INVESTIGATION OF THE EFFECTS OF SOCIAL MEDIA MARKETING ACTIVITIES FACTORS ON VALUE CONSCIOUSNESS AND PURCHASING INTENTION

Yıl 2023, Cilt: 7 Sayı: 2, 427 - 440, 25.09.2023

Görkem Erdoğan

Öz

The aim of this study is to determine the factors of social media marketing activities and to investigate the effects of these factors on the value consciousness and purchase intention of consumers. The data obtained from 240 people living in Ankara, over the age of 18 and having social media accounts, have been collected by face-to-face survey method and convenience sampling method has been applied in the study. The surveys applied to the participants have been carried out between 19 January 2023 and 30 January 2023. The data obtained in the study have been analyzed using IBM SPSS 26 and AMOS 24 package programs for confirmatory factor analysis and structural equation model analysis. According to the results of the research, it has been concluded that interactivity, personalization, being a trend and word of mouth communication has a positive and significant effect on value consciousness. According to other findings obtained from the research, informativeness and personalization positively affect the purchase intention. The last hypothesis of the research, the relationship between value consciousness and purchase intention, has been supported. In the study, no significant relationship has been found between interactivity and purchase intention, informativeness and value consciousness, trendiness and purchase intention, word of mouth communication and purchase intention. According to the findings obtained from the research, suggestions have been developed for businesses with social media accounts. In addition, the research contributes to the literature as there are very few studies on the concept of social media marketing activities in the literature.

Anahtar Kelimeler

Social Media, Social Media Marketing Activities, Value Consciousness, Purchasing Intention

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ FAKTÖRLERİNİN DEĞER BİLİNCİ VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Öz

Bu çalışmanın amacı, sosyal medya pazarlaması aktiviteleri faktörlerini belirlemek ve bu faktörlerin tüketicilerdeki değer bilinci ve satın alma niyeti üzerindeki etkilerini araştırmaktır. Ankara’da yaşayan, 18 yaşından büyük, sosyal medya hesabı bulunan 240 kişiden elde edilen veriler yüz yüze anket yöntemiyle toplanmış ve çalışmada kolayda örnekleme yöntemi uygulanmıştır. Katılıcılara uygulanan anketler, 19 Ocak 2023 ve 30 Ocak 2023 tarihleri arasında gerçekleştirilmiştir. Çalışmada elde edilen veriler, doğrulayıcı faktör analizi ve yapısal eşitlik modeli analizi için IBM SPSS 26 ve AMOS 24 paket programları kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre etkileşiminin, kişiselleştirmenin, trend olmanın ve ağızdan ağıza iletişimin değer bilinci üzerinde olumlu ve anlamlı bir etkisi olduğu sonucu elde edilmiştir. Araştırmadan elde edilen diğer bulgulara göre bilgilendiricilik ve kişiselleştirme satın alma niyetini olumlu yönde etkilemektedir. Araştırmanın son hipotezi olan değer bilinci ve satın alma niyeti arasındaki ilişki desteklenmiştir. Çalışmada etkileşim ile satın alma niyeti, bilgilendiricilik ile değer bilinci, trend olma ile satın alma niyeti ve ağızdan ağıza iletişim ile satın alma niyeti arasında anlamlı bir ilişki tespit edilmemiştir. Araştırmadan elde edilen bulgulara göre sosyal medya hesabı olan işletmelere yönelik öneriler geliştirilmiştir. Ayrıca araştırma, literatürde sosyal medya pazarlaması aktiviteleri kavramına ilişkin çok az miktarda çalışma yer alması nedeniyle literatüre katkı sağlamaktadır.

Anahtar Kelimeler

Sosyal Medya, Sosyal Medya Pazarlaması Aktiviteleri, Değer Bilinci, Satın Alma Niyeti

Kaynakça

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