SavedAdd your journal

Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2014 / Cilt: 6 - Sayı: 1

The Relationship Between Online Consumer Engagement and Loyalty and Repurchase Intention: Facebook Case

Tüketiciyle Online (Çevrimiçi) Bağ Kurma ile Sadakat ve Yeniden Satın Alma Niyeti Arasındaki İlişki: Facebook Örneği

Hamid Murad ÖZCAN
Metin ARGAN
Pages
51–82
Publication Date
2022-11-03
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)

The research findings showed that there is a significant relationship between online consumer engagement and consumer loyalty and repurchase intention while consumer loyalty has a mediating effect on the association between online consumer engagement and repurchase intention

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to examine the relationship between online consumer engagement and loyalty and repurchase intention.
📊
Key Findings & Data:A total of 418 data obtained in this study, were analyzed by means of SPSS 16.0 with descriptive statistical anaysis and regression analysis.
💡
Conclusion & Impact:The research findings showed that there is a significant relationship between online consumer engagement and consumer loyalty and repurchase intention while consumer loyalty has a mediating effect on the association between online consumer engagement and repurchase intention
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study is to examine the relationship between online consumer engagement and loyalty and repurchase intention. The research data were obtained from Facebook users by using convenience sampling method. A total of 418 data obtained in this study, were analyzed by means of SPSS 16.0 with descriptive statistical anaysis and regression analysis. The research findings showed that there is a significant relationship between online consumer engagement and consumer loyalty and repurchase intention while consumer loyalty has a mediating effect on the association between online consumer engagement and repurchase intention

Özet

Bu çalışmanın amacı tüketiciyle online bağ kurma ile sadakat ve yeniden satın alma niyeti arasındaki ilişkiyi incelemektir. Çalışmada kolayda örnekleme yöntemi uygulanmış olup, araştırmanın verileri Facebook kullanıcılarından elde edilmiştir. Çalışmada elde edilen 418 veri, SPSS 16.0 paket programı aracılığıyla tanımlayıcı istatistiksel analizler ve regresyon analiziyle analiz edilmiştir. Araştırma sonuçlarına göre tüketiciyle online bağ kurma ile tüketici sadakati ve yeniden satın alma niyeti arasında anlamlı bir ilişki olduğu tespit edilmiş olup tüketiciyle online bağ kurma ile yeniden satın alma niyeti arasındaki ilişkide tüketici sadakatinin kısmi aracılık etkisinin olduğu ortaya konulmuştur

🔖

Cite This Article

ÖZCAN, H. M., ARGAN, M. (2022). The Relationship Between Online Consumer Engagement and Loyalty and Repurchase Intention: Facebook Case. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 6 - Sayı: 1, 51–82. https://ajindex.com/articles/619670

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (12)

  1. Algesheimer, R., Dholakia, U. M. ve Herrmann, A. (2005). The social influence of brand communities: Evidence from European car clubs. Journal of Marketing, 59(3), 19–34.
  2. Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri (6. Baskı). Sakarya: Sakarya Yayıncılık Argan, M. (2008). Arkadaş yüzü suyu hürmetine: Facebook. Pazarlama ve İletişim Kültürü Dergisi, 2, 4-11
  3. Bagozzi, R.P. ve Dholakia, U.M. (2006). Open source software communities: A study of participation in Linux User Groups. Management Science, 52(7), 1099–1115.
  4. Balabanis, G., Reynolds, N. ve Simitiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59, 214-224.
  5. Bettencourt, L. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
  6. Bowden, J.L. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice,17(1), 63-74.
  7. Bowen, J. ve Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13 (5), 213-217
  8. Brankin, A. M. (2011). Visa launches travel marketing campaign with Facebook app, sweepstakes. Cardline, 11 (21) Bulunmaz, B. (2011). Otomotiv sektöründe sosyal medyanın kullanımı ve Fiat örneği. Global Media Journal, 3, 19-50.
  9. Burns, K.S. (2010). Brands among friends: An examination of brand friending and engagement on Facebook. Paper presented at the 94th Annual Conference of the Association for Education in Journalism and Mass Communication, Denver, CO. Cambria, E., Grassi, M., Hussain, A. ve Havasi, C. (2011). Sentic computing for social media marketing. Multimedia Tools and Applications. Casalo, L., Flavian, C. ve Guinaliu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6), 775-792.
  10. Casalo, L., Flavian, C. ve Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30, 357-367.
  11. Chaudhuri, A. ve Holbrook, M. (2001). The chain of effect from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93.
  12. Cyr, D., Head, M. ve Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development for a model fo