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The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts = = Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts =/
其他題名:	Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma.
作者:	Tuluk, Tugce.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	243 p.
附註:	Source: Masters Abstracts International, Volume: 83-07.
Contained By:	Masters Abstracts International83-07.
標題:	Web sites. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28942266
ISBN:	9798762164108

The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts = = Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma.
Tuluk, Tugce.

The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts =Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 243 p.

Source: Masters Abstracts International, Volume: 83-07.

Thesis (Master's)--Marmara Universitesi (Turkey), 2021.

This item must not be sold to any third party vendors.

Icerik pazarlamasi, sirketlerin ve markalarin, son zamanlarda yuksek miktarda butce ayirdigi pazarlama alanlarindan birisidir. Gunumuzde dijitallesmenin ve sosyal medya kullaniminin artmasiyla beraber icerik pazarlamasi daha da onem kazanmistir. Markalar ve sirketler, sosyal medya platformlari araciligiyla icerik ureterek, paylasarak ve dagitarak musterilerle daha yuksek etkilesim icerisine girmistir. Degisik turlerdeki sosyal medya icerikleri, musterilerin bu iceriklere daha farkli etkilesim gostermesine sebep olmustur. Bu calismada, icerik pazarlamasi baglaminda icerik turleri, icerik kalitesi, ve gorsellik degiskenlerinin, luks kozmetik kategorisini takip eden musterilerin katilim davranisina ve satin alimina olan etkilerini anlamak ve bu degiskenlerin birbirleriyle olan iliskilerini test etmek amaclanmistir. Ayrica, bu calismada, luks kozmetik markalarinin Instagram hesaplari ele alinarak luks kozmetik markalarinin Instagram hesabini takip eden 320 kadin uzerinde cevrimici bir anket yapilmistir. Bu modelde, uyarici-organizma-tepki teori modeli kullanilmistir. Kismi en kucuk kare yol modellemesi ile analiz edilen hipotez sonuclari, gorsel estetik, ozgun (guvenilir), ve marka aktivizim icerik turlerinin musteri katilim davranisina ve satin alimina onemli bir etkiye sahip oldugu gorulmustur. Diger yandan gorsel karmasik icerik turunun musteri katilim davranisi ve satin alimini olumsuz yonde etkiledigi gorulmustur. Sonuc olarak, ozgun (guvenilir) icerik, marka aktivizmi, ve gorsel estetik turleri, musteri katilimi ve satin alimini olumlu etkiledigi gorulurken, gorsel karmasik icerigi turunun olumsuz yonde etkiledigi gorulmustur. Son olarak, musteri katilim davranisinin da luks kozmetik markalarinin satin alimi uzerinde pozitif yonde onemli bir etkiye sahip oldugu gorulmustur.

ISBN: 9798762164108Subjects--Topical Terms:

560191
Web sites.

The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts = = Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma.
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245 1 4 $a The Impact of Brand Posts and Visuality on Customer Engagement Behavior: A Study of Instagram Brand Accounts = $b Marka Gonderilerinin ve Gorselligin Musteri Katilim Davranisi Uzerine Etkisi: Instagram Marka Hesaplari Uzerine Bir Calisma.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2021
300 $a 243 p.
500 $a Source: Masters Abstracts International, Volume: 83-07.
500 $a Advisor: Erdogmus, Zeynep Irem.
502 $a Thesis (Master's)--Marmara Universitesi (Turkey), 2021.
506 $a This item must not be sold to any third party vendors.
520 $a Icerik pazarlamasi, sirketlerin ve markalarin, son zamanlarda yuksek miktarda butce ayirdigi pazarlama alanlarindan birisidir. Gunumuzde dijitallesmenin ve sosyal medya kullaniminin artmasiyla beraber icerik pazarlamasi daha da onem kazanmistir. Markalar ve sirketler, sosyal medya platformlari araciligiyla icerik ureterek, paylasarak ve dagitarak musterilerle daha yuksek etkilesim icerisine girmistir. Degisik turlerdeki sosyal medya icerikleri, musterilerin bu iceriklere daha farkli etkilesim gostermesine sebep olmustur. Bu calismada, icerik pazarlamasi baglaminda icerik turleri, icerik kalitesi, ve gorsellik degiskenlerinin, luks kozmetik kategorisini takip eden musterilerin katilim davranisina ve satin alimina olan etkilerini anlamak ve bu degiskenlerin birbirleriyle olan iliskilerini test etmek amaclanmistir. Ayrica, bu calismada, luks kozmetik markalarinin Instagram hesaplari ele alinarak luks kozmetik markalarinin Instagram hesabini takip eden 320 kadin uzerinde cevrimici bir anket yapilmistir. Bu modelde, uyarici-organizma-tepki teori modeli kullanilmistir. Kismi en kucuk kare yol modellemesi ile analiz edilen hipotez sonuclari, gorsel estetik, ozgun (guvenilir), ve marka aktivizim icerik turlerinin musteri katilim davranisina ve satin alimina onemli bir etkiye sahip oldugu gorulmustur. Diger yandan gorsel karmasik icerik turunun musteri katilim davranisi ve satin alimini olumsuz yonde etkiledigi gorulmustur. Sonuc olarak, ozgun (guvenilir) icerik, marka aktivizmi, ve gorsel estetik turleri, musteri katilimi ve satin alimini olumlu etkiledigi gorulurken, gorsel karmasik icerigi turunun olumsuz yonde etkiledigi gorulmustur. Son olarak, musteri katilim davranisinin da luks kozmetik markalarinin satin alimi uzerinde pozitif yonde onemli bir etkiye sahip oldugu gorulmustur.
520 $a Content marketing is one of the marketing areas where companies and brands have allocated a large amount of budget lately. Today, with digitalization and increasing of social media usage, content marketing has gained even more importance. Brands and companies have had higher engagement with customers by generating, sharing and distributing content through social media platforms. Different types of social media content have caused customers to interact with these contents in a different way. In this study, it is aimed to understand the effects of content types, content quality, and visuality variables on the engagement behavior and purchase intention of customers who are following the luxury cosmetic brands category in the context of content marketing and to test the relationships between these variables. In addition, in this study, an online survey was conducted on 320 women who follow the Instagram accounts of luxury cosmetics brands. In this model, the stimulus-organism-response theory model was used. The hypothesis results analyzed by partial least square path modeling showed that visual aesthetic, authenticity (trustable), and brand activism content types have a significant impact on customer engagement behavior and purchase intention. On the other hand, it has been observed that the visual complex content type negatively affects customer engagement behavior and purchase intention. As a result, it was seen that content authenticity, brand activism, visual aesthetics contents have a significant positive impact on customer engagement behavior and purchase intention, whereas, visual complexity has a significant negative impact on both customer engagement behavior and purchase intention. Finally, it has been observed that customer engagement behavior has a significant positive impact on the purchase intention of luxury cosmetic brands.
590 $a School code: 2160.
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650 4 $a Purchasing. $3 652497
650 4 $a Web studies. $3 2122754
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710 2 $a Marmara Universitesi (Turkey). $3 3555089
773 0 $t Masters Abstracts International $g 83-07.
790 $a 2160
791 $a Master's
792 $a 2021
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28942266