Araştırma Makalesi
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THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING

Yıl 2021, Cilt: 5 Sayı: 2, 37 - 52, 31.12.2021

Süleyman Can Yıldırır

Öz

Teknolojinin ve sosyal medya araçlarının gelişimi birçok alanda olduğu gibi reklamcılıkta da büyük değişimlere yol açmıştır. Hem işletmeler hem de reklamverenler sosyal ağlarda stratejilerini yeniden şekillendirdiler ve bu büyük değişime ayak uydurdular. Çalışma, sosyal medya kullanıcılarının sosyal medya sitelerinde yer alan reklamlara yönelik tutum ve niyetlerini incelemeyi ve satın alma davranışı ile ilişkisini tanımlamayı amaçlamaktadır. Ayrıca sosyal medya kullanıcılarının demografik özelliklerinin yeniden pazarlama uygulamalarına etkisinin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda hazırlanan anket, kolayda örnekleme yöntemiyle seçilen 1209 sosyal medya kullanıcısına uygulanmıştır. Araştırma sonucunda, yeniden pazarlama uygulamaları ile sosyal ağlar üzerinde gerçekleştirilen reklam faaliyetlerinde kullanıcıların mağduriyetlerinin giderilmesi için kullanıcılardan onay alınmasının uygun olacağı anlaşılmıştır. Doğru ve yaratıcı yeniden pazarlama uygulamaları ile tüketicilerin tutumlarında olumlu etki yaratılarak satın alma niyet ve davranışları yönlendirilebilir.

