Araştırma Makalesi
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ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ

Yıl 2025, Cilt: 12 Sayı: 35, 162 - 179

Mutlu Yüksel Avcılar , Mehmet Fatih Açar , Özlem Cerit

Öz

Bu çalışmanın amacı çevrimiçi marka toplulukları bağlamında onaylanmanın tüketici katılımı boyutları (bilişsel-duygusal-davranışsal) aracılığıyla satın alma niyeti üzerindeki dolaylı etkilerinin ve bu dolaylı etkiler üzerinde ideal benlik uyumunun düzenleyici aracı rolünün incelenmesidir. Araştırma kapsamında veriler kolayda örnekleme yöntemiyle Trendyol çevrimiçi alışveriş sitesinden alışveriş yapan 520 çevrimiçi marka topluluğu üyesinden yüz yüze anket yöntemiyle elde edilmiştir. Araştırmanın amacı doğrultusunda geliştirilen hipotezlerin test edilmesinde sırasıyla regresyon analizi, aracı etki analizi ve koşullu süreç analizleri kullanılmıştır. Araştırmanının sonuçlarına göre onaylanmanın satın alma niyetini tüketici katılımı boyutları aracılığıyla pozitif yönde ve istatistiksel olarak anlamlı bir şekilde etkilediği belirlenmiştir. Bunun yanında onaylanmanın satın alma niyetini duygusal tüketici katılımı aracılığıyla bilişsel tüketici katılımı ve davranışsal tüketici katılımı aracı boyutlarına göre daha yüksek düzeyde etkilediği tespit edilmiştir. Son olarak onaylanmanın davranışsal tüketici katılımı aracılığıyla satın alma niyeti üzerindeki dolaylı etkisinde ideal benlik uyumunun istatistiksel olarak anlamlı ve pozitif yönlü düzenleyici etkisinin olduğu belirlenmiştir. Bu doğrultuda algılanan ideal benlik uyumu düzeyi artıkça bu dolaylı etki düzeyinin de arttığı tespit edilmiştir. Öte yandan ideal benlik uyumunun bilişsel tüketici katılımı ve duygusal tüketici katılımı aracılığıyla satın alma niyeti üzerindeki dolaylı etkilerinde ideal benlik uyumunun istatistiksel olarak anlamlı bir düzenleyici rolünün olmadığı belirlenmiştir. Buna rağmen ideal benlik uyumu arttıkça söz konusu dolaylı etkilerin azaldığı tespit edilmiştir.

Anahtar Kelimeler

Çevrimiçi Marka Toplulukları Tüketici Katılımı İdeal Benlik Uyumu Process Model 59.

Etik Beyan

Bu çalışma Osmaniye Korkut Ata Üniversitesi Sosyal Bilimler Bilimsel Araştırma ve Yayın Etiği Kurulu’nun 20/12/2021 tarihli toplantısının 2021/12/2 sayılı kararı ile etik ve bilimsel açıdan uygun bulunmuştur.

Teşekkür

Teşekkürlerimi sunar, iyi çalışmalar dilerim.

