Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement

Yıl 2019, Cilt: 10 Sayı: 1, 5 - 24, 30.06.2019

İlker Şahin , Mustafa Gülmez , Erhan Ersoy

https://doi.org/10.34231/iuyd.518958

Cited By: 3

Öz

It is a well-known fact that the social media enables
consumers to contact with each other, share information about what they are
interested in and review products and services of the brands or companies.
Today, modern consumers go a step further by doing online brand-related
activities (COBRAs). The research aims to reveal (a) young consumers’ attitudes
towards brand-related social media contents (b) their engagement with such type
of online contents, (c) to exemplify most popular COBRAs and (d) to reveal significant
variables in positive electronic word-of-mouth prediction. The results point out
that the most of the consumers have positive behavioral or emotional attitudes
and agree that what they read in brand-related social media contents prior to
purchasing a product/service has an influence on their decision. The findings
put forward that financial benefit-focused following in social media,
satisfaction with brand-related e-contents, social media-based trust and brand
attachment are influential variables in e-WOM creation. Findings point out that
brand promotions shared by a friend, discount coupons and recommendations leading
consumers to buy a certain service or product of a certain brand, of popular
social media users who have plenty of followers or friends do not lead to stronger
e-WOM behaviors. Consuming, contributing and creating are found out to be the
most popular brand-related activities. 

Anahtar Kelimeler

Interactive marketing, Internet marketing, Digital marketing, E-marketing

Sosyal medya pazarlaması ve e-AAİ: Akdenizli gençlerin markaya yönelik çevrimiçi aktiviteleri, tutumları ve etkileşimleri üzerine tanımlayıcı bir araştırma

Öz

Günümüzde tüketicilerin sosyal medya sayesinde
birbiriyle irtibat kurabildikleri, ilgi duydukları ürünler hakkında bilgi
paylaştıkları, markaların ya da şirketlerin ürün ve hizmetlerine ilişkin
değerlendirmelerde bulundukları bilinen bir gerçektir. Çağımızın modern tüketicileri
bir adım öteye giderek artık markaya yönelik çevrimiçi faaliyetlerde bulunmaktadır.
Bu bağlamda araştırma (a) genç tüketicilerin internet ortamında markayla
ilişkili içeriklere karşı tutumlarını (b) bu tür içeriklere yönelik nasıl
davranışlar sergilediklerini (c) markaya yönelik çevrimiçi faaliyetlerden
hangilerini sıklıkla gerçekleştirdiklerini (d) pozitif yönlü elektronik ağızdan
ağıza iletişimi tahmin eden önemli değişkenlerin neler olduğunu ortaya koymayı
amaçlamaktadır. Sonuçlar,  tüketicilerin
büyük bir bölümünün olumlu davranışsal ve duygusal tutumlara sahip olduğunu ve satın
almayı gerçekleştirmeden önce tüketicilerin markaya ilişkin sosyal medya içeriklerinde
okudukları bilgilerin kararlarını etkilediği konusunda hemfikir olduğunu ortaya
koymuştur. Bulgulara göre sosyal medyada mali fayda odaklı markaları takip etme
davranışı, internette markayla ilişkili içeriklerinden duyulan memnuniyet,
sosyal medya tabanlı güven ve marka bağlılığı olumlu elektronik ağızdan ağıza
iletişime yol açan önemli değişkenlerdir. Buna karşın sonuçlar, arkadaşlar
tarafından paylaşılan promosyon iletilerinin, indirim kuponlarının ve çok
sayıda arkadaşı veya takipçisi bulunan popüler sosyal medya kullanıcılarının tüketiciyi
markanın rün ve hizmetlerini satın almaya teşvik eden tavsiyelerinin olumlu
elektronik ağızdan ağıza iletişim yaratmada sanıldığı kadar etkili olmadığını
ortaya koymuştur. Tüketme, katkıda bulunma ve üretme kullanıcıların markaya
yönelik en sık gerçekleştirdikleri çevrimiçi aktiviteler olarak ön plana
çıkmıştır.

