Araştırma Makalesi
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TERMAL TURİZMDE SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN ALGILANAN HİZMET KALİTESİNE VE MARKA DEĞERİNE ETKİSİ: AFYONKARAHİSAR’DA BİR ARAŞTIRMA

Yıl 2020, Sayı: Özel Sayı-Special Issue - İşletme Kamu ve Ekonomi 2020 Özel Sayısı, 937 - 963, 25.12.2020
https://doi.org/10.30798/makuiibf.791342

Öz

Sosyal medya, günümüzdeki tüketicilerin bakış açısını kökten değiştirmiştir. Özellikle tüketiciler arasında ve tüketiciler ile örgütler arasında genişletilmiş kanallar ve etkileşim noktaları sağlamasıyla dikkat çekmektedir. Bu nedenle örgütler rekabetçi üstünlük sağlayabilmeye ve sürdürebilmeye yönelik sosyal medya pazarlama faaliyetlerine ayrı bir önem vermeye başlamışlardır. Sosyal medya pazarlama faaliyetlerinin tüketicinin algıladığı tüm değişkenler üzerinde etkisinin olabileceği düşünülmektedir. Buradan hareketle bu araştırmada sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesi ve marka değerine etkisinin belirlenmesi amaçlanmıştır. Bu amaç çerçevesinde Afyonkarahisar’da faaliyet gösteren altı farklı beş yıldızlı termal otelin müşterilerine sosyal medya üzerinden ulaşılmıştır. Araştırmanın amacına bağlı olarak, 461 termal turizm tüketicisinden elde edilen veri seti istatistik programları ile analiz edilmiştir. Araştırmada önerilen hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonucunda termal turizmde sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesine ve marka değerine etkisi bulgulanmıştır.

Kaynakça

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  • Bruhn, M., Schoenmueller, V. ve Schafer, D. B. (2012). Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation? Management Research Review, 35(9), 770-790.
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  • De Vries, N. J. ve Carlson, J. (2014). Examining the Drivers and Brand Performance Implications of Customer Engagement with Brands in the Social Media Environment. Journal of Brand Management, 21(6), 495-515.
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THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON PERCEIVED SERVICE QUALITY AND BRAND VALUE IN THERMAL TOURISM: A RESEARCH IN AFYONKARAHISAR

Yıl 2020, Sayı: Özel Sayı-Special Issue - İşletme Kamu ve Ekonomi 2020 Özel Sayısı, 937 - 963, 25.12.2020
https://doi.org/10.30798/makuiibf.791342

