TECHNOLOGY ACCEPTANCE IN SOCIAL MARKETING: AN INVESTIGATION ON PHILANTHROPIC BEHAVIOR

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 1 - 23, 14.06.2017

Aysu Göçer , Ceren Altuntaş Vural

Öz

Marketing of social ideas and values to influence behaviors of a target
audience is a challenge for social marketers. It becomes more complicated when
alternative technologies change the acting environment of people, and create
new dynamics to influence their behaviors. Social media, in this context, is a
technology, which invites people to a multi-way communication with an increased
and customized access to a new form of a very dynamic environment. Despite some
challenges, it provides an excessive opportunity to actively communicate and
involve people to social marketing programs, which, at the end, motivates
social behavior change. This power of social media on social marketing programs
recently attracted the attention of practitioners, and thus, several social
campaigns, either by corporate entities or individuals, started to be raised
and communicated through various social media sites. This situation made
consumers, not only the donators but also the organizers of such campaigns,
that is, the actual rule makers, the involvers. This change in the social
marketing practice calls for urgent research in the academy to better
understand the dynamics and the role of online technologies on social marketing
practices. However, research on this field is still left behind the practice.
This study aims to shed light on this area, and focuses specifically on
philanthropic behavior change, which is motivated by online environments.
Research investigates the relationship between technology acceptance dimensions
and people’s involvement activities through online sites. Findings provide
valuable insight to explain the impact of different determinants of technology
acceptance on human behavior for social marketing activities at virtual
platforms. Discussions are raised to both contribute to academic shortfall on
social marketing literature, and to provide more effective programs for the
practice.

Anahtar Kelimeler

Social Media, Social Marketing, Behavior Change, Technology Acceptance Model

SOSYAL PAZARLAMADA TEKNOLOJİ KABULÜ: HAYIRSEVERLİK DAVRANIŞLARI ÜZERİNE BİR İNCELEME

Öz

Hedef kitlelerin davranışlarını etkilemek
amacıyla topluma fayda sağlayacak fikir, değer veya faaliyetlerin pazarlanması
sosyal pazarlamacıların en temel uğraş alanıdır. Bu uğraş, alternatif
teknolojiler insanların faaliyet alanlarını değiştirdikçe ve davranışlarını
etkileyerek yeni dinamikler yarattıkça daha da karmaşık bir hal almaktadır. Bu
bağlamda sosyal medya insanları oldukça dinamik bir çevreye, kişilere göre
özelleştirilmiş bir giriş yolu sağlayan çift yönlü iletişime davet etmektedir.
Bazı zorluklarına rağmen, en sonunda temel davranış değişikliklerini
gerçekleştirecek şekilde, insanlara sosyal pazarlama programlarını iletmek ve
onları bu programlara dâhil etmek için önemli fırsatlar sunmaktadır. Sosyal
medyanın sosyal pazarlama programları üzerindeki bu gücü yakın zamanda
uygulayıcıların dikkatini çekmiş ve böylece birçok kurumsal veya bireysel
sosyal kampanya sosyal medya kanalları aracılığı ile geliştirilmeye ve
duyurulmaya başlanmıştır. Bu durum “tüketicileri” sadece bağışçı yapmakla
kalmamış, onları bu kampanyaların organizatörü, kural koyucuları haline
getirmiştir. Sosyal pazarlama alanındaki bu değişim çevrimiçi teknolojilerin
sosyal pazarlama üzerindeki rolü ve etkisini araştıracak bilimsel araştırmalara
ihtiyaç doğurmaktadır. Ancak, mevcut haliyle araştırma uygulamanın gerisinde
kalmaktadır. Bu çalışma bu alana ışık tutmayı hedeflemekte ve özellikle
çevrimiçi ortamlar tarafından güdülenen hayırseverlik davranışlarına
odaklanmaktadır. Araştırma, teknoloji kabul modeli boyutları ile insanların sosyal
kampanyalara çevrimiçi kanallar aracılığı ile dâhil olma davranışları
arasındaki ilişkileri incelemektedir. Sonuçlar teknoloji kabul modeli
boyutlarının sosyal pazarlama programları ile hedeflenen davranış
değişikliklerini ne kadar etkilediğini göstermesi açısından önemlidir. Bu
doğrultuda alandaki bilimsel boşluğa katkı yapacak ve uygulayıcılara fikir
oluşturacak bazı öneriler tartışmaya sunulmuştur. 

Anahtar Kelimeler

Sosyal medya, Sosyal pazarlama, Davranış değişimi, Teknoloji kabul modeli

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