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The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Yıl 2023, Cilt: 7 Sayı: 3, 1447 - 1467, 29.09.2023

Öz

The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers' online interactions have significant effects on their social media engagement (functional, emotional and communal engagement), social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement (functional, emotional and communal engagement) has a mediating role in the relationship between consumers' online interactions and social benefits. It is found that social media engagement (functional, emotional and communal engagement) and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.

Kaynakça

  • AJZEN, I., & FISHBEIN, M. (1969). “The Prediction of Behavioral Intentions in a Choice Situation’’. Journal of Experimental Social Psychology, 5(4): 400-416.
  • ALGESHEIMER, R., DHOLAKIA, U. M., & HERRMANN, A. (2005), ‘’The Social Influence of Brand Community: Evidence From European Car Clubs’’. Journal of Marketing, 69(3):19-34.
  • ANDERSON, E.W., FORNELL, C., & LEHMANN, D.R. (1994), ‘’Customer Satisfaction, Market Share, and Profitability: Findings from Sweden’’. Journal of Marketing, 58(3): 53–66.
  • ARSLAN, A., & ŞİMŞEK, G. (2022). “Gezginlerin Seyahat Deneyimlerini Sosyal Medyada Paylaşma Motivasyonları”. Turizm Akademik Dergisi, 9(2), 379-392.
  • BAGOZZI, R. P., & YI, Y. (1988). “On the Evaluation of Structural Equation Models”. Journal of the Academy of Marketing Science, 16(1): 74-94.
  • BAGOZZI, R.P., & DHOLAKIA, U. M. (2002). ‘’Intentional Social Action in Virtual Communities’’. Journal of Interactive Marketing, 16(2): 2-21.
  • BERGER, J. (2011). Arousal Increases Social Transmission of Information, Psychological Science, 22 (7): 891-893.
  • BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B.I., & JIMENEZ-MARTINEZ, J. (2016). ‘’Engagement Platforms: The Role of Emotions in Fostering Customer Engagement and Brand Image in Interactive Media, Journal of Service Theory and Practice, 26(5): 559-589.
  • BRODIE, R.J., HOLLEBEEK, L.D., JURIĆ, B., & ILIĆ, A. (2011). ‘’Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research’’. Journal of Service Research, 14(3): 252-271.
  • BRODIE, R.J., ILIC, A., JURIC, B., & HOLLEBEEK, L. (2013). ‘’Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis”, Journal of Business Research, 66(1): 105-114.
  • CHAN, K.W. & LI, S.Y. (2010), ‘’Understanding Consumer-to-Consumer Interactions in Virtual Communities: The Salience of Reciprocity’’, Journal of Business Research, Vol. 63, No. 9-10: 1033-1040.
  • COLGATE, M., BUCHANAN‐OLIVER, M., & ELMSLY, R. (2005). ‘’Relationship Benefits in an Internet Environment’’. Managing Service Quality: An International Journal, 15(5): 426-436.
  • DESSART, L. (2017). ‘’Social Media Engagement: A Model of Antecedents and Relational Outcomes’’. Journal of Marketing Management, 33(5-6): 1-25.
  • DHOLAKIA, U.M., BAGOZZI, R.P., & PEARO, L.K. (2004). ‘’A Social Influence Model of Consumer Participation in Network and Small-Group-Based Virtual Communities’’. International Journal of Research in Marketing, 21(3): 241-263.
  • DHOLAKIA, U.M., BLAZEVIC, V., WIERTZ, C., & ALGESHEIMER, R. (2009). “Communal Service Delivery: How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities”. Journal of Service Research, 12(2): 208-226.
  • DOLAN, R., CONDUIT, J., FAHY, J., & GOODMAN, S. (2016). ''Social Media Engagement Behaviour: A Uses and Gratifications Perspective''. Journal of Strategic Marketing, 24(3-4): 261-277.
  • DOLAN, R., CONDUIT, J., FRETHEY-BENTHAM, C., FAHY, J., & GOODMAN, S. (2019). ‘’Social Media Engagement Behavior: A Framework for Engaging Customers Through Social Media Content’’. European Journal of Marketing, 53(10): 2213-2243.
  • DU, J., JORDAN, J.S., & FUNK, D.C. (2015). ‘’Managing Mass Sport Participation: Adding a Personal Performance Perspective to Remodel Antecedents and Consequences of Participant Sport Event Satisfaction’’. Journal of Sport Management, 29(6): 688-704.
  • FORNELL, C., & LARCKER, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
  • GEORGI, D., & MINK, M. (2013). ‘’eCCIq: The Quality of Electronic Customer-to-customer Interaction’’. Journal of Retailing and Consumer Services, 20(1): 11-19.
  • 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.
  • GUMMERUS, J., LILJANDER, V., WEMAN, E., & PIHLSTRÖM, M. (2012). ‘’Customer Engagement in a Facebook Brand Community’’. Management Research Review, 35(9): 857-877.
  • HABIBI, M.R., LAROCHE, M., & RICHARD, M.O. (2014). ‘’The Roles of Brand Community and Community Engagement in Building Brand Trust on Social Media’’. Computers in Human Behavior, 37(1): 152-161.
  • HAIR, J.J.F., SARSTEDT, M., HOPKINS, L., & G. KUPPELWIESER, V. (2014). “Partial Least Squares Structural Equation Modeling (PLS-SEM) An Emerging Tool in Business Research”. European Business Review, 26(2): 106-121.
  • HAIR, J.F., RISHER, J.J., SARSTEDT, M., & RINGLE, C.M. (2019). "When to Use and How to Report the Results of PLS-SEM". European Business Review, 31(1): 2-24.
  • HAIR, J.F., TOMAS, G., HULT, M., RINGLE, C.M., & SARSTEDT, M. (2017). A Primer On Partial Least Square Structural Equations Modeling (PLS-SEM). 2. Edition, Los Angeles, CA: Sage.
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  • HENSELER, J., RINGLE, C.M., & SARSTEDT, M. (2015). “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modelling”. Journal of the Academy of Marketing Science, 43: 115-135.
  • HOLLEBEEK, L.D. (2013). ''The Customer Engagement/Value Interface: An Exploratory Investigation''. Australasian Marketing Journal, 21(1): 17-24.
  • 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: 149–165.
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  • KHAROUF, H., BISCAIA, R., GARCIA-PEREZ, A., & HICKMAN, E. (2020). ‘’Understanding Online Event Experience: The Importance of Communication, Engagement and Interaction’’. Journal of Business Research, 121(1): 735-746.
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  • KUO, Y.F., & FENG, L.H. (2013). ‘’Relationships Among Community Interaction Characteristics, Perceived Benefits, Community Commitment, and Oppositional Brand Loyalty in Online Brand Communities’’. International Journal of Information Management, 33(6): 948-962.
  • LIBAI, B., BOLTON, R., BUGEL, M.S., DE RUYTER, K., GOTZ, O., RISSELADA, H., & STEPHEN, A.T. (2010). “Customer-to-customer Interactions: Broadening the Scope of Word of Mouth Research”, Journal of Service Research, 13(3): 267-282.
  • LIM, J.S., HWANG, Y., KIM, S., & BIOCCA, F.A. (2015). ‘’How Social Media Engagement Leads to Sports Channel Loyalty: Mediating Roles of Social Presence and Channel Commitment’’. Computers in Human Behavior, 46(1): 158-167.
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The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Yıl 2023, Cilt: 7 Sayı: 3, 1447 - 1467, 29.09.2023

