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Dergiler / Alanya Akademik Bakış / 2026 / Cilt: 10 Sayı: 3

Müzelerin Algılanan Sosyal Medya Pazarlama Faaliyetlerinin Marka Bağı ve e-Ağızdan Ağıza İletişim Üzerindeki Etkileri

Examining the Effects of Museums’ Perceived Social Media Marketing Efforts on Brand Engagement and e-Wom

Sibel Barbar Kaymaz(TRAKYA ÜNİVERSİTESİ)0000-0001-6512-6227
Selin Küçükkancabaş(Trakya Üniversitesi)0000-0003-0320-057X
Sayfa
600–616
Yayın Tarihi
2026-09-29
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Araştırma sonuçları, tüketici marka bağının, algılanan sosyal medya pazarlama faaliyetleri (trend boyutu hariç) ile e-WOM arasındaki ilişkiye aracılık ettiğini de ortaya koymaktadır.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Birçok kuruluşun resmi sosyal medya profillerine sahip olduğu bir çağda, müzelerin sosyal medya platformlarını kullanarak pazarlama stratejilerini geliştirebileceklerine inanılmaktadır.
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Temel Bulgular & Veri:Bu araştırma, müzelerin algılanan sosyal medya pazarlama faaliyetlerinin tüketici marka bağı ve elektronik ağızdan ağıza iletişim (e-WOM) üzerindeki etkisini araştırmaktadır.
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Sonuç & Katkı:Araştırma sonuçları, tüketici marka bağının, algılanan sosyal medya pazarlama faaliyetleri (trend boyutu hariç) ile e-WOM arasındaki ilişkiye aracılık ettiğini de ortaya koymaktadır.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Sosyal Medya Pazarlaması · Müzeler · Marka Bağı

Özet

Birçok kuruluşun resmi sosyal medya profillerine sahip olduğu bir çağda, müzelerin sosyal medya platformlarını kullanarak pazarlama stratejilerini geliştirebileceklerine inanılmaktadır. Bu araştırma, müzelerin algılanan sosyal medya pazarlama faaliyetlerinin tüketici marka bağı ve elektronik ağızdan ağıza iletişim (e-WOM) üzerindeki etkisini araştırmaktadır. Ayrıca, sosyal medya pazarlama faaliyetleri ile e-ağızdan ağıza iletişim arasındaki ilişkide tüketici marka bağının aracı rolü de incelenmektedir. Veriler, kolayda ve yargısal örnekleme yöntemleri kullanılarak, aktif sosyal medya hesabı olan 284 müze takipçisinden çevrimiçi bir anket aracılığıyla toplanmıştır. Çoklu regresyon analizi sonucunda, algılanan sosyal medya pazarlama faaliyetleri ile tüketici marka bağı arasında, “trend olma” boyutu dışında, pozitif bir ilişki olduğunu bulgulamıştır. Ayrıca, tüketici marka bağı ile e-WOM arasında güçlü ve pozitif bir ilişki bulunmuştur. Araştırma sonuçları, tüketici marka bağının, algılanan sosyal medya pazarlama faaliyetleri (trend boyutu hariç) ile e-WOM arasındaki ilişkiye aracılık ettiğini de ortaya koymaktadır.

Abstract

In an era where many organizations maintain official social media profiles, it is believed that museums can enhance their marketing strategies through the use of social media platforms. This research investigates the impact of museums' social media marketing activities on consumer brand engagement and electronic word of mouth (e-WOM). It also examines the mediating role of consumer brand engagement in the relationship between perceived social media marketing activities and e-WOM. Data were collected via an online survey from 284 followers of museums with active social media accounts, using convenience and judgment sampling methods. Multiple regression analysis was employed to evaluate the results. The findings indicate a positive relationship between social media marketing activities and consumer brand engagement, with the exception of the "trendiness" dimension. Furthermore, a strong and positive relationship was found between consumer brand engagement and e-WOM. The results also confirm that consumer brand engagement mediates the relationship between perceived social media marketing activities (excluding the trendiness dimension) and e-WOM.

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Bu Makaleye Atıf Yap

Kaymaz, S. B., Küçükkancabaş, S. (2026). Müzelerin Algılanan Sosyal Medya Pazarlama Faaliyetlerinin Marka Bağı ve e-Ağızdan Ağıza İletişim Üzerindeki Etkileri. Alanya Akademik Bakış, Cilt: 10 Sayı: 3, 600–616. https://doi.org/10.29023/alanyaakademik.1692312

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