Kaynakça

  • Astakhova, M., Swimberghe, K. R., ve Wooldridge, B. R. (2017). Actual and ideal-self congruence and dual brand passion. Journal of Consumer Marketing, 34(7), 664-672. doi:10.1108/JCM-10-2016-1985
  • Baldus, B. J., Voorhees, C. ve Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. doi:10.1016/j.jbusres.2014.09.035
  • Bennett, R. ve Vijaygopal, R. (2018). Consumer attitudes towards electric vehicles: Effects of product user stereotypes and self-image congruence. European Journal of Marketing, 52(3/4), 499-527. doi:10.1108/EJM-09-2016-0538
  • Bilro, R. G. ve Loureiro, S. M. C. (2023). I am feeling so good! Motivations for interacting in online brand communities. Journal of Research in Interactive Marketing, 17(1), 61-77. doi: 10.1108/JRIM-07-2021-0182
  • Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-Aho, V. ve Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877-897. doi:10.1108/JSTP-04-2016-0072
  • Brodie, R. J., Hollebeek, L. D., Jurić, B. ve Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. doi:10.1177/1094670511411703
  • Carvalho, A. ve Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1-2), 23-37. doi:10.1080/10696679.2017.1389241
  • Casas, R., Palaima, T. ve Mironidze, L. (2016). The links between social motivational engagements, brand community commitment and repurchase intention across online brand communities. Organizations and Markets in Emerging Economies, 7(2), 7-24. Erişim adresi: https://www.ceeol.com/search/article-detail?id=596797
  • Çifci, S., Cop, R. ve Gönenir, E. (2019). Tüketicilerin online marka topluluklarına katılımları üzerinde öz benlik uyumunun rolü. İşletme Bilimi Dergisi, 7(3), 553-573. doi: 10.22139/jobs.589079
  • Gong, T. (2017). Customer brand engagement behavior in online brand communities. Journal of Services Marketing, 32(3), 286-299. doi:10.1108/JSM-08-2016-0293
  • Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self‐monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499. doi:10.1002/(SICI)1520-6793(199608)13:5<481::AID-MAR3>3.0.CO;2-5
  • Haverila, K., Haverila, M. ve McLaughlin, C. (2022a). Development of a brand community engagement model: a service-dominant logic perspective. Journal of Consumer Marketing, 39(2), 166-179. doi: doi.org/10.1108/JCM-01-2021-4390
  • Haverila, M., Haverila, K., McLaughlin, C. ve Arora, M. (2022b). Engagement, participation, and relationship quality in the context of co-creation in brand communities. Journal of Marketing Analytics, 10, 232-249. doi:10.1057/s41270-021-00136-5
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis. A regression-based approach. New York: Guilford.
  • Hollebeek, L. D., Glynn, M. S. Ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi: 10.1016/j.intmar.2013.12.002
  • Islam, J. U., Rahman, Z. ve Hollebeek, L. D. (2018). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 28(1), 23-45. doi:10.1108/IntR-09-2016-0279
  • Klara, K. (2020). Brand communities and self-concept congruency in the case of a music festival. Tourism and Hospitality Research, 20(2), 157-169. doi:10.1177/1467358419833735
  • Kumar, J. (2021). Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory. European Journal of Marketing, 55(4), 969-994. doi:10.1108/EJM-04-2018-0290
  • Li, G., Jiang, Z., Han, X., Shang, X., Tian, W., Kang, X. ve Fang, M. (2020). A moderated mediation model of perceived stress, negative emotions and mindfulness on fertility quality of life in women with recurrent pregnancy loss. Quality of Life Research, 29(7), 1775-1787. doi:10.1007/s11136-020-02460-2
  • Loureiro, S. M. C. ve Kaufmann, H. R. (2018). The role of online brand community engagement on positive or negative self-expression word-of-mouth. Cogent Business & Management, 5(1), 1-24. doi: 10.1080/23311975.2018.1508543
  • Madupu, V. ve Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147. doi:10.1080/15332861.2010.503850
  • Montera, R. (2018). Unforgettable brands: image heritage and consumer engagement in online communities. Sinergie Italian Journal of Management, 36(106), 63-79. doi:10.7433/s106.2018.04
  • Muniz, A. M. ve O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618
  • Nakıboğlu B. (2021). Benlik imaj uyumu teorisi. Mehmet İsmail Yağcı & Serap Çabuk (Ed.), Pazarlama Teorileri 2 içinde (s. 529-544). İstansbul: Mediacat.
  • Ou, C. C., Chen, K. L., Tseng, W. K. ve Lin, Y. Y. (2022). A study on the influence of conformity behaviors, perceived risks, and customer engagement on group buying intention: A case study of community e-commerce platforms. Sustainability, 14(4), 1-20. doi:10.3390/su14041941
  • Porter, C. E., Donthu, N., MacElroy, W. H. ve Wydra, D. (2011). How to foster and sustain engagement in virtual communities. California Management Review, 53(4), 80-110. doi:10.1525/cmr.2011.53.4.80
  • Prentice, C., Han, X. Y., Hua, L. L. ve Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. doi: 10.1016/j.jretconser.2018.12.014
  • Pujadas-Hostench, J., Palau-Saumell, R., Forgas-Coll, S. ve Matute, J. (2019). Integrating theories to predict clothing purchase on SNS. Industrial Management & Data Systems, 119(5), 1015-1030. doi:10.1108/IMDS-10-2018-0430
  • Schmalz, M., Carter, M. ve Lee, J. H. (2018). It's not you, It's me: Identity, self-verification, and Amazon reviews. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 49(2), 79-92. doi:10.1145/3229335.3229341
  • Shin, H. ve Perdue, R. R. (2022). Developing creative service ideas through hotel customer engagement for open innovation: Focused on empowerment and motivation processes. International Journal of Hospitality Management, 100, 1-9. doi:10.1016/j.ijhm.2021.103077
  • Sirgy, M. J., Lee, D. J., Johar, J. Y. ve Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
  • Swann, W. B. ve Read, S. J. (1981). Self-verification processes: How we sustain our self-conceptions. Journal of Experimental Social Psychology, 17(4), 351-372. doi:10.1016/j.jbusres.2007.09.022
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. doi:10.1177/1094670510375599
  • Van Heerden, D. ve Wiese, M. (2021). Why do consumers engage in online brand communities–and why should brands care?. Journal of Consumer Marketing, 38(4), 353-363. doi:10.1108/JCM-04-2020-3739]
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi:10.2753/MTP1069-6679200201
  • Vohra, A. ve Bhardwaj, N. (2019). Customer engagement in an e-commerce brand community: An empirical comparison of alternate models. Journal of Research in Interactive Marketing, 13(1), 2-25. doi:10.1108/JRIM-01-2018-0003
  • Wilkie, D. C. ve Rao Hill, S. (2022). Beyond brand personality. A multidimensional perspective of self-congruence. Journal of Marketing Management, 38(13-14), 1529-1560. doi: 10.1080/0267257X.2022.2041069
  • Wong, A. ve Lee, M. (2022). Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital. Journal of Retailing and Consumer Services, 65, 1-14. doi: 10.1016/j.jretconser.2021.102866

