Research Article
BibTex RIS Cite

Sosyal Medya Pazarlamasında Etkileşim Öncüleri: Yerli Kozmetik Markaları Üzerinde Bir Araştırma

Year 2025, Volume: 9 Issue: 2, 553 - 564, 30.05.2025

Emel Sarıtaş

https://doi.org/10.29023/alanyaakademik.1576885

Abstract

Markalar oluşturdukları güçlü sosyal medya pazarlama faaliyetleri sayesinde hedef kitleleri ile hızlı ve doğru zamanda iletişime geçme imkanına sahip oldukları günümüzde, doğru sosyal medya yönetim stratejileri kullanarak rekabet avantajı elde edebilmektedirler. Sosyal medya da uygulanan stratejiler sosyal medya kullanıcılarının markaları tanımalarını, markaları hatırlamalarını ve satın alma faaliyetlerini giderek artan şekilde yönlendirmektedir. Markaların tutundurma çalışmalarını en az maliyet ve en üst seviye verimlilik ile sürdürme çabası içinde olmaları göz önüne alındığında, sosyal medya pazarlama stratejilerini doğru şekilde belirlemek daha da önem kazanmaktadır. Bu kapsamda sosyal medya pazarlama stratejileri etkileşim öncüleri olarak reklamların, ünlülerin, etkileyicilerin ve akranların kullanımının markayı tanıma, markayı hatırlama ve satın alma niyetine olan etkisinin değerlendirilmesi amaçlanmıştır. Araştırma kapsamında veriler anket uygulaması ile elde edilmiş olup, Hiyerarşik Regresyon yöntemi ile analiz edilmiştir. Yerli kozmetik markalarının tanınma ve hatırlanma imkanını arttırmasını ve satın alma niyetine olumlu katkı sağlayacak bileşenlerin belirlenmesine katkı sağlamak amacıyla sosyal medya etkileşim öncülerinin etkisinin incelendiği bu çalışmada marka tanınırlılığına; reklamların, etkileyicilerin ve ünlülerin, marka hatırlanırlılığına; etkileyicilerin ve ünlülerin, satın alma niyetine ise reklamların, etkileyicilerin, ünlülerin ve akranların pozitif ve anlamlı derecede etkilediği görülmektedir.

Keywords

Sosyal Medya Pazarlaması Marka Farkındalığı Marka Tanıma Marka Hatırlama

Ethical Statement

Etik Kurul Beyanı sunulmuştur.

