Cilt 13 Sayı 3 (2025): Business & Management Studies: An International Journal
Makaleler

Z kuşağının benlik uyumunun satın alma niyetine etkisinde marka sadakatinin aracılık rolü

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  • Ayben Ceyhan Günay
Ayben Ceyhan Günay
Dr. Öğr. Üyesi, İstanbul Nişantaşı Üniversitesi, İstanbul, Türkiye
Biyografi

Yayınlanmış 25.09.2025

Anahtar Kelimeler

  • Self-Congruity, Purchase Intention, Brand Loyalty, Digital Marketing
  • Benlik Uyumu, Satın Alma Niyeti, Marka Sadakati, Dijital Pazarlama

Nasıl Atıf Yapılır

Z kuşağının benlik uyumunun satın alma niyetine etkisinde marka sadakatinin aracılık rolü. (2025). Business & Management Studies: An International Journal, 13(3), 1353-1375. https://doi.org/10.15295/bmij.v13i3.2555

Telif Hakkı (c) 2025 Ayben Ceyhan Günay

Creative Commons License

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

Nasıl Atıf Yapılır

Z kuşağının benlik uyumunun satın alma niyetine etkisinde marka sadakatinin aracılık rolü. (2025). Business & Management Studies: An International Journal, 13(3), 1353-1375. https://doi.org/10.15295/bmij.v13i3.2555

Öz

Günümüzde dijitalleşmenin hız kazanmasıyla birlikte, sosyal medya etkileyicilerinin (SME) tüketici davranışları üzerindeki etkisi giderek daha fazla önem kazanmaktadır. Bu bağlamda, markaların Z kuşağıyla olan etkileşimlerinde benlik uyumu, marka sadakati ve satın alma niyeti gibi psikolojik faktörler kritik bir rol oynamaktadır. Bu araştırma, Z kuşağı tüketicilerinde benlik uyumu (BU) ile satın alma niyeti (SN) arasındaki ilişkide marka sadakatinin aracılık rolünü incelemeyi hedeflemektedir. Araştırmanın evrenini, İstanbul’da yaşayan ve en az bir SME’yi takip eden Z kuşağı sosyal medya kullanıcıları oluşturmaktadır. Kolayda örnekleme yöntemiyle seçilen 219 geçerli anket verisi, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (EKK-YEM) ile SmartPLS 4 programı kullanılarak analiz edilmiştir. Analiz bulguları, benlik uyumunun (BU), marka sadakatinin (MS) önemli bir belirleyicisi olduğunu ve BU’nun, SN üzerindeki etkisinin MS aracılığıyla gerçekleştiği ortaya koymuştur. Bu sonuçlar, SME’lerin Z kuşağı tüketicilerin marka algısı üzerindeki dolaylı etkilerini ortaya koyması bakımından dijital pazarlama literatürüne katkı sağlamaktadır. Çalışma, SME’lerin tanıttığı markaların, Z kuşağının benlik uyumu üzerindeki etkisini anlamak isteyen pazarlamacılar için önemli içgörüler sunmaktadır.

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