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Brand Awareness on Social Media: A Research on Consumers Attitudes and Intentions

Yıl 2023, Sayı: 11, 76 - 99, 27.12.2023

Betül Çepni Şener

https://doi.org/10.56676/kiad.1264832

Öz

The emergence and growth of technological developments have created great opportunities for brands. Before the advent of these technological developments, brands tried to reach their target markets through traditional channels and inform them about their products and services. Today, in an economy that is increasingly connected with networks, brands have begun to pursue strategies that both sides can be actively participate in the process, such as identifying consumers wants and needs and establishing dialogic communication that beyond reaching their target markets and transmitting information. Therefore, it is very important for brands to evaluate their interaction with the brand within internet-based technologies in order to understand consumer behavior. From this point of view, the aim of the study is to investigate the impact of brand awareness (brand awareness and brand association) on consumer attitudes and intentions (purchase intention and electronic word-of-mouth communication intention) on social media. The dependent variables in the study are consumer attitudes and intentions, and the independent variable is brand awareness on social media. In this context, quantitative research constitutes the method part of the study. The data were collected and analyzed online. The results of the analysis reveal that brand awareness is effective on purchase intention, while brand association is effective on brand attitude and electronic word-of-mouth intention. It can be said that consumers who are aware of the brand are more likely to have a higher intention to purchase the product or service. On the other hand, it can be stated that brand-associating elements have a positive impact on consumers' attitude towards the brand and their intention to talk about the brand.

Anahtar Kelimeler

Social media Brand awareness Attitude towards the brand Electronic word of mouth communication intention Purchase intention

