We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty

Year 2018, Volume: 7 Issue: 3, 2204 - 2231, 30.09.2018

Yusuf Bilgin

https://doi.org/10.15869/itobiad.451231

Cited By: 1

Abstract

This
research examines the effect of social visibility of consumption on
consumer-brand identity, word-of-mouth communication and repurchase intention
in a social identity. The universe of this study consisted of female consumers
who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra,
Tuğba, Aker, and Armine) on social media. Convenience sampling method was used.
Research data obtained through online surveys shared on Facebook and Instagram
with 748 consumers. The obtained data were analyzed using Structural Equation
Modelling (SEM). It was determined that the social appearance of consumption
affects consumer brand identity, word-of-mouth communication, and repurchase
intention positively in female consumers with conservative social identity.
Word-of-mouth communications are more effective than social identity and
consumer brand identity on the repurchase intentions of female consumers with
conservative social identity. Results show that hijab brands should attach
importance to activities aimed at overlapping themselves with the social
identities of conservative consumers.                               

Keywords

Social Visibility of Consumption, Customer-Brand Identification, Hijab Brands, Word Of Mouth Communication, Repurchase Intention

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

Abstract

Bu araştırmanın amacı,
sosyal bir kimlik içerisinde tüketimin sosyal görünürlüğünün tüketici-marka
kimliğine, ağızdan ağıza iletişime ve tekrar satın alma niyetine etkisini
incelemektir. Araştırmanın evrenini, Türkiye’de tanınmış beş tesettür giyim
markasını (Nihan, Kayra, Tuğba, Aker ve Armine) sosyal medyada takip eden kadın
tüketiciler oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi kullanılmış
ve araştırma verileri, 748 tüketiciden Facebook ve Instagram’da paylaşılan
çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, Yapısal
Eşitlik Modellemesi (YEM) kullanılarak analiz edilmiştir. Analiz sonucunda,
muhafazakâr sosyal kimliğe sahip kadın tüketicilerde tüketimin sosyal
görünürlüğünün tüketici marka kimliğini, ağızdan ağıza iletişimi ve tekrar
satın alma niyetini pozitif yönlü etkilediği belirlenmiştir. Buna ek olarak,
muhafazakâr sosyal kimliğe sahip kadın tüketicilerin tekrar satın alma
niyetleri üzerinde ağızdan ağıza iletişimin tüketimin sosyal görünürlüğünden ve
tüketici marka kimliğinden daha etkili olduğu sonucuna ulaşılmıştır. Elde
edilen sonuçlar, tesettür markalarının kendilerini muhafazakâr kadın
tüketicilerin sosyal kimlikleriyle örtüştürmeye dönük aktivitelere önem
vermeleri gerektiğini göstermektedir.

Keywords

Tüketimin Sosyal Görünürlüğü, Tüketici Marka Kimliği, Tesettür Markaları, Ağızdan Ağıza İletişim, Tekrar Satın Alma Niyeti

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