Öz

Social media has radically changed the perspective of consumers today. It is remarked for its extended channels and interaction points especially among consumers and between consumers and organizations. For this reason, organizations have started to pay special attention to social media marketing activities aimed at achieving and sustaining competitive advantages. Social media marketing activities are thought to have an impact on all the variables perceived by the consumer. The aim of this study was to determine the effects of social media marketing activities on perceived service quality and brand value. For this purpose, six different five-star thermal hotel customers operating in Afyonkarahisar were reached via social media. Depending on the purpose of the study, the data set obtained from 461 thermal tourism consumers was analyzed using with statistical programs. The hypotheses proposed for this study were tested by structural equation modeling. As a result of the analysis, the effects of social media marketing activities on perceived service quality and brand value in thermal tourism were determined.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
  • Ahmed, Q. M., Qazi, A., Hussain, I. ve Ahmed, S. (2019). Impact of Social Media Marketing on Brand Loyalty: The Mediating Role of Brand Consciousness. Journal of Managerial Sciences, 13(2), 201-213.
  • Ahmed, Q. M., Raziq, M. M. ve Ahmed, S. (2018). The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty. Global Management. Journal for Academic&Corporate Studies, 8(1), 154-165.
  • Akbaba, A. (2006). Measuring Service Quality in the Hotel Industry: A Study in a Business Hotel in Turkey. International Journal of Hospital Management, 25(2), 170-192.
  • Akdu, U. (2019). Otel İşletmelerinde Uygulanan Hizmet Hatası Telafi Stratejilerinin Hizmet Kalitesi Algısına Etkisi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(2), 625-646.
  • Alam, M. S. ve Khan, B. M. (2015). Impact of Social Media on Brand Equity: A Literature Analysis. AIMA Journal of Management&Research, 9(4), 1-12.
  • Algesheimer, R., Dholakia, U. M. ve Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34.
  • Amine, A. ve Sitz, L. (2004). How Does a Virtual Brand Community Emerge? Some Implications for Marketing Research. Cahier de Recherche de l’IRG-Paris, Vol. XII, 1-16.
  • Ateş, S. ve Karaduman, İ. (2019). Markanın Sosyal Medyadaki Takipçi Sayısı ve İçerik Miktarının Marka Değerine Etkisi. Stratejik ve Sosyal Araştırmalar Dergisi, 3(1), 163-179.
  • Bagozzi, R. P. ve Dholakia, U. M. (2006). Open Source Software User Communities: A Study of Participation in Linux User Groups. Management Science, 52(7), 1099-1115.
  • Balakrishnan, B. K. P. D., Dahnil, M. I. ve Yi, W. J. (2014). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
  • Barnes, N. G. ve Mattson, E. (2008). Social Media in the Inc. 500: The First Longitudinal Study. Journal of New Communications Research, 3(1), 74-78.
  • Barutçu, S. ve Tomaş, M. (2013). Sürdürülebilir Sosyal Medya Pazarlaması ve Sosyal Medya Pazarlaması Etkinliğinin Ölçümü. Journal of Internet Applications&Management, 4(1), 5-23.
  • Boo, S., Busser, J. ve Baloğlu, Ş. (2009). A Model of Customer-Based Brand Equity and Its Application to Multiple Destinations. Tourism Management, 30(1), 219-231.
  • Bordens, K. S. ve Abbott, B. B. (2011). Research Design and Methods: A Process Approach. New York: The McGraw-Hill Companies.
  • Brodie, R. J., Ilic, A., Juric, B. ve Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105-114.
  • Bruhn, M., Schoenmueller, V. ve Schafer, D. B. (2012). Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation? Management Research Review, 35(9), 770-790.
  • Byrne, B. M. (2012). Choosing Structural Equation Modeling Computer Software: Snapshots of LISREL, EQS, AMOS, and Mplus.
  • Chen, S. C. ve Lin, C. P. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting&Social Change, 140, 22-32.
  • Çetinsöz, B. C. ve Artuğer, S. (2013). A Research on Determination of Brand Equity of Antalya. Anatolia: Turizm Araştırmaları Dergisi, 24(2), 200-210.
  • De Vries, N. J. ve Carlson, J. (2014). Examining the Drivers and Brand Performance Implications of Customer Engagement with Brands in the Social Media Environment. Journal of Brand Management, 21(6), 495-515.
  • Demirbulat, Ö. G. ve Aymankuy, Y. (2019). Ekoturizme Katılan Yerli Turistlerin Destinasyon Hizmet Kalitesine Yönelik Değerlendirmeleri (Doğu Karadeniz Bölgesi Örneği). Seyahat ve Otel İşletmeciliği Dergisi, 16(1), 48-70.
  • Dessart, L., Veloutsou, C. ve Morgan-Thomas, A. (2015). Consumer Engagement in Online Brand Communities: A Social Media Perspective. Journal of Product&Brand Management, 24(1), 28-42.
  • Dubois, T. ve Westerhausen, U. (2011). Brand Loyalty Creation Within Online Brand Communities. A Research Study by Copenhagen Business School. Erişim 8 Mart 2020, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.469.2796 &rep=rep1&type=pdf.
