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SOSYAL MEDYA KULLANICILARININ ELEKTRONİK GÜVENLERİ, ELEKTRONİK BAĞLILIKLARI VE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMLERİ ARASINDAKİ İLİŞKİLERİNİN İNCELENMESİ

Year 2017, 16. UIK Special Issue, 273 - 292, 16.09.2017
https://doi.org/10.18092/ulikidince.323696

Abstract

Bu
çalışmanın amacı elektronik güven, elektronik bağlılık ve ağızdan ağıza
iletişim arasındaki ilişkileri belirlemektir. Çevirimiçi platformlarda
faaliyetlerini sürdüren şirketlerin başarısı elektronik güvenin ve elektronik
bağlılığın yaratılmasında ve buna bağlı olarak çevirimiçi platformlarda
oluşacak elektronik ağızdan ağıza iletişim ile yakından ilgilidir. Çalışmada, sosyal
medya kullanıcılarının elektronik alışveriş sitelerine ilişkin elektronik güvenleri,
elektronik bağlılıkları ve elektronik ağızdan ağıza iletişimleri arasındaki
ilişkiler incelenmiştir. Araştırmada, internet üzerinden 335 geçerli anket
toplanmıştır. Araştırma bulguları, elektronik güven, elektronik bağlılık ve
elektronik ağızdan ağıza iletişim arasında anlamlı ilişkiler olduğunu ortaya
koymuştur. Buna ek olarak, sosyal medya kullanıcılarının sosyo-demografik
özelliklerine göre elektronik güven, elektronik bağlılık ve elektronik ağızdan
ağıza iletişimleri farklılık göstermektedir. Bu bağlamda, araştırma literatüre
katkı sağlamaya çalışmasının yanı sıra çevirimiçi ortamlarda faaliyet gösteren
işletmelere pazarlama stratejileri geliştirmelerinde öneriler sunmaya
çalışmaktadır
.

