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- Title
TÜKETİCİ REZONANSININ SOSYAL MEDYA SİTELERİNDEN SATIN ALMA NİYETİNE ETKİSİ.
- Authors
KARAOĞLAN, Serhat; ÇAĞLAR ÇETİNKAYA, Nur; DURUKAN, Tülin
- Abstract
By establishing consumer resonance, businesses that carry out some or all of their intensive competitive environment business activities through online networks force consumers to change their purchasing intent in favor of their products and services. Social media used for this purpose refers to web-based networks where users communicate effectively, exchange ideas, and share content produced by themselves or others on online digital platforms. Social networks, which are new generation communication channels with consumers, are essential in ensuring consumer resonance. Like word-of-mouth interaction, consumer resonance has utilitarian value, practical value, relationship power, affinity, trust, normative effect, self-expression, and information effect dimensions. In this article, data and evaluation results for a field study conducted in the form of a face-to-face survey to measure the impact of consumer resonance on purchase intention.
- Publication
Beykoz Akademi Dergisi, 2021, Vol 9, Issue 1, p182
- ISSN
2147-8082
- Publication type
Article
- DOI
10.14514/BYK.m.26515393.2021.9/1.182-198