Anahtar Kelimeler

Sosyal Medya Reklam Yeniden Pazarlama Tutum

Kaynakça

  • Abel, A. & Angelo, E. (2018), Effects of culture in advertising, International Network Organization for Scientific Research, 4 (1), 11-18.
  • Arya, V., Sethi, D. & Paul, J. (2019), Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing, International Journal of Information Management, 49, 142–156
  • Atasu, A., Sarvary, M. & Van Wassenhove L.N. (2008), Remanufacturing as a marketing strategy, Management Science, 54 (10), 1731-1746.
  • Babacan, M. (2005), Reklamcılık: Temel Kavramlar, Detay Yayıncılık, Ankara, Turkey.
  • Baek, T. H. & Morimoto, M. (2012), Stay Away From Me, Journal of Advertising, 41 (1), 59–76.
  • Belanche, D., Casaló, L.V. & Flavián, C. (2012), Integrating trust and personal values into the Technology Acceptance Model: The case of e-government services adoption. Cuadernos de Economía y Dirección de la Empresa, 15(4), 192-204.
  • Brajnik, G. & Gabrielli, S. (2010), A Review of online advertising effects on the user experience, International Journal of Human-Computer Interaction, 26 (10), 971–997.
  • Campbell, C., Mattison Thompson, F., Grimm, P.E. & Robson, K. (2017), Understanding why consumers don't skip pre-roll video ads, Journal of Advertising, 46(3), 411-423.
  • Chaffey, D. & Ellis-Chadwick, F. (2012), Digital Marketing - Strategy, Implementation, and Practice. Pearson Education Limited, England.
  • Christino, J.M.M., Cardozo, E.A.A., Garretto, B. & Silva, T.S. (2020), Analysis of reasons for Remarketing tool rejection, Revista Brasileira de Marketing, 19 (3), 642-667.
  • Debo, L.G., Toktay L.B. & Van Wassenhove, L.N. (2005), Market segmentation and product technology selection for remanufacturable products, Management Science, 51 (8), 1193-1205.
  • Ferguson, M. &Toktay, L.B. (2006), The effect of competition on recovery strategies, Production and Operations Management, 15 (3), 351-368.
  • Ferrer, G. & Swaminathan, J.M. (2006), Managing new and remanufactured products, Management Science, 52 (1), 15-26.
  • Flew, T. (2008), New media: An introduction, Oxford University Press, Melbourne, Australia.
  • Fornell, C. & Larcker, D. F. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18 (1), 39-50.
  • Gitelman, L. & Pingree, G. B. (2003), New media, MIT Press, Cambridge, UK.
  • Goldfarb, A. & Tucker, C. (2011), Online display advertising: Targeting and obtrusiveness, Marketing Science, 30 ( 3), 389–404.
  • Gruzd, A. & Hernández-García, A. (2018), Privacy concerns and self-disclosure in private and public uses of social media, cyberpsychology, Behavior, and Social Networking, 21 (7), 418-428.
  • Hacıefendioğlu, Ş. (2011), Reklam ortamı olarak sosyal paylaşım siteleri ve bir araştırma, The Journal of Knowledge Economy & Knowledge Management, 6., 107-115.
  • Hair, J. R, Black, W.C., Babin, B. J. & Anderson, R. E. (2010), Multivariate data analysis: a global perspective, Upper Saddle River, Pearson Education, Inc., New Jersey, USA.
  • Helft, M. & Vega, T. (2010), Retargeting ads follow surfers to other sites, The New York Times.
  • Honigman, B. (2013), 100 fascinating social media statistics and figures, www.huffpost.com./entry, Accessed on 20 Jan 2021.
  • Isoraite, M. (2019), Remarketing features, International Journal of Trend in Scientific Research and Development (IJTSRD), 3 (6), 48–51.
  • Kaplan, A. M. & Haenlein, M. (2010), Users of the world, unite! the challenges and opportunities of social media, Business Horizons, 53 (1), 59-68.
  • Kırbas, I. (2007), Teknolojik hastalık: reklam körlügü, www.studylibtr.com/doc , Accessed on 12 Feb 2021.
  • Kit, G.W. (2018), Social media advertising: An exploration of marketing technique and tools to combat ad-blocking and ad-avoidance, Unpublished Master Thesis, National College of Ireland.
  • Li, W. & Huang, Z. (2016), The research of influence factors of online behavioral advertising avoidance, American Journal of Industrial and Business Management, 06 (09), 947–957.
  • Neti, S. (2011), Social media and its role in marketing, International Journal of Enterprise Computing and Business Systems, 1 (2), 1-16.
  • Medell, K. (2018), Digital marketing plan for a non-profit organization, Unpublished Bachelor’s Thesis, University of Applied Sciences, Haaga-Helia.
  • Metin, İ. (2016), Dijital pazarlama araçlarının KOBI’lerin ihracatına etkisi, International Journal of Human Sciences, 13 (3), 4697-4709.
  • Michelsson, L. (2020), Instagram marketing, Unpublished Bachelor’s Thesis, Satakunta University of Applied Sciences.
  • Onat, F. & Alikılıç, Ö.A. (2008), Sosyal ağ sitelerinin reklam ve halkla ilişkiler ortamları olarak degerlendirilmesi, Journal of Yasar University, 3 (9), 1111-1143.
  • Pavithra, R.A.R. (2020), Case study report of google analytics instant activation of remarketing in global tech led, School of Management and Business, Manipal International University.
  • Pince, C., Ferguson, M. & Toktak, B. (2016), Extracting maximum value from consumer returns: Allocating between remarketing and refurbishing for warranty claims, Manufacturing & Service Operations Management, 18 (4), 475-492.
  • Pomfret, L., Previte, J. & Coote, L. (2020), Beyond concern: socio-demographic and attitudinal influences on privacy and disclosure choices, Journal of Marketing Management, 36 (6), 519–549.
  • Pusa, J.L. (2017), Building brand awareness through Facebook advertising remarketing, Unpublished Bachelor Thesis, University of Applied Sciences, Haaga-Helia.
  • Redondo, I. & Aznar, G. (2018), To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising, Telematics and Informatics, 35 (6), 1607-1616.
  • Schumann, J. H., Wangenheim, F. & Groene, N. (2014), Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services, Journal of Marketing, 78 (1), 59–75.
  • Seyedghorban, Z., Tahernejad, H. & Matanda, M. J. (2016), Reinquiry into advertising avoidance on the internet: A conceptual replication and extension, Journal of Advertising, 45(1), 120–129.
  • Singh, S. & Diamond, S. (2012), Social media marketing for dummies, John Wiley & Sons, Inc., USA.
  • Süar, A. (2017), Sosyal medyanın geleneksel reklam araçlarına göre hedef kitle belirlemedeki avantajları, Academic Journal of Information Technology, 8 (28), 21-44.
  • Tabachnick, B. G., Fidell, L. S. & Ullman, J. B. (2007), Using multivariate statistics, Boston, MA: Pearson.
  • Wells, W., Morıarty, S. & Burnett, J. (2006), Advertising principles and practice, Pearson, USA.
  • www.wearesocial.com, Accessed on 25 Dec 2020.
  • Väisänen, V.A.L. (2018), Social media and the remarketing strategy. CASE: Kiho, Unpublished Bachelor’s Thesis, Savonia University of Applied Sciences.
  • Yaakop, A. (2013), Like it or not: issue of credibility in Facebook advertising, Asian Social Science, 9 (3), 154-163.
  • Zimmerman, J. & Ng, D. (2013), Social media marketing all-in-one for dummies, John Wiley & Sons, Inc., USA.

