FACEBOOK MARKA SAYFASI İÇERİKLERİNİN AĞIZDAN AĞIZA İLETİŞİM VE SATIN ALMA NİYETİNE ETKİSİ: MODA MARKALARI ÖRNEĞİ

Yıl 2016, Cilt: 5 Sayı: 9, 74 - 89, 02.10.2016

İbrahim Topal , Sima Nart

Öz

İşletmelerin çevrimiçi ortamda tüketicilere erişimde en sık kullandıkları araç Facebook marka sayfalarıdır. Tüketiciler tarafından en çok beğeni alan marka sayfaları arasında moda markaları ilk sırada gelmektedir. Çalışmada, Türkiye’de faaliyet gösteren moda markaları (Bukombin, Sefamerve, Trendyol vb.) tarafından oluşturulan Facebook sayfa tasarımlarının, tüketicilerin ağızdan ağıza iletişim ve satın alma niyeti üzerine etkileri incelenmektedir. Bu çerçevede, tüketicilerin moda ilgilenim düzeyleri (yüksek, orta, düşük) ve marka sayfalarının içerik özellikleri (eğlendirici, bilgilendirici, interaktif, ödüllendirici) incelenmiştir. Çalışmanın verileri, moda marka sayfaları kullanıcılarından online anket aracılığı ile ulaşılan 394 kişiden elde edilmiştir. Bulgular, ağızdan ağıza iletişimi arttırmak için daha çok eğlendirici, satın alma niyetini etkilemek için ise daha çok ödüllendirici özelliğe sahip içeriklerin etkili olduğunu göstermiştir.

Anahtar Kelimeler

Facebook Marka Sayfası, Ağızdan Ağza İletişim, Satın Alma Niyeti, Moda, Moda İlgilenimi

THE EFFECT OF FACEBOOK BRAND PAGES’ CONTENTS ON WORD OF MOUTH AND PURCHASE INTENTION: FASHION BRAND’S EXAMPLE

Öz

Businesses mostly use Facebook brand pages to reach users online. Fashion brands are at first place among
the mostly liked brand pages by consumers. In this study, the effects of intend in purchasing and consumer’s
word of mouth by Facebook page designs which are created by the fashion brands operating in Turkey have
been studied. In this frame, consumers’ fashion involvement levels (low, medium, high), and brand pages’
content properties (entertaining, informative, rewarding, interactive) have been surveyed. Data came from
online surveys filled by 394 fashion brand page users. The results show that entertaining contents are more
effective in increase word of mouth; and rewarding contents are more effective on intend of purchase. 

Anahtar Kelimeler

Facebook Brand Page, Word of Mouth, Purchase Intention, Fashion, Fashion Involvement.

