Research Article
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Year 2023, Volume: 23 Issue: 3, 441 - 456, 24.07.2023
https://doi.org/10.21121/eab.1196815

Abstract

References

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  • As' ad, H. A. R. & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research, 3(1), s. 315.
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  • Bido, D., da Silva, D. & Ringle, C.(2014). Structural Equation Modeling with the Smartpls. Brazilian Journal Of Marketing, 13(2).
  • Bourı̇nı̇, I. F. & Bourı̇nı̇, F. A. R. (2016). Using SEM-PLS and Fuzzy Logic to Determine the Influence of Uncertainty Avoidance and Accreditation Cost on Strategic Intention. Electronic Journal of Applied Statistical Analysis, 9(3), 454-468.
  • Bruhn, M., Schoenmueller, V. & Schäfer, D. B. (2012). Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?. Management Research Review, 35(9), 770-790.
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  • Cheung, M. L., Pires, G. & Rosenberger, P. J. (2020). The Influence of Perceived Social Media Marketing Elements on Consumer - Brand Engagement and Brand Knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.
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  • Doğan, D. (2019). SmartPLS ile Veri Analizi. Ankara, Zet Yayınları.
  • Doğan, V. (2017). Davranışsal ve Sosyal Bilimlerde Yaygınca Sorgulanan 10 Metodolojik Sorunun Cevabı. Pazarlama Teorisi ve Uygulamaları Dergisi, 3(2), 41-88.
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  • Faul, F., Erdfelder, E., Buchner, A. & Lang, A.-G. (2009). Statistical Power Analyses Using G*Power 3.1: Tests for Correlation and Regression Analyses. Behavior Research Methods, 41, 1149-1160.
  • Faul, F., Erdfelder, E., Lang, A.-G. & Buchner, A. (2007). G*Power 3: A Flexible Statistical Power Analysis Program for the Social, Behavioral, and Biomedical Sciences. Behavior Research Methods, 39, 175-191.
  • Fornell, C. & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, 69(12), 5833-5841.
  • Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
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DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA

Year 2023, Volume: 23 Issue: 3, 441 - 456, 24.07.2023
https://doi.org/10.21121/eab.1196815

Abstract

This study investigates the direct effect of social media marketing activities SMMA conducted through firm-generated content (FGC) on purchase intention (PI) and the indirect effects of consumer-based brand equity (CBBE) and consumer-brand engagement (CBE). To understand how the content produced by Netflix on social media platforms such as Instagram, Twitter and Youtube drives consumers with different characteristics. Namely, data were collected from two countries, 203 from Turkey and 235 from Germany, through an online survey. The analysis method of the data is variance-based partial least squares structural equation model (PLS-SEM), and SmartPLS is employed. While none of the SMMA directly affect the PI of Turkish participants, the customization has an effect on PI for German participants. According to the results of the analysis of the data collected from the Türkiye, it is determined that CBBE has a partial mediation (competitive) effect in the relationship between entertainment and PI, and CBBE has a full mediation in the direct effect of trendiness on PI. On the other hand, it is determined that CBBE has a full mediation effect in the direct effect of interaction, trendiness and eWOM on PI for German participants. The mediating role of CBE, which is proposed as a new mediator to fill the gap in the literature, is not confirmed in both samples.

