The impact of social media marketing activities on online consumer engagement and purchase intention: Fashion brands example

Yıl 2020, Sayı: 49, 146 - 161, 16.12.2020

Fatma Demırcı Orel , Abdil Arık

Öz

The fact that social media marketing has a less costly, easily measurable and dynamic structure compared to the marketing activities in traditional media platforms causes it to be used extensively by businesses. Social media marketing activities provide online consumer engagement by enabling businesses to communicate directly with consumers. Providing online consumer engagement prepares the environment for long term relationship among businesses and consumers. In this study, it is aimed to examine the impact of social media marketing activities of fashion brands on online consumer engagement and purchase intention. Social media marketing activities are examined with interaction, informativeness, personalization, trend and word of mouth communication dimensions. In addition, the effect of online consumer engagement on purchase intention is also examined. Data were obtained from 309 university students and were analyzed by structural equation modeling. As a result of the analysis, it was determined that social media marketing activities positively effect online consumer engagement and purchase intention, while online consumer engagement does not have effect on purchase intention.

Anahtar Kelimeler

Social Media Marketing, Online Consumer Engagement, Purchase Intention

Sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisi: Moda markaları örneği

Öz

Sosyal medya pazarlamasının geleneksel medya platformlarındaki pazarlama faaliyetlerine kıyasla daha az maliyetli, kolay ölçümlenebilir ve dinamik bir yapıya sahip olması işletmeler tarafından yoğun şekilde kullanılmasına neden olmaktadır. Sosyal medya pazarlama faaliyetleri, işletmelerin tüketicilerle doğrudan iletişim kurmasını sağlayarak çevrimiçi tüketici katılımını sağlamaktadır. Çevrimiçi tüketici katılımının sağlanması, işletmeler ile tüketicileri yakınlaştırıp uzun dönemli ilişkinin kurulmasına ortam hazırlamaktadır. Bu çalışmada, moda markalarının sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımı ve satın alma niyeti üzerindeki etkisini incelemek amaçlanmıştır. Sosyal medya pazarlama faaliyetleri; etkileşim, bilgisellik, kişiselleştirme, trend olma ve ağızdan ağza iletişim boyutlarıyla ele alınmıştır. Ayrıca, çevrimiçi tüketici katılımının tüketicilerin satın alma niyeti üzerindeki etkisi de incelenmiştir. Araştırma kapsamında 309 üniversite öğrencisinden elde edilen veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonucunda sosyal medya pazarlama faaliyetlerinin çevrimiçi tüketici katılımını ve satın alma niyetini pozitif yönde etkilediği belirlenirken, çevrimiçi tüketici katılımının satın alma niyeti üzerinde bir etkisi tespit edilememiştir.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Çevrimiçi Tüketici Katılımı, Satın Alma Niyeti

Kaynakça

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