Öz

Bu çalışmanın amacı, sosyal medya araçları ile katılım sağlanan online etkinlikler üzerine odaklanarak online C2C etkileşimleri, sosyal medya katılımı, sosyal fayda ve davranışsal niyet arasındaki ilişkileri incelemek ve bu yapılar arasındaki aracılık ve seri aracılık etkilerini araştırmaktır. SmartPLS ile yapılan yapısal eşitlik modellemesi sonucunda şu sonuçlar elde edilmiştir: Tüketicilerin online etkileşimlerinin sosyal medya katılımları (işlevsel, duygusal ve toplumsal katılım), sosyal faydalar ve davranışsal niyetleri üzerinde önemli etkileri olduğu tespit edilmiştir. Ek olarak, etkinlik tüketicileri online etkinliklere sosyal medya katılımları ile sosyal fayda elde etmektedirler. Tüketicilerin online etkileşimleri ile sosyal faydaları arasındaki ilişkide de sosyal medya katılımının (işlevsel, duygusal ve toplumsal katılım) aracılık etkisi bulunmaktadır. Sosyal medya katılımının (işlevsel, duygusal ve toplumsal katılım) ve sosyal faydanın, çevrimiçi etkileşimin davranışsal niyetler üzerindeki etkisinde seri aracılık etkisine sahip olmadığı bulunmuştur.

