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Journals / Business and Economics Research Journal / 2021 / Cilt: 12 - Sayı: 3

The Role of Brand Personality in the Relationship Between Social Media Marketing Activities and Purchase Intention: A Literature Research

Sosyal Medya Pazarlama Aktiviteleri ile Satın Alma Niyeti Arasındaki İlişkide Marka Kişiliğinin Rolü: Literatür Araştırması

Mustafa Seçkin ŞALVARLI
Burak KARTAL
Pages
705–716
DOI
—
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AI Summary & Key Takeaways

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

With this study, the need to examine the possible mediating effect of brand personality on the relationship between social media marketing activities and the consumer's purchase intention is emphasized, and it is aimed to be a source of motivation for conducting studies on this subject.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The developments in the digital world have changed the strategy followed by companies in dealing with changes in the business environment.
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Key Findings & Data:Therefore, the way marketers touchpoints with the customer, the resources, and the methods they use to attract or retain the customer have changed.
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Conclusion & Impact:With this study, the need to examine the possible mediating effect of brand personality on the relationship between social media marketing activities and the consumer's purchase intention is emphasized, and it is aimed to be a source of motivation for conducting studies on this subject.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The developments in the digital world have changed the strategy followed by companies in dealing with changes in the business environment. Therefore, the way marketers touchpoints with the customer, the resources, and the methods they use to attract or retain the customer have changed. These changes essentially required developing relationships that would enable the customer to understand the needs, characteristics, ideas, relationship patterns, and problems in the virtual world. Thanks to the relationships that have been developed, it has begun to be understood the purchasing intentions of the consumers and the factors they attach importance to the purchasing phase. Based on the literature review, this study examines the effects of social media marketing activities, which have many different advantages besides their benefits in establishing relationships with customers, and brand personality on consumers' intention to purchase the relevant brand. With this study, the need to examine the possible mediating effect of brand personality on the relationship between social media marketing activities and the consumer's purchase intention is emphasized, and it is aimed to be a source of motivation for conducting studies on this subject.

Özet

Dijital dünyadaki gelişmeler, iş ortamında beliren değişikliklerle başa çıkmada işletmelerinizlediği stratejiyi değiştirmiş, dolayısıyla pazarlamacıların müşteri ile temas etme yolları,kaynakları ve müşteriyi çekme ya da elde tutma için kullandıkları yöntemler de değişmiştir. Budeğişimler temelde, sanal dünyada müşterinin ihtiyaçlarının, özelliklerinin, fikirlerinin, ilişkiörüntülerinin ve sorunlarının anlaşılmasını sağlayacak ilişkiler geliştirmeyi gerektirmiştir.Geliştirilen ilişkiler sayesinde, tüketicilerin satın alma niyetleri ile satın alma aşamasında hangifaktörlere önem verdikleri anlaşılmaya başlanmıştır. Literatür taramasına dayalı bu çalışmada,müşterilerle ilişki kurmada sağladığı faydaların yanı sıra birçok farklı avantaja sahip sosyal medyapazarlama faaliyetlerinin ve marka kişiliğinin, tüketicinin ilgili markayı satın alma niyeti üzerindekidoğrudan etkileri incelenmiştir. Bu çalışmayla, marka kişiliğinin sosyal medya pazarlamafaaliyetleri ile tüketicinin satın alma niyeti arasındaki ilişkide olası aracı etkisinin incelenmesineduyulan ihtiyaç vurgulanmakta ve bu konuda yapılacak öncül çalışmalara motivasyon kaynağıolması amaçlanmaktadır.

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Cite This Article

ŞALVARLI, M. S., KARTAL, B. (2021). The Role of Brand Personality in the Relationship Between Social Media Marketing Activities and Purchase Intention: A Literature Research. Business and Economics Research Journal, Cilt: 12 - Sayı: 3, 705–716. https://ajindex.com/articles/352122

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