Yıl 2018, Cilt 7, Sayı 3, Sayfalar 2204 - 2231 2018-09-30

We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty
Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

Yusuf BİLGİN [1]

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This research examines the effect of social visibility of consumption on consumer-brand identity, word-of-mouth communication and repurchase intention in a social identity. The universe of this study consisted of female consumers who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra, Tuğba, Aker, and Armine) on social media. Convenience sampling method was used. Research data obtained through online surveys shared on Facebook and Instagram with 748 consumers. The obtained data were analyzed using Structural Equation Modelling (SEM). It was determined that the social appearance of consumption affects consumer brand identity, word-of-mouth communication, and repurchase intention positively in female consumers with conservative social identity. Word-of-mouth communications are more effective than social identity and consumer brand identity on the repurchase intentions of female consumers with conservative social identity. Results show that hijab brands should attach importance to activities aimed at overlapping themselves with the social identities of conservative consumers.                               

Bu araştırmanın amacı, sosyal bir kimlik içerisinde tüketimin sosyal görünürlüğünün tüketici-marka kimliğine, ağızdan ağıza iletişime ve tekrar satın alma niyetine etkisini incelemektir. Araştırmanın evrenini, Türkiye’de tanınmış beş tesettür giyim markasını (Nihan, Kayra, Tuğba, Aker ve Armine) sosyal medyada takip eden kadın tüketiciler oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi kullanılmış ve araştırma verileri, 748 tüketiciden Facebook ve Instagram’da paylaşılan çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, Yapısal Eşitlik Modellemesi (YEM) kullanılarak analiz edilmiştir. Analiz sonucunda, muhafazakâr sosyal kimliğe sahip kadın tüketicilerde tüketimin sosyal görünürlüğünün tüketici marka kimliğini, ağızdan ağıza iletişimi ve tekrar satın alma niyetini pozitif yönlü etkilediği belirlenmiştir. Buna ek olarak, muhafazakâr sosyal kimliğe sahip kadın tüketicilerin tekrar satın alma niyetleri üzerinde ağızdan ağıza iletişimin tüketimin sosyal görünürlüğünden ve tüketici marka kimliğinden daha etkili olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlar, tesettür markalarının kendilerini muhafazakâr kadın tüketicilerin sosyal kimlikleriyle örtüştürmeye dönük aktivitelere önem vermeleri gerektiğini göstermektedir.

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Birincil Dil en
Konular Sosyal ve Beşeri Bilimler
Dergi Bölümü Makaleler
Yazarlar

Orcid: 0000-0003-0656-2031
Yazar: Yusuf BİLGİN (Sorumlu Yazar)
Kurum: BAYBURT ÜNİVERSİTESİ
Ülke: Turkey


Bibtex @araştırma makalesi { itobiad451231, journal = {İnsan ve Toplum Bilimleri Araştırmaları Dergisi}, issn = {}, eissn = {2147-1185}, address = {Mustafa YİĞİTOĞLU}, year = {2018}, volume = {7}, pages = {2204 - 2231}, doi = {10.15869/itobiad.451231}, title = {We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty}, key = {cite}, author = {BİLGİN, Yusuf} }
APA BİLGİN, Y . (2018). We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 7 (3), 2204-2231. DOI: 10.15869/itobiad.451231
MLA BİLGİN, Y . "We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty". İnsan ve Toplum Bilimleri Araştırmaları Dergisi 7 (2018): 2204-2231 <http://www.itobiad.com/issue/37678/451231>
Chicago BİLGİN, Y . "We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty". İnsan ve Toplum Bilimleri Araştırmaları Dergisi 7 (2018): 2204-2231
RIS TY - JOUR T1 - We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty AU - Yusuf BİLGİN Y1 - 2018 PY - 2018 N1 - doi: 10.15869/itobiad.451231 DO - 10.15869/itobiad.451231 T2 - İnsan ve Toplum Bilimleri Araştırmaları Dergisi JF - Journal JO - JOR SP - 2204 EP - 2231 VL - 7 IS - 3 SN - -2147-1185 M3 - doi: 10.15869/itobiad.451231 UR - http://dx.doi.org/10.15869/itobiad.451231 Y2 - 2018 ER -
EndNote %0 İnsan ve Toplum Bilimleri Araştırmaları Dergisi We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty %A Yusuf BİLGİN %T We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty %D 2018 %J İnsan ve Toplum Bilimleri Araştırmaları Dergisi %P -2147-1185 %V 7 %N 3 %R doi: 10.15869/itobiad.451231 %U 10.15869/itobiad.451231
ISNAD BİLGİN, Yusuf . "Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları". İnsan ve Toplum Bilimleri Araştırmaları Dergisi 7 / 3 (Eylül 2018): 2204-2231. http://dx.doi.org/10.15869/itobiad.451231