KADINLARIN INSTAGRAM GİYİM MARKA SAYFALARINA KATILIMINA YÖNELİK MARKA FARKINDALIĞI VE GÜVENİNİN AĞIZDAN AĞIZA İLETİŞİME ETKİSİ: Y VE Z KUŞAĞI ÜZERİNE BİR ARAŞTIRMA

Yıl 2022, Cilt: 18 Sayı: 2, 771 - 796, 30.06.2022

Ebru Sönmez Karapınar , Şükran Karaca

https://doi.org/10.17130/ijmeb.1031142

Öz

Bu çalışmanın amacı, kadınların Instagram giyim marka sayfalarına katılımına yönelik marka farkındalığı ve güveninin geleneksel ağızdan ağıza iletişime etkisinin incelenmesidir. Bu çalışma yalnızca popüler bir sosyal medya platformu olan Instagram’a odaklanmıştır. Ayrıca, Y ve Z kuşağı ayrımı yapılmış, sadece kadın kullanıcılara ve geleneksel WoM’a odaklanılmıştır. Çalışmanın örneklemini, kadın giyim markalarını bilen ve Instagram üzerinden en az bir kez bu markalardan birinin sayfasını ziyaret eden Y ve Z kuşağında bulunan 325 katılımcı oluşturmaktadır. Kullanılan anket formu, Google Formu aracılığıyla dağıtılmıştır. Analizler SPSS paket programı ile yapılmıştır. Yapılan analiz sonucunda; geleneksel ağızdan ağıza iletişim üzerinde Instagram kullanıcısı kadınlardan Z kuşağında olanların marka farkındalığının, Y kuşağında olanların ise marka sayfalarına katılımı, marka farkındalığı ve marka güveninin pozitif ve anlamlı etkisinin olduğu sonucuna ulaşılmıştır. Giyim sektörünün büyüklüğü ve kuşaklar arası farklılıkları da dikkate alarak mevcut çalışma, giyim markalarında sosyal ağların WoM üzerindeki etkilerini araştırırken kadın kullanıcılarda kuşaklar arası farklılıklar, marka sayfalarına katılım, marka farkındalığı ve marka güveni yapılarını birleştiren bütüncül bir bakış açısı önererek, bu araştırma boşluğunu gidererek literatüre katkıda bulunacaktır.

Anahtar Kelimeler

Ağızdan Ağıza İletişim, Marka Güveni, Marka Farkındalığı, Kuşaklar, Sosyal Medya

REGARDING THE PARTICIPATION OF WOMEN IN INSTAGRAM CLOTHING BRAND PAGES BRAND AWARENESS AND TRUST IMPACT ON WORD-OF-MOUTH COMMUNICATION: A STUDY ON GENERATİONS Y AND Z

Öz

The aim of this study is to examine the effect of traditional word-of-mouth on brand awareness and trust for women's participation in Instagram clothing brand pages. This study focuses only on Instagram, a popular social media platform. In addition, Y and Z generation distinctions were made, focusing only on female users and traditional WoM. The sample of the study consists of 325 women participants in the Y and Z generations who knows the brands of women's clothing and has visited one of these brands at least once on Instagram. The survey form was distributed via Google Form. Analyzes were made with the SPSS package program. As a result of the analysis; among the women who are Instagram users, the brand awareness of those who are in the Z generation, and the participation of the Y generation on the brand pages, brand awareness and brand trust have a positive and significant effect on WoM communication. Considering the size of the clothing industry and the differences between generations, the present study will contribute to the literature by filling this research gap by suggesting a holistic perspective that combines intergenerational differences in women users, participation in brand pages, brand awareness and brand trust while investigating the effects of social networks on WoM in clothing brands.

Anahtar Kelimeler

Word of Mouth Communication, Brand Trust, Brand Awareness, Generations, Social Media

Kaynakça

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