The Effect of Validation on Purchase Intention Through Consumer Engagement in Online Brand Communities: The Moderated Mediation Role of Ideal-Self Congruence

Yıl 2025, Cilt: 12 Sayı: 35, 162 - 179

Mutlu Yüksel Avcılar , Mehmet Fatih Açar , Özlem Cerit

Öz

The aim of this study is to investigate the indirect influences of validation on purchase intention through consumer engagement dimensions (cognitive-emotional-behavioural) within online brand communities and the moderation role of ideal self-congruence in these indirect effects. The data were obtained by face-to-face survey method from 520 online brand community members who shopped from Trendyol online shopping site by convenience sampling method. To test the hypotheses aligned with the study's purpose, regression analysis, mediating effect analysis, and conditional process analyses were utilized in that order. The results showed that validation has a statistically significant and positive effect on purchase intention through the dimensions of consumer engagement. Moreover it was found that validation affected purchase intention through affective emotional consumer engagement at a higher level than cognitive consumer engagement and behavioural consumer engagement mediator dimensions. Finally, it was determined that ideal self-congruence had a statistically significant and positive moderation effect on the indirect effect of validation on purchase intention through behavioural consumer engagement. Accordingly, as the level of perceived ideal self-congruence increases, the level of this indirect effect also increases. Conversely, it was determined that ideal self-congruence did not have a statistically significant moderating role in the indirect effects of cognitive and emotional consumer engagement on purchase intention. Nevertheless, as ideal self-congruence increased, the aforementioned indirect effects were found to decrease.

Anahtar Kelimeler

Online Brand Communities Consumer Engagement Ideal Self Congruence Process Model 59.