Yıl 2021, Cilt: 5 Sayı: 2, 37 - 52, 31.12.2021

Süleyman Can Yıldırır

Öz

The development of technology and social media tools has led to major changes in advertising as well as in many other areas. Both businesses and advertisers have reshaped their strategies on social networks and kept up with this big change. The study aims to examine the attitudes and intentions of social media users towards advertisements on social media sites and to define their relationship with purchasing behavior. Also besides, it was aimed to determine the effect of the demographic characteristics of social media users on remarketing applications. The questionnaire prepared by following per under this aim was applied to 1209 social media users who were selected by convenience sampling method. As a result of the research, it was understood that it would be appropriate to obtain approval from the users to eliminate the inconveniences of the users in the advertising activities carried out on social networks through remarketing applications. With the correct and creative remarketing practices, a positive effect can be created in the attitudes of the consumers and the purchase intent and behaviors can be directed.

Anahtar Kelimeler

Social Media Advertisement Remarketing Intention

Kaynakça

  • Abel, A. & Angelo, E. (2018), Effects of culture in advertising, International Network Organization for Scientific Research, 4 (1), 11-18.
  • Arya, V., Sethi, D. & Paul, J. (2019), Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing, International Journal of Information Management, 49, 142–156
  • Atasu, A., Sarvary, M. & Van Wassenhove L.N. (2008), Remanufacturing as a marketing strategy, Management Science, 54 (10), 1731-1746.
  • Babacan, M. (2005), Reklamcılık: Temel Kavramlar, Detay Yayıncılık, Ankara, Turkey.
  • Baek, T. H. & Morimoto, M. (2012), Stay Away From Me, Journal of Advertising, 41 (1), 59–76.
  • Belanche, D., Casaló, L.V. & Flavián, C. (2012), Integrating trust and personal values into the Technology Acceptance Model: The case of e-government services adoption. Cuadernos de Economía y Dirección de la Empresa, 15(4), 192-204.
  • Brajnik, G. & Gabrielli, S. (2010), A Review of online advertising effects on the user experience, International Journal of Human-Computer Interaction, 26 (10), 971–997.
  • Campbell, C., Mattison Thompson, F., Grimm, P.E. & Robson, K. (2017), Understanding why consumers don't skip pre-roll video ads, Journal of Advertising, 46(3), 411-423.
  • Chaffey, D. & Ellis-Chadwick, F. (2012), Digital Marketing - Strategy, Implementation, and Practice. Pearson Education Limited, England.
  • Christino, J.M.M., Cardozo, E.A.A., Garretto, B. & Silva, T.S. (2020), Analysis of reasons for Remarketing tool rejection, Revista Brasileira de Marketing, 19 (3), 642-667.
  • Debo, L.G., Toktay L.B. & Van Wassenhove, L.N. (2005), Market segmentation and product technology selection for remanufacturable products, Management Science, 51 (8), 1193-1205.
  • Ferguson, M. &Toktay, L.B. (2006), The effect of competition on recovery strategies, Production and Operations Management, 15 (3), 351-368.
  • Ferrer, G. & Swaminathan, J.M. (2006), Managing new and remanufactured products, Management Science, 52 (1), 15-26.
  • Flew, T. (2008), New media: An introduction, Oxford University Press, Melbourne, Australia.
  • Fornell, C. & Larcker, D. F. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18 (1), 39-50.
  • Gitelman, L. & Pingree, G. B. (2003), New media, MIT Press, Cambridge, UK.
  • Goldfarb, A. & Tucker, C. (2011), Online display advertising: Targeting and obtrusiveness, Marketing Science, 30 ( 3), 389–404.
  • Gruzd, A. & Hernández-García, A. (2018), Privacy concerns and self-disclosure in private and public uses of social media, cyberpsychology, Behavior, and Social Networking, 21 (7), 418-428.
  • Hacıefendioğlu, Ş. (2011), Reklam ortamı olarak sosyal paylaşım siteleri ve bir araştırma, The Journal of Knowledge Economy & Knowledge Management, 6., 107-115.
  • Hair, J. R, Black, W.C., Babin, B. J. & Anderson, R. E. (2010), Multivariate data analysis: a global perspective, Upper Saddle River, Pearson Education, Inc., New Jersey, USA.
  • Helft, M. & Vega, T. (2010), Retargeting ads follow surfers to other sites, The New York Times.
  • Honigman, B. (2013), 100 fascinating social media statistics and figures, www.huffpost.com./entry, Accessed on 20 Jan 2021.
  • Isoraite, M. (2019), Remarketing features, International Journal of Trend in Scientific Research and Development (IJTSRD), 3 (6), 48–51.
  • Kaplan, A. M. & Haenlein, M. (2010), Users of the world, unite! the challenges and opportunities of social media, Business Horizons, 53 (1), 59-68.
  • Kırbas, I. (2007), Teknolojik hastalık: reklam körlügü, www.studylibtr.com/doc , Accessed on 12 Feb 2021.