Kaynakça

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
  • Alhabash, S., Mundel, J., & Hussain, S. A. (2017). Social media advertising: Unraveling the mystery box. S. Rodgers & E. Thorson (Ed.). Digital Advertising Theory and Research (p. 285-299) içinde. New York: Routledge.
  • Aljumah, A., Nuseir, M., & Refae, G. (2023). Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness. International Journal of Data and Network Science, 7(1), 467-476.
  • Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
  • Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
  • Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
  • Başaran, Y.K. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 47(5), 480-495.
  • Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 1-14.
  • Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
  • Branding. (2022, 20 Kasım). American Marketing Association içinde. Erişim adresi: https://www.ama.org/topics/branding/
  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
  • Büyüköztürk, Ş. (2008). Sosyal Bilimler için veri analizi el kitabı istatistik, araştırma deseni SPSS uygulamaları ve yorum. Ankara: Pegem Akademi.
  • Can, L., ve Serhateri, A. (2016). Sosyal medya reklamlarının markaya yönelik tutuma etkisi. Facebook üzerinde bir uygulama. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2(3), 16-28.
  • Creswell, J. W. (2012). Educational research planning, conducting and evaluating quantitative and qualitative research (4. basım). USA: Pearson.
  • Çevikbaş, E. (2007). Marka bilinirliğinin tüketici satın alma davranışı üzerine etkileri ve elektrikli küçük ev aletleri tüketicileri üzerine bir uygulama (Yayımlanmış yüksek lisans tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?-An empirical investigation of panel data. Decision Support Systems, 45(4), 1007-1016.
  • El-Baz, B. E. S., Elseidi, R. I., & El-Maniaway, A. M. (2018). Influence of electronic word of mouth (e-WOM) on brand credibility and Egyptian consumers' purchase intentions. International Journal of Online Marketing, 8(4), 1-14.
  • El-Jalil, A., Gaber, S., Atito, M., Rady, A., & Fawy, W. M. (2023). The effect of brand image and brand awareness through social media on purchase intention in the Egyptian youth hostels. Minia Journal of Tourism and Hospitality Research MJTHR, 15(1), 53-71.
  • Fidan, B. (2016, 23 Ekim). Marka Çağrışımı/Brand Association. Erişim adresi: https://www.bulentfidan.com.tr/single-post/2016/10/23/marka-%C3%A7a%C4%9Fr%C4%B1%C5%9F%C4%B1m%C4%B1-brand-association
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
  • Girma, M. (2016). Exploring consumers footwear’s brand preference and its antecedents between age groups and gender: In Case of dire Dawa administration. International Journal of Scientific and Research Publications, 6(6),740-748.
  • Gustafson, T., & Chabot, B. (2007). Brand awareness. Cornell Maple Bulletin, 105(1), 1-5.
  • Hackworth, B. A., & Kunz, M. B. (2010). Health care and social media: Building relationships via social networks. Academy of Health Care Management Journal, 6(1), 55-68.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. China: Cengage.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.
  • Hanseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445.
  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
  • Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology, 8(1256), 1-4.
  • Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1), 1-15.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
  • Kotler, P. (2001). Marketing management, millenium edition. New Jersey: Prentice-Hall, Inc..
  • Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
  • Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
  • Müller, J., & Christandl, F. (2019). Content is king–but who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55.
  • Nuzula, I. F., & Wahyudi, L. (2022). The influence of perceived risk, perceived quality, brand attitude, and e-wom on purchase intention. Expert Journal of Business and Management, 10(2), 51-64.
  • Oyman, M., ve Özer, S. (2018). Bir gerilla pazarlama uygulaması olarak ambient reklamcılık (ortam reklamcılığı): Basılı dergi reklamı ile ambient reklamın etkililik açısından karşılaştırılması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 18(4), 173-192.
  • Prasetyo, H. S., & Achmadi, H. (2022). Impact of tv commercial, social media advertising, and point of purchase on brand awareness leading to consumer buying intention on brand “Cap Panda”. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(2), 10062-10071.
  • Raharja, S. U. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: A study on Digital Happiness. International Journal of Trade and Global Markets, 13(1), 21-30.
  • Rossiter, J. R. (2014). ‘Branding’explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7), 533-540.
  • Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192.
  • Saydan, R., & Dülek, B. (2019). The impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty: A research on university students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470-494.
  • Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84-96.
  • Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34-38.
  • Sposito, V. A., Hand, M. L. & Skarpness, B. (1983). On the efficiency of using the sample kurtosis in selecting optimal Ipestimators. Communications in Statisticssimulation and Computation, 12(3), 265-272.
  • Syahrivar, J., & Ichlas, A. M. (2018). The impact of electronic word of mouth (e-wom) on brand equity of imported shoes: does a good online brand equity result in high customers' involvements in purchasing decisions?. The Asian Journal of Technology Management, 11(1), 57-69.
  • Tabachnick, B., & Fidell, L. (2012). Using multivariate statistics (Global Edition). USA: Pearson.
  • Tenda, E. G., Worang, F. G., & Tielung, M. V. (2022). Analyzing the effect of brand awareness and price discount of online transportation services towards consumer purchase intention. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 1201-1209.
  • Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
  • Uğurhan, Y.Z.C. (2021). Reklamda kaynak ve kanal olarak sosyal medya fenomenleri. İstanbul: Kriter Yayınevi.
  • Uğurhan, Y.Z.C., ve Altincik, H. (2021). Canlı görüntü akışı temelli platformlarda sponsorlu markaların bilinirliği: Twitch TV ve DLive platformlarının karşılaştırılması. G. İbrahimova ve Ç. Karaca (Ed.), 1. Uluslararası Toplum Bilimleri Kongresi Bildiri Kitabı (s. 8-18) içinde. Adıyaman: ISPEC Yayınevi.
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Sosyal Medyada Marka Bilinirliği: Tüketicilerin Tutumları ve Niyetleri Üzerine Bir Araştırma

