SATIN ALMA KARARINDA E-SPOR SPONSORLUKLARININ HARITALANDIRILMASI

Yıl 2024, Sayı: 67, 103 - 112, 30.04.2024

Murat Fatih Tuna , Mehmet Ali Deveci , Üzeyir Fidan

https://doi.org/10.18070/erciyesiibd.1356895

Öz

Modern pazarlama anlayışında firmaların hedef müşteri gruplarıyla iletişimi önemli bir yer tutmaktadır. Söz konusu firmalar hedef müşteri gruplarına ulaşmak için reklamlar, mobil uygulamalar, internet siteleri vb. yolları kullandıkları gibi sponsorluk faaliyetlerini de tercih etmektedir. Bir firma olarak spor takımları da sponsorluk faaliyetleri ile hedef müşteri grubu niteliğindeki taraftarlarına ulaşmakta ve grubun zihninde markanın konumlandırılmasına katkıda bulunmaktadır. Bu çalışmanın amacı, e-spor firmalarının yürüttüğü sponsorluk faaliyetlerinin tüketicilerin satın alma eğilimleri üzerindeki etkilerini haritalamaktır. Tüketici davranışlarının karar ağacı algoritmasıyla analizi, sponsorluk faaliyetlerinde bir yol haritası ortaya çıkarması yönüyle literatürdeki önemli bir boşluğu doldurmaktadır. Tüketici algılarını modellemek için satın alma niyeti ve ağızdan ağıza iletişim değişkenleri esas alınmış ve e-spor sponsorluklarının tüketici kararları ve davranışları üzerindeki etkisi iki karar ağacıyla haritalanmıştır. Sonuçlara bakıldığında, tüketicinin satın alma niyetinin olumsuz sponsor imajıyla negatif ilişkili olduğu görülmektedir. Ayrıca, ağızdan ağıza iletişim için oluşturulan karar modelinde ise tüketicinin sponsor firmaya dair samimiyet algısındaki artışın markayı çevresine tavsiye etme eğilimini olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Sponsorluk, E-spor, Karar Ağaçları, Ağızdan Ağıza İletişim, Satın Alma Niyeti

Etik Beyan

All procedures performed in studies involving human participants comply with the ethical standards of the institutional and/or national research committee and the 1964 Declaration of Helsinki and its subsequent amendments or comparable ethical standards. For this study, Ethics Committee Approval was obtained from Sivas Cumhuriyet University Scientific Research and Publication Ethics Social and Human Sciences Board with decision number 60 dated 10.02.2022.

MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION

Öz

The communication between companies and their target customer groups holds a significant position within modern marketing approaches. These companies employ various channels such as advertisements, mobile applications, websites, and sponsorship activities to reach their intended customer groups. This, in turn, helps in establishing and reinforcing the brand's position in the minds of the group. Thus, the purpose of this study is to analyze the impact of sponsorship activities carried out by e-sports companies on consumers' purchasing tendencies. To model consumer perceptions, the study considers variables such as purchase intention and word of mouth and employs two decision trees to map the effects of e-sports sponsorships on consumer decisions and behaviors. The results indicate a negative relationship between consumers' purchase intention and a negative sponsor image. Furthermore, the decision tree model developed for word-of-mouth communication reveals that an increase in consumers' perception of the sponsor company's sincerity positively influences their inclination to recommend the brand to others. By utilizing the decision tree algorithm, this analysis of consumer behavior in the context of sponsorship activities fills a significant gap in the literature and provides valuable insights for future endeavors.

Anahtar Kelimeler

Sponsorship, E-sports, Decision Trees, Word-of-Mouth, Purchase Intention

Kaynakça

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