TÜKETİCİLERİN SOSYAL AĞ SİTELERİNDEKİ REKLAMLARA YÖNELİK TUTUMLARININ SATINALMA DAVRANIŞLARI ÜZERİNE ETKİSİ: FACEBOOK ÖRNEĞİ

Yıl 2012, Sayı: 8, 0 - , 13.05.2015

İpek Kazançoğlu Elif Üstündağlı , Miray Baybars

Öz

İnternette yer alan sosyal ağ siteleri, birer iletiĢim ve reklam aracı olarak, hedef alınacak tüketicilerin gruplandırılmasında ve mesajların iletilmesinde firmalar tarafından kullanılmaya baĢlanmıştır. Bu siteler, firmaların mevcut müşterilerle gerçek zamanlı karşılıklı iletişim kurmalarını sağlayarak, potansiyel müşterilere ulaĢmaya yardımcı olmaktadır. Ayrıca hedef kitle arasında bilinirliği artırarak, kurumsal itibara olumlu yönde katkı sağlamaktadır. Araştırmanın amacı, Facebook‟u aktif olarak kullanan bireylerin Facebook‟ta yayınlanan reklamlara yönelik tutumlarını ve bu tutumların satın alma davranıĢı üzerindeki etkisini incelemektir. Araştırmada kolayda örnekleme yöntemi ile internet ortamında Facebook kullanıcılarından 409 kullanılabilir anket elde edilmiştir. Araştırma sonunda elde edilen bulgular doğrultusunda, tüketici tutumunun oluşmasında Facebook‟a girme sıklığının değil, Facebook‟ta geçirilen zamanın ve Facebook reklamlarına yönelik tüketici dikkatinin etkili olduğunu ortaya koymuştur. Araştırmanın en dikkat çekici bulgusu, Facebook reklamlarına yönelik olumsuz tutumun satın alma davranıĢını olumsuz yönde etkilediğidir. Bu açıdan firmaların tutundurma karmalarına Facebook reklamlarını dahil etmeleri sorgulanması gereken bir kavram olarak karşımıza çıkmaktadır.

Anahtar Kelimeler

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