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

Yıl 2020, Sayı: 20, 632 - 639, 31.12.2020

Sinem Sargın , Burcu Oralhan , Ahmet Serkan Üvenç

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

Cited By: 1

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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