Supporting Institution

Destekleyen kurum yoktur

References

  • Aaker, D. A. (2007). Marka değeri yönetimi (1. Baskı). Çev: Ender Orfanlı, MediaCat Kitapları.
  • Aaker, D. A. (2009). Güçlü markalar yaratmak (1. Baskı). Çev: Erdem Demir, MediaCat Kitapları.
  • Akar, E., Yüksel, H., & Bulut, Z. (2015). The impact of social influence on the decision-making process of sports consumers on Facebook. Journal of Internet Applications and Management, 6(2), 5-27. https://doi.org/10.5505/iuyd.2015.40412
  • Aktaş, Ö., & Gürbüz, A. (2022). Sosyal medya etkileyicilerinin genç tüketicilerinin kıyafet satın alma niyetleri üzerindeki etkisi. Journal of Emerging Economies and Policy, 7(2), 418-432.
  • Araigy, M. S. (2015). The influence of celebrities on consumer buying desicion through social media. International Journal of Humanities and Applied Social Science, 3(11), 8-33.
  • Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011). Everyone's an influencer: quantifying influence on twitter. Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, 65-74.
  • Baruönü, F. Ö. (2021). Algısal homofili ve marka- fenomen uyumu perspektifinden sosyal medya fenomenlerini marka tutumuna etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 257-266. https://doi.org/10.18506/anemon.764031
  • Brandao, A., Pinho, E., & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing – ESIC, 23(2), 163-183.
  • Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. BMIJ, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
  • Borgatti, S. P., & Foster, P. C. (2003). The network paradigm in organisational research: a review and typology. Journal of Management, 29(6), 991-1013. https://doi:10.1016/S0149-2063_03_00087-4
  • Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing, (First Edition), May.
  • Brown, J., & Reingen, P. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. https://doi.org/10.1086/209118
  • Chen, R. R., Davison, R. M., & Ou, C. X. (2020). A symbolic interactionism perspective of using social media for personal and business communication. International Journal of Information Management, 51(10). https://doi:10.1016/j.ijinfomgt.2019.10.007
  • Dennhardt, S. (2014). User-generated content and its impact on branding: How users and communities create and manage brands in social media. Gabler Verlag, Wiesbaden.
  • Erdil, T. S., & Uzun, Y. (2010). Marka olmak (2. ed.). Beta Publishing
  • Fotis, J., Buhalis D., & Rossides N. (2012). Social media use and impact during the holiday travel planning process. Information and Communicarion Technologies Tourism, Conference paper, 13-24.
  • Fotis, J. N. (2015). The Use of social media and its impacts on consumer behaviour: The context of holiday travel. Doctoral Thesis, Bournemouth University.
  • Haşıloğlu, S., B. (2022). Pazarlama araştırması ve analitiği (1. Baskı). Nobel Akademik Yayıncılık.
  • Jin, S., & Ryu, E. (2019). Celebrity fashion brand endorsement in Facebook viral marketing and social commerce. Journal of Fashion Marketing and Management, 23(1), 104-123.
  • Jones, J. P. (2006). Masallar ve gerçeklerle reklamcılık (1. Baskı). A. Özer (çev.). Mediacat Kitapları
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), 954-954. https://doi.org/10.1086/209029
  • Karpat, I. A. (2004). Marka yönetimi (1. Baskı). İletişim Yayınları.
  • Keller, E., & Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster, https://www.researchgate.net/publication/280168486_The_Influentials_One_American_in_Ten_Tells_the_Other_Nine_How_to_Vote_Where_to_Eat_and_What_to_Buy20041Ed_Keller_and_Jon_Berry_The_Influentials_One_American_in_Ten_Tells_the_Other_Nine_How_to_Vote_Whe , Erişim Tarihi: 30.05.2024
  • Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15 (2/3), 139-155. https://doi.org/10.1080/13527260902757530
  • Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55-75. https://doi.org/10.1007/s11747-016-0503-8
  • Kotler, P., & Armstrong, G. (2012). Principles of Marketing. Upper Saddle River, Pearson Education.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Pazarlama 4.0 (1. Baskı). Optimist Yayın Grubu.
  • Kozinets, R. V., Valck K., Wilner S. J. S., & Wojnicki, A. C. (2010). Networked narratives: Understanding Word of marketing in online communities. Journal of Marketing, 74(2). 71-89. https://doi.org/10.1509/jm.74.2.71
  • Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
  • Leonardi, P. M. (2015). Ambient awareness and knowledge acquisition: using social media to learn ‘who knows what’ and ‘who knows whom’. MIS Quarterly, 39(4), 747-762.
  • Li Y-m., Lee Y-L., & Lien N-J. (2009). Online social advertising via influential endorses. International Journal of Electronic Commerce, 16(3). 119-153. https://doi:10.2307/23106405
  • Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiviness. Marketing Bulletin, 14(2). https://doi:10.2753/JEC1086-4415160305
  • Mackay, H. (1990). Australian community attitudes towards the subject of alcohol advertising. November, Mackay Research research report
  • Mir, I., & Zaheer, A. (2012). Verification of social impact theory claims in social media context. The Journal of Internet Banking and Commerce, 17(1). 1-15.
  • Mirkovski, K., Jia Y., Liu L., & Chen K. (2018). Understanding microblogging continuance intention: The directed social network perspective. Information Technology & People, 31(1), 215-238. https://doi:10.1108/ITP-07-2015-0168
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
  • Nazeer, J. (2017). Impact of social media advertisements on university students. Arts Social Science Journal, Vol. 8 No. 4, available at: https://www.hilarispublisher.com/open-access/impact-ofsocial-media-advertisements-on-universitystudents-2151-6200-1000290.pdf.
