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The impact of social media on fans loyalty: The case of Turkish music bands' fan pages

Başlık çevirisi mevcut değil.

  1. Tez No: 518951
  2. Yazar: MUSTAFA SERKAN SOYAK
  3. Danışmanlar: Dr. KAOUTHER KOOLI
  4. Tez Türü: Yüksek Lisans
  5. Konular: Reklamcılık, İşletme, Advertising, Business Administration
  6. Anahtar Kelimeler: Facebook fan page, fan loyalty, social media, consumer behaviour, music industry, music bands, digital music
  7. Yıl: 2016
  8. Dil: İngilizce
  9. Üniversite: Bournemouth University
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: 99

Özet

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Özet (Çeviri)

The global music industry changed in the recent past and became digital more with the help of technology, especially internet and social media. This digitalization changed the behaviour of consumers deeply. Instead of buying and listening physical albums, now people listen to music online by using online music streaming services such as Spotify, Apple Music and other social media platforms such as Facebook and Youtube. Social media also transformed the way people follow their favourite music bands or musicians. After Facebook launched the“fan page”feature in 2007, listeners started to follow online their favourite music bands or musicians by being“fan”on their Facebook fan pages. This study empirically examined the effect of social media on fans loyalty to the Turkish music bands by creating a conceptual model based on an extensive literature review. The model's variables were determined as utilitarian value, hedonic value, social interaction value, music band interaction value, self-concept value, FFP involvement, FFP identification, FFP engagement and fan loyalty to the music band. In this research, quantitative method was used and 218 questionnaires were collected from Turkish respondents within an online questionnaire. SPSS AMOS 23 was used to analyse the statistical data. Firstly CFA was performed to check whether collected data fitted the conceptual model. Then reliability and validity tests for measurement scales were checked. Lastly SEM was performed for the conceptual model validity and related hypotheses were tested. The results showed that, fan loyalty to a music band is positively affected by engagement within the related music band's FFP. Moreover, this FFP engagement was positively influenced by FFP involvement and FFP identification. Also positive correlations were found between utilitarian value and FFP involvement; social interaction value and FFP engagement; self-concept value and FFP engagement and self-concept value and FFP identification.

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