{"id":5433,"date":"2021-07-21T00:39:15","date_gmt":"2021-07-20T21:39:15","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=5433"},"modified":"2021-07-24T01:19:38","modified_gmt":"2021-07-23T22:19:38","slug":"the-role-of-brand-personality-in-the-relationship-between-social-media-marketing-activities-and-purchase-intention-a-literature-research","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-role-of-brand-personality-in-the-relationship-between-social-media-marketing-activities-and-purchase-intention-a-literature-research","title":{"rendered":"Sosyal Medya Pazarlama Aktiviteleri ile Sat\u0131n Alma Niyeti Aras\u0131ndaki \u0130li\u015fkide Marka Ki\u015fili\u011finin Rol\u00fc: Literat\u00fcr Ara\u015ft\u0131rmas\u0131"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nSosyal Medya Pazarlama Aktiviteleri ile Sat\u0131n Alma Niyeti Aras\u0131ndaki \u0130li\u015fkide Marka Ki\u015fili\u011finin Rol\u00fc: Literat\u00fcr Ara\u015ft\u0131rmas\u0131<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nMustafa Se\u00e7kin \u015ealvarl\u0131, Burak Kartal<\/td>\n<\/tr>\n
Cilt:<\/td>\n12<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2021<\/td>\n<\/tr>\n
Sayfa:<\/td>\n705-716<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2021.346<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Dijital d\u00fcnyadaki geli\u015fmeler, i\u015f ortam\u0131nda beliren de\u011fi\u015fikliklerle ba\u015fa \u00e7\u0131kmada i\u015fletmelerin izledi\u011fi stratejiyi de\u011fi\u015ftirmi\u015f, dolay\u0131s\u0131yla pazarlamac\u0131lar\u0131n m\u00fc\u015fteri ile temas etme yollar\u0131, kaynaklar\u0131 ve m\u00fc\u015fteriyi \u00e7ekme ya da elde tutma i\u00e7in kulland\u0131klar\u0131 y\u00f6ntemler de de\u011fi\u015fmi\u015ftir. Bu de\u011fi\u015fimler temelde, sanal d\u00fcnyada m\u00fc\u015fterinin ihtiya\u00e7lar\u0131n\u0131n, \u00f6zelliklerinin, fikirlerinin, ili\u015fki \u00f6r\u00fcnt\u00fclerinin ve sorunlar\u0131n\u0131n anla\u015f\u0131lmas\u0131n\u0131 sa\u011flayacak ili\u015fkiler geli\u015ftirmeyi gerektirmi\u015ftir. Geli\u015ftirilen ili\u015fkiler sayesinde, t\u00fcketicilerin sat\u0131n alma niyetleri ile sat\u0131n alma a\u015famas\u0131nda hangi fakt\u00f6rlere \u00f6nem verdikleri anla\u015f\u0131lmaya ba\u015flanm\u0131\u015ft\u0131r. Literat\u00fcr taramas\u0131na dayal\u0131 bu \u00e7al\u0131\u015fmada, m\u00fc\u015fterilerle ili\u015fki kurmada sa\u011flad\u0131\u011f\u0131 faydalar\u0131n yan\u0131 s\u0131ra bir\u00e7ok farkl\u0131 avantaja sahip sosyal medya pazarlama faaliyetlerinin ve marka ki\u015fili\u011finin, t\u00fcketicinin ilgili markay\u0131 sat\u0131n alma niyeti \u00fczerindeki do\u011frudan etkileri incelenmi\u015ftir. Bu \u00e7al\u0131\u015fmayla, marka ki\u015fili\u011finin sosyal medya pazarlama faaliyetleri ile t\u00fcketicinin sat\u0131n alma niyeti aras\u0131ndaki ili\u015fkide olas\u0131 arac\u0131 etkisinin incelenmesine duyulan ihtiya\u00e7 vurgulanmakta ve bu konuda yap\u0131lacak \u00f6nc\u00fcl \u00e7al\u0131\u015fmalara motivasyon kayna\u011f\u0131 olmas\u0131 ama\u00e7lanmaktad\u0131r.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nSosyal Medya, Sosyal Medya Pazarlama Aktiviteleri, Marka, Marka Ki\u015fili\u011fi, T\u00fcketici Sat\u0131n Alma Niyeti<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Sosyal Medya Pazarlama Aktiviteleri ile Sat\u0131n Alma Niyeti Aras\u0131ndaki \u0130li\u015fkide Marka Ki\u015fili\u011finin Rol\u00fc: Literat\u00fcr Ara\u015ft\u0131rmas\u0131 Yazar(lar): Mustafa Se\u00e7kin \u015ealvarl\u0131, Burak Kartal Cilt: 12 Say\u0131: 3 Y\u0131l: 2021 Sayfa: 705-716 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2021.346 \u00d6z Dijital d\u00fcnyadaki geli\u015fmeler, i\u015f ortam\u0131nda beliren de\u011fi\u015fikliklerle ba\u015fa \u00e7\u0131kmada i\u015fletmelerin […]<\/p>\n

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