Dr. Öğr. Üyesi

Hakan Yılmaz

MAKALE

Brand followers motivations and attitudes of consumers to follow brands in social media, International Journal of Internet Marketing and Advertising, 2015, YILMAZ HAKAN, ENGİNKAYA EBRU

Abstract:

Social media (SM) strategies are vital for brands to stay connected with consumers. Although the brands' purposes are explicit, consumers' motivations of interacting with brands in SM are more tentative. The aim of this study is to examine consumer motivations and attitudes of following brand pages in SM. A scale development procedure was followed after the literature review and qualitative assessments. Principle component analyses with first sample revealed 'conversation', 'brand affiliation', 'opportunity seeking', 'entertainment', and 'investigation' motives that lead consumers to follow brands in social media. Reliability, validity and predictive properties of motivation constructs were tested with CFA and SEM analyses in a validation sample. Brand affiliation and opportunity seeking were indicated as significant factors on attitudes toward following brands through SM.

Bildiriler

Influence of consumers self-brand connections on purchase intentions, 1st ANNUAL INTERNATIONAL CONFERENCE ON SOCIAL SCIENCES (AICSS), İbrahim Kırcova, Ebru Enginkaya, Hakan Yılmaz, 2015, İstanbul, TURKEY

What Drives Consumers to Interact with Brands through Social Media? A Motivation Scale Development Study, 2nd International Conference on Strategic Innovative Marketing, Ebru Enginkaya, Hakan Yılmaz, 2014, Prague, Czech Republic

Collective fan identification and its influence on team related consumption, 22nd EASM Conference "Social and commercial impact of sport", YILMAZ HAKAN, WORATSCHEK HERBERT, 2014, Coventry, UK

Fandom Motivations and Rival Alienation How They Influence Fan Consumption, 18. Jahrestagung des Arbeitskreises Sportökonomie, YILMAZ HAKAN, 2014, Bayreuth, Germany

EVALUATING THE SERVICE QUALITY PERCEPTIONS OF CUSTOMERS TOWARDS PRIVATE SHOPPING WEB SITES, GLOBAL BUSINESS AND TECHNOLOGY ASSOCIATION 13th ANNUALINTERNATIONAL CONFERENCE, İbrahim Kırcova, Ebru Enginkaya, Hakan Yılmaz, 2011, İstanbul, TURKEY