Araştırma Makalesi
BibTex RIS Kaynak Göster

The effect of using social media on purchasing of sports products: a qualitative study on faculty of sport sciences academicians

Yıl 2020, Cilt: 6 Sayı: 2, 45 - 56, 15.06.2020
https://doi.org/10.18826/useeabd.605334

Öz

Aim: The study was planned to examine the effect of social media use on sportive purchasing based on the Mean End Chain Theory.

Methods: Qualitative method was preferred from scientific research methods and phenomological technique was used. The research group consists of 13 faculty members working in the faculties of Sport Sciences. Participants were selected by simple random sampling method. Data obtained from the forms were analyzed by content analysis method. The data obtained from the study were described systematically, and then codes that determine the cause and effect relations were formed and classified under specific themes.

Results: It was understood that some of the answers of the participants were affected by the sporty products they encountered while following these accounts and that they wanted to buy the product immediately, while others were hesitant to buy these products. Some of the participants stated that they purchased the products, examined the comments in their social media accounts and decided to buy the sports product after reading the comparisons such as quality and price. 

Conclusion: The participants' social media accounts, in general, had an impact on their sporting purchasing processes. Online shopping as a convenient and easy method, they stated that they were cautious against social media comments. Participants emphasized that in the future, social media accounts will be more effective in the sporting purchasing process, but the advertisements and comments made from these accounts should be more realistic.

Kaynakça

  • Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in sport. International Journal of Sport Communication, 6(2), 120-142.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Algharabat, R. (2018). Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk. Journal of Retailing and Consumer Services, 40, 125-138.
  • Balaji, M. S., Khong, K. W., Chong, A. Y. L. (2016). Determinants of negative Word-of-mouth communication using social networking sites. International & Management, 53(4), 528-540.
  • Breazeale, M. (2009). Word of Mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 50(3), 297-318.
  • Büyüköztürk, Ş., Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2014). Bilimsel araştırma yöntemleri. 17. Baskı. Ankara: Pagem Akademi, 194.
  • Chen, C. W., Lien, N. H. (2017). Social media and marketing effectiveness. Asia Pacific Management Review, 22(1), 1.
  • Chen, C. Y., Lin, Y. H., Lee, C. Y., Lin, Y. K., Chuang, M. C., & Lee, K. N. (2019). Reflective or impulsive buying or both? Evidence from the sport merchandise consumption context. Social Behavior and Personality: An international journal, 47(11), e8395
  • Costa, A. I. A, Dekker, M., & Jongen, W. M. F. (2004). An overview of means-end theory: Potential application in consumer-oriented food product design. Trends in Food Science & Technology, 15, 403–415.
  • Crespo-Hervas, J., Alguacil, M., & Núñez-Pomar, J. (2018). Gender comparison of the perception of brand image and purchasing preferences of users of a sports service. Journal of Physical Education and Sport, 18, 1276-1284.
  • Creswell, J. W. (2007). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
  • Do, H., Ko, E., & Woodside, A. G. (2015). Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality. International Journal of Advertising, 34(4), 658-677.
  • Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277.
  • Dugalić, S., & Lazarević, S. (2016). The impact of celebrity athlete endorsement on purchasing habits. Facta Universitatis, Series: Physical Education and Sport, 435-446. Erkan, İ., & Evans, C. (2018) Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions, Journal of MarketingCommunications, 24(6), 617-632, DOI: 10.1080/13527266.2016.1184706
  • Global Digital Report (2019). https://wearesocial.com/blog/2018/01/global-digital-report-2018
  • Global Online Consumer Report (2017). The truth about online consumers. https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
  • Global Web Index (2019). https://wearesocial-net.s3.amazonaws.com/wp-content/uploads/2018/01/DIGITAL-IN-2018-002-TIME-SPENT-ON-THE-INTERNET-V1.00.png
  • Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
  • Gutman, J. (1984). Analyzing consumer orientations toward beverages through means-end chain analysis. Psychology & Marketing, 1(3‐4), 23-43.
  • Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., Jianzhou, Y. (2018). Consumers’ online information adoption behaviour: Motives and antecedents of electronic Word of mouth communications. Computers in Human Behavior, 80, 22-32.
  • İşlek, M. S. (2012). Sosyal medyanın tüketici davranışlarına etkileri Türkiye'deki sosyal medya kullanıcıları üzerine bir araştırma (Master's thesis, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü).
  • Jiang, S., Scott, N., & Ding, P. (2018). Motivations of experienced leisure travellers: A means-end chain study on the Chinese outbound market. Journal of Vacation Marketing, 25(2), 225-238. https://doi.org/10.1177/1356766718763694
  • Karataş, Z. (2015). Sosyal bilimlerde nitel araştirma yöntemleri. Manevi temelli sosyal hizmet araştırmaları dergisi, 1(1), 62-80.
  • 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(10), 1480–1486.
  • Li, E. Y., Chang, L. S., & Chang, L.F.K. (2016). Exploring consumer value of cross-border online shopping: An application of means-end chain theory and Maslow's hierarchy of needs. PACIS 2016 Proceedings, 359.
  • 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, 158-167.
  • Lin, C. F., Fu, C. S., & Chen, Y. T. (2019). Exploring customer perceptions toward different service volumes: An integration of means-end chain and balance theories. Food Quality and Preference, 73, 86-96.
  • Mangold, WG., Faulds, DJ. (2009). Social media: The new hybrid element of the promotion mix. ScienceDirect Business Horizons, 52 (4), 357-365.
  • Maxham III, J. G. & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57–71.
  • Nedra, B. A., Hadhri, W., & Merzani, M. (2019). Determinants of customers’ intentions to use hedonic networks: The case of Instagram. Journal of Retailing and Consumer Services, 46, 21-32.
  • Okazaki, S. (2009). The tactical use of mobile marketing: How adolescents’ social networking can best shape brand extensions. Journal of Advertising Research, 49(1), 12-26.
  • Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2015). ‘You’ll never tweet alone’: Managing sports brands through social media. Journal of Brand Management, 22(7), 551-568.
  • Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis and interpretation. Journal of Advertising Research, 28(1), 11-31.
  • Seggie N. F. ve Bayyurt Y. (2017). Nitel Araştırma Yöntem, Teknik, Analiz ve Yaklaşımları. (2.Baskı). Ankara: Anı Yayıncılık.
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
  • Walliman, N. (2017). Research methods: The basics. Routledge Taylor & Francis Group.
  • 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.
  • Wang, Y., & Zhou, S. (2015). How do sports organizations use social media to build relationships? A content analysis of NBA clubs’ Twitter use. International Journal of Sport Communication, 8(2), 133-148.
  • Yıldırım, A., & Şimşek, H. (2008). Nitel araştırma yöntemleri (7. Baskı). Ankara: Seçkin Yayıncılık.
  • Yıldırım, A., & Şimşek, H. (2016). Nitel araştırma yöntemleri (10. Baskı). Ankara: Seçkin Yayıncılık.
  • Zhang, J. Q., Craciun, G., Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341.