Anahtar Kelimeler

İnteraktif pazarlama, İnternet pazarlaması, Dijital pazarlama, E-pazarlama

Kaynakça

• Ahuja, M. K., & Galvin, J. E. (2003). Socialization in virtual groups. Journal of Management, 29(2), 161-185.
• Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.
• Ajzen, I. (1988). Attitudes, Personality, and Behavior. Milton Keynes, England: Open University Press.
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
• American Press Institude Report (2015). Digital lives of Millennials. https://www.americanpressinstitute.org/publications/reports/survey-research/digital-lives-of-millennials/.
• Andriole, S. (2010). Business impact of Web 2.0 technologies. Journal of Communication, 53(12), 67–79.
• Atasoy, A. (2011). Kuzey Kıbrıs Türk Cumhuriyeti'nin nüfus coğrafyası/population geography of Turkish Republic of Northern Cyprus. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(15).
• Awareness. (2008). Social media marketing: Integrating social media in your marketing mix.: http://www.awarenessnetworks.com/resources/Integrating-Social-Media.pdf (Accessed July 6, 2009).
• Baggett, S. B., & Williams, M. (2012). Student behaviors and opinions regarding the use of social media, mobile technologies, and library research. Virginia Libraries, 58(1).
• Balihoo Local Marketing Automation (2012). Local search usage study, June, 2012, https://martech.zone/balihoo-local-marketing-automation/
• Bughin, J., & Manyika, J. (2007). How businesses are using Web 2.0: A McKinsey global survey. The McKinsey Quarterly, 9.
• Cha, J. (2009). Shopping on social networking web sites: Attitudes toward real versus virtual items. Journal of Interactive Advertising, 10, 77–93.
• Chu, S. (2011). Viral advertising in social media: participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1), 30–43.
• Dehghani, M., & Tümer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.
• Dessart, L.; Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective", Journal of Product & Brand Management, Vol. 24 1, 28-42.
• Füller, J., M. Bartl, H. Ernst, & H. Mühlbacher. (2006). Community based innovation: How to integrate members of virtual communities into new product development”, Electronic Commerce Research, 6(1), 57–73.
• Füller, J., H. Mühlbacher, K. Matzler, & G. Jawecki. (2009). Consumer empowerment through internet-based co-creation, Journal of Management Information Systems, 26(3)71–102.
• Enginkaya, E. & Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226.
• Ersoy, E. (2012). How Small and Medium Enterprises in retailing can use social media as a new communication channel. Unpublished Master Thesis. University of Stirling.
• Gardner, S., & Eng, S. (2005). What students want?: Generation Y and the changing function of the academic library. Portal: Libraries and the Academy, 5(3), 405–420.
• Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
• Hair, J. F. Jr., R. E. Anderson, R. L. Tatham, & W. C. Black (1995). Multivariate Data Analysis with Readings (4th ed.). New York: Macmillan.
• Hampton, K., Goulet, L. S., Rainie, L., & Purcell, K. (2011). Social networking sites and our lives. Pew Internet & American Life Project, 16, 1-85.
• Hayta, A. B. (2013). A study on the of effects of social media on young consumers’ buying behaviors. Management, 65, 74.
• ennig-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.
• Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
• Holliday, W., & Li, Q. (2004). Understanding the millennials: updating our knowledge about students. Reference services review, 32(4), 356-366.Ipsos Open Thinking Exchange Report (2013). Socialogue: The Most Common On Earth Is The Social Media Butterfly, January. https://www.ipsos.com/en-us/socialogue-most-common-butterfly-earth-social-butterfly.
• Jung, N. Y., Kim, S., & Kim, S. (2014). Influence of consumer attitude toward online brand community on revisit intention and brand trust. Journal of Retailing and Consumer Services, 21(4), 581-589.
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
• Kaya, T., & Bicen, H. (2016). The effects of social media on students’ behaviors; Facebook as a case study. Computers in Human Behavior, 59, 374-379.
• Kemp, S. (2017). Digital in 2017 Global Overview Report. Hootsuite. https://hootsuite.com/fr/newsroom/press-releases/digital-in-2017-report.
• 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.
