A SURVEY RESEARCH ON THE RELATINSHIPS BETWEEN SOCIAL MEDIA MARKETING AND CONSUMERS’ BUYING BEHAVIOR, THE MEDIATING ROLES OF SOCIAL IDENTITY AND PERCEIVED VALUE

SOSYAL MEDYA PAZARLAMASI VE TÜKETİCİ SATIN ALMA DEĞİŞKENLERİ İLİŞKİSİ, SOSYAL KİMLİK VE ALGILANAN DEĞERİN ARACILIK ROLÜ ÜZERİNE BİR ARAŞTIRMA

Abstract

1. LITERATURE 1.1. RESEARCH SUBJECT: The research subject is investigating the relationships among social media marketing activities that affect customers' purchasing behavior in e-commerce, and the concepts of e-satisfaction, and e-loyalty and e-trust, and the mediating role of social identity and the perceived value in these relations. 1.2. RESEARCH PURPOSE AND IMPORTANCE: The purpose of the research is to determine the mediating role of social identity and perceived value in the impact of social media marketing activities on e-satisfaction, and to measure the effect of e-satisfaction on e-loyalty and e-trust and e-trust on e-loyalty. The study is important in terms of presenting a conceptual model that takes many variables together in national and international marketing literature. 1.3. CONTRIBUTION of the ARTICLE to the LITERATURE: When the marketing literature is analyzed, there are a limited number of studies investigating the mediating roles of perceived value and social identity in e-commerce together. This study is important in terms of contributing to the literature. In addition, addressing e few variables, which are indicators of purchasing behavior, serves this purpose. 2. DESIGN AND METHOD 2.1. RESEARCH TYPE: Research article 2.2. RESEARCH PROBLEMS: What is the effect of social media marketing on the purchasing behavior of online shoppers? Are the relationships between e-satisfaction, e-loyalty, and e-trust meaningful? Do social identity and perceived value play an intermediary role in these relationships? 2.3. DATA COLLECTION METHOD: Survey method 2.4. QUANTITATIVE / QUALITATIVE ANALYSIS: Exploratory Factor Analysis, Reliability Analysis and Regression Analysis 2.5. RESEARCH MODEL: 2.6. RESEARCH HYPOTHESES: H1: Social identity has a mediating role in the impact of social media marketing activities on e-satisfaction. H2: Perceived value has a mediating role in the impact of social media marketing activities on e-satisfaction. H3: e-satisfaction has a positive effect on e-loyalty. H4: e-satisfaction has a positive effect on e-trust. H5: e-trust has a positive effect on e-loyalty 3. FINDINGS AND DISCUSSION 3.1. FINDINGS as a RESULT of ANALYSIS: It has been determined that social identity and perceived value have a partial mediating role in the impact of social media marketing activities on esatisfaction, e-satisfaction has a positive effect on e-loyalty and e-trust and e-trust on e-loyalty. 3.2. HYPOTHESIS TEST RESULTS: All hypotheses are supported. 3.3. DISCUSSING the FINDINGS with the LITERATURE: Similar results have been obtained with various studies in the literature (Asih ve Pratomo, 2018:125-144; Vijay vd., 2019:1-15; Kaya vd., 2019:369-394;Chen ve Lin, 2019:22-32; Quana vd., 2020:63-76). 4. CONCLUSION, RECOMMENDATION AND LIMITATIONS 4.1. RESULTS of the ARTICLE: It has been determined that social identity and perceived value have mediating roles in the impact of social media marketing activities on e-satisfaction, and esatisfaction has a positive effect on e-loyalty and e-trust and e-trust on e-loyalty. 4.2. SUGGESTIONS BASED on RESULTS: For future research, the model can be applied by considering different e-commerce sites. In addition, brand attitude, brand image, e-service quality variables and the relationships of these variables or the mediating role of e-satisfaction on e-trust along with e-loyalty can be explored. 4.3. LIMITATIONS of the ARTICLE: The fact that the research covers only one e-commerce site and convenience sampling from non-random sampling methods should be considered as the limitations of the research.

Özet

Dijital iletişimin gelişimine bağlı olarak sosyal medya pazarlama faaliyetleri markaların önemli bir alanı haline gelmiştir. Pazarlama yazınında söz konusu faaliyetlerin tüketicilerin çeşitli satın alma davranışlarına etkilerine ilişkin araştırmalar yer almaktadır. Bu çalışmada da tüketici satın alma davranışları olarak e-memnuniyet, e-güven ve e-bağlılık incelenmiştir. Ayrıca, sosyal medya pazarlama faaliyetlerinin etkisinde markalardan kaynaklanan değer algılarının ve sosyal kimliklerin de bu ilişkilerde rol oynadığına ilişkin yazında araştırmalar bulunmaktadır. Bu çalışmanın amacı, söz konusu değişkenler arasındaki ilişkileri analiz etmek, sosyal kimlik ve algılanan değerin aracılık rollerini ortaya koymaktır. Bu amaçla, yapılan ön araştırma ile uygun bir e-ticaret sitesi belirlenmiş ve ilişkiler bu marka üzerinden analiz edilmiştir. Elde edilen bulgular ilgili bölümde tartışılmış olup, çalışmanın, algılanan değer ve sosyal kimliğin birlikte aracılık rollerinin tespiti açısından yazına bir katkı sağlaması hedeflenmiştir.