The role of social media activities for customers brand loyalty
Başlık çevirisi mevcut değil.
- Tez No: 726915
- Danışmanlar: DR. ÖĞR. ÜYESİ BELLA GULSHAN
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2021
- Dil: İngilizce
- Üniversite: Altınbaş Üniversitesi
- Enstitü: Lisansüstü Eğitim Enstitüsü
- Ana Bilim Dalı: İşletme Yönetimi Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 57
Özet
Özet yok.
Özet (Çeviri)
The objective of extant research study was to explore the effect of social media activities (interactivity, benefits & rewards) on customer brand loyalty. This study proposed three research hypotheses. In order to examine these hypotheses, we chose consumers (i.e. university students in Turkey) as the population of this study who actively follow specific fashion brands. We approached these students through peer and personal contacts. The extant study has used quantitative research design and ran a survey to collect data through structured close ended questionnaires by applying convenience sampling method (a type of non-probability sampling). This study used responses of 268 respondents. Due to time and budgetary constraints, the data were collected in cross-sectional manners. The obtained data have been analyzed by Statistical Package for Social Sciences (SPSS). The results of the analysis confirmed that social media activities (interactivity, benefits & rewards) have positive and significant impact on customer brand loyalty. The findings of the analysis have been discussed comprehensively. This study also draws the conclusion of the results. We also provide the implications of the study e.g. this study enables service sector or social media managers to better evaluate customer brand loyalty via social media platforms. This study also have some limitations e.g. data were collected from limited sample that is obviously not representative of whole population, which warrants that in future data should be collected from more respondents to get the true representation for proposed relationships.
Benzer Tezler
- Sosyal medya pazarlamasının X, Y ve Z jenerasyonlarının satın alma niyeti üzerindeki etkisi ve bir araştırma
The effect of social media marketing on X, Y and Z generations' purchasing intention and a research
BÜŞRA ŞENEL
- Algılanan sosyal medya pazarlama çabalarının marka sadakati ve satın alma davranışı üzerindeki etkisinde marka farkındalığının aracı rolü
The instrumental role of brand awareness in the effect of perceived social media marketing efforts on brand loyalty and purchase behavior
MERVENUR TARHAN
- Marka denkliği oluşturmada sosyal medya reklamlarının rolü: Otomobil markaları üzerine araştırma
The role of ad social media in creating customer based brand equi̇ty for high-involvement products: A research on automobile brands
İBRAHİM HAKKI GÜNEY
Yüksek Lisans
Türkçe
2019
ReklamcılıkGaziantep Üniversitesiİletişim ve Toplumsal Dönüşüm Ana Bilim Dalı
DR. ÖĞR. ÜYESİ EMİNE ŞAHİN
- Sosyal medya pazarlama faaliyetlerinin sadakat niyetine etkisinde marka ilişki kalitesinin ve marka güveninin rolü: Netflix üzerine bir araştırma
The role of brand relationship quality and brand trust in the effect of social media marketing activities on loyalty intention: Netflix case
SEREN SOHTORİK
Yüksek Lisans
Türkçe
2022
İletişim BilimleriMarmara Üniversitesiİşletme Ana Bilim Dalı
PROF. DR. FATMA MÜGE ARSLAN
- The impact of digital marketing on brand loyalty of young airline passengers
Dijital pazarlamanın genç havayolu yolcularının marka sadakatine etkisi
FATİMA ALİ
Yüksek Lisans
İngilizce
2024
Sivil Havacılıkİbn Haldun ÜniversitesiHavacılık Yönetimi Ana Bilim Dalı
PROF. DR. ÜMİT HACIOĞLU