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THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE ATTITUDES OF CONSUMERS: A STUDY ON INTERGENERATIONAL DIFFERENCES

Year 2023, Volume: 11 Issue: 1, 115 - 140, 21.06.2023

Altuğ Caner Kara , Aysun Varan

https://doi.org/10.14514/beykozad.1266068

Abstract

With the strengthening of technology and internet infrastructure today, consumer profiles are constantly
changing. With the increase in online shopping, businesses have had to change and develop appropriate
marketing strategies for consumers. Additionally, the increase in social media usage has increased the
importance of advertising and brand positioning on these channels. When targeting the audience through direct
marketing, it is necessary to group individuals who are separated by generations according to their common
characteristics and work accordingly. In this context, "What are the factors that affect consumers' purchasing
attitudes on social media platforms? Does the generation factor have an effect on consumers' purchasing
attitudes? If so, does this effect differ among generations?" These are the main problems of this study. The study
was prepared to examine whether there is a difference in purchasing attitudes based on the Y and Z generations
for products or services advertised on social media channels.. As a result of the research, a significant difference
was found between the Y and Z generations in terms of the impact of the annoyance of ads on purchasing
attitudes. Additionally, it was found that brand focus, social media herd behavior, performance expectations,
impulse buying, the informativeness and entertainment value of ads, all affect the purchasing attitudes of both
generations.

Keywords

Marketing Purchasing Social Media Ads Y Generation Z Generation

References

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  • Alford, B. L., ve Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business research, 55(9), 775-783. doi:https://doi.org/10.1016/S0148-2963(00)00214-9
  • Alkış, H., ve Karakan, A. (2019). Algılanan Sosyal Medyanın Tüketici Davranışı ve Satın Alma Niyetine Etkisi Üzerine Bir Araştırma. Turk Turizm Arastirmalari Dergisi, 2(10), 702- 718. doi:10.26677/tr1010.2019.267
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  • Badgaiyan, A. J., ve Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour— Evidence from India. Journal of retailing and consumer services, 21(4), 537-549. doi:https://doi.org/10.1016/j.jretconser.2014.04.003
  • Banerjee, A. V. (1992). A simple model of herd behavior. The quarterly journal of economics, 107(3), 797-817. doi:https://doi.org/10.2307/2118364
  • Belch, G. E., Belch, M. A., & Guolla, M. (2002). Advertising & promotion: An integrated marketing communications perspective (1.bs.). Canada: McGraw-Hill Ryerson.
  • Bock, G.-W., Lee, J., Kuan, H.-H., ve Kim, J.-H. (2012). The progression of online trust in the multi-channel retailer context and the role of product uncertainty. Decision Support Systems, 53(1), 97-107.
  • Can, L. (2017). Sosyal Medya Pazarlaması Kanalı Olarak Instagram da Algılanan Sürü Davranışı ve Satın Alma Niyeti. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi(59), 208-220.
  • Chu, S.-C., ve Kamal, S. (2011). An investigation of social media usage, brand consciousness, and purchase intention towards luxury products among Millennials. Advances in Advertising Research, 179-190. doi:10.1007/978-3-8349-6854-8_12
  • Deshpandé, R., ve Stayman, D. M. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57-64. doi:https://doi.org/10.1177/002224379403100105.
  • Diker, E. (2021). Tüketicilerin YouTube Reklamlarına Yönelik Tutumlarının Satın Alma Davranışı Üzerindeki Etkisi. SelÇuk Ünİversİtesİ İletİŞİm FakÜltesİ Akademİk Dergİsİ. doi:10.18094/josc.818065
  • Dittmar, H. (2005). Compulsive buying–a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British journal of psychology, 96(4), 467-491. doi:https://doi.org/10.1348/000712605X53533
  • Do Nam Hung, J. T., Azam, S., ve Khatibi, A. A. (2019). An empirical analysis of perceived transaction convenience, performance expectancy, effort expectancy and behavior intention to mobile payment of Cambodian users. International Journal of Marketing Studies, 11(4), 77-90. doi:10.5539/ijms.v11n4p77
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  • Haq, Z. u. (2009). E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users. Journal of Retail & Leisure Property, 8(3), 207.
  • İnce, M., & Bozyiğit, S. (2018). Tüketicilerin instagram reklamlarına karşı tutumlarının satın alma davranışları üzerindeki etkisi: y ve z kuşağı üzerine bir araştırma. Beykoz Akademi Dergisi, 6(2), 39-56.
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  • Leblebici Koçer, L., ve Özmerdivanlı, H. (2019). Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi. Akdeniz Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 427-454. doi:10.25294/auiibfd.649282.
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  • King, K., Reid, L., & Soh, H. (2009). Measuring trust in advertising: development and validation of the adtrust scale. Journal of Advertising, 38(2), 83-103.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling. ABD: Guilford publications.
  • Le, T. D., & Nguyen, B.-T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile app display advertising. Asian academy of management journal, 19(2), 87.
  • Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
  • Liao, J., ve Wang, L. (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology & Marketing, 26(11), 987-1001. doi:https://doi.org/10.1002/mar.20309.
  • Logan, K., Bright, L. F., ve Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing.
  • Mattke, J., Maier, C., Reis, L., ve Weitzel, T. (2020). Herd behavior in social media: The role of Facebook likes, strength of ties, and expertise. Information & Management, 57(8), 103370. doi:https://doi.org/10.1016/j.im.2020.103370
  • Munawar, M., Hassanein, K., ve Head, M. (2008). Understanding the role of herd behaviour and homophily in social commerce. Special Interest Group on Human Computer Interaction,(SIGHCI 2017 Proceedings) 21 Kasım 2021 tarihinde https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1004&context=sighci2017 adresinden erişildi.
  • Muralidhar, A., & Raja, A. (2019). Understanding the purchase intention characteristics of Gen Y and Gen Z and introspecting the modern demand variables in fashion industry. International Journal of Scientific and Engineering Research, 10(12), 144-170.
  • Penny, K. I. (1996). Appropriate critical values when testing for a single multivariate outlier by using the Mahalanobis distance. Journal of the Royal Statistical Society: Series C (Applied Statistics), 45(1), 73-81. doi: https://doi.org/10.2307/298224
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  • Ratten, V. (2015). Factors influencing consumer purchase intention of cloud computing in the United States and Turkey: The role of performance expectancy, ethical awareness and consumer innovation. EuroMed Journal of Business, 10(1), 80-97. doi:10.1108/EMJB02-2014-0007
  • Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313. doi:https://doi.org/10.1086/209452
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SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA

