Marka Kişiliği, Marka Kimliği Ve Marka Etkisinin Bütünleşik Dijital Katılım Üzerindeki Etkisi: Bir Uygulama

Author :  

DOI : 10.29228/sssj.62509
Year-Number: 2022-99
Yayımlanma Tarihi: 2022-06-30 17:09:07.0
Language : Türkçe
Konu :
Number of pages: 1943-1955
Mendeley EndNote Alıntı Yap

Abstract

Müşteri katılımının yaratılması, özellikle bloglar ve firmalar tarafından başlatılan çeşitli sanal topluluk platformları aracılığıyla yeni bir iş uygulaması söylemi haline gelmiştir. Bu kavram, uzun vadeli tüketici-marka ilişkilerini sürdürmek için bir araç da dahil olmak üzere firmalara birçok fayda sağlamaktadır. Müşteri katılımı, gelecekteki işletme performansını öngördüğü için işletmeler tarafından sürdürülebilir rekabet avantajı sağlamak için stratejik zorunluluklardan biri olarak kabul edilmektedir.

Bu çalışmada, pazarlama yazınında “bütünleşik dijital katılım” kavramının önemini belirtmek ve sosyal kimlik teorisi ışığında marka kişiliği, marka kimliği ve marka etkisinin bütünleşik dijital katılım üzerindeki etkilerini belirlemek amaçlanmaktadır. Çalışmada çevrimiçi anket yöntemi ile 450 katılımcıdan veri elde edilmiştir. Verilerin çözümlenmesinde kısmi en küçük kareler yöntemi ile yapısal eşitlik modeli test edilmiştir. Çalışmada 3 hipotez test edilmiştir. Çalışmadan elde edilen bulgulara göre; marka kişiliği bütünleşik dijital katılımı pozitif yönde etkilediği, marka kimliğinin bütünleşik dijital katılımı pozitif yönde etkilediği ve marka etkisinin bütünleşik dijital katılımı pozitif yönde etkilediği görülmüştür. Bu çalışma, sosyal kimlik perspektifinden bütünleşik dijital katılım üzerine bir ampirik araştırma boşluğunu doldurmayı, pazarlamaya katılımla ilgili ortaya çıkan yazına katkıda bulunmayı amaçlamaktadır.

Keywords

Abstract

The creation of customer engagement has become a new business practice discourse, especially through blogs and various virtual community platforms launched by firms. This concept provides many benefits to firms, including a tool to maintain long-term consumer-brand relationships. Customer engagement is considered by businesses as one of the strategic imperatives to achieve sustainable competitive advantage, as it predicts future business performance.

In this study, it is aimed to emphasize the importance of the concept of "integrated digital participation" in the marketing literature and to determine the effects of brand personality, brand identity and brand influence on integrated digital participation in the light of social identity theory. In the study, data were obtained from 450 participants with the online survey method. In the analysis of the data, the structural equation model was tested with the partial least squares method. Three hypotheses were tested in the study. According to the findings obtained from the study; It has been seen that brand personality positively affects integrated digital engagement, brand identity positively affects integrated digital engagement, and brand influence positively affects integrated digital engagement. This study aims to fill an empirical research gap on integrated digital participation from a social identity perspective and to contribute to the emerging literature on participation in marketing.

Keywords

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