Impact of Social Media Usage Activities on Brand Awareness of Young Consumers

Year 2018, Volume: 33 Issue: 1, 217 - 234, 20.04.2018

Syed İkram Akbar Engin Özgül

https://doi.org/10.24988/deuiibf.2018331713

Abstract

Social media, an inevitable tool of today's communication world, is becoming an inevitable communication channel for businesses too. Due to its structure allowing direct communication between the company and its customers and its superiority over traditional communication channels, it is being used more and more by several companies. Continuous increment in the use of social media tools has made the impact of new generation communication tools on brand awareness very important. For this reason, the effect of Facebook, which is one of the most used social media tools in the researches (or literature), on the brand awareness of the companies is examined. It has been determined that social media can make meaningful effects on brand awareness in the research conducted on young consumers in İzmir region. Regression analysis illustrates that Facebook is responsible for 34% of brand awareness. Consequently, it is considered that the more intensive and effective use of the advantages derived from the social media tools can provide significant advantages in creating brand awareness, and this should be the subject of further research.

Keywords

Social Media Use Intensity (SMUI), Social Integration and Emotional Connection (SIEC), Integration into Social Routines (ISR), Brand Awareness (BA)

Genç Tüketicilerin Sosyal Medya Kullanım Faaliyetlerinin Marka Bilinirliğine Etkileri

Abstract

Günümüz iletişim dünyasının vazgeçilmez bir aracı olan sosyal medya, işletmeler için de vazgeçilmez bir iletişim kanalı haline gelmektedir. Firma ve müşterileri arasında doğrudan iletişime olanak veren yapısı ve geleneksel iletişim kanallarına göre üstünlükleri nedeniyle firmalar tarafından giderek daha fazla kullanılmaktadır. Sosyal medya araçlarının giderek artan kullanımı, bu yeni nesil iletişim araçlarının marka bilinirliğine etkisi önemli hale getirmektedir. Bu nedenle araştırmada sosyal medya araçlarından en yoğun kullanılanlardan biri olan Facebook’un, firmaların marka bilinirliğine etkisi incelenmiştir. İzmir bölgesinde genç tüketiciler üzerinde yapılan araştırmada sosyal medyanın, marka bilinirliği üzerinde anlamlı etkiler yapabildiği tespit edilmiştir. Yapılan regresyon analizi, Facebook'un marka bilinirliğinin % 34’sünden sorumlu olabildiğini göstermektedir. Dolayısıyla işletmelerin sosyal medya araçlarından kaynaklanan avantajları daha yoğun ve etkili olarak kullanmalarının, marka bilinirliği oluşturma konusunda önemli avantajlar sağlayabileceği ve bu konunun daha detaylı araştırmalara da konu olması gerektiği düşünülmektedir.

Keywords

Sosyal Medya Kullanım Düzeyi, Sosyal Entegrasyon ve Duygusal Bağlanma; Sosyal Rutinlere Bağlanma, Marka Bilinirliği

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