Year 2023, Volume: 11 Issue: 1, 115 - 140, 21.06.2023

Altuğ Caner Kara , Aysun Varan

https://doi.org/10.14514/beykozad.1266068

Abstract

Bu araştırmanın amacı, sosyal medya kanallarında reklamı yapılan ürün veya hizmetlerin Y ve Z kuşakları baz alınarak satın alma tutumlarında farklılık olup olmadığını incelemektir. Araştırmada kolayda örneklem yöntemi kapsamında 500 katılımcıya anket formu ile ulaşılmıştır. Çalışmada verilerin analizi için SPSS 26 ve AMOS 24 paket programları kullanılmıştır. Verilerin analizi için Pearson Korelasyon testi, Doğrulayıcı Faktör Analizi, Yol Analizi ve Çoklu Grupla Düzenleyici Etki Analizi kullanılmıştır. Araştırma sonucunda Y ve Z kuşağı arasında reklamların rahatsız ediciliğinin satın alma tutumuna etkisi açısından anlamlı bir farklılık olduğu bulunmuştur.

Keywords

Pazarlama Satın Alma Sosyal Medya Reklamları Y Kuşağı Z Kuşağı

References

  • Alalwan, A. A. (2018). Investigating The Impact Of Social Media Advertising Features On Customer Purchase Intention. International Journal of Information Management, 42, 65-77. doi:https://doi.org/10.1016/j.ijinfomgt.2018.06.001
  • Alford, B. L., ve Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business research, 55(9), 775-783. doi:https://doi.org/10.1016/S0148-2963(00)00214-9
  • Alkış, H., ve Karakan, A. (2019). Algılanan Sosyal Medyanın Tüketici Davranışı ve Satın Alma Niyetine Etkisi Üzerine Bir Araştırma. Turk Turizm Arastirmalari Dergisi, 2(10), 702- 718. doi:10.26677/tr1010.2019.267
  • Armağan, M. V., Karakulle, İ., & Karademir, Ö. (2017). Sosyal medya kullanan tüketicilerin algıları üzerine bir araştırma: instagram örneği. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 6(4), 1-14.
  • Arsenault, P. M. (2004). Validating generational differences: a legitimate diversity and leadership issue. The Leadership and Organization Development Journal, 25(1/2), 124- 141.
  • Badgaiyan, A. J., ve Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour— Evidence from India. Journal of retailing and consumer services, 21(4), 537-549. doi:https://doi.org/10.1016/j.jretconser.2014.04.003
  • Banerjee, A. V. (1992). A simple model of herd behavior. The quarterly journal of economics, 107(3), 797-817. doi:https://doi.org/10.2307/2118364
  • Belch, G. E., Belch, M. A., & Guolla, M. (2002). Advertising & promotion: An integrated marketing communications perspective (1.bs.). Canada: McGraw-Hill Ryerson.
  • Bock, G.-W., Lee, J., Kuan, H.-H., ve Kim, J.-H. (2012). The progression of online trust in the multi-channel retailer context and the role of product uncertainty. Decision Support Systems, 53(1), 97-107.
  • Can, L. (2017). Sosyal Medya Pazarlaması Kanalı Olarak Instagram da Algılanan Sürü Davranışı ve Satın Alma Niyeti. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi(59), 208-220.
  • Chu, S.-C., ve Kamal, S. (2011). An investigation of social media usage, brand consciousness, and purchase intention towards luxury products among Millennials. Advances in Advertising Research, 179-190. doi:10.1007/978-3-8349-6854-8_12
  • Deshpandé, R., ve Stayman, D. M. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57-64. doi:https://doi.org/10.1177/002224379403100105.
  • Diker, E. (2021). Tüketicilerin YouTube Reklamlarına Yönelik Tutumlarının Satın Alma Davranışı Üzerindeki Etkisi. SelÇuk Ünİversİtesİ İletİŞİm FakÜltesİ Akademİk Dergİsİ. doi:10.18094/josc.818065
  • Dittmar, H. (2005). Compulsive buying–a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British journal of psychology, 96(4), 467-491. doi:https://doi.org/10.1348/000712605X53533
  • Do Nam Hung, J. T., Azam, S., ve Khatibi, A. A. (2019). An empirical analysis of perceived transaction convenience, performance expectancy, effort expectancy and behavior intention to mobile payment of Cambodian users. International Journal of Marketing Studies, 11(4), 77-90. doi:10.5539/ijms.v11n4p77
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-36.
  • Dursun, İ., Alnıaçık, Ü., & Kabadayı, E. T. (2013). Tüketici karar verme tarzları ölçeği: yapısı ve boyutları. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 293-304.
  • Gabor, A., ve Granger, C. W. (1961). On the price consciousness of consumers. Journal of the Royal Statistical Society: Series C (Applied Statistics), 10(3), 170-188. doi:https://doi.org/10.2307/2985208
  • Goldberg, M. E., ve Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of consumer research, 17(2), 172-179. doi:https://doi.org/10.1086/208547.