Kaynakça

• AARDENBURG, A. L. (2013, 06 10). The effect of different motives to positive/negative eWOM on the expectations of a webcare response and service encounter satisfaction. Master Thesis. University of Amsterdam.
• AHLSTRÖM, P., & FISCHER, R. (2011). The Dimensions of Involvement. Stockholm School of Economics, 1-48.
• AL-DEEN, H. S., & HENDRICKS, J. A. (2013). Social Media Usage and Impact. Plymouth, United Kingdom: Lexinting Books.
• ALTUNIŞIK, R., & İSLAMOĞLU, A. H. (2013). Tüketici Davranışları. Beta Yayınları.
• BARIŞ, G. (2012). Tutum ve Değerler. Y. Odabaşı içinde, Tüketici Davranışları (s. 66-90). Eskişehir: Anadolu Üniversitesi.
• BAŞ, M. (2013). Yabancı marka isimlerinin internet Tüketicisinin satın alma davranışları üzerine etkisi: Teknolojik ürünler üzerine bir araştırma. İnternet Uygulamaları ve Yönetimi Dergisi (IUYD), 4(2), 21- 47.
• BELLEGHEM, S. V., THIJS, D., & RUYCK, T. D. (2012). Social Media Around The World 2012. 08 10, 2016 tarihinde http://www.slideshare.net/: http://www.slideshare.net/InSitesConsulting/social-media- around-the-world-2012-by-insites-consulting/17-Clear_expectations_fromconsumers_visvis_brands1 adresinden alındı
• CLOSE, A. G., & KUKAR-KINNEY, M. (2010). Beyond buying: Motivations behind consumers' online shopping cart use. Journal of Business Research, 63(9), 986-992.
• CONSOLI, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
• CVIJIKJ, I. P. (2013). Online engagement factors on Facebook brand pages. . Social Network Analysis and Mining, 3(4), 843-861.
• DE VRIES, L. G. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
• DURMAZ, Y., & YARDIMCIOĞLU, M. (2015). Ürün Kararları Ve Stratejileri Üzerine Teorik Bir Yaklaşım. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(02), 367-387.
• ELLISON, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13.1, 210-230.
• ERTÜRK, N. (2011). Moda Kavramı, Moda Kuramları ve Güncel Moda Eğilimi Çalışmaları. SDÜ Arte- Güzel Sanatlar Fakültesi Sanat Dergisi, 4(7)., 1-32.
• FACEBOOK PAGES STATS IN TURKEY. (2016, 06 26). 06 26, 2016 tarihinde socialbakers: http://www.socialbakers.com/statistics/facebook/pages/total/turkey/brands/ adresinden alındı
• GONZALEZ III, R. M. (2013). Organization Public Relationships on Social Media: The Experience of Those Who" Like" Oreo on Facebook. Graduate Theses and Dissertations. USA: University of South Florida.
• GUNAWAN, D. D., & HUARNG, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
• HE, W., ZHA, S., & LI, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), 464-472.
• HEINONEN, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
• HENNIG‐THURAU, T., GWINNER, K. P., WALSH, G., & GREMLER, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52.
• KALLAS, P. (2013). Top 10 Social Networking Sites By Market Share of Visits. 2 17, 2015 tarihinde DreamGrow: january-2013/ adresinden alındı
• KAPFERER, J. N., & LAURENT, G. (1985). Consumer involvement profiles: a new and practical approach to consumer involvement. . HAL., 48-56.
• KAPLAN, A. M., & HAENLEIN, M. (2010). Users of the world, unite The Challenges and Opportunities of Social Media. Business Horizons, 53 (1), 59—68.
• KEMP, S. (2014). Global Social Media Users Pass 2 Billion. 2 11, 2015 tarihinde We Are Social: http://wearesocial.net/blog/2014/08/global-social-media-users-pass-2-billion/ adresinden alındı
• KIM, A. J., & KO, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1.3, 164-171.
• KING, C. W. (1980). The dynamics of style and taste adoption and diffusion: contributions from fashion theory. NA-Advances in Consumer Research Volume 07, 13-16.
• KOÇ, E. (2013). Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım. Ankara: Seçkin Yayıncılık.
• LEE, Y., & CHO, N. H. (2014). The relationship of the characteristics of fashion brand SNS, relationship quality and purchase intention-Focusing on Facebook. The Research Journal of the Costume Culture, 22(5),, 834-847.
• LIN, K. Y., & LU, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161.
• LIU-THOMPKINS, Y., & ROGERSON, M. (2012). Rising to Stardom: An Empirical Investigation of the Diffusion of User-generated Content, . Journal of Interactive Marketing 26, 71–82.
• MAGIE, A. A. (2008). An analysis of lifestyle, shopping orientations, shopping behaviors and fashion involvement among teens aged 13 to 18 in the United States. Doktora Tezi. Denton, Texas, Us: Texas Woman's University.
• MANGOLD, W. G., & FAULDS, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
• MUDAMBI, S. M., & SCHUFF, D. (2010). What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com. MIS quarterly, 34.1, 185-200.
• MUNTINGA, D. G., MOORMAN, M., & SMIT, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. . International Journal of Advertising, 30(1), , 13-46.
• O'CASS, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. . European Journal of Marketing, 38(7), 869-882.
• PAPADOPOULOU, K., PAVLIDOU, V., & HODZA, A. (2012). Electronic Word-of-Mouth through Social Networking Sites: How does it affect consumers?. Linnaeus University.
• PARK, N., KEE, K. F., & VALENZUELA, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology & Behavior, 12(6), 729-733.
• PHELPS, J. E., LEWIS, R., MOBILIO, L., PERRY, D., & RAMAN, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of advertising research 44.04, 333-348.
• SAFKO, L. (2010). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Hoboken New Jersey: John Wiley Sons Inc.
• SHEN, B., & BISSELL, K. (2013). Social media, social me: A content analysis of beauty companies’ use of facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
• SPROLES, G. B. (1981). Analyzing fashion life cycles: principles and perspectives. The Journal of Marketing, 116-124.
• STELZNER, M. A. (2014). How Marketers Are Using Social Media to Grow Their Busness. Social Media Marketing Industry Report (2014), s. 5,23.
• TIGERT, D. J., RING, L. J., & KING, C. W. (1976). Fashion involvement and buying behavior: A methodological stud. NA-Advances in Consumer Research Volume 03, 46-52.
• YADAV, M. S., VALCK, K. D., HENNIG-THURAU, T., HOFFMAN, D. L., & SPANN, M. (2013). Social Commerce: A Contingency Framework for Assessing. Journal of Interactive Marketing, 27, 311–323.
• YAP, K. B., SOETARTO, B., & SWEENEY, J. C. (2013). The relationship between electronic word-of- mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal (AMJ), 21(1), 66-74.
• YILMAZ, Ö. (2014). İlİşkisel Pazarlama Faaliyetlerinin Ağızdan Ağıza İletişim (WOM) Yaratma Üzerine Etkisi: Bankacılık Sektörüne İlişkin Bir Alan Araştırması. Doktora Tezi. Balıkesir, Türkiye: Balıkesir Üniversitesi.
• YOO, C. W., SANDERS, G. L., & MOON, J. (2013). Exploring the effect of e-WOM participation on e- Loyalty in e-commerce. Decision Support Systems, 55(3), 669-678.
• ZARELLA, D. (2009). The Social Media Marketing Book. O'Reilly Media, Inc.