BibTex RIS Kaynak Göster

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER EQUITY AND CUSTOMER LOYALTY

Yıl 2018, Cilt: 14 Sayı: 2, 535 - 555, 01.03.2018
https://doi.org/10.17130/ijmeb.2018239947

Öz

The active use of social media platforms has led firms these channels to reach their consumers. Firms are developing social media marketing activities to create customer equity and customer loyalty. From this point of view, the purpose of this study is to analyze the effects of these social media activities dimensions developed by firms entertainment, interaction, fashion, customization, word of mouth wom on customer equity dimensions relationship equity, brand equity, value equity and customer loyalty. 401 social media users were surveyed and the results were analyzed through AMOS16. Five of six proposed hypotheses have been accepted. Some implications have been made for the fields of academia and businesses. Future research directions and limitations were given

Kaynakça

  • Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the value of a brand name. New York.
  • Alabay, M. N. (2010). Geleneksel pazarlamadan yeni pazarlama yaklaşımlarına geçis süreci. Suleyman Demirel University Journal of Faculty of Economics & Administrative Sciences, 15 (2).
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411.
  • Atshaya, S., & Rungta, S. (2016). Digital marketing vs internet marketing: A detailed study. International Journal of Novel Research in Marketing Management and Economics, 3 (1), 29-33.
  • Aydın, G. A. (2016). Popüler kültür ve reklam ilişkisi: Basılı reklamlarda 14 Şubat Sevgililer Günü. Global Media Journal: Turkish Edition, 6 (12).
  • Back, K. J., & Parks, S. C. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, 27 (4), 419-435.
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
  • Balakrishnan, B. K., Dahnil, M. I., & 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.
  • Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14 (1), 35-44.
  • Barutçu, S., & Tomaş, M. (2013). Sürdürülebilir sosyal medya pazarlaması ve sosyal medya pazarlaması etkinliğinin ölçümü. Journal of Internet Applications & Management/ İnternet Uygulamaları ve Yönetimi Dergisi, 4 (1).
  • Batinić, I. (2015). The role and importance of internet marketing in modern hotel industry. Journal of Process Management. New Technologies, 3 (3), 34-38.
  • Bentler, P. M. (1992). On the fit of models to covariances and methodology to the bulletin. Psychological bulletin, 112(3), 400.
  • Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35 (9), 770- 790.
  • Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  • Chou, C. J. (2014). Hotels’ environmental policies and employee personal environmental beliefs: Interactions and outcomes. Tourism Management, 40, 436-446.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26 (2), 83-91.
  • Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
  • Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2 (1), 81.
  • Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59 (12), 1207-1213.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Güçdemir, Y. (2017). Sosyal medya: Halkla ilişkiler, reklam ve pazarlama. İstanbul: Derin Yayınları.
  • Güven, Ö.Z. (2007). İlişkisel pazarlama ekseninde otel işletmelerinde müşteri bağlılığının öncel ve sonuçlarının belirlenmesine yönelik bir model geliştirilmesi. (Yayınlanmamış Doktora Tezi). Dumlupınar Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Kütahya.
  • Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
  • Han, H., Kim, Y., & Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30 (4), 1008-1019.
  • Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
  • Çatı, K., & Koçoğlu, C. M. (2008). Müşteri sadakati ile müşteri tatmini arasındaki ilişkiyi belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • Karamian, H., Nadoushan, M. A., & Nadoushan, A. A. (2015). Do social media marketing activities increase brand equity. International Journal of Economy, Management and Social Sciences, 4(3), 362-365.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Kırcova, İ., & Enginkaya, E. (2015). Sosyal medya pazarlama. İstanbul: Beta Yayınları.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65 (10), 1480-1486.
  • Kirpekar, R. (2015). Digital marketing – new age of marketing. Sai Om Journal of Commerce & Management, 2 (3), 7-17.
  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76-82.
  • Lee, B. A., & Zeiss, C. A. (1980). Behavioral commitment to the role of sport consumer-an exploratory analysis. Sociology and Social Research, 64 (3), 405-419.
  • Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity. Marketing Management, 10 (1), 20.
  • Liao, Y. K. (2015). The role of trust on brand loyalty and brand equity. In Joint International Conference.
  • Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46 (2), 183-194.
  • Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists’ attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15 (2), 129-148.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
  • Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of Marketing Communications, 15 (2-3), 85-101.
  • Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
  • 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.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G. P., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209-224.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1 (2), 1-15.
  • Nisar, T. M., & Whitehead C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753.
  • Nunally, J. C., & Bernstein, I. H. (1978). Psychometric theory. New York: McGraw Hill.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 33-44.
  • Özcan, S. O. (2010). İnternet pazarlama faaliyetlerinde tüketici satın alma karar süreci. IUYD, 1 (2), 29-39.
  • Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14 (3), 143-154.
  • Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management. 34 (2), 65–73.
  • Sabuncuoğlu, A., & Gülay, G. (2016). Sosyal medyada görsel paylaşımından reklamcılığa: Instagram reklamlarının genç kullanıcılar üzerine etkisine dair bir araştırma. Gümüşhane University Electronic Journal of the Institute of Social Science / Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7 (15).
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50 (2), 253-272.
  • Smith, R. M. (2003). Profiling the loyal customer in the financial services sector (Doctoral dissertation, Leeds Metropolitan University).
  • Thompson, A. J., Martin, A. J., Andrea, S. G., & Eagleman, N. (2014). Examining the development of a social media strategy for a national sport organization a case study of tennis New Zealand. Journal of Applied Sport Management. 2 (6), 42-63
  • Tugrul, T. O. (2014). Brand experience effects on consumer social media marketing perceptions and brand value. Journal of Global Strategic Management, 16, 37-45.
  • Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing, 72, 98–108.
  • Werts, C. E., Linn, R. L., & Jöreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological measurement, 34 (1), 25-33.
  • Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration. 1 (5), 69-80.
  • 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, 195-211.
  • https://wearesocial.com/special-reports/digital-in-2017-global-overview
  • Erişim Tarihi: 20.05.2017.

SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN MÜŞTERİ VARLIĞI VE MÜŞTERİ BAĞLILIĞINA ETKİSİ

Yıl 2018, Cilt: 14 Sayı: 2, 535 - 555, 01.03.2018
https://doi.org/10.17130/ijmeb.2018239947

Öz

Sosyal medya platformlarının aktif bir biçimde kullanılması, işletmeleri tüketicilerine ulaşmak için bu kanallara yönlendirmiştir. İşletmeler müşteri varlığı ve müşteri bağlılığı oluşturmak için sosyal medya pazarlama faaliyetleri geliştirmektedir. Buradan hareketle bu çalışmanın amacı, işletmelerin geliştirdiği bu sosyal medya faaliyeti boyutlarının eğlence, etkileşim, moda, özelleştirme, kulaktan kulağa pazarlama , müşteri varlığı boyutları ilişki değeri, marka değeri, varlık değeri ve müşteri bağlılığı üzerindeki etkisini incelemektir. Sosyal medya kullanıcısı 401 kişiye anket uygulanmış olup sonuçlar AMOS16 ile incelenmiştir. 6 hipotez önerilmiş 5’i kabul edilmiştir. Gelecek çalışmalar için öneriler ve kısıtlar verilmiştir.

Kaynakça

  • Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the value of a brand name. New York.
  • Alabay, M. N. (2010). Geleneksel pazarlamadan yeni pazarlama yaklaşımlarına geçis süreci. Suleyman Demirel University Journal of Faculty of Economics & Administrative Sciences, 15 (2).
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411.
  • Atshaya, S., & Rungta, S. (2016). Digital marketing vs internet marketing: A detailed study. International Journal of Novel Research in Marketing Management and Economics, 3 (1), 29-33.
  • Aydın, G. A. (2016). Popüler kültür ve reklam ilişkisi: Basılı reklamlarda 14 Şubat Sevgililer Günü. Global Media Journal: Turkish Edition, 6 (12).
  • Back, K. J., & Parks, S. C. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality & Tourism Research, 27 (4), 419-435.
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
  • Balakrishnan, B. K., Dahnil, M. I., & 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.
  • Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14 (1), 35-44.
  • Barutçu, S., & Tomaş, M. (2013). Sürdürülebilir sosyal medya pazarlaması ve sosyal medya pazarlaması etkinliğinin ölçümü. Journal of Internet Applications & Management/ İnternet Uygulamaları ve Yönetimi Dergisi, 4 (1).
  • Batinić, I. (2015). The role and importance of internet marketing in modern hotel industry. Journal of Process Management. New Technologies, 3 (3), 34-38.
  • Bentler, P. M. (1992). On the fit of models to covariances and methodology to the bulletin. Psychological bulletin, 112(3), 400.
  • Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35 (9), 770- 790.
  • Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  • Chou, C. J. (2014). Hotels’ environmental policies and employee personal environmental beliefs: Interactions and outcomes. Tourism Management, 40, 436-446.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26 (2), 83-91.
  • Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
  • Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2 (1), 81.
  • Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59 (12), 1207-1213.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Güçdemir, Y. (2017). Sosyal medya: Halkla ilişkiler, reklam ve pazarlama. İstanbul: Derin Yayınları.
  • Güven, Ö.Z. (2007). İlişkisel pazarlama ekseninde otel işletmelerinde müşteri bağlılığının öncel ve sonuçlarının belirlenmesine yönelik bir model geliştirilmesi. (Yayınlanmamış Doktora Tezi). Dumlupınar Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Kütahya.
  • Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
  • Han, H., Kim, Y., & Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30 (4), 1008-1019.
  • Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
