SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2020 / Cilt: 12 - Sayı: 1

A Research on Social Media Use of the Youth Regarding Their Service Purchasing Behaviors

Ayşe Nevin SERT
Pages
557–570
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings – As a result of the factor analysis of the scale that was employed in the study, it was found out that there is a positive, strong and significant correlation between the factors of social media consumption, social media creation, perceived enjoyment, trust and involvement.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Purpose – Social media, which allows tourists to share travel experiences and communicate with other people, has become the main source of information especially for young people when purchasing tourismrelated products and services.
📊
Key Findings & Data:Design/methodology/approach – Data were collected with face-to-face survey technique from 413 participants.
💡
Conclusion & Impact:Findings – As a result of the factor analysis of the scale that was employed in the study, it was found out that there is a positive, strong and significant correlation between the factors of social media consumption, social media creation, perceived enjoyment, trust and involvement.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Özet

Purpose – Social media, which allows tourists to share travel experiences and communicate with other people, has become the main source of information especially for young people when purchasing tourismrelated products and services. Tourism products and services are considered to be highly risky because they cannot be evaluated in advance as material products and services. Therefore, the use of social media has gained importance. The purpose of this study is to determine the social media usage of young people related the tourism products and services and to determine social media involvement in social media usage. Design/methodology/approach – Data were collected with face-to-face survey technique from 413 participants. Reliability, Factor, Correlation and Regression tests were applied to the data set the help of SPSS program. Findings – As a result of the factor analysis of the scale that was employed in the study, it was found out that there is a positive, strong and significant correlation between the factors of social media consumption, social media creation, perceived enjoyment, trust and involvement. It was also determined that social media was used more for the purpose of searching for information before traveling. Discussion – Tourism businesses and marketers need to analyze the role of website design and mobile technology and especially social media well in order to attract and retain customers. Businesses should increase the number of social media tools they use and they should endeavor to create social media creation with content that will attract the attention and appeal to young people. It is important that the contents are prepared to enhance the sense of reality. In addition to content and creation, updating social media tools should be prioritized.

🔖

Cite This Article

SERT, A. N. (2020). A Research on Social Media Use of the Youth Regarding Their Service Purchasing Behaviors. İşletme Araştırmaları Dergisi, Cilt: 12 - Sayı: 1, 557–570. https://ajindex.com/articles/217585

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (14)

  1. Amaro, S., Duarte, P., & Henriques, C. (2016). Travelers’ Use of Social Media: A Clustering Approach. Annals of Tourism Research, 59, 1-15.
  2. Armağan, A. (2013). Gençlerin Sanal Alanı Kullanım Tercihleri ve Kendilerini Sunum Taktikleri: Bir Araştırma. Journal of International Social Research, 6(27),: 78-92.
  3. Ayeh, J. K., Au, N., & Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35(19), 132–143.
  4. Bilgihan, A., Barreda, A., Okumus, F., & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related online social networks. Tourism Management, 52(1), 287-296.
  5. Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K., & Solnet, D. (2013). Understanding Generation Y and Their Use of Social Media: A Review and Research Agenda, Journal of Service Management, 24(3), 223-244.
  6. Chung, J. Y., & Buhalis, D. (2008). Web 2.0: A Study of Online Travel Community. In P. O’Connor, W. Hopken and U. Gretzel (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 70–81).
  7. Vienna, Austria: Springer. Chung, N., & Koo, C. (2015). The Use of Social Media in Travel Information Search. Telematics and Informatics, 32(2), 215-229.
  8. Chang, I., Chou, P., Yeh, K., & Tseng, H. (2016). Factors Influencing Chinese Tourists’ Intention to Use the Taiwan Medical App. Telematics Inform. 33(1), 401–409
  9. Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer Behaviour in Tourism: Concepts, Influences and Opportunities. Current Issues in Tourism, 17(10), 872-909.
  10. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009, June). The consumer decision journey. http://www.mckinseyquarterly.com/The_consumer (Date of Access: 12.09.2018).
  11. Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The Role of User-Generated Content in Tourists’ Travel Planning Behavior. Journal of Hospitality Marketing & Management, 18(8), 743–764.
  12. Durmuş, İ.B. (2014). Gençliğin Uğrak Mekânı: Sosyal Medya Gençlik ve Kültürel Mirasımız Uluslararası Kongre. Samsun: Ondokuzmayıs Üniversitesi, 131-134.
  13. Erol, G., & Hassan, A. (2014). Gençlerin Sosyal Medya Kullanımı ve Sosyal Medya Kullanımının Tatil Tercihlerine Etkisi. Journal of International Social Research, 7(31), 804-812.
  14. Fotis, J., Buhalis, D., & Rossides, N. (2011). Social Media Impact on Holiday Travel Planning: The Case of The Russian and The FSU Markets. International Journal of Online Marketing (IJOM), 1(4), 1-19. Global Social Med