Cilt 13 Sayı 2 (2025): Business & Management Studies: An International Journal
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Sosyal medya fenomenlerine yönelik tutumun tüketicilerin satın alma kararlarına etkisinde algılanan kalitenin aracılık rolü: Dubai çikolatası örneği

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  • Mehmet Arif Tuncer
Mehmet Arif Tuncer
Doktora, İstanbul Gedik Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul, Türkiye

Yayınlanmış 25.06.2025

Anahtar Kelimeler

  • Social Media Influencer, Purchase Decision, Dubai Chocolate
  • Sosyal Medya Fenomeni, Satın Alma Kararı, Dubai Çikolatası

Nasıl Atıf Yapılır

Sosyal medya fenomenlerine yönelik tutumun tüketicilerin satın alma kararlarına etkisinde algılanan kalitenin aracılık rolü: Dubai çikolatası örneği. (2025). Business & Management Studies: An International Journal, 13(2), 634-646. https://doi.org/10.15295/bmij.v13i2.2578

Telif Hakkı (c) 2025 Mehmet Arif Tuncer

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Sosyal medya fenomenlerine yönelik tutumun tüketicilerin satın alma kararlarına etkisinde algılanan kalitenin aracılık rolü: Dubai çikolatası örneği. (2025). Business & Management Studies: An International Journal, 13(2), 634-646. https://doi.org/10.15295/bmij.v13i2.2578

Öz

Teknolojik gelişmeler, iş faaliyetlerinin dijital platformlara taşınmasını hızlandırmış ve pazarlamada sosyal medya gibi dijital araçların merkezi rol oynamasına neden olmuştur. Bu bağlamda, sosyal medya fenomenlerinin ürün ve hizmet tanıtımı yaptığı influencer pazarlama öne çıkmaktadır. Instagram, geniş kullanıcı kitlesi ve yüksek etkileşim oranlarıyla bu stratejinin en çok kullanıldığı platformlardan biridir. Son dönemde Dubai çikolatası, bu kanallar üzerinden sıkça tanıtılan bir ürün olmuştur. Bu çalışmada, tüketicilerin sosyal medya fenomenlerine yönelik tutumlarının Dubai çikolatasına dair satın alma niyetlerini nasıl etkilediği ve algılanan ürün kalitesinin bu ilişkideki aracılık rolü incelenmiştir. Veriler çevrim içi anketle toplanmış, analizler SPSS’te korelasyon ve AMOS’ta yapısal eşitlik modellemesiyle gerçekleştirilmiştir. Bulgular, fenomenlere yönelik tutumun “uzmanlık” boyutunun satın alma niyeti üzerinde anlamlı bir etkisi olmadığını, buna karşılık “güvenilirlik” ve “çekicilik” boyutlarının anlamlı etkiler ortaya koyduğunu göstermektedir. Ayrıca, algılanan ürün kalitesinin, güvenilirlik ve çekiciliğin satın alma niyeti üzerindeki etkisinde tam aracılık rolü üstlendiği; ancak uzmanlık boyutunun etkisinde böyle bir aracılığın bulunmadığı belirlenmiştir.

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