  • Nedungadi, P. (1990). Recall and consumer consideration sets: Influencing choice without altering brand evaluations. Journal of Consumer Research, 17(3), 263-276. https://doi.org/10.1086/208556
  • Nunnally, J. C. (1978). Psychometric Theory (2nd Edn). McGraw–Hill.
  • Okazaki, S., & Taylor, C.R. (2013). Social media and international advertising: theoretical challenges andfuture direction. International Marketing Review, 30(1), 56-71. https://doi:10.1108/02651331311298573
  • Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and social media in the purchase-decision process: a special report from the advertising research foundation. Journal of Advertising Research, 52(4), 479-489. https://doi:10.2501/JAR-52-4-479-489
  • Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. The Journal of Asian Finance, Economics and Business, 7(12), 951-958. https://doi.org/10.13106/jafeb.2020.vol7.no12.951
  • Rashotte, L. (2007). Social influence. The BlacKwell Encylopedia of Social Psychology, g. Ritzer (Ed.)
  • Ryan, T., Allen, K. A., Gray, D. L., & McInerney, D. M. (2017). How social are social media? A review of online social behaviour and connectedness. Journal of Relationships Research, Advanced online publication, 8 (e8),1-8, https://doi: 10.1017/jrr.2017.13.
  • Sarıtaş, A. (2018). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of International Scientific Researches, 3(4), 62-74. https://doi.org/10.23834/isrjournal.473169
  • Singh, J., Crisafulli, B., Quamina, L., T., & Xue, M.T. (2020). To trust or not to trust: The impact of SMIs on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464-480. https://doi: 10.1016/j.jbusres.2020.03.039
  • Somaklar, Ö. F., (2006). İşletmelerde marka yönetimi süreci ve bir uygulama. Yayımlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Sokolovska, A., (2016). Impact of celebrity endorsement on consumer buying behavior. Guided selling.org. https://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumerbuying-behavior/
  • Sosik, V. S., & Bazarova, N. N. (2014). Relational maintenance on social network sites: how Facebook communication predicts relational escalation. Computers in Human Behavior, 35, 124-131. https://doi.org/10.1016/j.chb.2014.02.044
  • Sudha M., & Sheena K. (2017). Impact of influencer in consumer decision process: The fashion industry. SCMS Journal of Indian Management, https://pdfs.semanticscholar.org/1469/eccb29f76b24e85cba8b6b60adf5ab4932d8.pdf, erişim tarihi: 29.05.2024
  • Sun L., Wang T., & Guan F. (2021). How the strength of social ties influences users’ information sharing and purchase intention. Current Psychology,42, 7712-7726. https://doi:10.1007/s12144-021-02102-x
  • Tek, Ö. B., & Özgül E. (2013). Modern pazarlama ilkeleri (4. Baskı). Birleşik Matbaacılık. Ticaret Bakalığı (2023). Kozmetik sektörü, sektör raporları. https://www.trthaber.com/haber/ekonomi/2023te-31-milyar-dolarlik-temizlik-ve-kisisel-bakim-ihracati-839054.
  • Todi, M. (2008). Advertising on social networking websites. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=36041b0831da1e264be1a1f356b54a1f5e56e945
  • Trt Haber (2024). 2023’te 3,1 milyar dolrarlık ‘temizlik ve kişisel bakım’ ihracatı. https://www.trthaber.com/haber/ekonomi/2023te-31-milyar-dolarlik-temizlik-ve-kisisel-bakim-ihracati-839054.html
  • Öcel, Y. (2020). Sosyal medya kullanımı ile marka farkındalığı ve marka sadakati arasındaki ilişkinin irdelenmesi. Turkish Studies-Social Sciences, 15(2), 275- 279. https://doi.org/10.29228/TurkishStudies.40027
  • Uğurhan, Y., & Yaşar, İ. (2021). Fenomen ve sponsorlu içeriğe ilişkin güvenin marka farkındalığı üzerindeki etkisinde parasosyal ilişkinin aracı rolü: Youtube özelinde bir inceleme. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10(2), 1789-1811. Retrieved from http://www.itobiad.com/tr/pub/issue/62559/837093
  • Uztuğ, F. (2003). Markan kadar konuş (2. Baskı). Mediacat Kitapları.
  • Vernette, E. (2004). Targeting women’s clothing fashion opinion leaders in media planning: an application for magazines. Journal of Advertising Research, 44(1), 90-106. https://doi:10.1017/S0021849904040061
  • Wang, J.-C., & Chang, C.-H. (2013). How online social ties and product-related risks influence purchase intentions: a Facebook experiment. Electronic Commerce Research and Applications, 12 (5), 337-346. https://doi.org/10.1016/j.elerap.2013.03.003
  • Wang, S., Kao, G., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. https:// doi:10.1016/j.jairtraman.2016.12.007
  • Wang, X., Yu, C., & Wei, Y. (2012). Social media, peer communication and impacts on purchase intentions: a consumer socialisation framework. Journal of Interactive Marketing, 26(40), 198-208. https://doi: 10.1016/j.intmar.2011.11.004
  • Wang, Y., & Qiao, F. (2020). The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers. Journal of Fashion Marketing and Management, 24(1), 83-98. https://doi.org/10.1108/JFMM-09-2019-0204
  • Wiedmann, K. P., & Hennigs, N. (2013). Luxury marketing: A challenge for theory and practice. Springer Gabler, Wiesbaden
  • Yan, B., Chen, Y. R., Zhou, X. T., & Fang, J. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Industrial Management and Data Systems, 119(8), 1785-1801. https://doi:10.1108/IMDS-03-2019-0111
  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2),195-211. https://doi:10.1177/0092070300282002
  • Zimbardo, P., & Leippe, M. (1991). The psychology of attitude change and social influence (3. Baskı). McGraw-Hill.

