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Bir Pazarlama İletişimi Unsuru Olarak E Wom'un İnstagram Ürün Tercihlerine Etkisi

THE EFFECTS OF E- WOM'S INSTAGRAM PRODUCT PREFERENCES AS A MARKETING COMMUNICATION

Journal Name:

  • International Journal of Academic Value Studies

Publication Year:

  • 2017

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances. The aim of this study is to investigate the effect of eWom’s instagram product preferences as a marketing communication. Survey form was used as data collection tool in the research. The 5% sample rate, 384 people constitute a reliable number for the infinite universe. The sample of the research consists of 400 people selected by easy sample. Data analysis in the study was done in SPSS 16 package program. In the analysis of the data, Mann - Whitney U Test and Kruskal Wallis H Test, which are nonparametric tests, were applied as the result of Kolmogorov-Smirnov test and descriptive statistics such as frequency and percentage. It was confirmed that there was a relationship between e wom and Instagram product preference. Accordingly the e wom perception of individuals, who are having instagram product preference, is higher than the individuals who are lack of intstagam product preference. Instagram product preferences of individuals are influenced positively by E-wom applications. E-wom applications raise consumer perceptions of Instagram.
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Abstract (Original Language): 
Sosyal medya web siteleri, elektronik ağızdan ağıza (eWOM) yönelik konuşmalar için değerli fırsatlar yarattı. İnsanlar artık marka ürünlerini ve hizmetlerini arkadaşlarıyla ve tanıdıklarıyla görüşebiliyorlar. Bu çalışmanın amacı, eWom'un instagram ürün tercihlerinin bir pazarlama iletişimi olarak etkisini araştırmaktır. Araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Sonsuz evren için% 5 örnekleme oranı, 384 kişi güvenilir bir sayı oluşturuyor. Araştırmanın örneği, kolay örneklem ile seçilen 400 kişiden oluşmaktadır. Çalışmada veri analizi SPSS 16 paket programında yapılmıştır. Verilerin analizinde Kolmogorov-Smirnov testinin sonucu olarak nonparametrik test olan Mann-Whitney U Testi ve Kruskal Wallis H Testi ve frekans ve yüzdelik gibi tanımlayıcı istatistikler uygulanmıştır. E wom ve Instagram ürün tercihi arasında bir ilişki olduğu doğrulandı. Buna göre, instagram ürün tercihi olan kişilerin e-wom algılamaları, intstagam ürün tercihi olmayan bireylerden daha yüksektir. Kişilerin Instagram ürün tercihleri E-wom uygulamaları tarafından olumlu etkilenir. E-wom uygulamaları Instagram'ın tüketici algılarını arttırmaktadır.
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  • 15
376
383
  • Turkish

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Javstudies.com Javstudies@gmail.com International Journal of Academic Value Studies
International Journal of Academic Value Studies ISSN:2149-8598 Vol: 3, Issue: 15 pp.376-383
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