Bir tutundurma aracı olarak sosyal medya aktivitelerinin marka değerine etkisi: Türkiye'de gazlı içecek kategorisi üzerine bir uygulama
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu tez çalışmasında, bir tutundurma aracı olarak sosyal medya aktivitelerinin marka değeri üzerindeki görece etkileri incelenmiş ve Türkiye'de gazlı içecek kategorisi üzerine bir uygulama gerçekleştirilmiştir. Bu süreçte, özellikle, Aaker (1991)'ın bakış açısı ve önerdiği teorik çerçeve yaklaşımı göz önünde bulundurulmuştur. Araştırmanın verileri, anket yöntemi kullanılarak toplanmıştır. 1.300 kişiye anket dağıtılmış ve bunların arasından 1.072 kişi ankete yanıt vermiştir. Kola içeceği bağlamında oluşturulan modelde, geleneksel tutundurma faaliyetleri arasında yer alan reklam, sponsorluk, promosyon ve sosyal medya aktiviteleri bağımsız değişkenler olarak ele alınmış ve bu değişkenlerin marka değeri (algılanan kalite, markaya ilişkin çağrışımlar, markaya ilişkin duygular, marka bağlılığı) üzerindeki etkilerine yönelik hipotezler test edilmiştir. AMOS 16 istatistik programı yardımı ile gerçekleştirilen hipotez testleri sonucunda, bir tutundurma aracı olarak sosyal medya aktivitelerinin marka değeri üzerindeki etkilerinin, istatistiki olarak anlamlı olduğu tespit edilmiştir. Elde edilen sonuçlar, sosyal medya aktivitelerinin marka değeri açısından, özellikle algılanan kalite ve markaya ilişkin duygular ve dolaylı olarak da marka bağlılığı bağlamında önemli bir yer iştigal ettiği sonucuna varılmıştır. Bu çalışmanın literatüre katkısı ise, oluşturulan modelin Türkiye'de kola içeceği bağlamında test edilmesi ve elde edilen sonuçların değerlendirilmesidir. Bundan sonraki araştırmalarda, bu modelin geçerliliğinin Türkiye'de tüketim sektörü ile bağlantılı farklı ürünler bağlamında test edilmesi, bir genelleme yapabilmek adına aydınlatıcı olacaktır.
In this thesis study, the relative impacts of the social media activities on brand equity as a promotion tool was examined and a survey was conducted on the category of carbonated drinks in Turkey. Within this period, the perspective and the approach of theoretical frame proposed by Aaker (1991) were particularly addressed. The data of the research was collected using survey method. Surveys were handed out to 1.300 people among whom 1.072 people participated in the survey. In the model formed within the scope of cola, while advertising, sponsorship, sales promotion which are placed in the traditional promotion activities and social media activities were handled as independent variables, the hypothesis related to the effects of these variables on brand equity (perceived quality, brand association, emotions with respect to the brand, brand loyalty ) were also tested. As a result of the hypothesis testing conducted by means of the statistical software, AMOS 16, it was observed that the impacts of the social media activities on brand equity as a promotion tool have significance in terms of statistics. The results showed that the social media activities play an important role regarding brand equity, particularly perceived quality and emotions with respect to the brand as well as brand loyalty, albeit indirectly. As for the contribution of this study to the literature, it tested the model within the framework of drinking cola in Turkey and evaluated the results obtained. For the next research, it would be informative to test the effectiveness of the model in relation to the consumption sector in Turkey and other related different products so as to draw a general conclusion.
In this thesis study, the relative impacts of the social media activities on brand equity as a promotion tool was examined and a survey was conducted on the category of carbonated drinks in Turkey. Within this period, the perspective and the approach of theoretical frame proposed by Aaker (1991) were particularly addressed. The data of the research was collected using survey method. Surveys were handed out to 1.300 people among whom 1.072 people participated in the survey. In the model formed within the scope of cola, while advertising, sponsorship, sales promotion which are placed in the traditional promotion activities and social media activities were handled as independent variables, the hypothesis related to the effects of these variables on brand equity (perceived quality, brand association, emotions with respect to the brand, brand loyalty ) were also tested. As a result of the hypothesis testing conducted by means of the statistical software, AMOS 16, it was observed that the impacts of the social media activities on brand equity as a promotion tool have significance in terms of statistics. The results showed that the social media activities play an important role regarding brand equity, particularly perceived quality and emotions with respect to the brand as well as brand loyalty, albeit indirectly. As for the contribution of this study to the literature, it tested the model within the framework of drinking cola in Turkey and evaluated the results obtained. For the next research, it would be informative to test the effectiveness of the model in relation to the consumption sector in Turkey and other related different products so as to draw a general conclusion.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