Engagement Predictors in Social Media Marketing: A Study on Local Cosmetics Brands

Year 2025, Volume: 9 Issue: 2, 553 - 564, 30.05.2025

Emel Sarıtaş

https://doi.org/10.29023/alanyaakademik.1576885

Abstract

Today, brands have the opportunity to communicate with their target audiences quickly and at the right time thanks to the strong social media marketing activities they create, and they can gain competitive advantage by using the right social media management strategies. The strategies applied in social media increasingly direct social media users' brand recognition, brand recall and purchase activities. Considering that brands strive to continue their promotional activities with minimum cost and maximum efficiency, determining social media marketing strategies correctly becomes even more important. In this context, it is aimed to evaluate the effect of the use of advertisements, celebrities, influencers and peers as engagement pioneers in social media marketing strategies on brand recognition, brand recall and purchase intention. The data within the scope of the research was obtained by applying a survey and analyzed by the Hierarchical Regression method. In order to increase the recognition and recall of domestic cosmetic brands and to contribute to the determination of the components that will positively contribute to purchase intention, this study examines the effect of social media engagement pioneers on brand recognition; advertisements, influencers and celebrities on brand recall; It is seen that influencers and celebrities have a positive and significant effect on purchase intention, while advertisements, influencers, celebrities and peers have a positive and significant effect on purchase intention.

