KaydedilenlerDerginizi ekleyin

Dergiler / Sosyoekonomi / 2026 / Cilt: 34 Sayı: 67

Sosyal Medya Pazarlamasının Yeşil Ürün Satın Alma Niyeti Üzerindeki Etkisi: Bandwagon Etkisinin Aracılık Rolü

Social Media Marketing Effect on Green Product Purchase Intention: The Mediating Role of the Bandwagon Effect

Muhammet Mutlu(ERZURUM TEKNİK ÜNİVERSİTESİ)0000-0003-3138-2139
Ömer Faruk Aslan(ATATÜRK ÜNİVERSİTESİ)0000-0001-7415-6049
Ahmet İlker Akbaba(ERZURUM TEKNİK ÜNİVERSİTESİ)0000-0003-3256-441X
Sayfa
427–442
Yayın Tarihi
2026-01-31
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, sosyal medya pazarlamanın yeşil ürün satın alma niyeti üzerinde bandwagon etkisinin aracılık role sahip olduğunu göstermektedir.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:Bu çalışma bandwagon etkisinin sosyal medya pazarlaması ve yeşil ürün satın alma niyeti arasındaki aracılık rolünü incelemeyi amaçlamaktadır.
📊
Temel Bulgular & Veri:Çevrimiçi anketle 2.233 katılımcıdan toplanan veriler, SPSS aracılığıyla güvenilirlik, betimsel, korelasyon ve aracılık analizleriyle değerlendirilmiştir.
💡
Sonuç & Katkı:Bulgular, sosyal medya pazarlamanın yeşil ürün satın alma niyeti üzerinde bandwagon etkisinin aracılık role sahip olduğunu göstermektedir.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:2.233 katılımcı
⚙️Değişkenler:Sosyal Medya Pazarlama · Bandwagon Etkisi · Yeşil Ürün Satın Alma Niyeti

Özet

Bu çalışma bandwagon etkisinin sosyal medya pazarlaması ve yeşil ürün satın alma niyeti arasındaki aracılık rolünü incelemeyi amaçlamaktadır. Çevrimiçi anketle 2.233 katılımcıdan toplanan veriler, SPSS aracılığıyla güvenilirlik, betimsel, korelasyon ve aracılık analizleriyle değerlendirilmiştir. Bulgular, sosyal medya pazarlamanın yeşil ürün satın alma niyeti üzerinde bandwagon etkisinin aracılık role sahip olduğunu göstermektedir. Sosyal medya pazarlaması ve yeşil ürün satın alma niyeti arasındaki ilişkide bandwagon etkisinin aracılık rolüne odaklanması ve bu ilişkiyi inceleyen çalışmaların eksikliği, bu araştırmaya özgünlük katmaktadır.

Abstract

This study examines the mediating role of the bandwagon effect in the relationship between social media marketing and green product purchase intention. Data collected from 2,233 participants through an online survey were analysed using SPSS for reliability, descriptive statistics, correlation analysis, and mediation analysis. The results show that the bandwagon effect mediates the impact of social media marketing on green product purchase intention. The emphasis on the mediating role of the bandwagon effect in this relationship, combined with the limited research on this topic, makes this study original.

🔖

Bu Makaleye Atıf Yap

Mutlu, M., Aslan, Ö. F., Akbaba, A. İ. (2026). Sosyal Medya Pazarlamasının Yeşil Ürün Satın Alma Niyeti Üzerindeki Etkisi: Bandwagon Etkisinin Aracılık Rolü. Sosyoekonomi, Cilt: 34 Sayı: 67, 427–442. https://doi.org/10.17233/sosyoekonomi.2026.01.18

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (61)

