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

Emel Sarıtaş

Makale detayları

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

Yazarlar:

Emel Sarıtaş

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

İşletme | Dijital Pazarlama | Tüketici Davranışı

Dergi:

Alanya Akademik Bakış Vol.9 Issue 2, pp.553-564

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349384

pISSN:

2651-4192

Anahtar kelimeler:

Özet:

 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.

 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.

 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.

 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.

Makale detayları

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

Yazarlar:

Emel Sarıtaş

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

İşletme | Dijital Pazarlama | Tüketici Davranışı

Dergi:

Alanya Akademik Bakış Vol.9 Issue 2, pp.553-564

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349384

pISSN:

2651-4192

Social Media Marketing

Brand Awareness

Brand Recognition

Brand RecallSosyal Medya Pazarlaması

Marka Farkındalığı

Marka Tanıma

Marka Hatırlama

Sayı

Makale detayları

Yazarlar: Emel Sarıtaş

Yayıncı: Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar: İşletme | Dijital Pazarlama | Tüketici Davranışı

Dergi: Alanya Akademik Bakış Vol.9 Issue 2, pp.553-564

Belge Tipi: Makale

Yayın Tarihi: 5/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001349384

pISSN: 2651-4192

Sayı

Yazarlar:

Emel Sarıtaş

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

İşletme | Dijital Pazarlama | Tüketici Davranışı

Dergi:

Alanya Akademik Bakış Vol.9 Issue 2, pp.553-564

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001349384

pISSN:

2651-4192