Keywords

Social Media Marketing Brand Awareness Brand Recognition Brand Recall

References

  • Aaker, D. A. (2007). Marka değeri yönetimi (1. Baskı). Çev: Ender Orfanlı, MediaCat Kitapları.
  • Aaker, D. A. (2009). Güçlü markalar yaratmak (1. Baskı). Çev: Erdem Demir, MediaCat Kitapları.
  • Akar, E., Yüksel, H., & Bulut, Z. (2015). The impact of social influence on the decision-making process of sports consumers on Facebook. Journal of Internet Applications and Management, 6(2), 5-27. https://doi.org/10.5505/iuyd.2015.40412
  • Aktaş, Ö., & Gürbüz, A. (2022). Sosyal medya etkileyicilerinin genç tüketicilerinin kıyafet satın alma niyetleri üzerindeki etkisi. Journal of Emerging Economies and Policy, 7(2), 418-432.
  • Araigy, M. S. (2015). The influence of celebrities on consumer buying desicion through social media. International Journal of Humanities and Applied Social Science, 3(11), 8-33.
  • Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011). Everyone's an influencer: quantifying influence on twitter. Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, 65-74.
  • Baruönü, F. Ö. (2021). Algısal homofili ve marka- fenomen uyumu perspektifinden sosyal medya fenomenlerini marka tutumuna etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 257-266. https://doi.org/10.18506/anemon.764031
  • Brandao, A., Pinho, E., & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing – ESIC, 23(2), 163-183.
  • Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. BMIJ, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
  • Borgatti, S. P., & Foster, P. C. (2003). The network paradigm in organisational research: a review and typology. Journal of Management, 29(6), 991-1013. https://doi:10.1016/S0149-2063_03_00087-4
  • Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing, (First Edition), May.
  • Brown, J., & Reingen, P. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. https://doi.org/10.1086/209118
  • Chen, R. R., Davison, R. M., & Ou, C. X. (2020). A symbolic interactionism perspective of using social media for personal and business communication. International Journal of Information Management, 51(10). https://doi:10.1016/j.ijinfomgt.2019.10.007
  • Dennhardt, S. (2014). User-generated content and its impact on branding: How users and communities create and manage brands in social media. Gabler Verlag, Wiesbaden.
  • Erdil, T. S., & Uzun, Y. (2010). Marka olmak (2. ed.). Beta Publishing
  • Fotis, J., Buhalis D., & Rossides N. (2012). Social media use and impact during the holiday travel planning process. Information and Communicarion Technologies Tourism, Conference paper, 13-24.
  • Fotis, J. N. (2015). The Use of social media and its impacts on consumer behaviour: The context of holiday travel. Doctoral Thesis, Bournemouth University.
  • Haşıloğlu, S., B. (2022). Pazarlama araştırması ve analitiği (1. Baskı). Nobel Akademik Yayıncılık.
  • Jin, S., & Ryu, E. (2019). Celebrity fashion brand endorsement in Facebook viral marketing and social commerce. Journal of Fashion Marketing and Management, 23(1), 104-123.
  • Jones, J. P. (2006). Masallar ve gerçeklerle reklamcılık (1. Baskı). A. Özer (çev.). Mediacat Kitapları
  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), 954-954. https://doi.org/10.1086/209029
  • Karpat, I. A. (2004). Marka yönetimi (1. Baskı). İletişim Yayınları.
  • Keller, E., & Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster, https://www.researchgate.net/publication/280168486_The_Influentials_One_American_in_Ten_Tells_the_Other_Nine_How_to_Vote_Where_to_Eat_and_What_to_Buy20041Ed_Keller_and_Jon_Berry_The_Influentials_One_American_in_Ten_Tells_the_Other_Nine_How_to_Vote_Whe , Erişim Tarihi: 30.05.2024
  • Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15 (2/3), 139-155. https://doi.org/10.1080/13527260902757530
  • Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55-75. https://doi.org/10.1007/s11747-016-0503-8