References

  • Alexa Traffic Rank (2017). Erişim Adresi: http://alexa.com/siteinfo. (Erişim tarihi: 22.01.2017)
  • Anagnostopoulos, A., Kumar, R., Mahdian, M. (2008). Influence and Correlation in Social Networks Proceeding, 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 7-15.
  • Anderson, R. E., & Srini, S. (2003). E-Satisfaction and E-Loyalty: A Contigency Framework. Psychology & Marketing 20 (2), 123-138.
  • Andreassen, T. W., Streukens, S. (2009). Service Innovation and Elekctronic Word-of-Mouth: Is It Worth Listening to?, Managing Service Quality: An International Journal, 19(3), 249-265
  • Arndt, J. (1967). Role of Product Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, 291-295
  • Asur, S., Huberman, B. A. (2010). Predicting The Future With Social Media, IEEE/WIC/ACM/ International Conference on Web Intelligence and Ingelligent Agent Technology, 492-499.
  • Bansal, H.S., Voyer P.A (2000). Word-of-Mouth Processes Within a Service Purchase Decision Context, Journal of Service Research, 3(2), 166-177.
  • Bataineh, A. Q., /2015). The Impact of Perceived E-WOM on Purchase Intention: The Mediating Role of Corporate Image, International Journal of Marketing Studies, 7(1), 126-137
  • Bone, P. F. (1992). Determinants of word-of-mouth communications during product consuption, Advances in Consumer Research, 19, 579-583.
  • Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Refferal marketing, Journal of Strategic Marketing, 6, 241-254.
  • Carl, W. J. (2006). What’s All The Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices, Management and Communication Quarterly, 19(4), 601-634.
  • Chan-Olmsted, S. M. (2002). Branding and Internet Marketing in the Age of Digital Media. Journal of Broadcasting & Electronic Meida 46 (4), 641-645.
  • Chu, S., Kim, Y., (2011). Determinants of Consumer Engagement in Electronic Word-of Mouth (eWOM) in Social Networking Sites, International Journal of Advertising, 30(1), 47-75.
  • Cryr, D. (2008). Modelin Web Site Design Across Culturess: Relationships to Trust, Satisfaction, and E-Loyalty . Journal of Management Information Systems 24(4), 47-72.
  • Cyr, D., Hassanein , K., Head, M., & Ivanov, A. (2007). The Role of Social Presence in Establishing Loyalty in e-Service Environment. Interacting with Computer 19(1), 43-56.
  • Dawley, L. (2009). Social Network Knowledge Construction: Emerging Virtual World Pegagogy, On The Horizon, 17(2), 109-121.
  • Dhar, V., Chang, E. A. (2009). Does Chatter Matter? The Impact of User-Generated Content on Music Sales, Journal of Interactive Marketing, 23(4), 300-307.
  • Dick, A., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The Academy Marketing Science 22(2), 99-113.
  • Eid, R., & Trueman , M. (2004). Factors Affecting the Success of Business-to-Business International Internet Marketing: an Empirical Study of UK Companies. Industrial Management & Data Systems 104 (1) , 16-30.
  • Ellison, N., B., Boyd, D., M. (2007). Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, 13(1), 210-230.
  • Ghane, S., Fathian , M., & Gholamian, M. (2011). Full Relationship among E-Satisfaction, E-Trust, E-Service Quality and E-Loyalty: The Case of Iran E-Banking. Journal of Theoretical and Applied Information Technology 33 (1), 1-6.
  • Gupta P., Harris J. (2010). How e-WOM reccomendations Influence Product Consideration and Quality of Choice: A Motivation to Process Information Perspective, Journal of Business Research, 63(9-10), 1041-1049.
  • Han, Y. (2007). Customer Self-Service Systems: The Effects of Perceived Web Quality with Service Contents on Enjoyment, Anxiety and E-Trust. Decision Support Systems 43 (3), 746-760.
  • Handsfield, L., Dean, T., Cielocha, K. (2009). Becoming Critical Consumers and Producers of Text: Teaching Literacy with Web 1.0 and Web 2.0, The Reading Teacher, 63(1), 40-50.
  • Hennig-Thurau, T., Gwinner,K.P., Walsh, G., Gremler D.D. (2004). Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52
  • Jain, A. K., Pinson, C., & Malhotra, N. (1987). Customer Loyalty As a Construct in The Marketing of Banking Services. International Journal of Bank Marketing, 49-72.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer Trust in An Internet Store: A Cross-Cultural Validation. Information and Management 1 , 45-72.
  • Jin, B., Park , J., & Kim , J. (2008). Cross-Cultural Examination of The Relationships among Firms Reputation, E-Satisfaction, E-Trust and E-Loyalty. International Marketing Review 25 (3), 324-337.
  • Kaplan, A., M., Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, 53(1), 59-68.
  • Keller, K. L. (1993). Conceptuaziling, Measuring and Managing Customer-Based Brand Equity. The Journal of Marketing, 1-22.
  • Kim, J., Jin, B., & Swinney, J. (2009). The Role of Retail Quality, E-Satisfaction and E-Trust in Online Loyaty Development Process. Journal of Retailing and Consumer Services 16, 239-247.
  • Lin, K., Lu, H. (2011). Why People Use Social Networking Sites: An Emprical Study Integrating Network Externalities and Motivation Theory, Computers in Human Behavior, 27(3), 1152-1161
  • Litvin, S. W., Goldsmith, R.E., Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29(3), 458-468
  • Morgan, R. M., & Hunt, S. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing 58 (1), 20-38.
  • Palvia, P. (2009). The Role of Trust in E-Commerce Relational Exchange: A Unified Model. Information & Management 46 (4) , 213-220.
  • Plaza, B. (2011). Google Analytics for Measuring Website Performance. Toruism Management 32 (3) , 477-481.
  • Rahimnia, F., & Hassanzadeh, J. (2013). The Impact of Website Content Dimension and E-turst on E-marketing Effectiveness: The Case of Iranian Commercial Saffron Corporations . Information & Management 50 (5) , 240-247.
  • Reichheld, F. F., & Schefter, P. (2000). E-loyalty Your Secret Weapon on the WEB . Harward Business Review 78 (4), 105-113.
  • Ribbink, D., Vanriel, A., Liljander , V., & Streukens, S. (2004). Comfort Your Online Customer: Quality, Trust and Loyalty on The Internet. Managing Service Quality: An International Journal 14(6), 446-456.
  • Rotter, J. B. (1967). A New Scale For The Measurement Of Interpersonal Trust. Journal of Personality 35 (4), 651-665.
  • Rutter, J. (2001). From the Sociology of Trust towards a Sociology of E-trust. International Journal of New Product Development & Innovation Management, 371-385.
  • Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Sciennce 28 (1), 150-167.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer Loyalty in E-Commerce an Exploration of Its Antecedents and Consequences . Journal of Retailing 78 (1), 41-50.
  • Steffes, E. M., Burgee, L. E., (2009). Social ties and online word of mouth, Internet Research, 19(1), 42-59.
  • Taddeo, M. (2011). Defining Trust and E-trust: From Old Theories to New Problems. Sociological and Philosophical Aspects of Human Interaction with Technology: Advancing Concept, 24-36.
  • Trusov, M., Bucklin, R. E., Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site, Journal of Marketing, 73(5), 90-102.
  • Urban, G., Sultan, F., & Qualls, W. (2000). Placing Trust at The Center of Your Internet Strategy . MIT Sloan Management Review 42(1), 39-47.
  • Villanueva, J., Yoo, S., Hanssens, D., M., (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth, Journal of Marketing Research, 45(1), 48-59.
  • Yoon, S. (2012). A Social Network Approach to the Influences of Shopping Experience on E-WOM, Journal of Electronic Commerce Research, 13(3), 213-223.
  • Yousafzai, S. Y., Pallister, J., & Foxall, G. (2003). A Proposed Model of E-Trust For Electronic Banking. Technovation 23(11), 847-860.
Year 2017, 16. UIK Special Issue, 273 - 292, 16.09.2017
https://doi.org/10.18092/ulikidince.323696

