Makaleler
FACEBOOK, YOUTUBE VE INSTAGRAM REKLAMLARININ TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİSİ
Mustafa KARADENİZ- İlke KOCAMAZ
Yayınlanmış 25.12.2019
Anahtar Kelimeler
- Çevrimiçi Reklamcılık, Satın Alma Davranışı, Facebook Youtube Instagram Reklamcılığı
Nasıl Atıf Yapılır
FACEBOOK, YOUTUBE VE INSTAGRAM REKLAMLARININ TÜKETİCİLERİN SATIN ALMA DAVRANIŞLARINA ETKİSİ. (2019). Turkish Journal of Marketing, 4(3), 298-311. https://doi.org/10.30685/tujom.v4i3.69
Öz
Facebook, Youtube ve Instagram reklamlarının tüketicilerin satın alma davranışlarına etkisinin araştırılmasına yönelik İstanbul ilinde yaşayan ve Facebook, Youtube ve Instagram?ı aktif olarak kullanan 317 katılımcıya 2 Nisan-15 Mayıs 2019 tarihleri arasında yüz yüze anket uygulanmıştır. Bu çerçevede, bu reklamların tüketicilerin satınalma davranışlarına etkisi güvenilirlik, bilgilendirme, hedonik motivasyon ve ekonomik fayda boyutlarıyla ölçülmeye çalışılmıştır. SPSS programı ile Frekans Analizi, Faktör Analizi, Güvenilirlik Analizi ve Korelasyon Analizi yapılmıştır. Modelin anlamlılık ve güvenilirliğini test etmek için ise LISREL yapısal eşitlik modeli kullanılmış, analiz sonucunda uyum iyiliği değerleri, t değerleri ve standardize edilmiş çözüm değerleri incelenmiş ve Bilgilendirme, Hedonik motivasyon, Güvenilirlik ve Ekonomik fayda bağımsız değişkenlerinin satın alma davranışı bağımlı değişkeni üzerinde anlamlı etkisi olduğu tespit edilmiştir. Satın alma davranışı bağımlı değişkenini en çok etkileyen bağımsız değişkenin Bilgilendirme olduğu, bunu sırasıyla Hedonik motivasyon, Güvenilirlik ve Ekonomik fayda değişkenlerinin takip ettiği görülmüştür. Buna göre işletmeler bilgilendirme başta olmak üzere diğer değişkenlere de gereken önemi vermelidir.
Referanslar
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Shaouf, A., K. Lü, X. Li (2016). The effect of web advertising visual design on online purchase intention: An examination across gender, Computers in Human Behaviour 60, 662-664.
Shimp, T. A. (1981) Attitudes toward the ads as a mediator of consumer brand choice, Journal of Advertising, 10(2), 9-15.
Shimp, T. A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, 6th ed.
Spears, N., S.N. Singh (2004). Measuring Attitude Toward the Brand and Purchase Intentions, Journal of Current Issues and Research in Advertising, 53-66, September.
Sheeraz, M., A. K. Khattak; S. Mahmood, N. Iqbal (2016). Mediation of Attitude toward Brand in the Relationship between Service Brand Credibility and Purchase Intentions, Pakistan Journal of Commerce and Social Sciences, Vol. 10 (1), 149-163, January.
Tosun, N. (2014). Marka Değeri Yaratmada Reklam İle Halkla İlişkiler Arasındaki Etkileşim, Galatasaray Üniversitesi İletişim Dergisi, Cilt 6, Sayı 6.
Verstraten, R. (2015). The effect of advertising credibility: could it change consumers?attitude and purchase intentions? A research about different advertising formats on the relationship between advertising credibility and consumers? attitude and purchase intentions (Master?s Thesis) Retrieved from https://thesis.eur.nl ? pub
Wang & Sun, (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries, International Business Review 19, s. 333-344.
Almquist, E. and K. J. Roberts (2000). A ?mindshare? manifesto. Mercer Management Journal.
Alwitt, L. F. & Prabhaker, P. R. (1994). Identifying who dislikes television advertising: Not by demographics alone. Journal of Advertising Research, 34 (6), 17? 29.
Belch, G. E., G.E. Belch ve M. A. Belch (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill Irwin.
Blackshaw, P. (2008). https://archive.ama.org/archive/ResourceLibrary/Marketing Management/documents/MMMayJune08Blackshaw.pdf New Media, May, June.
Chaudhuri, A., M. Holbrook (2001). ?The Chain of Effects From Brand Trust and Brand Affect to Brand Performance?, Journal of Marketing, Vol. 65, p. 81-93.
