Cilt 9 Sayı 4 (2021): Business & Management Studies: An International Journal
Makaleler

Marka farkındalığı, marka imajı, marka tatmini, marka sadakati ve ağızdan ağıza iletişimin satın alma niyeti üzerindeki etkisi: Sosyal medya üzerine ampirik bir araştırma

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  • Naci Büyükdağ
Naci Büyükdağ
Arş. Görv. Dr., Akdeniz Üniversitesi, Antalya, Türkiye
DOI: https://doi.org/10.15295/bmij.v9i4.1902

Yayınlanmış 2021-12-25

Nasıl Atıf Yapılır

Büyükdağ, N. (2021). Marka farkındalığı, marka imajı, marka tatmini, marka sadakati ve ağızdan ağıza iletişimin satın alma niyeti üzerindeki etkisi: Sosyal medya üzerine ampirik bir araştırma. Business & Management Studies: An International Journal, 9(4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902

Telif Hakkı (c) 2021 Naci Büyükdağ

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Özet

Bu çalışmanın amacı, sosyal medyada markaları takip eden bireyler açısından marka bilgisinin (farkındalık ve imaj) pazarlama değişkenleri (tatmin, marka sadakati, WOM ve satın alma niyeti) üzerindeki etkisini anlamaya yönelik bir model önerisi sunmaktır. Bu çalışmada 522 anket toplanmış ve çok gruplu yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgulara göre, marka farkındalığı marka imajı üzerinde doğrudan anlamlı bir etkiye sahipken, marka imajı aracılığıyla marka sadakati ve satın alma niyeti üzerinde de anlamlı bir dolaylı etkiye sahiptir. Ayrıca, marka imajının marka sadakati ve satın alma niyeti üzerinde doğrudan anlamlı bir etkisi bulunmakla birlikte, marka sadakati aracılığıyla da WOM ve satın alma niyeti üzerinde de anlamlı etkilere sahiptir. Bundan dolayı, marka farkındalığı ve marka imajı, sosyal medyayı kullanan tüketicilerin marka sadakatleri, WOM’ları ve satın alma niyetleri açısından öne çıkan değişkenlerdir. Sosyal medya da marka sadakatinin de önemli olduğu tespit edilmiştir. Marka sadakatinin açıklanan varyans oranı düşük olmasına rağmen, WOM ve satın alma niyeti üzerindeki etkisi güçlüdür. Sosyal medyanın WOM ve satın alma niyeti üzerindeki etkisinin önemli olduğu gösterilmiştir. Ayrıca, cinsiyet sosyalleşme teorisi baz alınarak cinsiyetin tüm modele göre değişiklik gösterip göstermediği de incelenmiştir. Yönetimsel ve teorik çıkarımlar, sınırlılıklar ve geleceğe yönelik öneriler sunulmuştur.

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