  • Kotler, P., & Armstrong, G. (2012). Principles of Marketing. Upper Saddle River, Pearson Education.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Pazarlama 4.0 (1. Baskı). Optimist Yayın Grubu.
  • Kozinets, R. V., Valck K., Wilner S. J. S., & Wojnicki, A. C. (2010). Networked narratives: Understanding Word of marketing in online communities. Journal of Marketing, 74(2). 71-89. https://doi.org/10.1509/jm.74.2.71
  • Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
  • Leonardi, P. M. (2015). Ambient awareness and knowledge acquisition: using social media to learn ‘who knows what’ and ‘who knows whom’. MIS Quarterly, 39(4), 747-762.
  • Li Y-m., Lee Y-L., & Lien N-J. (2009). Online social advertising via influential endorses. International Journal of Electronic Commerce, 16(3). 119-153. https://doi:10.2307/23106405
  • Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiviness. Marketing Bulletin, 14(2). https://doi:10.2753/JEC1086-4415160305
  • Mackay, H. (1990). Australian community attitudes towards the subject of alcohol advertising. November, Mackay Research research report
  • Mir, I., & Zaheer, A. (2012). Verification of social impact theory claims in social media context. The Journal of Internet Banking and Commerce, 17(1). 1-15.
  • Mirkovski, K., Jia Y., Liu L., & Chen K. (2018). Understanding microblogging continuance intention: The directed social network perspective. Information Technology & People, 31(1), 215-238. https://doi:10.1108/ITP-07-2015-0168
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
  • Nazeer, J. (2017). Impact of social media advertisements on university students. Arts Social Science Journal, Vol. 8 No. 4, available at: https://www.hilarispublisher.com/open-access/impact-ofsocial-media-advertisements-on-universitystudents-2151-6200-1000290.pdf.
  • Nedungadi, P. (1990). Recall and consumer consideration sets: Influencing choice without altering brand evaluations. Journal of Consumer Research, 17(3), 263-276. https://doi.org/10.1086/208556
  • Nunnally, J. C. (1978). Psychometric Theory (2nd Edn). McGraw–Hill.
  • Okazaki, S., & Taylor, C.R. (2013). Social media and international advertising: theoretical challenges andfuture direction. International Marketing Review, 30(1), 56-71. https://doi:10.1108/02651331311298573
  • Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and social media in the purchase-decision process: a special report from the advertising research foundation. Journal of Advertising Research, 52(4), 479-489. https://doi:10.2501/JAR-52-4-479-489
  • Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. The Journal of Asian Finance, Economics and Business, 7(12), 951-958. https://doi.org/10.13106/jafeb.2020.vol7.no12.951
  • Rashotte, L. (2007). Social influence. The BlacKwell Encylopedia of Social Psychology, g. Ritzer (Ed.)
  • Ryan, T., Allen, K. A., Gray, D. L., & McInerney, D. M. (2017). How social are social media? A review of online social behaviour and connectedness. Journal of Relationships Research, Advanced online publication, 8 (e8),1-8, https://doi: 10.1017/jrr.2017.13.
  • Sarıtaş, A. (2018). Sosyal medya reklamlarında fenomen kullanımı ve reklam izleme tercihi. The Journal of International Scientific Researches, 3(4), 62-74. https://doi.org/10.23834/isrjournal.473169
  • Singh, J., Crisafulli, B., Quamina, L., T., & Xue, M.T. (2020). To trust or not to trust: The impact of SMIs on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464-480. https://doi: 10.1016/j.jbusres.2020.03.039
  • Somaklar, Ö. F., (2006). İşletmelerde marka yönetimi süreci ve bir uygulama. Yayımlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Sokolovska, A., (2016). Impact of celebrity endorsement on consumer buying behavior. Guided selling.org. https://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumerbuying-behavior/
