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Sosyal Paylaşım Sitelerinde Üye Bağlılığı Üzerine Bir Araştırma

A Research on Member Loyalty in Social Networking Sites

Journal Name:

  • Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
This study aims to explore effective factors in loyalty creation in mem¬bers of social networking sites and their degrees of effectiveness in loyalty crea¬tion. Within this framework, the importance of social networking as a marketing tool has also been discussed. This study is based upon a research conducted among members of various social networking sites. The sample for this study was 548 respondents and data was obtained by using face to face survey method. The de¬gree of effectiveness of factors on loyalty creation among members of social net¬working sites was analyzed by using multi-regression model. According to the re¬sults of this study, the degree of effectiveness among various factors are differ¬ent, in that relatively more effective ones are variety and quality of services, trust in the site, member sensitiveness and member profile of the site. As a result, the research suggests that social network sites should pay more attention to these factors in order to increase their success in loyalty creation among their members
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Abstract (Original Language): 
Bu çalışmada, sosyal paylaşım sitelerinde üye bağlılığı yaratmada etkili olabilecek faktörlerin ve bu faktörlerin üye bağlılığı yaratmadaki etki derecesinin belirlenmesi amaçlanmıştır. Bu çerçevede, pazarlama aracı olarak sosyal paylaşım sitelerinin önemi üzerinde durulmuştur. Araştırma, sosyal paylaşım sitelerine üye 548 ce-vaplayıcı ile yüz yüze anket yöntemi kullanılarak yapılmış ve veriler elde edilmiştir. Sosyal paylaşım sitelerinin üyeleri arasında bağlılık yaratmada etkili olan çeşitli faktörlerin etki derecesi çoklu regresyon modeli kullanılarak analiz edilmiştir. Araştırmadan çıkan sonuçlara göre; hizmet çeşitliliği ve kalitesi, siteye güven, üye duyarlılığı ve sitenin üye profili faktörlerinin, üye bağlılığı üzerinde etkili oldukları ortaya çıkmıştır. Sonuç olarak, bu araştırma, sosyal paylaşım sitelerinin üye bağlılığı yaratmada başarılı ve etkili olabilmesi için öncelikle bu faktörler üzerinde durmalarının gerekliliğini ortaya çıkartmıştır.
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  • Turkish

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