Kaynakça

  • Astakhova, M., Swimberghe, K. R., ve Wooldridge, B. R. (2017). Actual and ideal-self congruence and dual brand passion. Journal of Consumer Marketing, 34(7), 664-672. doi:10.1108/JCM-10-2016-1985
  • Baldus, B. J., Voorhees, C. ve Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. doi:10.1016/j.jbusres.2014.09.035
  • Bennett, R. ve Vijaygopal, R. (2018). Consumer attitudes towards electric vehicles: Effects of product user stereotypes and self-image congruence. European Journal of Marketing, 52(3/4), 499-527. doi:10.1108/EJM-09-2016-0538
  • Bilro, R. G. ve Loureiro, S. M. C. (2023). I am feeling so good! Motivations for interacting in online brand communities. Journal of Research in Interactive Marketing, 17(1), 61-77. doi: 10.1108/JRIM-07-2021-0182
  • Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-Aho, V. ve Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877-897. doi:10.1108/JSTP-04-2016-0072
  • Brodie, R. J., Hollebeek, L. D., Jurić, B. ve Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. doi:10.1177/1094670511411703
  • Carvalho, A. ve Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1-2), 23-37. doi:10.1080/10696679.2017.1389241
  • Casas, R., Palaima, T. ve Mironidze, L. (2016). The links between social motivational engagements, brand community commitment and repurchase intention across online brand communities. Organizations and Markets in Emerging Economies, 7(2), 7-24. Erişim adresi: https://www.ceeol.com/search/article-detail?id=596797
  • Çifci, S., Cop, R. ve Gönenir, E. (2019). Tüketicilerin online marka topluluklarına katılımları üzerinde öz benlik uyumunun rolü. İşletme Bilimi Dergisi, 7(3), 553-573. doi: 10.22139/jobs.589079
  • Gong, T. (2017). Customer brand engagement behavior in online brand communities. Journal of Services Marketing, 32(3), 286-299. doi:10.1108/JSM-08-2016-0293
  • Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self‐monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499. doi:10.1002/(SICI)1520-6793(199608)13:5<481::AID-MAR3>3.0.CO;2-5
  • Haverila, K., Haverila, M. ve McLaughlin, C. (2022a). Development of a brand community engagement model: a service-dominant logic perspective. Journal of Consumer Marketing, 39(2), 166-179. doi: doi.org/10.1108/JCM-01-2021-4390
  • Haverila, M., Haverila, K., McLaughlin, C. ve Arora, M. (2022b). Engagement, participation, and relationship quality in the context of co-creation in brand communities. Journal of Marketing Analytics, 10, 232-249. doi:10.1057/s41270-021-00136-5
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis. A regression-based approach. New York: Guilford.
  • Hollebeek, L. D., Glynn, M. S. Ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi: 10.1016/j.intmar.2013.12.002
  • Islam, J. U., Rahman, Z. ve Hollebeek, L. D. (2018). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 28(1), 23-45. doi:10.1108/IntR-09-2016-0279
  • Klara, K. (2020). Brand communities and self-concept congruency in the case of a music festival. Tourism and Hospitality Research, 20(2), 157-169. doi:10.1177/1467358419833735
  • Kumar, J. (2021). Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory. European Journal of Marketing, 55(4), 969-994. doi:10.1108/EJM-04-2018-0290
  • Li, G., Jiang, Z., Han, X., Shang, X., Tian, W., Kang, X. ve Fang, M. (2020). A moderated mediation model of perceived stress, negative emotions and mindfulness on fertility quality of life in women with recurrent pregnancy loss. Quality of Life Research, 29(7), 1775-1787. doi:10.1007/s11136-020-02460-2
  • Loureiro, S. M. C. ve Kaufmann, H. R. (2018). The role of online brand community engagement on positive or negative self-expression word-of-mouth. Cogent Business & Management, 5(1), 1-24. doi: 10.1080/23311975.2018.1508543
  • Madupu, V. ve Cooley, D. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127-147. doi:10.1080/15332861.2010.503850
  • Montera, R. (2018). Unforgettable brands: image heritage and consumer engagement in online communities. Sinergie Italian Journal of Management, 36(106), 63-79. doi:10.7433/s106.2018.04
  • Muniz, A. M. ve O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618
  • Nakıboğlu B. (2021). Benlik imaj uyumu teorisi. Mehmet İsmail Yağcı & Serap Çabuk (Ed.), Pazarlama Teorileri 2 içinde (s. 529-544). İstansbul: Mediacat.
  • Ou, C. C., Chen, K. L., Tseng, W. K. ve Lin, Y. Y. (2022). A study on the influence of conformity behaviors, perceived risks, and customer engagement on group buying intention: A case study of community e-commerce platforms. Sustainability, 14(4), 1-20. doi:10.3390/su14041941
  • Porter, C. E., Donthu, N., MacElroy, W. H. ve Wydra, D. (2011). How to foster and sustain engagement in virtual communities. California Management Review, 53(4), 80-110. doi:10.1525/cmr.2011.53.4.80
  • Prentice, C., Han, X. Y., Hua, L. L. ve Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. doi: 10.1016/j.jretconser.2018.12.014
  • Pujadas-Hostench, J., Palau-Saumell, R., Forgas-Coll, S. ve Matute, J. (2019). Integrating theories to predict clothing purchase on SNS. Industrial Management & Data Systems, 119(5), 1015-1030. doi:10.1108/IMDS-10-2018-0430
  • Schmalz, M., Carter, M. ve Lee, J. H. (2018). It's not you, It's me: Identity, self-verification, and Amazon reviews. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 49(2), 79-92. doi:10.1145/3229335.3229341
  • Shin, H. ve Perdue, R. R. (2022). Developing creative service ideas through hotel customer engagement for open innovation: Focused on empowerment and motivation processes. International Journal of Hospitality Management, 100, 1-9. doi:10.1016/j.ijhm.2021.103077
  • Sirgy, M. J., Lee, D. J., Johar, J. Y. ve Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
  • Swann, W. B. ve Read, S. J. (1981). Self-verification processes: How we sustain our self-conceptions. Journal of Experimental Social Psychology, 17(4), 351-372. doi:10.1016/j.jbusres.2007.09.022
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. doi:10.1177/1094670510375599
  • Van Heerden, D. ve Wiese, M. (2021). Why do consumers engage in online brand communities–and why should brands care?. Journal of Consumer Marketing, 38(4), 353-363. doi:10.1108/JCM-04-2020-3739]
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi:10.2753/MTP1069-6679200201
  • Vohra, A. ve Bhardwaj, N. (2019). Customer engagement in an e-commerce brand community: An empirical comparison of alternate models. Journal of Research in Interactive Marketing, 13(1), 2-25. doi:10.1108/JRIM-01-2018-0003
  • Wilkie, D. C. ve Rao Hill, S. (2022). Beyond brand personality. A multidimensional perspective of self-congruence. Journal of Marketing Management, 38(13-14), 1529-1560. doi: 10.1080/0267257X.2022.2041069
  • Wong, A. ve Lee, M. (2022). Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital. Journal of Retailing and Consumer Services, 65, 1-14. doi: 10.1016/j.jretconser.2021.102866
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Uluslararası Ticarette Pazarlama
Bölüm Makaleler
Yazarlar

