EXAMINING THE EFFECT OF FOMO ON SOCIAL MEDIA LOYALTY WITHIN THE FRAMEWORK OF FLOW EXPERIENCE AND BRAND-SELF CONGRUENCE

Hilal Cengiz; Öznur Özkan Tektaş

Makale detayları

EXAMINING THE EFFECT OF FOMO ON SOCIAL MEDIA LOYALTY WITHIN THE FRAMEWORK OF FLOW EXPERIENCE AND BRAND-SELF CONGRUENCE

Yazarlar:

Hilal Cengiz | Öznur Özkan Tektaş

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.26 Issue 2, pp.891-914

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001313387

pISSN:

1308-0911

Anahtar kelimeler:

Özet:

 The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out FOMO and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience.

 The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out FOMO and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience.

 The aim of this study is to examine the effect of brand-self congruence on Fear of Missing Out FOMO and social media loyalty; to examine the effect of FOMO on social media loyalty with the mediating role of flow experience. The study is an descriptive and quantitative study aimed at demystifying the social media loyalty process of users with concepts of brand-self congruence, FOMO and flow experience. In the study, data were collected from 322 social media users by online survey method. The hypotheses of the study were tested with the SPSS AMOS Structural Equation Modeling method. As a result of the analyzes made, brand self congruence has a positive effect on consumers FOMO level and social media loyalty, and FOMO has direct and indirect positive effects on social media loyalty. It was also concluded that, flow experience has a partial mediation role on the effect of FOMO on social media loyalty. The results of the study contribute to the notion that when practitioners establish their relationships with consumers within the framework of brand-self Congruence and design the experiential process according to Flow Experience, the FOMO strategies they employ can become more sustainable. The study makes significant contributions to the literature by being the first to conceptualize the formation process of social media loyalty using the concepts of brand-self Congruence, FOMO, and flow experience.

 Bu çalışmanın amacı, marka-benlik uyumunun, Gelişmeleri Kaçırma Korkusu FOMO ve sosyal medya sadakati üzerindeki etkisini; FOMOnun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin aracılık rolünü incelemektir. Çalışma, kullanıcıların sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarıyla birlikte aydınlatmaya yönelik tanımlayıcı ve nicel bir çalışmadır. Çalışmada, 322 sosyal medya kullanıcısından çevrim içi anket yöntemi ile veri toplanmıştır. Çalışmanın hipotezleri, SPSS AMOS Yapısal Eşitlik Modellemesi yöntemi ile test edilmiştir. Yapılan analizler neticesinde, marka-benlik uyumunun tüketicilerin FOMO düzeyini ve sosyal medya sadakatini olumlu yönde etkilediği, FOMOnun sosyal medya sadakati üzerinde doğrudan ve dolaylı olarak olumlu etkileri olduğu görülmüştür. Ayrıca FOMOnun sosyal medya sadakati üzerindeki etkisinde akış deneyiminin kısmi aracılık etkisi olduğu sonucuna varılmıştır. Çalışmanın sonuçları, uygulayıcılara tüketiciler ile ilişkilerini marka-benlik uyumu çerçevesinde kurup, deneyim sürecini ise akış deneyimine uygun tasarladıklarında kullanacakları FOMO stratejilerinin daha sürdürülebilir bir hale gelebileceği yönünde katkılar sunmaktadır. Çalışma, sosyal medya sadakatinin oluşma sürecini marka-benlik uyumu, FOMO ve akış deneyimi kavramlarını kullanarak kurgulayan ilk çalışma olması ile literatüre anlamlı katkılar sağlamaktadır.

Makale detayları

EXAMINING THE EFFECT OF FOMO ON SOCIAL MEDIA LOYALTY WITHIN THE FRAMEWORK OF FLOW EXPERIENCE AND BRAND-SELF CONGRUENCE

Yazarlar:

Hilal Cengiz | Öznur Özkan Tektaş

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.26 Issue 2, pp.891-914

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001313387

pISSN:

1308-0911

Social Media Loyalty

Flow Experience

Brand-Self Congruence.Sosyal Medya Sadakati

FOMO

Akış Deneyimi

Marka-Benlik Uyumu

Sayı

Makale detayları

EXAMINING THE EFFECT OF FOMO ON SOCIAL MEDIA LOYALTY WITHIN THE FRAMEWORK OF FLOW EXPERIENCE AND BRAND-SELF CONGRUENCE

Yazarlar: Hilal Cengiz | Öznur Özkan Tektaş

Yayıncı: Dokuz Eylul University

Ana Başlıklar: Pazarlama (Diğer)

Dergi: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.26 Issue 2, pp.891-914

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001313387

pISSN: 1308-0911

Social Media Loyalty

Flow Experience

Brand-Self Congruence.Sosyal Medya Sadakati

FOMO

Akış Deneyimi

Marka-Benlik Uyumu

Sayı

Yazarlar:

Hilal Cengiz | Öznur Özkan Tektaş

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.26 Issue 2, pp.891-914

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001313387

pISSN:

1308-0911