  • Gümüş, N. (2020). Z Kuşağı tüketicilerin satın alma karar tarzlarının incelenmesi. Journal of Yaşar University, 15(58), 381-396.
  • Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi (1.bs.). Ankara: Seçkin.
  • Haq, Z. u. (2009). E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users. Journal of Retail & Leisure Property, 8(3), 207.
  • İnce, M., & Bozyiğit, S. (2018). Tüketicilerin instagram reklamlarına karşı tutumlarının satın alma davranışları üzerindeki etkisi: y ve z kuşağı üzerine bir araştırma. Beykoz Akademi Dergisi, 6(2), 39-56.
  • Kavalcı, K., & Sevtap, Ü. (2016). Y ve z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(3), 1033-1050.
  • Kavanoor, S., Grewal, D., ve Blodgett, J. (1997). Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions. Journal of Business research, 40(3), 219-227.
  • Leblebici Koçer, L., ve Özmerdivanlı, H. (2019). Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi. Akdeniz Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 427-454. doi:10.25294/auiibfd.649282.
  • Jiri, B. (2016). The Employees of Baby Boomers Generation, Generation X, Generation Y and Generation Z in Selected Czech Corporations as Conceivers of Development and Competitiveness in Their Corporation. Journal of Competitiveness, 8(4), 105-123. doi:10.7441/joc.2016.04.07
  • Kacen, J. J., ve Lee, J. A. (2002). The influence of culture on consumer impulsive b behavior. Journal of consumer psychology, 12(2), 163-176. doi:https://doi.org/10.1207/S15327663JCP1202_08
  • King, K., Reid, L., & Soh, H. (2009). Measuring trust in advertising: development and validation of the adtrust scale. Journal of Advertising, 38(2), 83-103.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling. ABD: Guilford publications.
  • Le, T. D., & Nguyen, B.-T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile app display advertising. Asian academy of management journal, 19(2), 87.
  • Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373.
  • Liao, J., ve Wang, L. (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology & Marketing, 26(11), 987-1001. doi:https://doi.org/10.1002/mar.20309.
  • Logan, K., Bright, L. F., ve Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing.
  • Mattke, J., Maier, C., Reis, L., ve Weitzel, T. (2020). Herd behavior in social media: The role of Facebook likes, strength of ties, and expertise. Information & Management, 57(8), 103370. doi:https://doi.org/10.1016/j.im.2020.103370
  • Munawar, M., Hassanein, K., ve Head, M. (2008). Understanding the role of herd behaviour and homophily in social commerce. Special Interest Group on Human Computer Interaction,(SIGHCI 2017 Proceedings) 21 Kasım 2021 tarihinde https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1004&context=sighci2017 adresinden erişildi.
  • Muralidhar, A., & Raja, A. (2019). Understanding the purchase intention characteristics of Gen Y and Gen Z and introspecting the modern demand variables in fashion industry. International Journal of Scientific and Engineering Research, 10(12), 144-170.
  • Penny, K. I. (1996). Appropriate critical values when testing for a single multivariate outlier by using the Mahalanobis distance. Journal of the Royal Statistical Society: Series C (Applied Statistics), 45(1), 73-81. doi: https://doi.org/10.2307/298224
  • Prendergast, G., Liu, P., & Poon, D. T. (2009). A Hong Kong study of advertising credibility. Journal of Consumer Marketing, 26(5), 320-329. doi:https://doi.org/10.1108/07363760910976574
  • Ratten, V. (2015). Factors influencing consumer purchase intention of cloud computing in the United States and Turkey: The role of performance expectancy, ethical awareness and consumer innovation. EuroMed Journal of Business, 10(1), 80-97. doi:10.1108/EMJB02-2014-0007
  • Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313. doi:https://doi.org/10.1086/209452
  • Rotzoll, K. B., Haefner, J. E., ve Hall, S. R. (1996). Advertising in contemporary society: Perspectives toward understanding. Chicago: University of Illinois Press.
  • Sabuncuoğlu, A., & Gülay, G. (2016). Sosyal medyada görsel paylaşımındanreklamcılığa: instagram reklamlarının genç kullanıcılar üzerine etkisine dair bir araştırma.
  • Gümüshane University Electronic Journal of the Institute of Social Science/Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7(15).
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There are 60 citations in total.

