Investigation of the Effect of Social Media Advertising on Consumer Buying Behavior Using Structural Equation Modeling

Year 2020, Issue: 20, 632 - 639, 31.12.2020

Sinem Sargın , Burcu Oralhan , Ahmet Serkan Üvenç

https://doi.org/10.31590/ejosat.793072

Cited By: 1

Abstract

Today, advertising has become a very important promotion activity for goods and service providers. In order for an advertising campaign to be successful, an effective strategy must be put forward. The strategies developed by the company are communicated to consumers by some advertising tools. Social media advertising is defined as a series of actions that enable companies to communicate and interact with consumers in the target market via a mobile device or network in an interactive manner. Marketing researchers have used motivation theory to examine consumers' attitudes and purchase intentions towards social media ads and determine their premises. Extrinsic motivation expresses perceived usefulness; intrinsic motivation refers to the interest in the action itself. In the light of motivation theory, this study examines the attitudes of consumers towards social media advertising and the factors affecting their purchase intentions. In this context, the purpose of this study is to examine the effect of extrinsic and intrinsic motivation on consumers' attitudes towards social media advertising and also the effect of consumers' attitudes on purchasing intentions. The main mass of the research consists of consumers residing in Kayseri. The study, which was carried out on 354 consumers selected by convenience sampling method was conducted by applying face-to-face questionnaire method, one of the quantitative research methods. In order to test the hypotheses of the research, the Structural Equation Model was used. Reliability analysis and frequency analysis were analyzed through SPSS; confirmatory factor analysis and hypothesis tests were analyzed through the AMOS statistic programs. In line with the findings of the research, timeliness, placement, and personalization have effect on extrinsic motivation; besides, perceived pleasure seems to have an effect on intrinsic motivation. However, it is concluded that consumer innovativeness does not have a significant effect on intrinsic motivation. Moreover, extrinsic and intrinsic motivation have effect on attitude and the attitude has an effect on the purchase intention. Review of the literature supported that the study results in these application were similar to those in other results.

Keywords

Consumer Behavior, Social Media, Advertising, Motivation, Structural Equation Modeling

Sosyal Medya Reklamcılığının Tüketici Satın Alma Davranışı Üzerine Etkisinin Yapısal Eşitlik Modellemesi İle İncelenmesi

Abstract

Günümüzde mal ve hizmet sağlayıcılar açısından reklam oldukça önemli bir tutundurma faaliyeti haline gelmiştir. Bir reklam kampanyasının başarılı olabilmesi için etkin bir stratejinin ortaya konulması gereklidir. Firmanın geliştirdiği stratejiler ise bazı reklam araçları ile tüketicilere iletilmektedir. Sosyal medya reklamcılığı; firmaların, hedef pazardaki tüketicilerle, bir mobil cihaz veya ağ aracılığıyla etkileşimli bir biçimde iletişim ve ilişki kurmasını sağlayan eylemler dizisi olarak tanımlanmaktadır Pazarlama araştırmacıları, tüketicilerin sosyal medya reklamlarına ilişkin tutum ve satın alma niyetlerini incelemek ve öncüllerini belirlemek için motivasyon teorisinden yararlanmışlardır. Dışsal motivasyon, algılanan yararlılığı ifade ederken; içsel motivasyon ise eylemin kendisine olan ilgiyi ifade etmektedir. Bu çalışma, motivasyon teorisinin ışığında, tüketicilerin sosyal medya reklamcılığına yönelik tutumlarını ve satın alma niyetlerini etkileyen faktörleri incelemektedir. Bu kapsamda bu çalışmanın amacı; dışsal ve içsel motivasyonun tüketicilerin sosyal medya reklamcılığına yönelik tutumları üzerindeki etkisini; bununla birlikte, tüketicilerin tutumlarının da satın alma niyetleri üzerindeki etkisini araştırmaktır. Araştırmanın ana kütlesi Kayseri’de ikamet eden tüketicilerden oluşmaktadır. Kolayda örnekleme yöntemiyle seçilen 354 tüketici üzerinde gerçekleştirilen çalışma nicel araştırma yöntemlerinden yüz-yüze anket yöntemi uygulanarak yapılmıştır. Araştırmanın hipotezlerini test etmek amacıyla, Yapısal Eşitlik Modeli kullanılmıştır. Güvenilirlik analizi ve frekans analizi SPSS; doğrulayıcı faktör analizi ve hipotez testleri ise AMOS istatistik programı aracılığıyla analiz edilmiştir. Araştırmanın bulguları doğrultusunda, vakitlilik, yerleştirme ve kişiselleştirmenin dışsal motivasyon üzerinde; algılanan zevkin ise içsel motivasyon üzerinde etkili olduğu görülmektedir. Fakat, tüketici yenilikçiliğinin içsel motivasyon üzerinde anlamlı bir etkisinin bulunmadığı sonucuna ulaşılmıştır. Bununla birlikte dışsal ve içsel motivasyonun tutum üzerinde; tutumun ise satın alma niyeti üzerinde etkili olduğu sonucu ortaya konmuştur. Bu çalışma sonuçlarının literatürde yer alan diğer çalışma sonuçlarını desteklediği görülmüştür.