  • Kit, G.W. (2018), Social media advertising: An exploration of marketing technique and tools to combat ad-blocking and ad-avoidance, Unpublished Master Thesis, National College of Ireland.
  • Li, W. & Huang, Z. (2016), The research of influence factors of online behavioral advertising avoidance, American Journal of Industrial and Business Management, 06 (09), 947–957.
  • Neti, S. (2011), Social media and its role in marketing, International Journal of Enterprise Computing and Business Systems, 1 (2), 1-16.
  • Medell, K. (2018), Digital marketing plan for a non-profit organization, Unpublished Bachelor’s Thesis, University of Applied Sciences, Haaga-Helia.
  • Metin, İ. (2016), Dijital pazarlama araçlarının KOBI’lerin ihracatına etkisi, International Journal of Human Sciences, 13 (3), 4697-4709.
  • Michelsson, L. (2020), Instagram marketing, Unpublished Bachelor’s Thesis, Satakunta University of Applied Sciences.
  • Onat, F. & Alikılıç, Ö.A. (2008), Sosyal ağ sitelerinin reklam ve halkla ilişkiler ortamları olarak degerlendirilmesi, Journal of Yasar University, 3 (9), 1111-1143.
  • Pavithra, R.A.R. (2020), Case study report of google analytics instant activation of remarketing in global tech led, School of Management and Business, Manipal International University.
  • Pince, C., Ferguson, M. & Toktak, B. (2016), Extracting maximum value from consumer returns: Allocating between remarketing and refurbishing for warranty claims, Manufacturing & Service Operations Management, 18 (4), 475-492.
  • Pomfret, L., Previte, J. & Coote, L. (2020), Beyond concern: socio-demographic and attitudinal influences on privacy and disclosure choices, Journal of Marketing Management, 36 (6), 519–549.
  • Pusa, J.L. (2017), Building brand awareness through Facebook advertising remarketing, Unpublished Bachelor Thesis, University of Applied Sciences, Haaga-Helia.
  • Redondo, I. & Aznar, G. (2018), To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising, Telematics and Informatics, 35 (6), 1607-1616.
  • Schumann, J. H., Wangenheim, F. & Groene, N. (2014), Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services, Journal of Marketing, 78 (1), 59–75.
  • Seyedghorban, Z., Tahernejad, H. & Matanda, M. J. (2016), Reinquiry into advertising avoidance on the internet: A conceptual replication and extension, Journal of Advertising, 45(1), 120–129.
  • Singh, S. & Diamond, S. (2012), Social media marketing for dummies, John Wiley & Sons, Inc., USA.
  • Süar, A. (2017), Sosyal medyanın geleneksel reklam araçlarına göre hedef kitle belirlemedeki avantajları, Academic Journal of Information Technology, 8 (28), 21-44.
  • Tabachnick, B. G., Fidell, L. S. & Ullman, J. B. (2007), Using multivariate statistics, Boston, MA: Pearson.
  • Wells, W., Morıarty, S. & Burnett, J. (2006), Advertising principles and practice, Pearson, USA.
  • www.wearesocial.com, Accessed on 25 Dec 2020.
  • Väisänen, V.A.L. (2018), Social media and the remarketing strategy. CASE: Kiho, Unpublished Bachelor’s Thesis, Savonia University of Applied Sciences.
  • Yaakop, A. (2013), Like it or not: issue of credibility in Facebook advertising, Asian Social Science, 9 (3), 154-163.
  • Zimmerman, J. & Ng, D. (2013), Social media marketing all-in-one for dummies, John Wiley & Sons, Inc., USA.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Süleyman Can Yıldırır 0000-0001-9161-4961

Erken Görünüm Tarihi 30 Aralık 2021
Yayımlanma Tarihi 31 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 5 Sayı: 2

Kaynak Göster

APA Yıldırır, S. C. (2021). THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 5(2), 37-52.
AMA Yıldırır SC. THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Aralık 2021;5(2):37-52.
Chicago Yıldırır, Süleyman Can. “THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING”. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 5, sy. 2 (Aralık 2021): 37-52.
EndNote Yıldırır SC (01 Aralık 2021) THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 5 2 37–52.
IEEE S. C. Yıldırır, “THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING”, Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 5, sy. 2, ss. 37–52, 2021.
ISNAD Yıldırır, Süleyman Can. “THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING”. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 5/2 (Aralık 2021), 37-52.
JAMA Yıldırır SC. THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021;5:37–52.
MLA Yıldırır, Süleyman Can. “THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING”. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 5, sy. 2, 2021, ss. 37-52.
Vancouver Yıldırır SC. THE ATTITUDES OF SOCIAL MEDIA USERS ON REMARKETING. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021;5(2):37-52.
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