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Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma

Year 2019, Volume: 14 Issue: 3, 77 - 86, 09.07.2019

İmran Aslan Buğra Hanedar

Abstract

     Sosyal medya, her türden insanın iletişim kurmak, bilgi paylaşmak ve
eğlenmek için kullandığı bir platformdur. Markalar için ise sosyal medya, iletişim,
bilgi paylaşımı, eğlendirme aracından çok daha fazlasıdır. Markalar, sosyal
medyayı tercih ederken tüketicilerine kolaylıkla ulaşmakta ve iletişim
boyutlarını sürekli geliştirebilmektedirler. Bu sebeple marka sadakatinin
gelişiminde etkili olan iletişim devamlılığına sosyal medya destek olmaktadır.
Bu çalışmada, tüketicilerin tercih ettikleri giyim markalarını sosyal medyadan
takip edip etmedikleri incelenmiştir. Bununla birlikte sosyal medyanın marka
sadakatine etkisi ortaya konulmaya çalışılmıştır. Bu bağlamda 201 üniversite
öğrencisine anket yapılmıştır. Sonuç olarak sosyal medyanın giyim sektöründe
marka sadakatinin gelişiminde etkili olduğu verisine ulaşılmıştır. 

Keywords

Sosyal Medya Marka Marka Sadakati Tüketici İletişim

References

  • • Ahmed Qazi, M., Raziq, M.M., and Ahmed, S., (2018). The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty, GMJACS, 8(1):154-165.
  • • Arli, D., (2017). Does Social Media Matter? Investigating the Effect of Social Media Features on Costumer Attitudes, Journal of Promotion Management, 23(4):521-539.
  • • Assaad, W. and Gomez, J.M., (2011). Social Networking in Marketing (Social Media Marketing) Opportunities and Risks, International Journal of Managing Public Sector Information and Communication Technologies, 2(1):13-22.
  • • Coelho, P.S., Rita, P., and Santos, Z.R., (2018). On the Relationship Between Consumer-Brand Identification, Brand Community and Brand Loyalty, 43:101-110.
  • • Choi, Y., Thoeni, A., and Kroff, M., (2018). Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity, Journal of Relationship Marketing, 17(1):52-70.
  • • Chris, T. and Smith, M., (2010). Facebook Marketing an Haour a Day, Wiley Publishing, Indianapolis.
  • • Ismail, A.R., (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty, Asia Pacific Journal of Marketing, 29(1):129-144.
  • • Kamboj, S., (2016). The Influence of User Participation in Social Media-Based Brand Communities on Brand Loyalty: Age and Gender as Moderators, Journal of Brand Management, 23(6):679-700.
  • • Kamboj, S., Bijoylaxmi, S., Gupta, S., and Dwivedi, Y., (2018), Examining Branding Co-Creation in Brand Communities on Social Media: Applying the Paradigm of Stimulus-Organism Response, 39, ss.169-185.
  • • Kupfer, A., Holte, N.P., Kübler, R., and Thorsten, H.T., (2018). The Role of the Partner Brand’s Social Media in Brand Alliances, Journal of Marketing, 82:25-44.
  • • Lin, C.W., Wang, K.Y., Chang, S.H., and Lin, J.A., (2017). Investigating the Development of Brand Loyalty in Brand Communities from a Positive Psychology Perspective, Journal of Business Research, August, ss.1-10.
  • • Mina, T., Marie-Odile, R., YiChuan, W., and Nick, H., (2018), Brand co-creation through social commerce information sharing: The role of social media, Journal of Business Research, 15:1-11.
  • • Murtiningsih, D. and Murad, A.A., (2016). The Effect of Social Media Marketing to Brand Loyalty (Case Study at the University of Budi Luhur Jakarta), International Journal of Business and Management Invention, 5(5):50-53.
  • • Rialti, R., Zollo, L., Pellegribi, M., and Ciappei, C., (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social Media Based Brand Communities: Do Gender Differences Matter?, Journal of Global Marketing, 30(3):147-160.
  • • Schivinski, B. and Christodoulides, G., (2016). Measuring Consumers’ Engagement with Brand-Related Social Media Content Development and Validation of a Scale that Identifies Levels of Social Media Engagement with Brands, Journal of Advertising Research, March, ss.64-80.
  • • Seric, M. and Pranicevic, D.G., (2017). Consumer Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry, Journal of Hospitality Marketing & Management, 27(2):218-238.
  • • SI, S., (2016). Social Media and Its Role in Marketing, Business and Economics Journal, 7(1):2-5.
  • • Weinberg, T., (2009). The New Community Rules: Marketing on the Social Web, O’Reilly Media, California.
  • • Wu, P.H. and Lin, C.P., (2016). Learning to Foresee the Effects of Social Identity Complexity and Need for Social ApprovL ON Technology Brand Loyalty, Technological Forecasting & Social Change, 111:188-197.

