(2), 170-190.
- Chau, P.Y. K., Hu, P. J. H., Lee, B. L. P. ve Au, A. K. K. (2007). Examining customers’ trust in online vendors and their dropout decisions: An empirical study. Electronic Commerce Research Applications, 6, 171-182.
- Chaudhuri, A. ve Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
- Chen, P. T. ve Hu, H. H. (2010). The Effect of Relational Benefits on Perceived Value in Relation to Customer Loyalty: An Empirical Study in the Australian Coffee Outlets Industry. International Journal of Hospitality Management, 29(3), 405-412.
- Chen, S. C. ve Lin, C. P. (2019). Understanding the effect of social media marketing activities: Themediation of social identification, perceived value, and satisfaction. Technological Forecasting & Social Change, 140, 22-32.
- Chevalier, J. A. ve Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
- Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward internet service providers. Information and Management, 41(6), 685-695.
- Chiou, J. ve Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34, 613-627.
- Choi, D. ve Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. Cyber Psychology & Behavior, 7(1), 11-24.
- Chou, C. J. (2014). Hotels’ environmental policies and employee personal environmental beliefs: Interactions and outcomes. Tourism Management, 40, 436-446.
- Christodoulides, G., ve Michaelidou, N. (2010). Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27(1-2), 181-197.
- Corritore, C. L., Kracher, B. ve Wiedenbeck, S. (2003). On-line trust: Concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58(6), 737-758.
- Cristobal, E., Flavian, C. ve Guinaliu, M. (2007). Perceived e-service quality measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317-340.
- Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
- Currás-Pérez, R., Ruiz-Mafé, C. ve Sanz-Blas, S. (2013). Social network loyalty: Evaluating the role of attitude, perceived risk and satisfaction. Online Information Review, 37(1), 61-82.
- Cyr, D., Kindra, G. S., ve Dash, S. (2008). Web site design, trust, satisfaction and e-loyalty: The Indian experience. Online Information Review, 32(6), 773-790.
- Çabuk, S. Yağcı, M. (2007). Pazarlamaya Çağdaş Yaklaşım. Adana: Nobel Kitabevi.
- Çifci, S. ve Sözen, D. (2017). Tüketicilerin Sosyal Medya Pazarlama Aktivitelerine Katılımlarının Etkileyicileri ve Sonuçları. Ege Akademik Bakış, 17(4), 505-515.
- Daugherty, T. ve Hoffman, E. (2014). E-WOM and the ımportance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
- Dellarocas, C., Zhang, X. M. ve Awad, N. F. (2007). Exploring the value of online product reviews ın forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45.
- Devaraj, S., Fan, M. ve Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information System Research, 13(3), 316-334.
- Dharmesti, M. D. D. ve Nugroho, S. S. (2013). The antecedents of online customer satisfaction and customer loyalty. Journal of Business and Retail Management Research, 7(2), 1-12.
- Duan, W., Gu, B. ve Whinston, A. B. (2008). Do online reviews matter? An empirical ınvestigation of panel data. Decision Support Systems, 45(4), 1007-1016.
- Ellemers, N., Kortekaas, P. ve Ouwerkerk, J. W. (1999). Self-categorization, commitment to the group, and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(23), 371-389.
- Eriksson, K. ve Nillson, D. (2007). Determinants of the continued use of self service technology: The case of internet banking. Technovation, 27, 159-167.
- Evans, D. (2008). Social media marketing: An hour a day. Canada: Wiley publishing lawyer should know about Twitter, Facebook, YouTube & Wikis. Utah Bar Journal, 23(3), 1-16.
- Evanschitzky, H., Iyer, G. R., Hesse, J., ve Ahlert, D. (2004). E-satisfaction: A reexamination. Journal of Retailing, 80(3), 239-247.
- Faiz, E. (2018). Online Seyahat Alışverişlerinin Hizmet Kalitesinin E-Memnuniyet ve E-Sadakat Üzerindeki Etkisi. Elektronik Sosyal Bilimler Dergisi, 17(68), 1675-1690.
- Faraoni, M., Rialti, R., Zollo, L. ve Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e-Commerce Empirical results from Italian grocery retailers. British Food Journal, 121(2), 574-589.
- Forgas, S., Palau, R., Sánchez, J., ve Huertas-García, R. (2012). Online drivers and offline influences related to loyalty to airline websites. Journal of Air Transport Management, 18(1), 43-46.
- Forgas-Coll, S., Palau-Saumell, R., Sánchez-García, J. ve Fandos-Roig, J. C. (2013). Airline website loyalty formation and the moderating effects of gender and education. Service Business, 7(2), 255-274.
- Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. ve Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
- Gommans, M., Krishnan, K. S. ve Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3(1), 43-58.
- Gremler, D. (1995). The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty. Tuscon, Arizona: Arizona State University.
- Gruen, T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
- Gummerus, J., Liljander, V. M., Pura, M. ve van Riel, A. C. R. (2004). Customer loyalty to content-based web sites: The case of an online health-care service. Journal of Services Marketing, 18(3), 175-186.
