SOSYAL MEDYA PAZARLAMASININ MÜŞTERİ DEĞERİNE ETKİSİNDE MÜŞTERİ DENEYİMİNİN ARACILIK ROLÜ VE ÜRÜN İLGİLENİM DÜZEYİNİN FARKLILIĞI ÜZERİNE BİR ARAŞTIRMA

Yıl 2023, , 16 - 31, 31.12.2023

Sibel Erzurumlu

https://doi.org/10.18221/bujss.1286234

Öz

Sosyal medya, markalar ile tüketiciler arasında günümüzde çok etkili bir iletişim alanı olup pazarlama faaliyetleri, önemli düzeyde bu alana yönlenmiştir. Markalar, sosyal medya pazarlama faaliyetleri ile bu platformda yarattıkları etkileşim ile müşteri değeri yaratmak üzere strateji geliştirmektedirler. Bu süreçte müşteri deneyiminin de, müşteri değeri yaratmada önemli bir pazarlama kavramı ve uygulaması olduğu literatürde yer alan araştırmalarda görülmektedir. Tüketicilerin ürün ile ilgili bilgilenme ihtiyacını ifade eden ürün ilgilenim düzeyi, bu çalışma kapsamındaki araştırmada değerlendirmeye alınmıştır. Ürün ilgilenim düzeyi düşük olarak kalem pil, yüksek olarak akıllı cihaz seçilmiş; cevaplayıcılardan alınan verilerin analizi bu sınıflandırmayı desteklemiştir. Bu çalışmanın amacı, farklı ürün ilgilenim düzeyine sahip ürünlerde sosyal medya pazarlamasının müşteri değerine ve bileşenlerine etkisini ve bu etkide müşteri deneyiminin aracılık rolünü ortaya koymaktır. Araştırma bulguları, ürün ilgilenim düzeyi düşük ve yüksek her iki ürün için sosyal medya pazarlamasının müşteri değerine anlamlı düzeyde olumlu yönde etkisi olduğunu ve müşteri deneyiminin aracılık rolünün de bulunduğunu göstermektedir.

Anahtar Kelimeler

Sosyal medya pazarlaması, müşteri değeri, müşteri deneyimi

A Research On Mediation Role Of Customer Experience In The Effect Of Social Media Marketing On Customer Value And The Difference Of Product Involvement Level

Öz

Social media is a very effective communication area between brands and consumers today and marketing activities have been directed to this area to a significant extent. Brands develop strategies to create customer value with the interaction they create on this platform with their social media marketing activities. In this process, it is seen in the researches in the literature that customer experience is an important marketing concept and application in creating customer value. The level of product involvement, which expresses the need of consumers to be informed about the product, has been evaluated in the research within the scope of this study. Alcaline battery was selected as low product involvement level and smart device was selected as high; Analysis of data from respondents supported this classification. The aim of this study is to reveal the effect of social media marketing on customer value and its components in products with different product involvement levels and the mediating role of customer experience in this effect. Research findings show that social media marketing has a significant positive effect on customer value for both products with low and high product involvement, and customer experience also has a mediating role.

Anahtar Kelimeler

Social media marketing, customer value, customer experience

Kaynakça

• Butz Jr, H. E. ve Goodstein, L. D. (1996). Measuring customer value: Gaining the strategic advantage. Organizational Dynamics, 24(3), 63-77.
• Chen, S. C. ve Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
• Gao, W., Fan, H., Li, W. ve Wang, H. (2021). Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, 12-22. https://doi.org/10.1016/j.jbusres.2020.12.056
• Gentile, C., Spiller, N. ve Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410. https://doi:10.1016/j.emj.2007.08.005
• Ho, M. H. W. ve Chung, H. F. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121, 13-21. https://doi.org/10.1016/j.jbusres.2020.07.046
• Holbrook, M. B. ve Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
• IBM. (2023, Ekim 6). Reliability analysis. https://www.ibm.com/docs/en/spss-statistics/27.0.0?topic=features-reliability-analysis
• Kapferer, J. N. ve Laurent, G. (1993). Further evidence on the consumer involvement profile: Five antecedents of involvement. Psychology & Marketing, 10(4), 347-355.
• Karamian, H., Nadoushan, M. A. ve Nadoushan, A. A. (2015). Do social media marketing activities increase brand equity?. International Journal of Economy, Management and Social Sciences, 4(3), 362-365.
• Kim, W., Kim, H. ve Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 53, 101963.https://doi.org/10.1016/j.jretconser.2019.101963
• 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. https://doi.org/10.1016/j.jbusres.2011.10.014
• Klaus, P. ve Maklan, S. (2012). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-246. http://dx.doi.org/10.1108/09564231211208952
• Kotler, P. ve Armstrong, G. (2012). Principles of marketing (14th Edition). Pearson Education Limited.
• Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
• Lemon, K. N., Rust, R. T. ve Zeithaml, V. A. (2001). What drives customer equity?. Marketing Management, 10(1), 1-5.
• Lin, L. Y. ve Chen, C. S. (2006). The influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265.
• Loureiro, S. M. C., Koo, D. M. ve Ribeiro, L. (2016). Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments. In Global branding and country of origin (s. 79-103). Routledge.
• Malarvizhi, C. A., Mamun, A. A., Jayashree, S., Naznen, F. ve Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8, e10145. https://doi.org/10.1016/j.heliyon.2022.e10145
• Meyer, C. ve Schwager, A. (2007). Understanding customer experience. Harvard Business Review Press, 85(2), 116-126.
• Minjung, P. ve Yoo, J. (2018). Benefits of mass customized products: Moderating role of product involvement and fashion innovativeness. Heliyon, 4, e00537. https://doi.org/10.1016/j.heliyon.2018.e00537
• Pine, B. J. ve Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review Press, 78(1), 97-105.
• Rokonuzzaman, M., Harun A., Al-Emran, M. ve Prybutokd, V. R. (2020). An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors. Journal of Retailing and Consumer Services, 52 101933. https://doi.org/10.1016/j.jretconser.2019.101933
• Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. Shilpa Iyanna, S., Bosangit, C. ve Mohd-Any, A. (2012). Value evaluation of customer experience using consumer generated content. International Journal of Management and Marketing Research, 5(2), 89-102.
• Slater, S.F. ve Narver, J.C. (2000). Intelligence generation and superior customer value. Journal of Academy of Marketing Science, 28(1), 120-127.
• Tabanchnick, B. G. ve Fidell, L. S. (2020). Çok değişkenli istatistiklerin kullanımı. Mustafa Baloğlu (Çev.), Nobel Yayın.
• Türk Dil Kurumu. (2023, Mart 15). Deneyimin tanımı. https://sozluk.gov.tr/
• Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M. ve Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. http://doi:10.1016/j.jretai.2008.11.001
• Vogel, V., Evanschitzky, H. ve Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing, 72, 98-108.
• Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25, 139-153.
• Yadav, M. ve Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882-3905. https://doi.org/10.1108/BIJ-05-2017-0092
• Yükselen, C. (2017). Pazarlama araştırmaları. Detay Yayıncılık.
• Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.