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THE EFFECT OF FİGURATİVE LANGUAGE ON CONSUMER ENGAGEMENT: CASE OF TURKİSH AİRLİNE INSTAGRAM PAGES

Year 2024, Volume: 17 Issue: 1, 1 - 38, 31.01.2024

Cem Burak Koçak Özlem Atalık Bahri Baran Koçak

Abstract

Increasing consumer engagement (CE) in social media is one of the most important marketing problems faced by brands in today's competitive markets. Although many studies in the literature prove that brand content types play an important role on CE, the importance and impact of the figurative language elements in the content has not been mentioned so far. The aim of this study is to determine the possible effects of figurative language elements on CE based on encoding/decoding theory. For the study, 1230 airline Instagram posts were examined with the Multiple Linear Regression model. As a result of the research, it was determined that figurative language elements (idioms and personifications) affect CE at various levels. In addition to providing clues about how the figurative language elements to be used in the online environment affect engagement, the findings also give tips for practical benefits such as how to design content in social media marketing communication.

Keywords

tüketici katılımı tüketici davranışı mecazi dil çoklu doğrusal regresyon havayolu

References

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MECAZİ DİL UNSURLARININ TÜKETİCİ KATILIMI ÜZERİNDEKİ ETKİSİ: TÜRK HAVAYOLU INSTAGRAM SAYFALARI ÖRNEĞİ

Year 2024, Volume: 17 Issue: 1, 1 - 38, 31.01.2024

Cem Burak Koçak Özlem Atalık Bahri Baran Koçak

Abstract

Sosyal medyada tüketici katılımını (TK) artırmak günümüzün rekabetçi pazarlarında markaların karşılaştığı önemli pazarlama problemlerinin başında gelmektedir. Alan yazındaki birçok çalışma marka içerik türlerinin TK üzerinde önemli bir rol oynadığını kanıtlasa da şimdiye kadar içerikte yer alan mecazi dil unsurlarının önemi ve etkisine değinilmemiştir. Bu çalışmanın amacı Türkiye’de faaliyet gösteren havayolu markalarına ait Instagram mesajlarının içeriğinde yer alan mecazi dil unsurlarının TK üzerindeki muhtemel etkilerini kodlama/kod açımlama teorisi açısından tespit etmektir. Çalışma için 1230 adet havayolu Instagram gönderisi Çoklu Doğrusal Regresyon modeliyle incelenmiştir. Araştırma sonucunda mecazi dil unsurlarından deyim ve kişileştirmelerin TK’yı çeşitli seviyelerde etkilediği saptanmıştır. Elde edilen bulgular, çevrimiçi ortamda kullanılacak mecazi dil unsurlarının katılımı nasıl etkilediğine dair ipuçları sunmasının yanı sıra sosyal medya pazarlama iletişiminde içeriğin nasıl tasarlanacağı gibi pratik faydalar için ipuçları da vermektedir.

Keywords

tüketici katılımı tüketici davranışı mecazi dil çoklu doğrusal regresyon havayolu

References

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There are 110 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Cem Burak Koçak 0000-0002-7534-7565

Özlem Atalık 0000-0003-2889-6825

Bahri Baran Koçak 0000-0001-5658-7371

Publication Date January 31, 2024
Submission Date February 18, 2023
Published in Issue Year 2024 Volume: 17 Issue: 1

Cite

APA Koçak, C. B., Atalık, Ö., & Koçak, B. B. (2024). MECAZİ DİL UNSURLARININ TÜKETİCİ KATILIMI ÜZERİNDEKİ ETKİSİ: TÜRK HAVAYOLU INSTAGRAM SAYFALARI ÖRNEĞİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(1), 1-38.
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