Karayalçın Cem, Yaraş Eyyup
Department of Business Administration, Antalya Bilim University, 07190 Antalya, Turkey.
Department of Business Administration, Akdeniz University, 07058 Antalya, Turkey.
Behav Sci (Basel). 2024 Aug 5;14(8):676. doi: 10.3390/bs14080676.
Although there are studies in the literature investigating the effect of social media marketing activities (SMMAs) on brand equity and purchase intentions, scant information is available regarding consumers' attachment to social media (ASM) and usage frequency considering the abovementioned variables. Accordingly, one of the main purposes of this study is to investigate the effect of consumers' ASM on their perceptions of SMMAs. The second main purpose of this study is to test whether social media usage frequency has a moderating effect regarding the impact of perceived SMMAs on brand equity and purchase intentions. Questionnaires were collected face-to-face and a data set of 907 Turkish youth consumers were evaluated. Two major international technology brands were selected for the purposes of this study. Hypotheses were tested using structural equation modeling and the bootstrapping method for mediation analysis. The results showed that ASM and social media usage frequency are distinctive factors in the context of perceived SMMAs. Consumers' ASM creates a psychological difference that positively affects their perceptions of brands' SMMAs. Moreover, social media usage frequency negatively moderates the effect of perceived SMMAs on brand equity and purchase intentions. Another important finding is that brand equity partially mediates the impact of perceived SMMAs on purchase intentions. The present article describes the first study to test the effect of consumers' ASM on perceived SMMAs and to investigate the moderating effect of social media usage frequency regarding the effect of perceived SMMAs on brand equity and purchase intentions. The conceptual framework contains both a mediator and moderator that generated additional insights into the literature regarding the context of this study.
尽管文献中有研究探讨社交媒体营销活动（SMMAs）对品牌资产和购买意愿的影响，但考虑到上述变量，关于消费者对社交媒体的依恋（ASM）和使用频率的信息却很少。因此，本研究的主要目的之一是调查消费者的ASM对其对SMMAs认知的影响。本研究的第二个主要目的是检验社交媒体使用频率在感知到的SMMAs对品牌资产和购买意愿的影响方面是否具有调节作用。通过面对面收集问卷，并对907名土耳其青年消费者的数据集进行了评估。本研究选取了两个主要的国际科技品牌。使用结构方程模型和引导法进行中介分析来检验假设。结果表明，在感知到的SMMAs背景下，ASM和社交媒体使用频率是不同的因素。消费者的ASM产生了一种心理差异，对他们对品牌SMMAs的认知产生了积极影响。此外，社交媒体使用频率对感知到的SMMAs对品牌资产和购买意愿的影响具有负向调节作用。另一个重要发现是，品牌资产部分中介了感知到的SMMAs对购买意愿的影响。本文描述了第一项测试消费者的ASM对感知到的SMMAs的影响，并研究社交媒体使用频率在感知到的SMMAs对品牌资产和购买意愿的影响方面的调节作用的研究。概念框架包含一个中介变量和一个调节变量，这为有关本研究背景的文献提供了更多见解。
