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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2021 / Cilt: 13 - Sayı: 1

The Effect of Consumer Perceptions of Marketing Efforts Via Social Media on Brand Relations and Willingness to Pay

Sosyal Medyada Pazarlama Çabalarının Tüketici Tarafından Algılanmasının Marka İlişkilerine ve Ödeme İstekliliğine Etkisi

Umut KUBAT DOKUMACI
Rudaina MOHAMED
Pages
133–157
Publication Date
2022-11-06
DOI
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AI Summary & Key Takeaways

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

Moreover, brand love positively influences the willingness to pay.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Social media has a great potential for businesses to expand their brands and engage with potential customers.
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Key Findings & Data:In order to collect data, a survey was distributed on different social media platforms to social media users and 292 valid responses were obtained.
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Conclusion & Impact:Moreover, brand love positively influences the willingness to pay.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Social media has a great potential for businesses to expand their brands and engage with potential customers. Therefore, the purpose of the research is to investigate the effect of social media marketing engagement (SMME) on brand relations as measured by brand relationship quality, brand-self connection and brand love respectively and through these variables on willingness to pay for the brand. Based on previous literature, a conceptual model was developed and tested using structural equation modelling. In order to collect data, a survey was distributed on different social media platforms to social media users and 292 valid responses were obtained. The findings of the study show that SMME has a positive effect on brand relationship quality (BRQ). The findings also show that BRQ has a positive impact on self-brand connection (SBC) and on brand love through SBC. The results also show that there is a positive relationship between SBC and brand love. Moreover, brand love positively influences the willingness to pay.

Özet

Sosyal medya şirketlere markalarını genişletmek ve potansiyel müşterilerle sıkı bağlar kurabilmek için büyük fırsatlar sunmaktadır. Bu nedenle, bu araştırmanın amacı sosyal medya pazarlaması katılımının sırasıyla (SMPK) marka ilişki kalitesi, benlik-marka bağı ve marka aşkı olarak ölçülen marka ilişkilerine ve bu değişkenler üzerinden marka için ödeme istekliliğine olan etkisini araştırmaktır. Önceki yazına dayanarak, bir kavramsal model geliştirilmiş ve yapısal eşitlik modelleme ile test edilmiştir. Veri toplamak için farklı sosyal medya platformları aracılığıyla sosyal medya kullanıcılarına bir anket dağıtılmış ve 292 geçerli yanıt elde edilmiştir. Çalışmanın sonuçları, SMPK’nın marka ilişki kalitesine (MİK) olumlu etkisi olduğunu göstermektedir. Sonuçlar ayrıca MİK’in benlik-marka bağına (BMB) ve benlik-marka bağı üzerinden dolaylı olarak marka aşkına olumlu etkisi olduğunu göstermektedir. Ayrıca, marka aşkı ödeme istekliliğini olumlu yönde etkilemektedir.

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Cite This Article

DOKUMACI, U. K., MOHAMED, R. (2022). The Effect of Consumer Perceptions of Marketing Efforts Via Social Media on Brand Relations and Willingness to Pay. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 13 - Sayı: 1, 133–157. https://ajindex.com/articles/619627

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