Abstract

References

  • Alexa Traffic Rank (2017). Erişim Adresi: http://alexa.com/siteinfo. (Erişim tarihi: 22.01.2017)
  • Anagnostopoulos, A., Kumar, R., Mahdian, M. (2008). Influence and Correlation in Social Networks Proceeding, 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 7-15.
  • Anderson, R. E., & Srini, S. (2003). E-Satisfaction and E-Loyalty: A Contigency Framework. Psychology & Marketing 20 (2), 123-138.
  • Andreassen, T. W., Streukens, S. (2009). Service Innovation and Elekctronic Word-of-Mouth: Is It Worth Listening to?, Managing Service Quality: An International Journal, 19(3), 249-265
  • Arndt, J. (1967). Role of Product Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, 291-295
  • Asur, S., Huberman, B. A. (2010). Predicting The Future With Social Media, IEEE/WIC/ACM/ International Conference on Web Intelligence and Ingelligent Agent Technology, 492-499.
  • Bansal, H.S., Voyer P.A (2000). Word-of-Mouth Processes Within a Service Purchase Decision Context, Journal of Service Research, 3(2), 166-177.
  • Bataineh, A. Q., /2015). The Impact of Perceived E-WOM on Purchase Intention: The Mediating Role of Corporate Image, International Journal of Marketing Studies, 7(1), 126-137
  • Bone, P. F. (1992). Determinants of word-of-mouth communications during product consuption, Advances in Consumer Research, 19, 579-583.
  • Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Refferal marketing, Journal of Strategic Marketing, 6, 241-254.
  • Carl, W. J. (2006). What’s All The Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices, Management and Communication Quarterly, 19(4), 601-634.
  • Chan-Olmsted, S. M. (2002). Branding and Internet Marketing in the Age of Digital Media. Journal of Broadcasting & Electronic Meida 46 (4), 641-645.
  • Chu, S., Kim, Y., (2011). Determinants of Consumer Engagement in Electronic Word-of Mouth (eWOM) in Social Networking Sites, International Journal of Advertising, 30(1), 47-75.
  • Cryr, D. (2008). Modelin Web Site Design Across Culturess: Relationships to Trust, Satisfaction, and E-Loyalty . Journal of Management Information Systems 24(4), 47-72.
  • Cyr, D., Hassanein , K., Head, M., & Ivanov, A. (2007). The Role of Social Presence in Establishing Loyalty in e-Service Environment. Interacting with Computer 19(1), 43-56.
  • Dawley, L. (2009). Social Network Knowledge Construction: Emerging Virtual World Pegagogy, On The Horizon, 17(2), 109-121.
  • Dhar, V., Chang, E. A. (2009). Does Chatter Matter? The Impact of User-Generated Content on Music Sales, Journal of Interactive Marketing, 23(4), 300-307.
  • Dick, A., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The Academy Marketing Science 22(2), 99-113.
  • Eid, R., & Trueman , M. (2004). Factors Affecting the Success of Business-to-Business International Internet Marketing: an Empirical Study of UK Companies. Industrial Management & Data Systems 104 (1) , 16-30.
  • Ellison, N., B., Boyd, D., M. (2007). Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, 13(1), 210-230.
  • Ghane, S., Fathian , M., & Gholamian, M. (2011). Full Relationship among E-Satisfaction, E-Trust, E-Service Quality and E-Loyalty: The Case of Iran E-Banking. Journal of Theoretical and Applied Information Technology 33 (1), 1-6.
  • Gupta P., Harris J. (2010). How e-WOM reccomendations Influence Product Consideration and Quality of Choice: A Motivation to Process Information Perspective, Journal of Business Research, 63(9-10), 1041-1049.
  • Han, Y. (2007). Customer Self-Service Systems: The Effects of Perceived Web Quality with Service Contents on Enjoyment, Anxiety and E-Trust. Decision Support Systems 43 (3), 746-760.
  • Handsfield, L., Dean, T., Cielocha, K. (2009). Becoming Critical Consumers and Producers of Text: Teaching Literacy with Web 1.0 and Web 2.0, The Reading Teacher, 63(1), 40-50.
  • Hennig-Thurau, T., Gwinner,K.P., Walsh, G., Gremler D.D. (2004). Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52
  • Jain, A. K., Pinson, C., & Malhotra, N. (1987). Customer Loyalty As a Construct in The Marketing of Banking Services. International Journal of Bank Marketing, 49-72.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer Trust in An Internet Store: A Cross-Cultural Validation. Information and Management 1 , 45-72.