Chowdhury, H.K., Parvin, N., Weitenberner, C. and Becker, M. (2006). "Consumer attitude toward mobile advertising in an emerging market: An empirical study", International Journal of Mobile Marketing, Vol. 1, No. 2, pp. 33-42.
Çokluk, Ö., G. Şekercioğlu, Ş. Büyüköztürk, (2012). ?Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları?, 2.Baskı, Ankara, Pegem Akademi.
Durmuş, Beril, E. S. Yurtkoru, M. Çinko, (2011). ?Sosyal Bilimlerde SPSS?le Veri Analizi?, 4.Baskı, İstanbul, Beta Yayıncılık.
Fandos, C., F., Carlos (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product, British Food Journal, 108(8), 646-662.
Farquhar, H. P. (1995). Strategic Challenges For Branding. Marketing Management. 3(2), pp. 8-15.
Fornell Claes ve D. F. Larcker, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol. XVIII (February 1981), 39-50.
Goldsmith, R. E., B. A. Lafferty, S. J. Newell (2000). The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent, Corporate Reputation Review, Vol. 3, No. 4, s. 304-318.
Hair, J. F., W.C., Black, B.J., Babin, ve R.E. Anderson, (2010). Multivariate Data Analysis: A Global Perspective, Pearson, New York, NY.
Hampf, A. & K. L.-Repo (2011). Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding, Hanken school of economics working papers.
Kevin Lane Keller (2008). Strategic Brand Management, 2e, PrenticeHall, p.3.
Kim, B.H., Han, S., Yoon, S. (2010). Advertising creativity in Korea: scale development and validation. Journal of Advertising, 39 (2), 93-108.
Kotler, P. ve G. Armstrong (2012). Principles of Marketing, Prentice Hall, c2012.
Ling, K. C., Piew, T. H., Chai L. T. (2010). The Determinants of Consumers? Attitude Towards Advertising, Canadian Social Science, 6(14), 114-126.
Lutz, R. J. MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in consumer research, 10(1), 532-539.
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65.
Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 67-72.
Mihaela, O. O. E. (2015). The Influence of The Integrated Marketing Communication on the Consumer Buying Behaviour. Procedia Economics and Finance 23. pp: 1446 ? 1450.
Mikalef, P., M. Giannakos & A. Pateli (2012). Shopping and Word-of-Mouth Intentions on Social Media Journal of Theoretical and Applied Electronic Commerce Research, Vol. 8, Issue 1, April 2013, 17-34.
M. Najmi, Y. Atefi & S. A. Mirbagheri (2012). Attitude toward Brand: An Integrative Look at Mediators and Moderators, Academy of Marketing Studies Journal 16(1): 111-133, January.
Mittal, Banwari (1994). Public assessment of TV advertising: Faint praise and harsch criticism. Journal of Advertising Research 34, 1, pp.35-53.
Muehling, D. D. (1987). An Investigation of Factors Underlying Attitude-Toward- Advertising-In-General. Journal of Advertising, 16(1), 32-40.
Severin W J and Tankard J W Jr (2001). Communication Theories, (5th Ed.), Longman, New York.
Shaouf, A., K. Lü, X. Li (2016). The effect of web advertising visual design on online purchase intention: An examination across gender, Computers in Human Behaviour 60, 662-664.
Shimp, T. A. (1981) Attitudes toward the ads as a mediator of consumer brand choice, Journal of Advertising, 10(2), 9-15.
Shimp, T. A. (2003). Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, 6th ed.
Spears, N., S.N. Singh (2004). Measuring Attitude Toward the Brand and Purchase Intentions, Journal of Current Issues and Research in Advertising, 53-66, September.
Sheeraz, M., A. K. Khattak; S. Mahmood, N. Iqbal (2016). Mediation of Attitude toward Brand in the Relationship between Service Brand Credibility and Purchase Intentions, Pakistan Journal of Commerce and Social Sciences, Vol. 10 (1), 149-163, January.
Tosun, N. (2014). Marka Değeri Yaratmada Reklam İle Halkla İlişkiler Arasındaki Etkileşim, Galatasaray Üniversitesi İletişim Dergisi, Cilt 6, Sayı 6.
Verstraten, R. (2015). The effect of advertising credibility: could it change consumers?attitude and purchase intentions? A research about different advertising formats on the relationship between advertising credibility and consumers? attitude and purchase intentions (Master?s Thesis) Retrieved from https://thesis.eur.nl ? pub
Wang & Sun, (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries, International Business Review 19, s. 333-344.