Details

Primary Language Turkish
Subjects Customer Relationship Management
Journal Section Articles
Authors

Altuğ Caner Kara 0000-0002-7675-0508

Aysun Varan 0000-0001-6401-9542

Publication Date June 21, 2023
Submission Date March 16, 2023
Acceptance Date May 30, 2023
Published in Issue Year 2023 Volume: 11 Issue: 1

Cite

APA Kara, A. C., & Varan, A. (2023). SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA. Beykoz Akademi Dergisi, 11(1), 115-140. https://doi.org/10.14514/beykozad.1266068
AMA Kara AC, Varan A. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA. Beykoz Akademi Dergisi. June 2023;11(1):115-140. doi:10.14514/beykozad.1266068
Chicago Kara, Altuğ Caner, and Aysun Varan. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA”. Beykoz Akademi Dergisi 11, no. 1 (June 2023): 115-40. https://doi.org/10.14514/beykozad.1266068.
EndNote Kara AC, Varan A (June 1, 2023) SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA. Beykoz Akademi Dergisi 11 1 115–140.
IEEE A. C. Kara and A. Varan, “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA”, Beykoz Akademi Dergisi, vol. 11, no. 1, pp. 115–140, 2023, doi: 10.14514/beykozad.1266068.
ISNAD Kara, Altuğ Caner - Varan, Aysun. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA”. Beykoz Akademi Dergisi 11/1 (June 2023), 115-140. https://doi.org/10.14514/beykozad.1266068.
JAMA Kara AC, Varan A. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2023;11:115–140.
MLA Kara, Altuğ Caner and Aysun Varan. “SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA”. Beykoz Akademi Dergisi, vol. 11, no. 1, 2023, pp. 115-40, doi:10.14514/beykozad.1266068.
Vancouver Kara AC, Varan A. SOSYAL MEDYA PAZARLAMASININ TÜKETİCİLERİN SATIN ALMA TUTUMLARINA ETKİSİ: KUŞAKLAR ARASI FARKLILIKLARA YÖNELİK BİR ÇALIŞMA. Beykoz Akademi Dergisi. 2023;11(1):115-40.
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