  • Sosik, V. S., & Bazarova, N. N. (2014). Relational maintenance on social network sites: how Facebook communication predicts relational escalation. Computers in Human Behavior, 35, 124-131. https://doi.org/10.1016/j.chb.2014.02.044
  • Sudha M., & Sheena K. (2017). Impact of influencer in consumer decision process: The fashion industry. SCMS Journal of Indian Management, https://pdfs.semanticscholar.org/1469/eccb29f76b24e85cba8b6b60adf5ab4932d8.pdf, erişim tarihi: 29.05.2024
  • Sun L., Wang T., & Guan F. (2021). How the strength of social ties influences users’ information sharing and purchase intention. Current Psychology,42, 7712-7726. https://doi:10.1007/s12144-021-02102-x
  • Tek, Ö. B., & Özgül E. (2013). Modern pazarlama ilkeleri (4. Baskı). Birleşik Matbaacılık. Ticaret Bakalığı (2023). Kozmetik sektörü, sektör raporları. https://www.trthaber.com/haber/ekonomi/2023te-31-milyar-dolarlik-temizlik-ve-kisisel-bakim-ihracati-839054.
  • Todi, M. (2008). Advertising on social networking websites. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=36041b0831da1e264be1a1f356b54a1f5e56e945
  • Trt Haber (2024). 2023’te 3,1 milyar dolrarlık ‘temizlik ve kişisel bakım’ ihracatı. https://www.trthaber.com/haber/ekonomi/2023te-31-milyar-dolarlik-temizlik-ve-kisisel-bakim-ihracati-839054.html
  • Öcel, Y. (2020). Sosyal medya kullanımı ile marka farkındalığı ve marka sadakati arasındaki ilişkinin irdelenmesi. Turkish Studies-Social Sciences, 15(2), 275- 279. https://doi.org/10.29228/TurkishStudies.40027
  • Uğurhan, Y., & Yaşar, İ. (2021). Fenomen ve sponsorlu içeriğe ilişkin güvenin marka farkındalığı üzerindeki etkisinde parasosyal ilişkinin aracı rolü: Youtube özelinde bir inceleme. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10(2), 1789-1811. Retrieved from http://www.itobiad.com/tr/pub/issue/62559/837093
  • Uztuğ, F. (2003). Markan kadar konuş (2. Baskı). Mediacat Kitapları.
  • Vernette, E. (2004). Targeting women’s clothing fashion opinion leaders in media planning: an application for magazines. Journal of Advertising Research, 44(1), 90-106. https://doi:10.1017/S0021849904040061
  • Wang, J.-C., & Chang, C.-H. (2013). How online social ties and product-related risks influence purchase intentions: a Facebook experiment. Electronic Commerce Research and Applications, 12 (5), 337-346. https://doi.org/10.1016/j.elerap.2013.03.003
  • Wang, S., Kao, G., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. https:// doi:10.1016/j.jairtraman.2016.12.007
  • Wang, X., Yu, C., & Wei, Y. (2012). Social media, peer communication and impacts on purchase intentions: a consumer socialisation framework. Journal of Interactive Marketing, 26(40), 198-208. https://doi: 10.1016/j.intmar.2011.11.004
  • Wang, Y., & Qiao, F. (2020). The symbolic meaning of luxury-lite fashion brands among younger Chinese consumers. Journal of Fashion Marketing and Management, 24(1), 83-98. https://doi.org/10.1108/JFMM-09-2019-0204
  • Wiedmann, K. P., & Hennigs, N. (2013). Luxury marketing: A challenge for theory and practice. Springer Gabler, Wiesbaden
  • Yan, B., Chen, Y. R., Zhou, X. T., & Fang, J. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Industrial Management and Data Systems, 119(8), 1785-1801. https://doi:10.1108/IMDS-03-2019-0111
  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2),195-211. https://doi:10.1177/0092070300282002
  • Zimbardo, P., & Leippe, M. (1991). The psychology of attitude change and social influence (3. Baskı). McGraw-Hill.
There are 66 citations in total.

Details

Primary Language Turkish
Subjects Business Administration, Digital Marketing, Consumer Behaviour
Journal Section Makaleler
Authors

Emel Sarıtaş 0009-0009-9844-6134

Publication Date May 30, 2025
Submission Date October 31, 2024
Acceptance Date March 6, 2025
Published in Issue Year 2025 Volume: 9 Issue: 2

Cite

APA Sarıtaş, E. (2025). Sosyal Medya Pazarlamasında Etkileşim Öncüleri: Yerli Kozmetik Markaları Üzerinde Bir Araştırma. Alanya Akademik Bakış, 9(2), 553-564. https://doi.org/10.29023/alanyaakademik.1576885