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TÜKETİCİLERİN SOSYAL AĞ SİTELERİNDEKİ REKLAMLARA YÖNELİK TUTUMLARININ SATINALMA DAVRANIŞLARI ÜZERİNE ETKİSİ: FACEBOOK ÖRNEGİ

THE EFFECT OF CONSUMERS'ATTITUDES TOWARDS SOCIAL NETWORK ADVERTISEMENTS ON PURCHASING BEHAVIOR: THE FACEBOOK EXAMPLE

Journal Name:

  • Uluslararası İktisadi ve İdari İncelemeler Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The social networks in internet are used as medium of communication and advertising by the firms for segmenting the market to be targeted and transferring the messages. These platforms help the firms to reach the potential customers and provide interactive, real time relationships with the current customers. Besides, by increasing the awareness among target market, they make contributions to the corporate reputation. The purpose of the research is to analyze the attitudes of active Facebook users towards the Facebook advertisements and the effects of these attitudes' on purchasing behavior. Via convenience sampling method and through internet, 409 usable questionnaire forms were collected from Facebook users. Findings indicated that the formation of consumer attitude is affected by the time spent in Facebook and consumer attention towards Facebook advertisements instead of Facebook visit frequency. The most important finding of the study is that negative attitudes towards Facebook advertisements are affecting the purchasing behavior negatively. In that respect, it is obvious that the usage of Facebook ad¬vertisements in the firms' promotion mix should be questioned.
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Abstract (Original Language): 
İnternette yer alan sosyal ağ siteleri, birer iletişim ve reklam aracı olarak, hedef alınacak tüketicilerin gruplandırılmasında ve mesajların iletilmesinde firmalar tarafından kullanılmaya başlanmıştır. Bu siteler, firmaların mevcut müşterilerle gerçek zamanlı karşılıklı iletişim kurmalarını sağlayarak, potansiyel müşterilere ulaşmaya yardımcı olmaktadır. Ayrıca hedef kitle arasında bilinirliği artırarak, kurumsal itibara olumlu yönde katkı sağlamaktadır. Araştırmanın amacı, Facebook'u aktif olarak kullanan bireylerin Facebook'ta yayınlanan reklamlara yönelik tutumlarını ve bu tutumların satın alma davranışı üzerindeki etkisini incelemektir. Araştırmada kolayda örnekleme yöntemi ile internet ortamında Facebook kullanıcı¬larından 409 kullanılabilir anket elde edilmiştir. Araştırma sonunda elde edilen bulgular doğrultusunda, tüketici tutumunun oluşmasında Facebook'a girme sıklığının değil, Facebook'ta geçirilen zamanın ve Facebook reklamlarına yönelik tüketici dikkatinin etkili olduğunu ortaya koymuştur. Araştırmanın en dikkat çekici bulgusu, Facebook reklamlarına yönelik olumsuz tutumun satın alma davranışını olumsuz yönde etkilediğidir. Bu açıdan firmaların tutundurma karmalarına Facebook reklamlarını dahil etmeleri sorgulanması gereken bir kavram olarak karşımıza çıkmaktadır.
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  • 8
159-182
  • Turkish

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