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Facebook’ta Pazarlama Uygulamalarina Yonelik Tuketici Tutumlarinin Path Analizi Ile Incelenmesi

Author

Listed:
  • Inci VARINLI

    (Meliksah Universitesi)

  • Nur BASYAZICIOGLU

    (Erciyes Universitesi)

Abstract

Sosyal medya ortamlarinin yaygin kullanilmasiyla isletmeler, geleneksel medya ortamlarinda uyguladiklari pazarlama stratejilerini, sosyal medya ortamlarina uyarlamakta ya da bu ortamlar icin ozel pazarlama stratejileri gelistirmektedir. Bu calismada, en kalabalik sosyal medya ortami olan Facebook’ta isletmelerin uyguladiklari pazarlama karmasi stratejileri incelenip, tuketicilerin Facebook sayfalarini takip etmesi ile Facebook’taki pazarlama faaliyetlerine yonelik tutumlari arasindaki iliskinin incelenmesi amaclanmistir. Facebook uzerinden anketler katilimcilara ulastirilarak, 438 kullanilabilir anket elde edilmistir. Elde edilen verilere Path analizi uygulanmistir. Arastirmanin sonucunda, tuketicilerin isletmelerin Facebook sayfalarini takip etmesi ile Facebook’taki pazarlama faaliyetlerine yonelik tutumlari arasinda olumlu bir iliski oldugu tespit edilmistir.

Suggested Citation

  • Inci VARINLI & Nur BASYAZICIOGLU, 2016. "Facebook’ta Pazarlama Uygulamalarina Yonelik Tuketici Tutumlarinin Path Analizi Ile Incelenmesi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 16(1), pages 109-119.
    • Handle: RePEc:ege:journl:v:16:y:2016:i:1:p:109-119
    DOI: 10.21121/eab.2016119957
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    More about this item

    Keywords

    Sosyal medyada pazarlama; Facebook’ta pazarlama; Path Analizi.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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