  • El Saghier, N. ve Nathan, D. (2013). Service Quality Dimensions and Customers’ Satisfactions of Banks in Egypt. Proceedings of 20th International Business Research Conference in (4–5).
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1(3), 24-34.
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  • Martin, W. B. (1986). Defining What Quality Service is for you. Cornell Hotel Restaurant Administration Quarterly, 26(4), 32-38.
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  • Muniz Jr., A. M. ve O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432.
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  • Novack, R. A., Rinehart, L. M. ve Langley Jr, C. J. (1994). An Internal Assessment of Logistics Value. Journal of Business Logistics, 15(1), 113-152.
  • Nugraha, D. H. (2017). The Impact of Social Media Marketing Activities, Brand Consciousness, and Value Consciousness on Brand Loyalty. Universitas Gadjah Mada, Postgraduate School, Unpublished Dissertation, Jogja/Indonesia.
  • Okazaki, S., Diaz-Martin, A. M., Rozano, M. ve Menéndez-Benito, H. D. (2015). Using Twitter to Engage With Customers: A Data Mining Approach. Internet Research: Electronic Networking Applications and Policy, 25(3), 416-434.
  • Page, C. ve Lepkowska-White, E. (2002). Web Equity: A Framework for Building Consumer Value in Online Companies. Journal of Consumer Marketing, 19(3), 231-248.
  • Pallant, J. (2005). SPSS Survival Manual: A Step by Step Guide to Using SPSS for Windows (version 12). Australia: Allen & Unwin.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, Valerie A. ve Berry, L. L. (1988). Servqual: A Multiple Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12-37.
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  • Rafiee, V. B. ve Sarabdeen, J. (2013). Social Media Marketing: The Unavoidable Marketing Management Tool. 21st International Business Information Management Association Conference, University of Wollongong, 933-942.
  • Ramanathan, R. ve Karpuzcu, H. (2011). Comparing Perceived and Expected Service Using an AHP Model: An Application to Measure Service Quality of A Company Engaged in Pharmaceutical Distribution. Opsearch, 48(2), 136-152.
  • Raykov, T. ve Marcoulides, G. A. (2006). A First Course in Structural Equation Modeling. Mahwah: Lawrence Erlbaum.
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  • Riorini, S. V. (2018). Social Media Marketing Toward Perceptual Consciousness and its Impact on Online Purchasing Intention. European Research Studies Journal, 21(1), 402-416.
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  • Sashi, M. (2012). Customer Engagement, Buyer-Seller Relationships, and Social Media. Management Decision, 50(2), 253-272.
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  • Schivinski, B. ve Dabrowski, D. (2014). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 12, 1-26.
  • Schivinski, B. ve Dabrowski, D. (2016). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 22(2), 189-214.
  • Schivinski, B. (2013). Effects of Social Media Communication on Brand Equity and Brand Purchase Intention. PhD Interdisciplinary Journal, 2, 157-162.
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  • Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması. Istanbul Üniversitesi İşletme Fakültesi Dergisi, 46 (Special Issue), 74-85.
  • Yavuz, S. (2019). Erzincan’da Faaliyet Gösteren Yiyecek İçecek İşletmelerinden Algılanan Hizmet Kalitesinin Ölçümü: Erzincan Binali Yıldırım Üniversitesi Öğrencileri Üzerine Bir Araştırma. Ağrı İbrahim Çeçen Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(2), 217-244.
  • Yeniçıktı, N. T. (2016). Halkla İlişkiler Aracı Olarak Instagram: Sosyal Medya Kullanan 50 Şirket Üzerine Bir Araştırma. Selçuk İletişim, 9(2), 92-115.
  • Yıldız, Y. (2014). Tüketici Davranışları Üzerinde Sosyal Medya Etkileri: Apple ve Samsung Örneği. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(2), 5-16.
  • Yoo, B. ve Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1-14.
  • Yoo, B., Donthu, N. ve Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
  • Zailskaite-Jakste, L. ve Kuvykaite, R. (2013). Communication in Social Media for Brand Equity Building. Economics and Management, 18(1), 142-153.
Toplam 94 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Ömer Kürşad Tüfekçi 0000-0003-3918-5850

Nezihe Tüfekci 0000-0002-8557-7823

Dilek Kocabaş 0000-0002-7403-2924

Yayımlanma Tarihi 25 Aralık 2020
Gönderilme Tarihi 7 Eylül 2020
Yayımlandığı Sayı Yıl 2020 Sayı: Özel Sayı-Special Issue - İşletme Kamu ve Ekonomi 2020 Özel Sayısı

Kaynak Göster

APA Tüfekçi, Ö. K., Tüfekci, N., & Kocabaş, D. (2020). TERMAL TURİZMDE SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN ALGILANAN HİZMET KALİTESİNE VE MARKA DEĞERİNE ETKİSİ: AFYONKARAHİSAR’DA BİR ARAŞTIRMA. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 7(Özel Sayı-Special Issue), 937-963. https://doi.org/10.30798/makuiibf.791342