MUTLU YÜKSEL AVCILAR
(Osmaniye Korkut Ata Üniversitesi,)
BANU KÜLTER DEMİRGÜNEŞ
(Yrd. Doç. Dr., Ahi Evran Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü,)
MEHMET FATİH AÇAR
(Arş. Gör., Osmaniye Korkut Ata Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü,)
Yıl: 2018Cilt: 11Sayı: 21ISSN: 1309-243X / 2547-9601Sayfa Aralığı: 1 - 27Türkçe

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INSTAGRAM REKLAMLARINDA ÜRÜN DESTEKÇİSİ OLARAK SOSYAL MEDYA FENOMENİ KULLANIMININ REKLAMA YÖNELİK TUTUM VE E-WOM NİYETİNE ETKİLERİNİN İNCELENMESİ1
Bu çalışmanın amacı, Instagram reklamlarında mesaj kaynağı olarak sosyal medya fenomeni kullanımının, reklama karşı tutum ve E-WOM niyeti üzerindeki etkilerini tespit etmektir. Bu çalışmada, mesaj kaynağı 3 (yalnız ürün, fenomen ve ünlü) X ürün ilgilenim düzeyi 2 (ilgilenim düzeyi: yüksek ve düşük) gruplar arası deney tasarımı uygulanmıştır. Analiz için veriler, deney çalışmasına katılan 150 üniversite öğrencisinden, yüz yüze anket yöntemi ile elde edilmiştir. Analiz sonucunda mesaj kaynağının, ürün ilgilinim düzeyinin ve etkileşim etkisinin reklama karşı tutum ve E-WOM niyeti üzerinde istatistiksel olarak anlamlı etkiye sahip olduğu tespit edilmiştir. Analiz sonuçlarına göre, sosyal medya fenomeni destekçi türünün, öğrencilerin reklama yönelik tutumunu ve E-WOM niyetini etkilediği tespit edilmiştir. Ayrıca, analizler sonucunda, mesaj kaynağının (fenomen ve ünlü) algılanan kaynak güvenilirliğini oluşturan çekicilik ve iyi niyet boyutlarını istatistiksel olarak anlamlı bir şekilde etkilediği tespit edilmiştir. Araştırmanın bulguları, pazarlama yöneticilerine sosyal medya reklamında yer alacak destekçi türü seçim kararlarında yardımcı olabilecektir
Fen > Temel Bilimler > Biyoloji
Fen > Mühendislik > Bilgisayar Bilimleri, Bilgi Sistemleri
Sosyal > İşletme Finans
Sosyal > İletişim
Sosyal > İktisat
Sosyal > İşletme
Sosyal > Halkla İlişkiler
DergiAraştırma MakalesiErişime Açık
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