Tüketicilerin Sosyal Ağlarda Markalarla Bağ Kurması Elektronik Ağızdan Ağıza İletişimlerini Nasıl Etkiliyor?

Yıl 2019, Cilt: 48 Sayı: 2, 284 - 312, 30.11.2019

Nahit Erdem Köker , Deniz Maden , Özgür Köseoğlu

Öz

Sosyal ağ sitelerinin tüketicilerin günlük hayatının vazgeçilmez bir parçası haline gelmesi, markaların tüketici bağlarını güçlendirmek için bu platformlarda temaslarını arttırmalarına neden olmuştur. Böylelikle, tüketiciler markalar hakkında daha fazla içerik üretir ve paylaşır hale gelmiş ve bu da elektronik ağızdan ağza iletişim (e-AAİ) mesajlarında artışa yol açmıştır. Markaların iletişim süreçlerindeki bu değişim, sosyal ağlarda tüketici bağı ve e-AAİ arasındaki ilişkinin önemine işaret etmektedir. Mevcut araştırma ile sosyal ağlarda tüketici bağının, e-AAİ üzerindeki etkisinin ölçülmesi amaçlanmaktadır. Araştırma kapsamında, tüketicilerin sosyal ağlarda markalar ile kurdukları bağın; elektronik ağızdan ağza iletişim mesajlarına inanma (e-AAİ inanırlığı), bu mesajlardan etkilenme düzeyleri (e-AAİ etkisi) ve bu mesajlara yönelik gösterdikleri tutumlar (e-AAİ tutumu) üzerinde olumlu ve anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Sosyal ağlar, Tüketici bağı, Elektronik ağızdan ağza iletişim (e-AAİ)

Destekleyen Kurum

Yazarlar bu çalışma için finansal destek almamışlardır.

How Does Consumers’ Engagement with Brands on Social Networks Affects Their Electronic Word of Mouth Communication?

Öz

As social networks became an indispensable part of daily life, brands increased their contact with consumers on these platforms in order to improve consumer engagement. As a result, consumers started to generate and share more content about brands that led to an increase in electronic word of mouth (e-WOM) messages. Such a change in the brand communication process points out the importance of the relationship between consumer engagement on social networks and e-WOM communication. This research aims to assess the effects of consumer engagement on social networks on e-WOM communication. Results indicate that consumers’ engagement with a brand on social networks has a significantly positive effect on e-WOM credibility, e-WOM effect, and e-WOM attitude. 

Anahtar Kelimeler

Social networks, Consumer engagement, Electronic word of mouth communication (e-WOM)

Kaynakça

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