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SOSYAL MEDYA PAZARLAMASI KANALI OLARAK INSTAGRAM'DA ALGILANAN SÜRÜ DAVRANIŞI VE SATIN ALMA NİYETİ

PERCEIVED HERD BEHAVIOR AND PURCHASE INTENTION IN INSTAGRAM AS SOCIAL MEDIA MARKETING CHANNEL

Journal Name:

  • Uluslararası Hakemli Akademik Sosyal Bilimler Dergisi

Publication Year:

  • 2017

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
With the spread of smartphones, there has been a rapid increase in the use of social media. This increase in the use of social media has given a different dimension to interpersonal interaction in individuals. Without awareness, individual has been led to many behaviors by herd behavior psychology. In this study, the effect of perceived herd behavior, behavioral loyalty toward brand and attitude toward empathy expression on purchase intention in the new trend Instagram social media channel has been investigated. As a result of the analyzes, it has been found that the attitude toward empathy expression and perceived herd behavior have a positive effect on purchase intention. There was no significant relationship between behavioral loyalty toward brand and purchase intention.
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Abstract (Original Language): 
Akıllı telefonların yaygınlaşmasıyla birlikte, sosyal medya kullanımında hızlı bir artış yaşanmıştır. Sosyal medya kullanımındaki bu artış ise bireylerde kişilerarası etkileşime farklı bir boyut kazandırmıştır. Bireyler farkında olmadan sürü davranışı psikolojisi ile birçok davranışına yön vermektedir. Bu çalışmada yeni trend olan Instagram sosyal medya kanalında algılanan sürü davranışının, markaya olan davranışsal bağlılığın ve beğeniyi ifade etmeye yönelik tutumun satın alma niyetine etkisi incelenmiştir. Analizler sonucunda, beğeniyi ifade etmeye yönelik tutum ile algılanan sürü davranışının satın alma niyeti üzerinde pozitif yönde bir etkiye sahip olduğu bulgulanmıştır. Markaya olan davranışsal bağlılık ile satın alma niyeti arasında ise anlamlı bir ilişki görülmemiştir.
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  • Turkish

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AKADEMİK BAKIŞ DERGİSİ
Sayı: 59 Ocak - Şubat 2017 Uluslararası Hakemli Sosyal Bilimler E-Dergisi
ISSN:1694-528X İktisat ve Girişimcilik Üniversitesi, Türk Dünyası
Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
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K BAKIŞ DERGİSİ
A Sayı: 59 Ocak - Şubat 2017
Uluslararası Hakemli Sosyal Bilimler E-Dergisi
£j ISSN:1694-528X İktisat ve Girişimcilik Üniversitesi, Türk Dünyası Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN http://www.akademikbakis.org
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