  • Çatı, K., & Koçoğlu, C. M. (2008). Müşteri sadakati ile müşteri tatmini arasındaki ilişkiyi belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • Karamian, H., Nadoushan, M. A., & Nadoushan, A. A. (2015). Do social media marketing activities increase brand equity. International Journal of Economy, Management and Social Sciences, 4(3), 362-365.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Kırcova, İ., & Enginkaya, E. (2015). Sosyal medya pazarlama. İstanbul: Beta Yayınları.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65 (10), 1480-1486.
  • Kirpekar, R. (2015). Digital marketing – new age of marketing. Sai Om Journal of Commerce & Management, 2 (3), 7-17.
  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76-82.
  • Lee, B. A., & Zeiss, C. A. (1980). Behavioral commitment to the role of sport consumer-an exploratory analysis. Sociology and Social Research, 64 (3), 405-419.
  • Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity. Marketing Management, 10 (1), 20.
  • Liao, Y. K. (2015). The role of trust on brand loyalty and brand equity. In Joint International Conference.
  • Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46 (2), 183-194.
  • Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists’ attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15 (2), 129-148.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
  • Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of Marketing Communications, 15 (2-3), 85-101.
  • Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
  • 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.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G. P., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209-224.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1 (2), 1-15.
  • Nisar, T. M., & Whitehead C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753.
  • Nunally, J. C., & Bernstein, I. H. (1978). Psychometric theory. New York: McGraw Hill.
  • Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 33-44.
  • Özcan, S. O. (2010). İnternet pazarlama faaliyetlerinde tüketici satın alma karar süreci. IUYD, 1 (2), 29-39.
  • Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14 (3), 143-154.
  • Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management. 34 (2), 65–73.
  • Sabuncuoğlu, A., & Gülay, G. (2016). Sosyal medyada görsel paylaşımından reklamcılığa: Instagram reklamlarının genç kullanıcılar üzerine etkisine dair bir araştırma. Gümüşhane University Electronic Journal of the Institute of Social Science / Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7 (15).
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50 (2), 253-272.
  • Smith, R. M. (2003). Profiling the loyal customer in the financial services sector (Doctoral dissertation, Leeds Metropolitan University).
  • Thompson, A. J., Martin, A. J., Andrea, S. G., & Eagleman, N. (2014). Examining the development of a social media strategy for a national sport organization a case study of tennis New Zealand. Journal of Applied Sport Management. 2 (6), 42-63
  • Tugrul, T. O. (2014). Brand experience effects on consumer social media marketing perceptions and brand value. Journal of Global Strategic Management, 16, 37-45.
  • Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing, 72, 98–108.
  • Werts, C. E., Linn, R. L., & Jöreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological measurement, 34 (1), 25-33.
  • Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration. 1 (5), 69-80.
  • 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, 195-211.
  • https://wearesocial.com/special-reports/digital-in-2017-global-overview
  • Erişim Tarihi: 20.05.2017.
Toplam 63 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Alev Koçak Alan Bu kişi benim

Ebru Tümer Kabadayı Bu kişi benim

Tayfun Uzunburun Bu kişi benim

Yayımlanma Tarihi 1 Mart 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 14 Sayı: 2

Kaynak Göster

APA Koçak Alan, A., Tümer Kabadayı, E., & Uzunburun, T. (2018). SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN MÜŞTERİ VARLIĞI VE MÜŞTERİ BAĞLILIĞINA ETKİSİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 14(2), 535-555. https://doi.org/10.17130/ijmeb.2018239947