- Habibi, M. R., Laroche, M. ve Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
- Hacıefendioğlu, Ş. (2010). Sosyal Paylaşım Sitelerinde Üye Bağlılığı Üzerine Bir Araştırma. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(2), 59-71.
- Hacıefendioğlu, Ş. (2014). Sosyal Medyanın Marka Bağlılığına Etkisi Üzerine Bir Araştırma. KOSBED, 28, 59-70.
- Harris, L. ve Goode, M. (2004). The four level of loyalty and the pivotal role of trust: A study of online service dynamic. Journal of Retailing, 80(2), 139-158.
- https://tekno10.com/sosyal-medya/turkiyenin-sosyal-medya-kullanim-orani-aciklandi/; Erişim Tarihi:22.04.2020.
- https://trendyol.com; Erişim Tarihi:22.04.2020.
- Humphrey Jr, W. F., Laverie, D. A. ve Rinaldo, S. B. (2017). Brand choice via incidental social media exposure. Journal of Research in Interactive Marketing, 11(2), 110-130.
- İlter, B. (2009). E-Perakendecilikte E-Hizmet Kalitesi, Müşteri Memnuniyeti ve Müşteri Sadakati İlişkisi: İşletme Fakültesi Öğrencileri Üzerine Bir Çalışma. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 10(1), 97-117.
- Jarvenpaa, S. L., Tractinsky, N. ve Vitale, M. R. (2000). Consumer trust in an internet store. Information Technology and Management, 1(1-2), 45-71.
- Kaplan, A. M. ve Haenlein, M. (2009). The fairy land of second life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563-572.
- Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
- Kara, Y. ve Coşkun, A. (2012) Sosyal Ağların Pazarlama Aracı Olarak Kullanımı: Türkiye’deki Hazır Giyim Firmaları Örneği. Afyon Kocatepe Üniversitesi İİBF Dergisi, 14(2), 73-89
- Karadeniz, M. ve Çuhadaroğlu, Ö. (2016). Lojistik Yönetiminde E-Ticaret Mobil Uygulamalarında Sunulan Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 30 (1), 155-173.
- Kardes, F. R., Cronley, M. L. and Cline, T. W. (2010). Consumer Behaviour. USA: South-Western College Publication.
- Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S. ve Orús, C. (2019). The moderating role of website familiarity in the relationships between eservice quality, e-satisfaction and e-loyalty. Journal of Internet Commerce, 18(4), 369-394.
- Kırcova, İ. ve Enginkaya, E. (2015). Sosyal Medya Pazarlama. İstanbul: Beta Basım.
- Kim, A. J. ve Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
- Kim, D., Ferrin, D. ve Rao, H. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk,and their antecedents. Decision Support Systems, 44(2), 544-564.
- Kim, H. ve Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390.
- Kim, J., Jin, B. ve Swinney, J. (2009). The role of etail quality,e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247.
- Koçak Alan, A., Tümer Kabadayı, E. ve Uzunburun, T. (2018) Sosyal Medya Pazarlama Faaliyetlerinin Müşteri Varlığı Ve Müşteri Bağlılığına Etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 535-555.
- Kotler, P. ve Armstrong, G. (2018). Pazarlama İlkeleri. (Çev. A. E. Gegez) Ankara: Beta Basım Yayım Dağıtım A.Ş.
- Kotler, P. ve Keller, K. L. (2018). Pazarlama Yönetimi. (Çev. İ. Kırcova) Ankara: Beta Basım Yayım Dağıtım A.Ş.
- Krauter, S. G. ve Kaluscha, E. A. (2003). Empirical Research in On-line Trust: A review and critical assessment. Int. J. Human-Computer Studies, 58(6), 783-812.
- Lee, M. K. O., Cheung, C. M. K., Lim, K. H. ve Sia, C. (2006). Understanding customer knowledge sharing in web-based discussion boards: An exploratory study. Internet Research, 16(3), 289-303.
- Lemon, K. N., Rust, R. T. ve Zeithaml, V. A. (2001). What drives customer equity. Marketing Management, 10(1), 20-25.
- Lim, Y., Chung, Y. ve Weaver, P. A. (2012). The impact of social media on destination branding consumer generated videos versus destination marketer-generated video. Journal of Vacation Marketing, 18(3), 197-206.
- Mangold, W. G. ve Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
- Mathwick, C., Malhotra, N. ve Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
- McKinney, V., Yoon, K. ve Zahedi, F. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.
- Meydan, B. ve Tunca, M. Z. (2018). Sosyal Medyanın Hedonik Satın Alma Davranışlarına Etkileri Üzerine Bir Araştırma. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(26), 832-854.
- Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing? Journal of Marketing, 58(3), 20-38.
- Müftüoğlu, S., Tosun, N. B. ve Ülker, Y. (2018). Elektronik Ağızdan Ağıza İletişim (Ewom) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü, 9(24), 231-254.
- Netemeyer, R. D., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. ve Wirthg, F. (2004). Developing and validating measures of facets of customerbased brand equity. Journal of Business Research, 57(2), 209-224.
