Author/Authors :
ONURLUBAŞ, Ebru Trakya Üniversitesi - Keşan Yusuf Çapraz Uygulamalı Bilimler Yüksekokulu - Uluslararası Ticaret Bölümü, Turkey , ÖZTÜRK, Derya Ordu Üniversitesi - Ünye İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÇETİN, Olgun Irmak Trakya Üniversitesi - Keşan Yusuf Çapraz Uygulamalı Bilimler Yüksekokulu - Gümrük İşletme Bölümü, Turkey
Abstract :
Today, the rapidly developing technology, the ever-changing demands and needs led to the development of the communication instruments. The most important of these tools is the social media which is quite popular in recent days. Social media is a new virtual space where users can express themselves freely and stay connected to each other by establishing various relationships. In this media system, double-sidedand simultaneous information sharing is concerned. The social media marketing is a new marketing approach that users promote products and services via the Internet by using these virtual media sites. In this new marketing approach, interactive participation of consumers is concerned. At the point of how much or how to purchase a product or services, consumers are influenced by social media content created by users. In the study, social media marketing perception of consumers were examined. In this context, the 1225 survey was undertaken in seven major cities. Demographic characteristics of the consumer have been identified. The scope of research, through the scale of 33-question survey of social media marketing perception were collected from the consumer. In this context Exploratory factor analysis was performed by using SPSS 20 packaged software. 33 variables has been reduced to 5 factors (to be beneficial, to be trustworthy, to communicate, be guiding and fun, trend tracking) through the factor analysis. Factors determined by exploratory factor analysis were tested by confirmatory factor analysis to test the suitability of the factor structure. Then, the Kolmogorov-Smirnov test was applied to determine which test will be made to the sub-dimension of the SMPA scale consumers. It was decided that the distribution is not normal and then the Kruskal-Wallis and Mann-Whitney U tests were applied. From the sub-dimensions of the SMPA scale; it has been determined that “to be beneficial”, “to be trustworthy”, “to communicate”, “be guiding and fun”, “trend tracking” factors vary according to age, education, profession and income. However from the sub-dimensions of the SMPA scale; it has been determined “to communicate”, “be guiding and fun” factors vary according to the marital status.
NaturalLanguageKeyword :
Consumer Perceptions , Perceptions of Social Media Marketing , Factor Analysis , Confirmatory Factor Analysis