References

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  • Arli, D. (2017). Does social media matter? Investigating the effect of social media features on consumer attitudes. Journal of Promotion Management, 23(4), 521-539.
  • As' ad, H. A. R. & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research, 3(1), s. 315.
  • Bagozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
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  • Colicev, A., Kumar, A. & O'Connor, P. (2019). Modeling the Relationship between Firm and User Generated Content and the Stages of the Marketing Funnel. International Journal of Research in Marketing, 36(1), 100-116.
  • Dehghani, M. & Turner, M. (2015). A Research on the Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers. Computers in Human Behavior, 49, 597-600.
  • Diamantopoulos, A., Riefler, P. & Roth, K. P. (2008). Advancing Formative Measurement Models. Journal of Business Research, 61(12), 1203-1218.
  • Doğan, D. (2019). SmartPLS ile Veri Analizi. Ankara, Zet Yayınları.
  • Doğan, V. (2017). Davranışsal ve Sosyal Bilimlerde Yaygınca Sorgulanan 10 Metodolojik Sorunun Cevabı. Pazarlama Teorisi ve Uygulamaları Dergisi, 3(2), 41-88.
  • Fadhel, I. E. I., Idrus, S. Z. B. S., Abdullah, M. S. Y., Ibrahim, A. A. E. A. & Omar, M. B. (2019). Systems Success Measurement: Instrument & Framework a New Perspective. Independent. Journal of Management & Production, 10(5), 1572-1606.
  • Faul, F., Erdfelder, E., Buchner, A. & Lang, A.-G. (2009). Statistical Power Analyses Using G*Power 3.1: Tests for Correlation and Regression Analyses. Behavior Research Methods, 41, 1149-1160.
  • Faul, F., Erdfelder, E., Lang, A.-G. & Buchner, A. (2007). G*Power 3: A Flexible Statistical Power Analysis Program for the Social, Behavioral, and Biomedical Sciences. Behavior Research Methods, 39, 175-191.
  • Fornell, C. & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, 69(12), 5833-5841.
  • Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
  • Hanaysha, J.R. (2022). An Examination of Social Media Advertising Features, Brand Engagement and Purchase Intention in the Fast Food Industry. British Food Journal, 124(11), 4143-4160.
  • Hazzam, J. (2021). The Moderating Role of Age on Social Media Marketing Activities and Customer Brand Engagement on Instagram Social Network. Young Consumers.
  • Henseler, J., Hubona, G. & Ray, P. A. (2016). Using PLS Path Modeling in New Technology Research: Updated Guidelines. Industrial management & data systems, 116(1), 2-20.
  • Hewett, K., Rand, W., Rust, R. T. & Van Heerde, H. J. (2016). Brand Buzz in the Echoverse. Journal of Marketing, 80(3), 1-24.
  • Hofstede Insights, (2021): https://www.hofstede-insights.com/country-comparison/germany,turkey/, Erişim Tarihi: 02 Nisan 2022.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
  • Hudson, S., Roth, M. S., Madden, T. J. & Hudson, R. (2015). The Effects of Social Media on Emotions, Brand Relationship Quality, and Word of Mouth: An Empirical Study of Music Festival Attendees. Tourism Management, 47, 68-76.
  • Jayasingh, S. & Venkatesh, R. (2016). Determinants of Customer Brand Engagement in Social Media Sites: A Conceptual Framework. International Business Management, 10(15), 2802-2807.
  • Jayasuriya, N. A. & Azam, S. F. (2017). The Impact of Social Media Marketing on Brand Equity: A Study of Fashion-Wear Retail in Sri Lanka. International Review of Management and Marketing, 7(5), 178.
  • Jérolon, A., Baglietto, L., Birmelé, E., Alarcon, F. & Perduca, V. (2021). Causal Mediation Analysis in Presence of Multiple Mediators Uncausally Related. The International Journal of Biostatistics, 17(2), 191-221.
  • Kandemir, H. (2015). Öğrenci Memnuniyetini Etkileyen Faktörlerin Yapısal Eşitlik Modeli ile Araştırılması. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(13), 447-461.
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  • Karman, M. A. (2015). The Impact of Social Media Marketing on Brand Equity Toward the Purchase Intention of Starbucks Indonesia. IBuss Management, 3(2).
  • Kılıçlı, Y. & Oğrak, A. (2020). Örgütsel Bağlılık ile Örgüt Kültürünün Kurum Başarısı Üzerindeki Etkisi: Van İli Örneği. Uluslararası Sosyal Bilimler Akademi Dergisi, (3), 336-363.
  • Kim, A. J. & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480-1486.
  • Kim, M. & Song, D. (2018). When Brand-Related UGC Induces Effectiveness on Social Media: The Role of Content Sponsorship and Content Type. International Journal of Advertising, 37(1), 105-124.
  • Kozinets, R. V. (2014). Social brand engagement: A new idea. NIM Marketing Intelligence Review, 6(2), 8-15.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul, Türkmen Kitabevi.
  • Law, K. S. & Wong, C.-S. (1999). Multidimensional Constructs M Structural Equation Analysis: An Illustration Using the Job Perception and Job Satisfaction Constructs. Journal of Management, 25(2), 143-160.
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There are 82 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Article
Authors

Burak Yaprak 0000-0001-9831-0813

Emrah Cengiz 0000-0001-6524-7563

Early Pub Date July 4, 2023
Publication Date July 24, 2023
Acceptance Date March 27, 2023
Published in Issue Year 2023 Volume: 23 Issue: 3

Cite

APA Yaprak, B., & Cengiz, E. (2023). DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA. Ege Academic Review, 23(3), 441-456. https://doi.org/10.21121/eab.1196815
AMA Yaprak B, Cengiz E. DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA. ear. July 2023;23(3):441-456. doi:10.21121/eab.1196815
Chicago Yaprak, Burak, and Emrah Cengiz. “DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA”. Ege Academic Review 23, no. 3 (July 2023): 441-56. https://doi.org/10.21121/eab.1196815.
EndNote Yaprak B, Cengiz E (July 1, 2023) DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA. Ege Academic Review 23 3 441–456.
IEEE B. Yaprak and E. Cengiz, “DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA”, ear, vol. 23, no. 3, pp. 441–456, 2023, doi: 10.21121/eab.1196815.
ISNAD Yaprak, Burak - Cengiz, Emrah. “DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA”. Ege Academic Review 23/3 (July 2023), 441-456. https://doi.org/10.21121/eab.1196815.
JAMA Yaprak B, Cengiz E. DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA. ear. 2023;23:441–456.
MLA Yaprak, Burak and Emrah Cengiz. “DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA”. Ege Academic Review, vol. 23, no. 3, 2023, pp. 441-56, doi:10.21121/eab.1196815.
Vancouver Yaprak B, Cengiz E. DO CONSUMERS REALLY CARE ABOUT SOCIAL MEDIA MARKETING ACTIVITIES? EVIDENCE FROM NETFLIX’S TURKISH AND GERMAN FOLLOWERS IN SOCIAL MEDIA. ear. 2023;23(3):441-56.