Kaynakça

  • AJZEN, I., & FISHBEIN, M. (1969). “The Prediction of Behavioral Intentions in a Choice Situation’’. Journal of Experimental Social Psychology, 5(4): 400-416.
  • ALGESHEIMER, R., DHOLAKIA, U. M., & HERRMANN, A. (2005), ‘’The Social Influence of Brand Community: Evidence From European Car Clubs’’. Journal of Marketing, 69(3):19-34.
  • ANDERSON, E.W., FORNELL, C., & LEHMANN, D.R. (1994), ‘’Customer Satisfaction, Market Share, and Profitability: Findings from Sweden’’. Journal of Marketing, 58(3): 53–66.
  • ARSLAN, A., & ŞİMŞEK, G. (2022). “Gezginlerin Seyahat Deneyimlerini Sosyal Medyada Paylaşma Motivasyonları”. Turizm Akademik Dergisi, 9(2), 379-392.
  • BAGOZZI, R. P., & YI, Y. (1988). “On the Evaluation of Structural Equation Models”. Journal of the Academy of Marketing Science, 16(1): 74-94.
  • BAGOZZI, R.P., & DHOLAKIA, U. M. (2002). ‘’Intentional Social Action in Virtual Communities’’. Journal of Interactive Marketing, 16(2): 2-21.
  • BERGER, J. (2011). Arousal Increases Social Transmission of Information, Psychological Science, 22 (7): 891-893.
  • BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B.I., & JIMENEZ-MARTINEZ, J. (2016). ‘’Engagement Platforms: The Role of Emotions in Fostering Customer Engagement and Brand Image in Interactive Media, Journal of Service Theory and Practice, 26(5): 559-589.
  • BRODIE, R.J., HOLLEBEEK, L.D., JURIĆ, B., & ILIĆ, A. (2011). ‘’Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research’’. Journal of Service Research, 14(3): 252-271.
  • BRODIE, R.J., ILIC, A., JURIC, B., & HOLLEBEEK, L. (2013). ‘’Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis”, Journal of Business Research, 66(1): 105-114.
  • CHAN, K.W. & LI, S.Y. (2010), ‘’Understanding Consumer-to-Consumer Interactions in Virtual Communities: The Salience of Reciprocity’’, Journal of Business Research, Vol. 63, No. 9-10: 1033-1040.
  • COLGATE, M., BUCHANAN‐OLIVER, M., & ELMSLY, R. (2005). ‘’Relationship Benefits in an Internet Environment’’. Managing Service Quality: An International Journal, 15(5): 426-436.
  • DESSART, L. (2017). ‘’Social Media Engagement: A Model of Antecedents and Relational Outcomes’’. Journal of Marketing Management, 33(5-6): 1-25.
  • DHOLAKIA, U.M., BAGOZZI, R.P., & PEARO, L.K. (2004). ‘’A Social Influence Model of Consumer Participation in Network and Small-Group-Based Virtual Communities’’. International Journal of Research in Marketing, 21(3): 241-263.
  • DHOLAKIA, U.M., BLAZEVIC, V., WIERTZ, C., & ALGESHEIMER, R. (2009). “Communal Service Delivery: How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities”. Journal of Service Research, 12(2): 208-226.
  • DOLAN, R., CONDUIT, J., FAHY, J., & GOODMAN, S. (2016). ''Social Media Engagement Behaviour: A Uses and Gratifications Perspective''. Journal of Strategic Marketing, 24(3-4): 261-277.
  • DOLAN, R., CONDUIT, J., FRETHEY-BENTHAM, C., FAHY, J., & GOODMAN, S. (2019). ‘’Social Media Engagement Behavior: A Framework for Engaging Customers Through Social Media Content’’. European Journal of Marketing, 53(10): 2213-2243.
  • DU, J., JORDAN, J.S., & FUNK, D.C. (2015). ‘’Managing Mass Sport Participation: Adding a Personal Performance Perspective to Remodel Antecedents and Consequences of Participant Sport Event Satisfaction’’. Journal of Sport Management, 29(6): 688-704.