Yıl 2023, Sayı: 11, 76 - 99, 27.12.2023

Betül Çepni Şener

https://doi.org/10.56676/kiad.1264832

Öz

Teknolojik gelişmelerin ortaya çıkması ve büyümesi markalar açısından büyük fırsatlar yaratmıştır. Bu teknolojik gelişmelerin ortaya çıkmasından önce markalar geleneksel mecralar aracılığıyla hedef pazarlarına ulaşmaya; onları ürün ve hizmetleri hakkında bilgilendirmeye çalışmaktaydı. Günümüzde ise giderek ağlarla bütünleşen bir ekonomide markalar, hedef pazarlarına ulaşma ve bilgi iletmenin ötesinde, tüketicilerin istek ve ihtiyaçlarını belirleme ve diyalojik iletişim kurma gibi her iki tarafın da süreçte aktif rol alabileceği stratejiler benimsemeye başlamışlardır. Dolayısıyla, markaların tüketici davranışlarını anlayabilmeleri için internet temelli teknolojiler dâhilinde marka ile etkileşimini değerlendirmesi oldukça önemlidir. Bu noktadan hareketle çalışmanın amacı, sosyal medyada marka bilinirliğinin (marka farkındalığı ve marka çağrışımı) tüketici tutum ve niyetleri (satın alma niyeti ve elektronik ağızdan ağıza iletişim niyeti) üzerindeki etkisini incelemektir. Çalışmada bağımlı değişkenler tüketici tutum ve niyetleri, bağımsız değişken ise sosyal medyada marka bilinirliğidir. Bu bağlamda nicel araştırma, çalışmanın yöntem kısmını oluşturmaktadır. Çevrimiçi ortamda veriler toplanarak analizler yapılmıştır. Analiz sonuçları marka farkındalığının satın alma niyeti üzerinde; marka çağrışımının ise marka tutumu ve elektronik ağızdan ağıza iletişim niyeti üzerinde etkili olduğunu ortaya koymaktadır. Markanın farkında olan tüketicilerin, o ürünü ya da hizmeti satın alma niyetlerinin daha yüksek olduğu söylenebilir. Diğer taraftan, marka çağrışımı yapan unsurların ise tüketicinin markaya yönelik tutumu ve marka hakkında konuşma niyeti üzerinde olumlu bir etkiye sahip olduğunu ifade etmek mümkündür.

Anahtar Kelimeler

Sosyal medya Marka bilinirliği Markaya yönelik tutum Elektronik ağızdan ağıza iletişim niyeti Satın alma niyeti