Mutlu Yüksel Avcılar 0000-0001-5621-2377

Mehmet Fatih Açar 0000-0001-5459-093X

Özlem Cerit 0000-0003-1749-242X

Erken Görünüm Tarihi 31 Mayıs 2025
Yayımlanma Tarihi
Gönderilme Tarihi 11 Nisan 2025
Kabul Tarihi 25 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 12 Sayı: 35

Kaynak Göster

APA Avcılar, M. Y., Açar, M. F., & Cerit, Ö. (2025). ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ. Akademi Sosyal Bilimler Dergisi, 12(35), 162-179.
AMA Avcılar MY, Açar MF, Cerit Ö. ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ. ASBİDER. Mayıs 2025;12(35):162-179.
Chicago Avcılar, Mutlu Yüksel, Mehmet Fatih Açar, ve Özlem Cerit. “ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ”. Akademi Sosyal Bilimler Dergisi 12, sy. 35 (Mayıs 2025): 162-79.
EndNote Avcılar MY, Açar MF, Cerit Ö (01 Mayıs 2025) ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ. Akademi Sosyal Bilimler Dergisi 12 35 162–179.
IEEE M. Y. Avcılar, M. F. Açar, ve Ö. Cerit, “ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ”, ASBİDER, c. 12, sy. 35, ss. 162–179, 2025.
ISNAD Avcılar, Mutlu Yüksel vd. “ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ”. Akademi Sosyal Bilimler Dergisi 12/35 (Mayıs 2025), 162-179.
JAMA Avcılar MY, Açar MF, Cerit Ö. ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ. ASBİDER. 2025;12:162–179.
MLA Avcılar, Mutlu Yüksel vd. “ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ”. Akademi Sosyal Bilimler Dergisi, c. 12, sy. 35, 2025, ss. 162-79.
Vancouver Avcılar MY, Açar MF, Cerit Ö. ÇEVRİMİÇİ MARKA TOPLULUKLARINDA ONAYLANMANIN TÜKETİCİ KATILIMI ARACILIĞIYLA SATIN ALMA NİYETİNE ETKİSİ: İDEAL BENLİK UYUMUNUN DÜZENLEYİCİ ARACI ROLÜ. ASBİDER. 2025;12(35):162-79.
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