Cilt 9 Sayı 3 (2021): Business & Management Studies: An International Journal
Makaleler

Sosyal ağ pazarlaması, çevrimiçi tüketici katılımı, satın alma niyeti ve marka sadakati arasındaki ilişkiler

Leyla Gödekmerdan Önder
Dr. Öğr. Üyesi, Ufuk Üniversitesi
Arzu Deniz Çakıroğlu
Dr. Öğr. Üyesi, Giresun Üniversitesi

Yayınlanmış 2021-09-24

Anahtar Kelimeler

  • Sosyal Ağ Pazarlaması, Çevrimiçi Tüketici Katılımı, Satın Alma Niyeti, Marka Sadakati
  • Social Media Marketing, Online Consumer Engagement, Purchase Intention, Brand Loyalty.

Nasıl Atıf Yapılır

Gödekmerdan Önder, L. ., & Çakıroğlu, A. D. . (2021). Sosyal ağ pazarlaması, çevrimiçi tüketici katılımı, satın alma niyeti ve marka sadakati arasındaki ilişkiler. Business & Management Studies: An International Journal, 9(3), 1045–1059. https://doi.org/10.15295/bmij.v9i3.1873

Özet

Bu çalışmanın amacı sosyal ağ pazarlaması, çevrimiçi tüketici katılımı, satın alma niyeti ve marka sadakati arasındaki ilişkileri incelemektir. Bu amaçla sosyal medyayı kullanan tüketicilere bir anket çalışması yapılmış ve sonuçlar irdelenmiştir. Araştırmadan elde edilen sonuçlara göre sosyal ağlarda yürütülen pazarlama faaliyetleri, tüketicilerin bu faaliyetlere katılımı, satın alma niyetleri ve markaya duyulan bağlılıkları arasında ilişkiler bulunmaktadır. Sosyal ağ pazarlaması faaliyetleri tüketicilerin katılımını ve satın alma niyetlerini etkilemektedir. Çevrimiçi katılım hem sadakat hem satın alma niyeti üzerinde etkilidir. Buna ek olarak marka bağlılığı satın alma niyetini pozitif yönde etkilemektedir.

İndirmeler

İndirme verileri henüz mevcut değil.

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