Customers' Alienation from Social Media Entrepreneurs to the Products Bought
Journal Title: İzmir Sosyal Bilimler Dergisi - Year 2020, Vol 2, Issue 1
Abstract
Social media entrepreneurship has a business idea that will express economic value and as a result of this feasibility research, it is possible to define it as an activity to produce and sell goods and services through social media. Alienation, on the other hand, means that the individual's adaptation to his social, cultural and natural environment is reduced, he loses control over his environment, and he becomes more and more helpless. In the context of the consumer society, the alienation of customers from themselves, their identities, the products they buy or use, and businesses have brought foreign customers to the forefront. In this study, customers who become alienated to the products bought from social media entrepreneurs are discussed. The purpose of the research is to determine the characteristics of these customers. For this purpose, “Alienated Customer Scale” developed by Allison was used. In the research, snowball sampling, which is one of the non-random sampling methods, was performed. Data were collected by questionnaire method. The survey was created in Google Documents format. Factor analysis was used for data analysis. As a result of the research, it was found that alienated customers alienated social media entrepreneurs' products because of their powerlessness and meaninglessness.
Authors and Affiliations
Nilsun SARIYER
Keywords
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