Tüketicilerin Mobil Sosyal Medya Kullanımının Marka Farkındalığına Etkisi
Journal Title: Journal of the Human and Social Science Researches - Year 2016, Vol 5, Issue 5
Abstract
The expansion of mobile internet and mobile devices which have a lot of features, has changed the way of social media usage and increased time of its usage. This strong interaction between mobile devices, mobile internet and social media has created “Mobile Social Media (MSM)” concept. The companies which are aware of consumers’ interest on MSM, have started to use this platform effectively to reach their target group. MSM is an element of digital communication as a part of marketing communication mixed which prepares necessary environment to increase brand awareness for companies. In the study, the effects of MSM usage on brand awareness; social, psychological and functional motivation factors effect on MSM usage is investigated. It’s exhibited that; mainly social motivators and respectively psychological, functional motivators have positive effect on MSM usage, and MSM usage also have positive effect on explaining brand awareness.
Authors and Affiliations
İbrahim TOPAL| Doktora Öğrencisi, Sakarya Üniversitesi SBE ibrahimtopal30@gmail.com, Volkan TEMİZKAN| Öğr. Gör., Sakarya Üniversitesi SBE volkan.temizkan@ogr.sakarya.edu.tr
Keywords
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