  1. Akturan, U. & Z. Bozbay (2018), “Attractiveness, Purchase Intention, and Willingness to Pay More for Global Brands: Evidence from Turkish Market”, Journal of Promotion Management, 24(6), 737-754.
  2. Alam, M.N. et al. (2023), “Do Social Media Influence Altruistic and Egoistic Motivation and Green Purchase Intention Towards Green Products? An Experimental Investigation”, Cleaner Engineering and Technology, 15, 100669.
  3. Ali, M. et al. (2021), “Consumer Herding Behavior in Online Buying: A Literature Review”, International Review of Management and Business Research, 10(1), 345-360.
  4. Anantharaman, R. et al. (2023), “Uncovering the Role of Consumer Trust and Bandwagon Effect Influencing Purchase Intention: An Empirical Investigation in Social Commerce Platforms”, Journal of Strategic Marketing, 31(6), 1199-1219.
  5. Andriana, R. et al. (2024), “Purchase Intention in Luxury Food: The Role of Materialism, Social Comparison, and Bandwagon Effect”, Journal of Theory and Applied Management, 17(1), 55-69.
  6. Armutcu, B. et al. (2024), “The Role of Social Media in Consumers’ Intentions to Buy Green Food: Evidence from Türkiye”, British Food Journal, 126(5), 1923-1940.
  7. Arora, N. et al. (2023), “How Does Social Media Impact Consumers’ Sustainable Purchase Intention?”, Review of Marketing Science, 21(1), 143-168.
  8. Banerjee, A.V. (1992), “A Simple Model of Herd Behavior”, The Quarterly Journal of Economics, 107(3), 797-817.
  9. Bearden, W.O. et al. (1989), “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research, 15(4), 473-481.
  10. Bedard, S.A.N. & C.R. Tolmie (2018), “Millennials' Green Consumption Behaviour: Exploring the Role of Social Media”, Corporate Social Responsibility and Environmental Management, 25(6), 1388-1396.
  11. Bozpolat, C. (2021), “Çevresel Kaygının ve Algılanan Pazar Etkisinin Yeşil Ürün Satın Alma Davranışındaki Rolü”, Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(24), 702-727.
  12. Can, L. (2017), “Sosyal Medya Pazarlaması Kanalı Olarak Instagramda Algılanan Sürü Davranışı ve Satın Alma Niyeti”, Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (59), 208-220.
  13. Chang, S.H. (2015), “The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences”, Sustainability, 7(5), 4829-4849.
  14. Chen, Y.F. (2008), “Herd Behavior in Purchasing Books Online”, Computers in Human Behavior, 24(5), 1977-1992.
  15. Cho, E. et al. (2022), “Unveiling Motivation for Luxury Fashion Purchase Among Gen Z Consumers: Need for Uniqueness Versus Bandwagon Effect”, International Journal of Fashion Design, Technology and Education, 15(1), 24-34.
  16. Choi, E.K. et al. (2016), “Social Media Marketing: Applying the Uses and Gratifications Theory in The Hotel Industry”, Journal of Hospitality Marketing & Management, 25(7), 771-796.
  17. Constantinides, E. (2014), “Foundations of Social Media Marketing”, Procedia-Social and Behavioral Sciences, 148, 40-57.
  18. Costa, C.S.R. et al. (2021), “Consumer Antecedents Towards Green Product Purchase Intentions”, Journal of Cleaner Production, 313, 127964.
  19. Deshpande, A. & A. Whiting (2016), “Towards Greater Understanding of Social Media Marketing: A Review”, Journal of Applied Business and Economics, 18(4), 82-91.
  20. Ekşi, O. et al. (2022), “Algılanan Sosyal Medya Pazarlaması'nın Gösterişçi Tüketim Üzerine Etkisi'nde Influencer Pazarlamasının Aracılık Rolü”, Balkan & Near Eastern Journal of Social Sciences (BNEJSS), 8(2), 70-82.
  21. Field, A. (2024), Discovering Statistics Using IBM SPSS Statistics, Sage Publications Limited.