• Knight, & Kristina (2007). Forecast, WOM to exceed $1 billion in 2007. Biz report.
• Kozinets, R.V., Hemetsberger, A. & Schau, H.J. (2008), The wisdom of consumer crowds: collective innovation in the age of networked marketing, Journal of Macromarketing, 28(4), 339-354.
• Kozinets, R.V., Valck K., Wojnicki A.C., & Wilner S. J.S., (2010). Networked narratives: Understanding word-of-mouth marketing in online communities, Journal of Marketing, 74(2), 71–89.
• Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social media & mobile internet use among teens and young adults. Millennials. Pew internet & American life project.
• Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.
• Lueg, Jason E., Nicole Ponder, Sharon E. Beatty, and Michael L. Capella (2006). Teenagers' use of alternative shopping channels: A consumer socialization perspective, Journal of Retailing, 82, 2, 137–53.
• Mander, J. (2016). Global Web Index Report on the latest trends in social networking. https://www.globalwebindex.net/hubfs/Reports/GWI_Social_-_Q1_2016_Summary.pdf.
• McRoberts, B., & Terhanian, G. H. (2008). Digital Influence Index Study. Understanding the Role of the Internet in the Lives of Consumers in the UK, Germany and France. In Fleishman Hillard.
• Merz, M.A., Yi, H. and Vargo, S.L. (2009), The evolving brand logic: a service-dominant logic perspective, Journal of the Academy of Marketing Science, 37(3), 328-344.
• Merriam-Wedmaster Dictionary, https://www.merriam-webster.com/dictionary/social%20media.
• Mendelsohn, J., & McKenna, J. (2010). Social Sharing Research Report, September, http://www.cmbinfo.com/cmb-cms/wp content/uploads/2010/09/Social_Sharing_Research_Report_CMB1.pdf
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
• 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.
• Muratore, Isabelle (2008), Teenagers, blogs and socialization: A case study of young french bloggers. Young Consumers, 9, 2, 131–42.
• Okazaki, Shintaro (2009), “The tactical use of mobile marketing: How adolescents' social networking can best shape brand extensions. Journal of Advertising Research, 49(1), 12–26.
• Omnibus Report (2010). Facebook’s impact on retailers. Facebook an effective marketing tool for retailers to influence consumer purchase decisions?, April 2010, Morpace. http://www.getelastic.com/wp-content/uploads/Omnibus-Report-Facebooks-Impact-on-Retailers.pdf.
• Perrin, A. (2015). Social Networking Usage: 2005-2015.” Pew Research Center. October 2015. http://www.pewinternet.org/2015/10/08/2015/Social-Networking-Usage-2005-2015.
• Prahalad, C. K. and V. Ramaswamy, V. “The co-creation connection”, Strategy and Business 27, (2002): 1–12.
• Reiss-Davis, Z. (2013). In Business, Everyone Uses Social Media for Work; The Question is How Forrester Blogs. http://blogs.forrester.com/zachary_reiss_davis/13-07-17-in_business_everybody_uses_social_media_for_work_the_question_is_how.
• Rodgers, R. F., Melioli, T., Laconi, S., Bui, E., & Chabrol, H. (2013). Internet addiction symptoms, disordered eating, and body image avoidance. Cyberpsychology, Behavior, and Social Networking, 16(1), 56-60.
• Triantafillidou, A., & Siomkos, G. (2018). The impact of Facebook experience on consumers’ behavioral Brand engagement. Journal of Research in Interactive Marketing, 12(2), 164-192.
• Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring Consumers' Engagement With Brand-Related Social-Media Content. Journal of Advertising Research, 56(1), 64-80.
• Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet research, 19(1), 7-25.
• Stelnzer, M.A. (2016).Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner. https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf.
• Strout, A., & Schneider, M. (2011). Location Based Marketing For Dummies. John Wiley & Sons.
• Smith, P. R., & Zook, Z. (2012). Marketing communications: integrating offline and online with social media/PR Smith & Ze Zook. Philadelphia, PA: Kogan Page.
• Smith, A. (2011). Why Americans use social media. Pew Internet & American Life Project, 1-11.
• Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.
• Waters, R. D., Canfield, R. R., Foster, J. M., & Hardy, E. E. (2011). Applying the dialogic theory to social networking sites. Journal of Social Marketing, 1(3), 211–227.
• Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223.