Pandemi (Covid-19) Döneminde Kaynak Güvenilirliği Boyutlarının, Elektronik Ağızdan Ağıza İletişimin ve Marka İmajı Boyutlarının Tüketici Satın Alma Niyeti Üzerindeki Etkisi: Instagram Fenomenleri Üzerine Bir Araştırma

Yıl 2021, Cilt: 14 Sayı: 1, 113 - 146, 03.02.2021

Sefa Özdemir , Ramazan Kayhan , İçim Aksoy Özer

https://doi.org/10.15659/ppad.14.2.258

Öz

Gelişen teknolojiyle birlikte işletmeler ve tüketiciler arasındaki iletişimin yönü ve şekli de değişmiştir. Geleneksel kitle iletişim araçları yerini online sosyal platformlara bırakmış ve işletmeler pazarlama faaliyetlerini sosyal medya fenomenleri üzerinden yapmaya başlamıştır. Değişime uğrayan bir başka konu ise pazarlama iletişimidir. Geleneksel pazarlamada tek yönlü olan pazarlama iletişiminde artık tüketiciler de söz sahibidir. Tüketiciler sosyal medya platformlarından ürün ve markalar hakkında yorum yapabilmekte, talep ve şikayetlerini paylaşabilmektedir. Yapılan yorum ve değerlendirmelerin geniş kitlelerce ulaşılabilir olması da pazarlama iletişiminde tüketicileri daha önemli hale getirmektedir. Çalışma, pandemi (COVID-19) döneminde kaynak güvenilirliğinin ve elektronik ağızdan ağıza iletişimin marka imajı ve tüketicilerin satın alma niyeti üzerindeki etkisini ortaya koymak amaçlanmıştır. Araştırma, 567 Instagram kullanıcısına online anket yöntemi uygulanarak yapılmış, veriler SPSS.25 paket programı ile analiz edilmiştir.

Anahtar Kelimeler

Kaynak Güvenilirliği, elektronik ağızdan ağıza iletişim, marka imajı, tüketici satın alma niyeti, İnstagram, pandemi, Covid 19

The Effect of Source Credibility Dimensions, Electronic Word of Mouth Communication and Brand Image Dimensions on Consumer Purchase Intention in the Pandemic (Covid-19) Period: A Research on Instagram Phenomena

Öz

With the developing technology, the direction and the nature of the communication between businesses and consumers have also changed. Traditional mass media has left its place to online social platforms, and businesses have started to carry out their marketing activities through social media phenomena. Another subject that has changed is marketing communications. Consumers now have a say in marketing communication, which was one-way in traditional marketing. Consumers can comment on products and brands on social media platforms and share their demands and complaints. The fact that the comments and evaluations are accessible to the masses also makes the consumers more important in marketing communication.is research aims to reveal the effect of source reliability and electronic word of mouth communication on brand image and purchasing intention of consumers during the pandemic (COVID-19) period. The research was conducted by applying an online survey to 567 Instagram users, and the data were analyzed with the SPSS 25 package program.

Anahtar Kelimeler

Source credibility, electronic word of mouth communication, brand image, consumer purchase intention, Instagram, pandemic, COVID-19

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