  22. George, D. & P. Mallery (2019), IBM SPSS Statistics 26 Step by Step: A Simple Guide and Reference, Routledge.
  23. Gupta, M. & A.A. Syed (2022), “Impact of Online Social Media Activities on Marketing of Green Products”, International Journal of Organizational Analysis, 30(3), 679-698.
  24. Hamouda, M. (2018), “Understanding Social Media Advertising Effect on Consumers’ Responses: An Empirical Investigation of Tourism Advertising on Facebook”, Journal of Enterprise Information Management, 31(3), 426-445.
  25. Kelkar, M. et al. (2014), “Green Consumption or Green Confusion”, Journal of Strategic Innovation and Sustainability, 9(1/2), 41-47.
  26. Kemp, S. (2024), Digital 2024: Turkey,, 27.07.2024.
  27. Kim, A.J. & E. Ko (2012), “Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand”, Journal of Business Research, 65(10), 1480-1486.
  28. Konak, F. et al. (2022), “Farklı Disiplinlerde Kavramsal Farklılaşma: Sürü Davranışı”, Business Economics and Management Research Journal, 5(3), 121-134.
  29. Kumar, A. & M. Pandey (2023), “Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and Ewom Toward Green Consumption Behavior: An Empirical Investigation”, Sustainability, 15(5), 4222.
  30. Langley, D.J. et al. (2014), “Patterns of Herding and Their Occurrence in an Online Setting”, Journal of Interactive Marketing, 28(1), 16-25.
  31. Lasuin, C.A. & Y.C. Ng (2014), “Factors Influencing Green Purchase Intention Among University Students”, Malaysian Journal of Business and Economics (MJBE), 1(2), 1-14.
  32. Leibenstein, H. (1950), “Bandwagon, Snob, and Veblen Effects in The Theory of Consumers' Demand”, The Quarterly Journal of Economics, 64(2), 183-207.
  33. Leong, C.M. et al. (2021), “The Influence of Social Media Ewom Information on Purchase Intention”, Journal of Marketing Analytics, 10(2), 145-157.
  34. Lim, H.S. et al. (2021), “Nonprofit Organization Advertising on Social Media: The Role of Personality, Advertising Appeals, and Bandwagon Effects”, Journal of Consumer Behaviour, 20(4), 849-861.
  35. Luo, B. et al. (2020), “How Does Green Advertising Skepticism on Social Media Affect Consumer Intention to Purchase Green Products?”, Journal of Consumer Behaviour, 19(4), 371-381.
  36. Meydiawati, M. et al. (2024), “The Influence of Need for Uniqueness, Bandwagon Effect and Reference Group on Purchase Intention Through Value-Expressive Function of Attitude as an Intervening Variable (Empirical Study on Hijab Buttonscarves)”, International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1),.
  37. Nazish, M. et al. (2024), “Environmental Sustainability in The Digital Age: Unraveling the Effect of Social Media on Green Purchase Intention”, Young Consumers, 25(6), 1015-1035.
  38. Nekmahmud, M. et al. (2022), “Transforming Consumers' Intention to Purchase Green Products: Role of Social Media”, Technological Forecasting and Social Change, 185, 122067.
  39. Oktay, E. et al. (2013), “İnternet ve Cep Telefonu Kullanımının Lojistik Regresyon Yardımıyla Analizi: Atatürk Üniversitesi Lisans Öğrencileri Örneği”, International Journal of Social Science, 6(1), 479-496.
  40. Onurlubaş, E. (2018), “The Mediating Role of Environmental Attitude on the Impact of Environmental Concern on Green Product Purchasing Intention”, EMAJ: Emerging Markets Journal, 8(2), 5-18.
  41. Pallant, J. (2020), SPSS Survival Manual: A Step-by-Step Guide to Data Analysis Using IBM SPSS, Routledge.