  • Jin, B., Park , J., & Kim , J. (2008). Cross-Cultural Examination of The Relationships among Firms Reputation, E-Satisfaction, E-Trust and E-Loyalty. International Marketing Review 25 (3), 324-337.
  • Kaplan, A., M., Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, 53(1), 59-68.
  • Keller, K. L. (1993). Conceptuaziling, Measuring and Managing Customer-Based Brand Equity. The Journal of Marketing, 1-22.
  • Kim, J., Jin, B., & Swinney, J. (2009). The Role of Retail Quality, E-Satisfaction and E-Trust in Online Loyaty Development Process. Journal of Retailing and Consumer Services 16, 239-247.
  • Lin, K., Lu, H. (2011). Why People Use Social Networking Sites: An Emprical Study Integrating Network Externalities and Motivation Theory, Computers in Human Behavior, 27(3), 1152-1161
  • Litvin, S. W., Goldsmith, R.E., Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29(3), 458-468
  • Morgan, R. M., & Hunt, S. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing 58 (1), 20-38.
  • Palvia, P. (2009). The Role of Trust in E-Commerce Relational Exchange: A Unified Model. Information & Management 46 (4) , 213-220.
  • Plaza, B. (2011). Google Analytics for Measuring Website Performance. Toruism Management 32 (3) , 477-481.
  • Rahimnia, F., & Hassanzadeh, J. (2013). The Impact of Website Content Dimension and E-turst on E-marketing Effectiveness: The Case of Iranian Commercial Saffron Corporations . Information & Management 50 (5) , 240-247.
  • Reichheld, F. F., & Schefter, P. (2000). E-loyalty Your Secret Weapon on the WEB . Harward Business Review 78 (4), 105-113.
  • Ribbink, D., Vanriel, A., Liljander , V., & Streukens, S. (2004). Comfort Your Online Customer: Quality, Trust and Loyalty on The Internet. Managing Service Quality: An International Journal 14(6), 446-456.
  • Rotter, J. B. (1967). A New Scale For The Measurement Of Interpersonal Trust. Journal of Personality 35 (4), 651-665.
  • Rutter, J. (2001). From the Sociology of Trust towards a Sociology of E-trust. International Journal of New Product Development & Innovation Management, 371-385.
  • Singh, J., & Sirdeshmukh, D. (2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Sciennce 28 (1), 150-167.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer Loyalty in E-Commerce an Exploration of Its Antecedents and Consequences . Journal of Retailing 78 (1), 41-50.
  • Steffes, E. M., Burgee, L. E., (2009). Social ties and online word of mouth, Internet Research, 19(1), 42-59.
  • Taddeo, M. (2011). Defining Trust and E-trust: From Old Theories to New Problems. Sociological and Philosophical Aspects of Human Interaction with Technology: Advancing Concept, 24-36.
  • Trusov, M., Bucklin, R. E., Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site, Journal of Marketing, 73(5), 90-102.
  • Urban, G., Sultan, F., & Qualls, W. (2000). Placing Trust at The Center of Your Internet Strategy . MIT Sloan Management Review 42(1), 39-47.
  • Villanueva, J., Yoo, S., Hanssens, D., M., (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth, Journal of Marketing Research, 45(1), 48-59.
  • Yoon, S. (2012). A Social Network Approach to the Influences of Shopping Experience on E-WOM, Journal of Electronic Commerce Research, 13(3), 213-223.
  • Yousafzai, S. Y., Pallister, J., & Foxall, G. (2003). A Proposed Model of E-Trust For Electronic Banking. Technovation 23(11), 847-860.
There are 50 citations in total.

Details

Journal Section Articles
Authors

Zehra Bozbay

Cansu Türker This is me

Habib Mehmet Akpınar

Publication Date September 16, 2017
Published in Issue Year 2017 16. UIK Special Issue

Cite

APA Bozbay, Z., Türker, C., & Akpınar, H. M. (2017). SOSYAL MEDYA KULLANICILARININ ELEKTRONİK GÜVENLERİ, ELEKTRONİK BAĞLILIKLARI VE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMLERİ ARASINDAKİ İLİŞKİLERİNİN İNCELENMESİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi273-292. https://doi.org/10.18092/ulikidince.323696

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