  • FORNELL, C., & LARCKER, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1): 39-50.
  • GEORGI, D., & MINK, M. (2013). ‘’eCCIq: The Quality of Electronic Customer-to-customer Interaction’’. Journal of Retailing and Consumer Services, 20(1): 11-19.
  • 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.
  • GUMMERUS, J., LILJANDER, V., WEMAN, E., & PIHLSTRÖM, M. (2012). ‘’Customer Engagement in a Facebook Brand Community’’. Management Research Review, 35(9): 857-877.
  • HABIBI, M.R., LAROCHE, M., & RICHARD, M.O. (2014). ‘’The Roles of Brand Community and Community Engagement in Building Brand Trust on Social Media’’. Computers in Human Behavior, 37(1): 152-161.
  • HAIR, J.J.F., SARSTEDT, M., HOPKINS, L., & G. KUPPELWIESER, V. (2014). “Partial Least Squares Structural Equation Modeling (PLS-SEM) An Emerging Tool in Business Research”. European Business Review, 26(2): 106-121.
  • HAIR, J.F., RISHER, J.J., SARSTEDT, M., & RINGLE, C.M. (2019). "When to Use and How to Report the Results of PLS-SEM". European Business Review, 31(1): 2-24.
  • HAIR, J.F., TOMAS, G., HULT, M., RINGLE, C.M., & SARSTEDT, M. (2017). A Primer On Partial Least Square Structural Equations Modeling (PLS-SEM). 2. Edition, Los Angeles, CA: Sage.
  • HARMELING, C.M., MOFFETT, J.W., ARNOLD, M.J., & CARLSON, B.D. (2017). ''Toward a Theory of Customer Engagement Marketing''. Journal of the Academy of Marketing Science, 45: 312-335.
  • HENNIG-THURAU, T., GWINNER, K.P., WALSH, G., & GREMLER, D.D. (2004). ‘’Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?’’. Journal of Interactive Marketing, 18(1): 38-52.
  • HENSELER, J., RINGLE, C.M., & SARSTEDT, M. (2015). “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modelling”. Journal of the Academy of Marketing Science, 43: 115-135.
  • HOLLEBEEK, L.D. (2013). ''The Customer Engagement/Value Interface: An Exploratory Investigation''. Australasian Marketing Journal, 21(1): 17-24.
  • 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: 149–165.
  • HULL, K., & LEWIS, N.P. (2014). ‘’Why Twitter Displaces Broadcast Sports Media: A Model’’. International Journal of Sport Communication, 7(1): 16-33.
  • JAHN, B., & KUNZ, W. (2012). ‘’How to Transform Consumers Into Fans of Your Brand’’. Journal of Service Management, 23(3): 344-361
  • JUNG, N.Y., KIM, S., & KIM, S. (2014). ‘’Influence of Consumer Attitude Toward Online Brand Community on Revisit Intention And Brand Trust’’. Journal of Retailing and Consumer Services, 21(4): 581-589.
  • KAPLAN, A.M., & HAENLEIN, M. (2010). ‘’Users of the World, Unite! The Challenges and Opportunities of Social Media’’. Business Horizons, 53(1): 59-68.
  • KHAN, M.L. (2017). ‘’Social Media Engagement: What Motivates User Participation and Consumption on YouTube?’’. Computers in Human Behavior, 66(1): 236-247.
  • KHAROUF, H., BISCAIA, R., GARCIA-PEREZ, A., & HICKMAN, E. (2020). ‘’Understanding Online Event Experience: The Importance of Communication, Engagement and Interaction’’. Journal of Business Research, 121(1): 735-746.
  • KIETZMANN, J.H., HERMKENS, K., MCCARTHY, I.P., & SILVESTRE, B.S. (2011). ''Social media? Get serious! Understanding the Functional Building Blocks of Social Media''. Business Horizons, 54 (3): 241-251.