Keywords

Tüketici Davranışı, Sosyal Medya, Motivasyon, Yapısal Eşitlik Modellemesi, Reklam

References

• Ajzen, I., Fishbein, M., & Heilbroner, R. L. (1980). Understanding attitudes and predicting social behavior (Vol. 278). Englewood Cliffs, NJ: Prentice-hall.
• Akhlaq, A., & Ahmed, E. (2013). The effect of motivation on trust in the acceptance of internet banking in a low income country. International journal of bank marketing.
• Aktaş, H., & Aktan, E. (2014). Sosyal medya reklamları ve tüketici tutumları: Bir reklam mecrası olarak Facebook. Dijital İletişim Etkisi Uluslararası
• Akademik Konferans Bildiri Kitabı, İskenderiye Kitap, İstanbul, 422-434.
• Allam, H., Bliemel, M., Spiteri, L., Blustein, J., & Ali-Hassan, H. (2019). Applying a multi-dimensional hedonic concept of intrinsic motivation on social tagging tools: A theoretical model and empirical validation. International Journal of Information Management, 45, 211-222.
• Altuna, O. K., & Konuk, F. A. (2009). Understandıng Consumer Attıtudes Toward Mobıle Advertısıng And Its Impact On Consumers Behavıoral Intentıons: A Crossmarket Comparıson Of Unıted States And Turkısh Consumers. International Journal of Mobile Marketing, 4(2).
• Babacan, M. (2005). Reklamcılık temel kavramlar. Ankara: Detay Yayıncılık.
• Balasubraman, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the academy of Marketing Science, 30(4), 348-361.
• Bayram, N. (2010). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. Ezgi Kitabevi.
• Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspectives (8th. Ed.).New York: McGraw-Hil
• Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
• Can, L., & Serhateri, A. (2016). Sosyal medya reklamlarının markaya yönelik tutuma etkisi: facebook üzerinde bir uygulama. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2(3), 16-28.
• Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
• Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32, 215–229.
• Chung, T. S., Rust, R. T., & Wedel, M. (2009). My mobile music: An adaptive personalization system for digital audio players. Marketing Science, 28(1), 52-68.
• Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial management & data systems.
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982e1003.
• Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior, Springer Science & Business Media
• Deci, E. L., & Ryan, R. M. (1995). Human autonomy. In Efficacy, agency, and self-esteem (pp. 31-49). Springer, Boston, MA.
• Dhir, A., Kaur, P., & Rajala, R. (2018). Why do young people tag photos on social networking sites? Explaining user intentions. International Journal of Information Management, 38(1), 117–127. https://doi.org/10.1016/j.ijinfomgt.2017.07.004.
• Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of advertising research, 36(5), 21-32.
• Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008). Exploring the intention to use computers: An empirical investigation of the role of intrinsic motivation, extrinsic motivation, and perceived ease of use. Journal of Computer Information Systems, 48(3), 31-37.
• Feng, X., Fu, S., & Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334-341.
• Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Ghose, A., & Han, S. P. (2011). An empirical analysis of user content generation and usage behavior on the mobile Internet. Management Science, 57(9), 1671-1691.
• Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the academy of marketing science, 19(3), 209-221.
• Ho, S. Y. (2012). The effects of location personalization on individuals' intention to use mobile services. Decision Support Systems, 53(4), 802-812.
• Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The effect of in-store travel distance on unplanned spending: Applications to mobile promotion strategies. Journal of Marketing, 77(2), 1-16.
• Johnson P., Plummer J., Bregman M., Clark B., Clarck D. (2013). Mobile Marketing Economic Impact Study, Mobile Marketting Associations. USA.
• Khang, H., Ki, E. J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298.
• Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111- 126.
• Koo, C., Chung, N., & Nam, K. (2015). Assessing the impact of intrinsic and extrinsic motivators on smart green IT device use: Reference group perspectives. International Journal of Information Management, 35(1), 64-79.
• Lee, Y. E., & Benbasat, I. (2003). Interface design for mobile commerce. Communications of the ACM, 46(12), 48-52.
• Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13, 85–108.
• Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in human behavior, 27(3), 1152-1161.
• Lu, H. P., & Su, Y. J. P. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19, 442–458.
• Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppäniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of interactive advertising, 7(2), 41-50.
• Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38, 217–230.
• Mouakket, S. (2015). Factors influencing continuance intention to use social network sites: the Facebook case. Computers in Human Behavior, 53, 102–110. https://doi.org/ 10.1016/j.chb.2015.06.045.
• Nix, G. A., Ryan, R. M., Manly, J. B., & Deci, E. L. (1999). Revitalization through self-regulation: The effects of autonomous and controlled motivation on happiness and vitality. Journal of experimental social psychology, 35(3), 266-284.
• Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
• Pelletier, L. G., Tuson, K. M., Fortier, M. S., Vallerand, R. J., Briere, N. M., & Blais, M. R. (1995). Toward a new measure of intrinsic motivation, extrinsic motivation, and amotivation in sports: The Sport Motivation Scale (SMS). Journal of sport and Exercise Psychology, 17(1), 35-53.
• Pihlström, M., & Brush, G. J. (2008). Comparing the perceived value of information and entertainment mobile services. Psychology & Marketing, 25(8), 732-755.
• Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
• Qin, L., Kim, Y., & Tan, X. (2016). Understanding the intention of using mobile social networking apps.
• Rajala, R., & Westerlund, M. (2010, January). Antecedents to consumers' acceptance of mobile advertisements-A hierarchical construct PLS structural equation model. In 2010 43rd Hawaii International Conference on System Sciences (pp. 1-10). IEEE.
• Reeve, J. (1989). The interest-enjoyment distinction in intrinsic motivation. Motivation and emotion, 13(2), 83-103.
• Reis, H. T. (1994). Domains of experience: Investigating relationship processes from three perspectives. Theoretical frameworks for personal relationships, 87-110.
• Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
• Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—a comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32.
• Sledgianowski, D., & Kulviwat, S. (2009). Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems, 49, 74–83.
• Solomon, M. R. (2004). Consumer behaviour: buying, having and being (6th eds).
• Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376-396.
• Şimşek, G. (2013). Kişisel mecralarda reklam yayını: Kişilerin sosyal medyada reklam paylaşım motivasyonları. Akademik İncelemeler Dergisi (AID), 8(3), 213-239.
• Teo, T. S. H., Lim, V. K. G., & Lai, R. Y. C. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega: International Journal of Management Science, 27, 25–37
• Ünsal, Y. (1984). Bilimsel Reklamcılık ve Pazarlamadaki Yeri. İstanbul: Tivi.
• Vallerand, R. J., & Blssonnette, R. (1992). Intrinsic, extrinsic, and amotivational styles as predictors of behavior: A prospective study. Journal of personality, 60(3), 599-620.
• van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28, 695–704.
• Wu, J., & Lu, X. (2013). Effects of extrinsic and intrinsic motivators on using utilitarian, hedonic, and dual-purposed information systems: A meta-analysis. Journal of the Association for Information Systems, 14(3), 1.
• Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of computer information systems, 47(2), 9-19.
• Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. Detay Yayıncılık, Ankara, (s 53).
• Zikmund, W. G. (1997). Business Research Methods, 5. Edition, The Dryden Press, Orlando.