  42. Paul, J. et al. (2016), “Predicting Green Product Consumption Using Theory of Planned Behavior and Reasoned Action”, Journal of Retailing and Consumer Services, 29, 123-134.
  43. Pop, R.A. et al. (2020), “Social Media Goes Green - The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention”, Information, 11(9), 447.
  44. Prechter Jr, R.R. (2001), “Unconscious Herding Behavior as The Psychological Basis of Financial Market Trends and Patterns”, The Journal of Psychology and Financial Markets, 2(3), 120-125.
  45. Rook, L. (2006), “An Economic Psychological Approach to Herd Behavior”, Journal of Economic Issues, 40(1), 75-95.
  46. Sarıtaş, E. & A.A. Akgün (2023), “Sosyal Medya Pazarlama Faaliyetlerinin Değerlendirilmesi: İndirimli Mağazalar Üzerinde Bir Araştırma”, İşletme Araştırmaları Dergisi, 15(4), 2620-2634.
  47. Sethuraman, P. (2023), “Social Media's Effect on Millennials and Generation Z's Green Purchasing Habits”, International Journal of Professional Business Review, 8(5), e01470.
  48. Shrestha, N. (2021), “Factor Analysis as A Tool for Survey Analysis”, American Journal of Applied Mathematics and Statistics, 9(1), 4-11.
  49. Stephen, A.T. (2016), “The Role of Digital and Social Media Marketing in Consumer Behavior”, Current Opinión in Psychology, 10, 17-21.
  50. Su, B.C. et al. (2023), “The Mediating Effect of Herd Behavior and Brand Attitude Towards the Impact of Spokesman Credibility, Source Fit, and Online Word-Of-Mouth on Purchase Intention”, Sustainability, 15(1), 888.
  51. Sun, Y. & J. Xing (2022), “The Impact of Social Media Information Sharing on the Green Purchase Intention Among Generation Z”, Sustainability, 14(11), 6879.
  52. Sun, Y. & S. Wang (2020), “Understanding Consumers’ Intentions to Purchase Green Products in The Social Media Marketing Context”, Asia Pacific Journal of Marketing and Logistics, 32(4), 860-878.
  53. Telli, S.G. et al. (2021), “Bandwagon, Veblen ve Snob Etkisinin Çevrimiçi Lüks Ürün Satın Alma ve Satma Niyetine Etkisi Üzerine Bir Araştırma”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30(3), 111-125.
  54. Xie, S. & G.R. Madni (2023), “Impact of Social Media on Young Generation’s Green Consumption Behavior Through Subjective Norms and Perceived Green Value”, Sustainability, 15(4), 3739.
  55. Yadav, M. & Z. Rahman (2017), “Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation”, Telematics and Informatics, 34(7), 1294-1307.
  56. Yang, M. et al. (2023), “The Group Decision-Making Evolution of Green Consumption Behavior Under Overreaction: Based on Multi-Agent Simulation Analysis”, Resources, Conservation and Recycling, 193, 106982.
  57. Yang, Y. & L. Ha (2021), “Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective”, Journal of Interactive Advertising, 21(3), 297-305.
  58. Yapraklı, Ş. & M. Mutlu (2023), “Sosyal Medyadaki Gelişmeleri Kaçırma Korkusunun ve Sosyal Zekânın Rasyonel Tüketim Davranışı Üzerindeki Etkisi”, Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 21(3), 167-186.
  59. Zafar, A.U. et al. (2021), “Relation of Impulsive Urges and Sustainable Purchase Decisions in The Personalised Environment of Social Media”, Sustainable Production and Consumption, 25, 591-603.
  60. Kemp, S. (2024), Digital 2024: Turkey,, 27.07.2024.
  61. Meydiawati, M. et al. (2024), “The Influence of Need for Uniqueness, Bandwagon Effect and Reference Group on Purchase Intention Through Value-Expressive Function of Attitude as an Intervening Variable (Empirical Study on Hijab Buttonscarves)”, International Journal of Economics, Business and Accounting Research (IJEBAR), 8(1),.