Dijital Pazarlama Amaçlı Halkla İlişkilerin Aracı Olarak Dijital İtibarın Marka Farkındalığı Ve Markanın Algılanan Kalitesi Üzerine Etkisi: Sosyal Medya Kullanıcılarına Yönelik Bir Araştırma
Author :
Abstract
Kurumlar ve markaların mevcut ekonomik kapasitesini inşa etmek ve geliştirmek amacıyla hedef kitleleri arasındaki ilişkiyi arttırmaya yönelik başvurduğu faaliyetlerden birisi olan itibar yönetimine verdikleri önem geçmişten günümüze büyük ilerleme göstermiştir. Pazarlama çağını yaşadığımız bu dönemde markaların yaşam eğrisinin devamlılığı ancak etik, sorumlu ve itibarlı olmaya bağlıdır. Özellikle dijital dönüşüm süreçlerini inşa etmeye çalışan markalar “itibarlı marka” algısını oluşturabildiklerinde dijital dönüşüm süreçlerini de kolaylıkla yönetebileceklerdir. Dijital iletişim teknolojilerinin gelişimi ve bireylerin bu teknolojilere olan ilgisinin sürekli olarak artması birçok alanda olduğu gibi markalar ile hedef kitleleri arasındaki ilişkiyi değiştirip dönüştürmektedir. Bu değişimin bir sonucu olarak itibarın oluşturulması ve geliştirilmesi yaşadığımız dijital dünyada kurumlar ve markalar açısından daha da önemli hale gelmiştir. Nitekim dijital itibar yönetimi kapsamı ne olursa olsun bütün kurumlar ve markalar için en önemli temel itici güçlerden birisi olup, dün olduğu kadar günümüz dijital dünyasında da kurumlar/markalar için maddi olmayan en değerli varlıklarıdır.
Bu araştırmanın temel amacı, dijital pazarlama amaçlı halkla ilişkilerin aracı olarak dijital itibar faktörünün yapısal bir model aracılığı ile marka farkındalığı ve markanın algılanan kalitesi üzerindeki etkisinin incelenmesidir. Araştırma kapsamında sosyal medya kullanıcısı dijital banka müşterilerinden oluşan 532 kişiye uygulanan elektronik anket sonucunda elde edilen veriler SPSS ve AMOS İstatistik paket programlar aracılığıyla analiz edilmiştir. Araştırma sonucunda genel olarak dijital pazarlama amaçlı halkla ilişkilerin aracı olarak dijital itibarın marka farkındalığı ve markanın algılanan kalitesi üzerine etki ettiği sonucuna ulaşılmış olup sonuç ve tartışma bölümünde ayrıntılı olarak değerlendirilmiştir.
Keywords
Abstract
The importance of institutions and brands to reputation management, which is one of the activities that they have resorted to to increase the relationship between their target audiences in order to build and improve their existing economic capacity, has made great progress from the past to the present. In this period in which we live in the age of marketing, the continuity of the life curve of brands depends only on being ethical, responsible and reputable. Especially brands that are trying to build digital transformation processes will be able to easily manage their digital transformation processes when they can create the perception of "reputable brand". The development of digital communication technologies and the continuous increase in the interest of individuals in these technologies change and transform the relationship between institutions / brands and their target audiences as in many areas. As a result of this change, the creation and development of reputation makes it even more important for institutions and brands in the digital world we live in. As a matter of fact, digital reputation management is one of the most important basic driving forces for all institutions and brands regardless of its scope, and it is the most valuable intangible asset for institutions / brands in today's digital world as well as yesterday. Therefore, the aim of this research is purposes to examine the through a structural model effect of digital reputation factor of as a tool of as dıgıtal marketıng publıc relatıons on the brand awareness and the perceived quality of the brand. Within the scope of the research, the data obtained as a result of the electronic survey applied to 532 social media users and digital bank customers were analyzed through SPSS and AMOS Statistical package programs. As a result of the research, it was concluded that digital reputation as a tool of public relations for digital marketing purposes had an effect on brand awareness and perceived quality of the brand and was evaluated in detail in the conclusion and discussion section.
Keywords
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