ÜRÜN GÖRÜNÜRLÜĞÜ VE ULUSAL KÜLTÜR PAYLAŞIMLARIMIZI NASIL ETKİLİYOR?

Yıl 2023, Cilt: 8 Sayı: 2, 432 - 452, 20.12.2023

Kemal Cem Söylemez

https://doi.org/10.54452/jrb.1257396

Öz

Ürün görünürlüğünün gerçek hayattaki tüketici davranışlarını etkilediği bilinmesine rağmen, çevrimiçi davranışlar üzerindeki etkileri henüz incelenmemiş bir alandır. Kullanıcı tarafından oluşturulan içerik üretme araştırmalarının bir başka sorunlu yönü de birçok kültürler arası çalışmanın Amerikan ve Çin örneklemlerini karşılaştırmasıdır ki bu durum Çin'in kendine has kültürel yönleri ve internet düzenlemeleri nedeniyle bilim adamlarını yanlış yönlendiriyor olabilir. Soylemez (2021a) ve Soylemez (2021b)'nin devamı niteliğindeki bu çalışma eşitlik teorisini kullanarak ürün görünürlüğünün ve bireycilik-toplulukçuluğun, marka odaklı ve topluluk odaklı içeriğin göreceli üretimini nasıl etkilediğini araştırmaktadır. Örneklemler Türkiye ve ABD'den toplanmıştır. Çalışma, daha görünür bir ürünün çevrimiçi topluluğuna üye olanların görece daha çok markaya yönelik içerikler ürettiğini gösterirken, daha az görünür bir ürünün çevrimiçi topluluğuna üye olanların görece daha topluluğa yönelik içerikler ürettiğini göstermiştir. Benzer bir şekilde, bireyci topluluk üyelerinin görece daha fazla markaya yönelik içerik ürettiği gözlemlenmişken, toplumcu topluluk üyelerinin görece daha fazla topluluğa yönelik içerik ürettiği bulunmuştur. Ürün görünürlüğü ile ulusal kültür arasında kayda değer bir etkileşim yoktur. Çalışmanın teorik ve yönetsel çıkarımları da ortaya konmuştur

Anahtar Kelimeler

Kullanıcı tarafından yaratılan içerik, çevrimiçi marka toplulukları, ürün görünürlüğü, ulusal kültür

HOW PRODUCT VISIBILITY AND NATIONAL CULTURE INFLUENCE WHAT WE POST?

Öz

Even though product visibility’s effect on real-life consumer decisions is well-known, it is unclear whether these effects also extend to online consumer behaviors. In addition, many cross-cultural studies of user-generated content generation compared samples gathered from US and China, which may mislead scholars due to unique cultural aspects and internet regulations in China. As a continuation of Soylemez (2021a) and Soylemez (2021b), the present study utilized the equity theory and investigated how product visibility and individualism-collectivism influence the relative generation of brand-oriented and community-oriented content. Samples are collected from Turkey and the United States. The study found that members of more visible product communities to generate more brand-oriented content than community-oriented content, while members of less visible product communities generate more community-oriented content than they generate brand-oriented content. Similarly, individualist members are likely to generate more brand-oriented content than community-oriented content, whereas collectivist members are likely to generate more community-oriented content than brand-oriented content. Product visibility and individualism-collectivism do not interact significantly. Managerial and theoretical implications of the study are also discussed.

Anahtar Kelimeler

User-generated content, online brand communities, product visibility, national culture

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