  • KIM, D. J., FERRIN, D.L., & RAO, H.R. (2009). ‘’Trust and Satisfaction, Two Stepping Stones for Successful E-commerce Relationships: A Longitudinal Exploration’’. Information Systems Research, 20(2): 237-257.
  • KUO, Y.F., & FENG, L.H. (2013). ‘’Relationships Among Community Interaction Characteristics, Perceived Benefits, Community Commitment, and Oppositional Brand Loyalty in Online Brand Communities’’. International Journal of Information Management, 33(6): 948-962.
  • LIBAI, B., BOLTON, R., BUGEL, M.S., DE RUYTER, K., GOTZ, O., RISSELADA, H., & STEPHEN, A.T. (2010). “Customer-to-customer Interactions: Broadening the Scope of Word of Mouth Research”, Journal of Service Research, 13(3): 267-282.
  • LIM, J.S., HWANG, Y., KIM, S., & BIOCCA, F.A. (2015). ‘’How Social Media Engagement Leads to Sports Channel Loyalty: Mediating Roles of Social Presence and Channel Commitment’’. Computers in Human Behavior, 46(1): 158-167.
  • LIM, W.M., RASUL, T., KUMAR, S., & ALA, M. (2022). ''Past, Present, and Future of Customer Engagement''. Journal of Business Research, 140: 439-458.
  • LIU, D., & GUO, X. (2017). ‘’Can Trust and Social Benefit Really Help? Empirical Examination of Purchase Intentions for Wearable Devices’’. Information Development, 33(1): 43-56.
  • MALTHOUSE, E.C., HAENLEIN, M., SKIERA, B., WEGE, E., & ZHANG, M. (2013). ‘’Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House’’. Journal of Interactive Marketing, 27(4): 270-280.
  • MANGOLD, W.G., & FAULDS, D.J. (2009). ‘’Social Media: The New Hybrid Element of the Promotion Mix’’. Business Horizons, 52(4): 357-365.
  • MARTIN, C.L., & PRANTER, C.A. (1989). ‘’Compatibility Management: Customer‐to‐customer Relationships in Service Environments’’. Journal of Services Marketing, 3(3): 5-15.
  • MCKENNA, K.Y.A., & BARGH, J.A. (1999). ‘’Causes and Consequences of Social Interaction on the Internet: A Conceptual Framework’’. Media Psychology, 1(1): 249– 269.
  • OH, H. J., KIM, J., CHANG, J.J., PARK, N., & LEE, S. (2023). ‘’Social Benefits of Living in The Metaverse: The Relationships Among Social Presence, Supportive Interaction. Social Self-efficacy, and Feelings of Loneliness’’. Computers in Human Behavior, 139(1): 1-11.
  • OLIVER, R.L. (1999). ‘’Whence consumer loyalty?’’. Journal of Marketing, 63, (Special issue): 33–44.
  • PENTINA, I., GUILLOUX, V., & MICU, A.C. (2018). ‘’Exploring Social Media Engagement Behaviors in the Context of Luxury Brands’’. Journal of Advertising, 47(1): 55-69.
  • PERRIGOT, R., KACKER, M., BASSET, G., & CLIQUET, G. (2012). “Antecedents of Early Adoption and Use of Social Media Networks for Stakeholder Communications: Evidence From Franchising”. Journal of Small Business Management, 50(4): 539-565.
  • RINGLE, C.M., WENDE, S., & BECKER, J.M. (2015). SmartPLS 3. (Available from SmartPls Web Site: www.smartpls.com)
  • SASHI, C. M. (2012). ‘’Customer Engagement, Buyer‐Seller Relationships, and Social Media’’. Management Decision, 50(2): 253-272.
  • SAVCİ, M., ERCENGİZ, M., & AYSAN, F. (2018). “Turkish Adaptation of the Social Media Disorder Scale in Adolescents”. Archives of Neuropsychiatry, 55(3), 248
