Sosyal Medya Karmasının Marka Değiştirme Eğilimi Üzerindeki Etkisi: Risk Algısının Aracı Rolü

Yıl 2019, Cilt: 14 Sayı: 53, 74 - 86, 31.01.2019

Edin Sözer

Öz

Bu çalışmanın amacı, sinyal, sosyal değişim, belirsizlik azaltma
kuramları ve mevcut literatürü entegre ederek çeşitli sosyal medya karması kombinasyonlarının
tüketicilerin marka değiştirme eğilimleri üzerindeki etkilerini incelemektir. Çalışmada,
sosyal medya karmasını kombinasyonlarının tüketicilerin marka değiştirme eğilimleri
üzerindeki etkileri risk algısının aracı rolü kapsamında ölçülmüştür. Deneysel
bir desen kapsamında yürütülen çalışmada manipüle edilen deneysel durum üç
seviyede oluşturulan sosyal medya karmasıdır (Solo_Mix, Combo_Mix and Full_Mix).Yapılan analizler sonucunda yüksek seviyede sosyal medya karması yoğunluğuna
maruz kalan tüketicilerin, yeni marka satın almaya yönelik oluşan risk algısı
seviyelerinde azalma oluşması suretiyle,  marka değiştirme eğilimlerinde artış gerçekleştiği
tespit edilmiştir.  Bu çalışma, Edinilen
Medya’nın, marka tarafından oluşturulan medyalara kıyasla, tüketici marka
değiştirme eğilimlerini tetikleyen etki üzerindeki marjinal katkısının ölçülmesini
ve bu ilişki içerisinde risk algısının rolünün anlaşılmasını sağlayarak, mevcut
literatüre katkı sağlamaktadır.

Anahtar Kelimeler

Sosyal Medya, Edinilen, Üretilen ve Satın Alınan Medya, Risk Algısı, Marka Değiştirme

The Effect of Social Media Mix on Brand Switching Intention: The Mediating Role of Risk Perception

Öz

The purpose of this study is to investigate the effect of social media
mix combinations on the brand switching intentions of consumers by integrating
signaling, social exchange and uncertainty reduction theories and existing
literature. The study measures the effect of social media mix combinations on
brand switching intentions through the mediating effect of perceived risk. This
study implemented an experimental design and the manipulated experimental
condition was social media mix with three intensity levels (Solo_Mix,
Combo_Mix and Full_Mix). The results indicate that higher
levels of social media mix intensity leads to decreasing levels of perceived
risk regarding the new brand purchase, which in return increases the brand
switching intention of consumers. The study contributes to the existing literature
by providing an understanding of the earned media’s relative marginal
contribution on triggering brand switching behavior in comparison with brand
generated media and explores the role of perceived risk in this
relationship.  

Anahtar Kelimeler

Social Media, Paid, Owned and Earned Media, Perceived Risk, Brand Switching

Kaynakça

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