GERÇEĞİN SIFIR ANINDA İÇERİK PAZARLAMASI: ONEDİO ÖRNEĞİ İLE TÜKETİCİ ETKİLEŞİMİNİN İNCELENMESİ

Yıl 2023, Cilt: 3 Sayı: 1, 46 - 76, 30.04.2023

Yusuf Ozan Yıldırım , Şakir Erdem

Öz

Dijital platformlar aracılığı ile tüketiciler artık ürünler ile fiziksel bir temas kurmadan başkalarının deneyimlerini izleyerek/okuyarak ürünler hakkında bilgi sahibi olmaktadır. İçerik pazarlamasının unsurlarından olarak görülen oluşturulan içerikler ile tüketicinin etkileşimi, deneyimlerin aktarılması açısından önem arz ettiği düşünülmektedir. Araştırmada platformların sunmuş olduğu içeriklerin dijital ortamdaki deneyimlerin aktarılarak tüketicilerde oluşan gerçeğin sıfır anını açıklaması ile ortaya çıkabilecek tüketici etkileşimi incelenmiştir. Nitel olarak geçmiş araştırmalar ile öne sürülen içeriklerin gerçeğin sıfır anına etkisi ile gerçeğin sıfır anının tüketici etkileşimine etkisinin nicel bir çalışma ile desteklenmesi araştırmanın orijinalliğini ön plana çıkarmaktadır. Araştırmanın ön çalışmasında örneklem olarak belirlenen Onedio dijital platformu kullanıcıları ile içeriklere bakış açısının anlaşılması ve araştırma modeline katkı sağlaması düşüncesi ile derinlemesine mülakatlar gerçekleştirilmiştir. Ön çalışma sonrasında anket formu aracılığı ile elde edilen toplamda 243 veri ile araştırmanın hipotezleri test edilmiştir. Sonuç olarak tüketici etkileşiminin tahmin edilmesi açısından platformların sunmuş olduğu içerikler ve gerçeğin sıfır anının etkili olduğu incelenmiştir. Aynı zamanda gerçeğin sıfır anındaki etki ile platforma duyulan güvenin arttığı ve platforma duyulan güvenin de tüketici etkileşiminin bir bölümünü açıkladığı incelenmiştir.

Anahtar Kelimeler

Gerçeğin Sıfır Anı, İçerik Pazarlaması, Tüketici Etkileşimi

CONTENT MARKETING AT ZERO MOMENT OF TRUTH: EXAMINING CONSUMER ENGAGEMENT WITH ONEDİO EXAMPLE

Öz

Through digital platforms, consumers now have information about products by watching/reading the experiences of others without having physical contact with the products. In terms of transferring experiences consumer engagement and created contents which are seen as elements of content marketing is thought to be an important concept. In this research with the contents offered by a certain platform, we have tried to predict consumer engagement and zero moment of truth which occurs in consumers by transferring the experiences through digital platforms. Past qualitative studies put forwards the effect of the contents on zero moment of truth and effect of zero moment of truth on consumer engagement. Supporting this situation with a quantitative study highlights the originality of this research. With the idea of understanding the perspective of created contents and contributing to the research model a preliminary study for this research were conducted through in-depth interviews with Onedio digital platform users who were determined as the sample. After the preliminary study, the hypotheses of the research were tested with 243 data obtained through a survey form. As a result, it has been examined that the content offered by the platforms and the zero moment of truth are effective at predicting consumer engagement. At the same time, it has been examined that trust for the digital platform increases with the effect of zero moment of truth. Increased trust for the digital platforms also predicts a part of consumer engagement.

Anahtar Kelimeler

Zero Moment of Truth, Content Marketing, Consumer Engagement.

Kaynakça

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