Year 2019, Volume: 14 Issue: 3, 77 - 86, 09.07.2019

İmran Aslan Buğra Hanedar

Abstract

References

  • • Ahmed Qazi, M., Raziq, M.M., and Ahmed, S., (2018). The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty, GMJACS, 8(1):154-165.
  • • Arli, D., (2017). Does Social Media Matter? Investigating the Effect of Social Media Features on Costumer Attitudes, Journal of Promotion Management, 23(4):521-539.
  • • Assaad, W. and Gomez, J.M., (2011). Social Networking in Marketing (Social Media Marketing) Opportunities and Risks, International Journal of Managing Public Sector Information and Communication Technologies, 2(1):13-22.
  • • Coelho, P.S., Rita, P., and Santos, Z.R., (2018). On the Relationship Between Consumer-Brand Identification, Brand Community and Brand Loyalty, 43:101-110.
  • • Choi, Y., Thoeni, A., and Kroff, M., (2018). Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity, Journal of Relationship Marketing, 17(1):52-70.
  • • Chris, T. and Smith, M., (2010). Facebook Marketing an Haour a Day, Wiley Publishing, Indianapolis.
  • • Ismail, A.R., (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty, Asia Pacific Journal of Marketing, 29(1):129-144.
  • • Kamboj, S., (2016). The Influence of User Participation in Social Media-Based Brand Communities on Brand Loyalty: Age and Gender as Moderators, Journal of Brand Management, 23(6):679-700.
  • • Kamboj, S., Bijoylaxmi, S., Gupta, S., and Dwivedi, Y., (2018), Examining Branding Co-Creation in Brand Communities on Social Media: Applying the Paradigm of Stimulus-Organism Response, 39, ss.169-185.
  • • Kupfer, A., Holte, N.P., Kübler, R., and Thorsten, H.T., (2018). The Role of the Partner Brand’s Social Media in Brand Alliances, Journal of Marketing, 82:25-44.
  • • Lin, C.W., Wang, K.Y., Chang, S.H., and Lin, J.A., (2017). Investigating the Development of Brand Loyalty in Brand Communities from a Positive Psychology Perspective, Journal of Business Research, August, ss.1-10.
  • • Mina, T., Marie-Odile, R., YiChuan, W., and Nick, H., (2018), Brand co-creation through social commerce information sharing: The role of social media, Journal of Business Research, 15:1-11.
  • • Murtiningsih, D. and Murad, A.A., (2016). The Effect of Social Media Marketing to Brand Loyalty (Case Study at the University of Budi Luhur Jakarta), International Journal of Business and Management Invention, 5(5):50-53.
  • • Rialti, R., Zollo, L., Pellegribi, M., and Ciappei, C., (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social Media Based Brand Communities: Do Gender Differences Matter?, Journal of Global Marketing, 30(3):147-160.
  • • Schivinski, B. and Christodoulides, G., (2016). Measuring Consumers’ Engagement with Brand-Related Social Media Content Development and Validation of a Scale that Identifies Levels of Social Media Engagement with Brands, Journal of Advertising Research, March, ss.64-80.
  • • Seric, M. and Pranicevic, D.G., (2017). Consumer Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry, Journal of Hospitality Marketing & Management, 27(2):218-238.
  • • SI, S., (2016). Social Media and Its Role in Marketing, Business and Economics Journal, 7(1):2-5.
  • • Weinberg, T., (2009). The New Community Rules: Marketing on the Social Web, O’Reilly Media, California.
  • • Wu, P.H. and Lin, C.P., (2016). Learning to Foresee the Effects of Social Identity Complexity and Need for Social ApprovL ON Technology Brand Loyalty, Technological Forecasting & Social Change, 111:188-197.
There are 19 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

İmran Aslan 0000-0002-6023-5130

Buğra Hanedar This is me 0000-0001-9363-2469

Publication Date July 9, 2019
Published in Issue Year 2019 Volume: 14 Issue: 3

Cite

APA Aslan, İ., & Hanedar, B. (2019). Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma. Social Sciences, 14(3), 77-86.
AMA Aslan İ, Hanedar B. Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma. Social Sciences. July 2019;14(3):77-86.
Chicago Aslan, İmran, and Buğra Hanedar. “Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma”. Social Sciences 14, no. 3 (July 2019): 77-86.
EndNote Aslan İ, Hanedar B (July 1, 2019) Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma. Social Sciences 14 3 77–86.
IEEE İ. Aslan and B. Hanedar, “Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma”, Social Sciences, vol. 14, no. 3, pp. 77–86, 2019.
ISNAD Aslan, İmran - Hanedar, Buğra. “Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma”. Social Sciences 14/3 (July 2019), 77-86.
JAMA Aslan İ, Hanedar B. Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma. Social Sciences. 2019;14:77–86.
MLA Aslan, İmran and Buğra Hanedar. “Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma”. Social Sciences, vol. 14, no. 3, 2019, pp. 77-86.
Vancouver Aslan İ, Hanedar B. Sosyal Medya Kullanımının Marka Sadakatine Etkisi: Giyim Sektörü Üzerine Bir Araştırma. Social Sciences. 2019;14(3):77-86.