- Nusair, K. K., Bilgihan, A., Okumus, F. ve Cobanoglu, C. (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13-22.
- Odabaşı, Y. (2010). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi. İstanbul: Sistem Yayıncılık.
- Phromlert, C., Deebhijarn, S. ve Sornsaruht, P. (2019). How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand. African Journal of Hospitality, Tourism and Leisure, 8(5), 1-14.
- Pietro, D. L., Virgilio, D. F. ve Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60-76.
- Pulvirenti, M. ve Jung, T. (2011). Impact of perceived benefits of social media networks on web quality and e-satisfaction. Information and Communication Technologies in Tourism 2011: Proceedings of the International Conference in Innsbruck, Austria, 26-28 January, 513-524.
- Qin, L. (2011). Word-Of-Mouth For Movies: A predictor and an outcome of box office revenue? Journal of Electronic Commerce Research, 12(3), 187-198.
- Quana, N. H., Chia, N. T. K.., Nhunga, D. T. H., Ngana, N. T. K. ve Phonga, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10, 63-76.
- Rahman, Z., Moghavvemmi, S., Suberamanaian, K., Zanuddin, H. ve Md Nasir, H. N. B. (2018). Mediating impact of fan-page engagement on social media connectedness and followers purchase intention. Online Information Review, 42(7), 1082-1105.
- Reichheld, F. F., Markey, R. G, Hopton, C. (2000). E-customer loyalty-applying the traditional rules of business for online success. European Business Journal, 12(4), 173-179.
- Rios, R. E. ve Riquelme, H. E. (2008). Brand equity for online companies. Marketing Intelligence & Planning, 26(7), 719-742.
- Rios, R. E. ve Riquelme, H. E. (2010). Sources of brand equity for online companies. Journal of Research in Interactive Marketing, 4(3), 214-240.
- Rodgers, W., Negash, S., ve Suk, K. (2005). The moderating effect of online experience on the antecedents and consequences of online satisfaction. Psychology and Marketing, 22(4), 313-331.
- Sabuncuoğlu, A. ve Gülay, G. (2016). Sosyal Medyada Görsel Paylaşımından Reklamcılığa: Instagram Reklamlarının Genç Kullanıcılar Üzerine Etkisine Dair Bir Araştırma. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7(15), 107-131.
- Scott, S. G. ve Lane, V. R. (2000). A stakeholder approach to organizational identity. Academy of Management Review, 25(1), 43-62.
- Seo, E. J. ve Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
- Shobeiri, S., Laroche, M. ve Mazaheri, E. (2013). Shapinge-retailer’s website personality: The importance of experiential marketing. Journal of Retailing Consumer. Services, 20(1), 102-110.
- Shun, C. ve Yunjie, X. (2006). Effects of outcome, process and shopping enjoyment on online consumer behaviour. Electronic Commerce Research and Applications, 5(4), 272-281.
- Sirdeshmukh, D., Singh, J. ve Sabol, B. (2002). Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
- Srinivasan, S., Anderson, R. ve Ponnavolu, K. (2002). Customer loyalty in e- commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
- Stewart, K. (2003). Trust transfer on the world wide web. Organization Science, 14(1), 5-17.
- Szymanski, D. ve Hise, R. T. (2000). E-Satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322.
- Tsai, H., Huang, H., Jaw, Y. ve Chen, W. (2006). Why on-line customers remain with a particular e-retailer: An integrative model and empirical evidence. Psychology and Marketing, 23(5), 447-464.
- Tsang, N. K. F., Lai, T. H. ve Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323.
- Uzkurt, C. (2007). Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 17, 25-43.
- Vijay, T. S., Prashar, S. ve Sahay, V. (2019). The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 1-15.
- Vural, Z. B. A. ve Bat, M. (2010). Yeni Bir İletişim Ortamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma. Journal of Yaşar University, 20(5), 3348‐3382.
- Walter, A. H. (1976). Cultural Values do Correlate with Consumer Behavior. Journal of Marketin Research, 13(2), 121-127.
- Yapraklı, Ş. ve Yılmaz, K. (2008). İnternet Bankacılığı Hizmeti Kullanıcılarının Hizmet Kalitesi Algılarının Tatmin ve Bağlılık Düzeyleri Üzerindeki Etkisi: Akademik Personel Üzerinde Bir Uygulama. Marmara Üniversitesi İİBF Dergisi, 24(1), 137-161.
- Yılmaz, V. ve İlhan Dalbudak, Z. (2018). Aracı Değişken Etkisinin İncelenmesi: Yüksek Hızlı Tren İşletmeciliği Üzerine Bir Uygulama. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 517-534
- Yu, J., Zo, H., Kee Choi, M. P. ve Ciganek, A. (2013). User acceptance of location- based social networking services: an extended perspective of perceived value. Online Information Reviev, 37(5), 711-730.
- Yükselen C. (2017). Pazarlama Araştırmaları. Ankara: Detay Yayıncılık.
- Zeithaml, V., Berry, L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
- Zikmund, W. G. and d’Amico, M. (1995). Effective Marketing. St Paul: West Publishing Company.