Kaynakça

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
  • Alhabash, S., Mundel, J., & Hussain, S. A. (2017). Social media advertising: Unraveling the mystery box. S. Rodgers & E. Thorson (Ed.). Digital Advertising Theory and Research (p. 285-299) içinde. New York: Routledge.
  • Aljumah, A., Nuseir, M., & Refae, G. (2023). Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness. International Journal of Data and Network Science, 7(1), 467-476.
  • Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
  • Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
  • Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
  • Başaran, Y.K. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 47(5), 480-495.
  • Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 1-14.
  • Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
  • Branding. (2022, 20 Kasım). American Marketing Association içinde. Erişim adresi: https://www.ama.org/topics/branding/
  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
  • Büyüköztürk, Ş. (2008). Sosyal Bilimler için veri analizi el kitabı istatistik, araştırma deseni SPSS uygulamaları ve yorum. Ankara: Pegem Akademi.
  • Can, L., ve Serhateri, A. (2016). Sosyal medya reklamlarının markaya yönelik tutuma etkisi. Facebook üzerinde bir uygulama. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2(3), 16-28.
  • Creswell, J. W. (2012). Educational research planning, conducting and evaluating quantitative and qualitative research (4. basım). USA: Pearson.
  • Çevikbaş, E. (2007). Marka bilinirliğinin tüketici satın alma davranışı üzerine etkileri ve elektrikli küçük ev aletleri tüketicileri üzerine bir uygulama (Yayımlanmış yüksek lisans tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?-An empirical investigation of panel data. Decision Support Systems, 45(4), 1007-1016.
  • El-Baz, B. E. S., Elseidi, R. I., & El-Maniaway, A. M. (2018). Influence of electronic word of mouth (e-WOM) on brand credibility and Egyptian consumers' purchase intentions. International Journal of Online Marketing, 8(4), 1-14.
  • El-Jalil, A., Gaber, S., Atito, M., Rady, A., & Fawy, W. M. (2023). The effect of brand image and brand awareness through social media on purchase intention in the Egyptian youth hostels. Minia Journal of Tourism and Hospitality Research MJTHR, 15(1), 53-71.
  • Fidan, B. (2016, 23 Ekim). Marka Çağrışımı/Brand Association. Erişim adresi: https://www.bulentfidan.com.tr/single-post/2016/10/23/marka-%C3%A7a%C4%9Fr%C4%B1%C5%9F%C4%B1m%C4%B1-brand-association
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
  • Girma, M. (2016). Exploring consumers footwear’s brand preference and its antecedents between age groups and gender: In Case of dire Dawa administration. International Journal of Scientific and Research Publications, 6(6),740-748.
  • Gustafson, T., & Chabot, B. (2007). Brand awareness. Cornell Maple Bulletin, 105(1), 1-5.
  • Hackworth, B. A., & Kunz, M. B. (2010). Health care and social media: Building relationships via social networks. Academy of Health Care Management Journal, 6(1), 55-68.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. China: Cengage.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.
  • Hanseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
  • Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445.
  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
  • Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology, 8(1256), 1-4.
  • Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1), 1-15.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
  • Kotler, P. (2001). Marketing management, millenium edition. New Jersey: Prentice-Hall, Inc..
  • Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
  • Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
  • Müller, J., & Christandl, F. (2019). Content is king–but who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55.
  • Nuzula, I. F., & Wahyudi, L. (2022). The influence of perceived risk, perceived quality, brand attitude, and e-wom on purchase intention. Expert Journal of Business and Management, 10(2), 51-64.
  • Oyman, M., ve Özer, S. (2018). Bir gerilla pazarlama uygulaması olarak ambient reklamcılık (ortam reklamcılığı): Basılı dergi reklamı ile ambient reklamın etkililik açısından karşılaştırılması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 18(4), 173-192.
  • Prasetyo, H. S., & Achmadi, H. (2022). Impact of tv commercial, social media advertising, and point of purchase on brand awareness leading to consumer buying intention on brand “Cap Panda”. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(2), 10062-10071.
  • Raharja, S. U. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: A study on Digital Happiness. International Journal of Trade and Global Markets, 13(1), 21-30.
  • Rossiter, J. R. (2014). ‘Branding’explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7), 533-540.
  • Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192.
  • Saydan, R., & Dülek, B. (2019). The impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty: A research on university students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470-494.
  • Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84-96.
  • Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34-38.
  • Sposito, V. A., Hand, M. L. & Skarpness, B. (1983). On the efficiency of using the sample kurtosis in selecting optimal Ipestimators. Communications in Statisticssimulation and Computation, 12(3), 265-272.
  • Syahrivar, J., & Ichlas, A. M. (2018). The impact of electronic word of mouth (e-wom) on brand equity of imported shoes: does a good online brand equity result in high customers' involvements in purchasing decisions?. The Asian Journal of Technology Management, 11(1), 57-69.
  • Tabachnick, B., & Fidell, L. (2012). Using multivariate statistics (Global Edition). USA: Pearson.
  • Tenda, E. G., Worang, F. G., & Tielung, M. V. (2022). Analyzing the effect of brand awareness and price discount of online transportation services towards consumer purchase intention. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 1201-1209.
  • Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
  • Uğurhan, Y.Z.C. (2021). Reklamda kaynak ve kanal olarak sosyal medya fenomenleri. İstanbul: Kriter Yayınevi.
  • Uğurhan, Y.Z.C., ve Altincik, H. (2021). Canlı görüntü akışı temelli platformlarda sponsorlu markaların bilinirliği: Twitch TV ve DLive platformlarının karşılaştırılması. G. İbrahimova ve Ç. Karaca (Ed.), 1. Uluslararası Toplum Bilimleri Kongresi Bildiri Kitabı (s. 8-18) içinde. Adıyaman: ISPEC Yayınevi.
  • Uztuğ, F. (2003). Markan kadar konuş. İstanbul: Mediacat Yayıncılık.
  • Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26.
  • Wardi, P. A., & Belgiawan, P. F. (2023). Proposed marketing strategy to ıncrease brand awareness for Ana Tenun Sukarara. International Journal of Current Science Research and Review, 6(1), 581-834.
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
  • Yodpram, S., & Intalar, N. (2020). Effects of e-wom, brand image, and brand attitude on consumer’s willingness to pay more in the low-cost airline industry in Thailand. Palarch's Journal of Archaeology of Egypt/Egyptology, 17(7), 12903-12924.
  • Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14(549), 1-7.
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Betül Çepni Şener 0000-0002-1894-6799

Yayımlanma Tarihi 27 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Sayı: 11

Kaynak Göster

APA Çepni Şener, B. (2023). Sosyal Medyada Marka Bilinirliği: Tüketicilerin Tutumları ve Niyetleri Üzerine Bir Araştırma. Kastamonu İletişim Araştırmaları Dergisi(11), 76-99. https://doi.org/10.56676/kiad.1264832
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