  • SCHIVINSKI, B., CHRISTODOULIDES, G., & DABROWSKI, D. (2016). ‘’Measuring Consumers' Engagement With Brand-related Social-media Content: Development and Validation of a Scale That Identifies Levels of Social-media Engagement With Brands’’. Journal of Advertising Research, 56(1): 64-80.
  • SCHOUTEN, J.W., MCALEXANDER, J.H., & KOENIG, H.F. (2007). ‘’Transcendent Customer Experience and Brand Community’’. Journal of the Academy of Marketing Science, 35(3): 357–368.
  • SHIN, H., & PERDUE, R.R. (2022). ‘’Customer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary’’. Journal of Travel Research, 61(5): 1088-1104.
  • UYAROĞLU, A.K., ERGİN, E., TOSUN, A.S., & ERDEM, Ö. (2022). “A Cross‐Sectional Study of Social Media Addiction and Social and Emotional Loneliness in University Students in Turkey”. Perspectives in Psychiatric Care, 58(4), 2263-2271.
  • VAN DER LINDEN, S. (2017). ‘’The Nature of Viral Altruism and How to Make it Stick’’. Nature Human Behaviour, 1(3): 1-4.
  • VAN DOORN, J., LEMON, K.N., MITTAL, V., NASS, S., PICK, D., PIRNER, P., & VERHOEF, P.C. (2010). ‘’Customer Engagement Behavior: Theoretical Foundations and Research Directions’’. Journal of Service Research, 13(3): 253-266.
  • VERHOEF, P.C., REINARTZ, W.J., & KRAFFT, M. (2010). ‘’Customer Engagement as a New Perspective in Customer Management’’. Journal of Service Research, 13(3): 247-252.
  • VIVEK, S.D., BEATTY, S.E. & MORGAN, R.M. (2012). ‘’Customer Engagement: Exploring Customer Relationships Beyond Purchase’’. Journal of Marketing Theory and Practice, 20(2): 127–149.
  • WANG, X., YU, C., & WEI, Y. (2012). ‘’Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework’’. Journal of Interactive Marketing, 26(4): 198-208.
  • YOSHIDA, M., & JAMES, J.D. (2010). ‘’Customer Satisfaction With Game and Service Experiences: Antecedents and Consequences’’. Journal of Sport Management, 24(3): 338-361.
  • YUAN, S.T.D., CHOU, S.Y., YANG, W.C., WU, C.A., & HUANG, C.T. (2017). ‘’Customer Engagement Within Multiple New Media and Broader Business Ecosystem– A Holistic Perspective’’. Kybernetes, 46(6): 1000-1020.
  • YURUK, P., AKYOL, A., & SIMSEK, G.G. (2017). Analyzing The Effects Of Social Impacts Of Events On Satisfaction And Loyalty. Tourism Management, 60, 367-378.
  • ZEITHAML, V.A., BERRY, L.L., & PARASURAMAN, A. (1996). ‘’The Behavioral Consequences of Service Quality’’. Journal of Marketing, 60(2): 31-46.
  • ZHOU, Z., JIN, X.L., & FANG, Y. (2014). ‘’Moderating Role of Gender in the Relationships Between Perceived Benefits and Satisfaction in Social Virtual World Continuance’’. Decision Support Systems, 65: 69-79.
  • ZHU, D. H., CHANG, Y. P., & LUO, J. J. (2016). ‘’Understanding the Influence of C2C Communication on Purchase Decision in Online Communities From A Perspective Of Information Adoption Model’’. Telematics and Informatics, 33(1): 8-16.
Toplam 70 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Dijital Pazarlama, Pazarlama Araştırma Metodolojisi, Tüketici Davranışı
Bölüm Makaleler
Yazarlar

Pınar Yürük Kayapınar 0000-0002-7460-6465

Neslihan Cavlak 0000-0002-6712-971X

Özgür Kayapınar 0000-0002-2003-5863

Yayımlanma Tarihi 29 Eylül 2023
Kabul Tarihi 29 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 3

Kaynak Göster

APA Yürük Kayapınar, P., Cavlak, N., & Kayapınar, Ö. (2023). The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events. Alanya Akademik Bakış, 7(3), 1447-1467.