Sosyal medya kullanımının spor ürünü satın almaya etkisi: Spor Bilimleri Fakültesi akademisyenleri üzerine nitel bir çalışma

Yıl 2020, Cilt: 6 Sayı: 2, 45 - 56, 15.06.2020
https://doi.org/10.18826/useeabd.605334

Öz

Amaç: Araştırma, sosyal medya kullanımının sportif ürün satın almaya etkisinin neden – sonuç zinciri teorisi ışığında incelenmesi amacıyla planlanmıştır.

Materyal ve Metot: Araştırmada nitel yöntem tercih edilmiş ve fenomolojik teknik kullanılmıştır. Formda, demografik bilgilerin dışında 9 adet soru bulunmaktadır. Araştırma grubu, Ankara’da bulunan farklı üniversitelerin Spor Bilimleri Fakültelerinde görev yapan toplam 13 öğretim elemanından oluşmaktadır. Katılımcılar amaçlı örnekleme yöntemlerinden homojen (benzeşik) örnekleme yöntemi ile seçilmiştir. Formlardan elde edilen veriler içerik analizi yöntemi ile analiz edilmiştir. Çalışmadan elde edilen veriler sistematik bir biçimde betimlenmiş, daha sonra neden – sonuç ilişkilerini belirleyen kodlar oluşturularak, belirli temalar altında sınıflandırılmıştır.

Bulgular: Katılımcıların sosyal medya hesaplarını takip ederken karşılaştıkları sportif ürünlerden etkilenerek, ürünü hemen satın alma isteğinde olduğu, bazılarının ise, bu ürünleri satın almada çekingen davrandıkları anlaşılmıştır. Katılımcıların bazıları, ürünleri satın alırken, sosyal medya hesaplarında yer alan yorumları incelediklerini ve kalite, fiyat gibi kıyaslamaları okuduktan sonra spor ürünü satın almaya karar verdiklerini belirtmişlerdir. Sosyal medya hesapları üzerinden yapılan yorumları çok fazla güvenilir bulmayan bazı katılımcılar ise, buna rağmen ilgili hesapları yine de takip etmeye devam ettiklerini belirtmişlerdir.

Sonuç: Katılımcılar genel olarak sosyal medya hesaplarının, sportif satın alma süreçlerine etkisi olduğu anlaşılmıştır. Katılımcılar, internet üzerinden yapılan alışverişi rahat ve kolay bir yöntem olarak nitelendirirken, sosyal medya yorumlarına karşı temkinli olduklarını belirtmişlerdir. Katılımcılar, gelecekte sosyal medya hesaplarının sportif satın alma sürecinde daha fazla etkili olacağını vurgulamışlar ancak bu hesaplardan yapılan reklam ve yorumların daha gerçekçi olması gerektiğini belirtmişlerdir.

Kaynakça

  • Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in sport. International Journal of Sport Communication, 6(2), 120-142.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Algharabat, R. (2018). Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk. Journal of Retailing and Consumer Services, 40, 125-138.
  • Balaji, M. S., Khong, K. W., Chong, A. Y. L. (2016). Determinants of negative Word-of-mouth communication using social networking sites. International & Management, 53(4), 528-540.
  • Breazeale, M. (2009). Word of Mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 50(3), 297-318.
  • Büyüköztürk, Ş., Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2014). Bilimsel araştırma yöntemleri. 17. Baskı. Ankara: Pagem Akademi, 194.
  • Chen, C. W., Lien, N. H. (2017). Social media and marketing effectiveness. Asia Pacific Management Review, 22(1), 1.
  • Chen, C. Y., Lin, Y. H., Lee, C. Y., Lin, Y. K., Chuang, M. C., & Lee, K. N. (2019). Reflective or impulsive buying or both? Evidence from the sport merchandise consumption context. Social Behavior and Personality: An international journal, 47(11), e8395
  • Costa, A. I. A, Dekker, M., & Jongen, W. M. F. (2004). An overview of means-end theory: Potential application in consumer-oriented food product design. Trends in Food Science & Technology, 15, 403–415.
  • Crespo-Hervas, J., Alguacil, M., & Núñez-Pomar, J. (2018). Gender comparison of the perception of brand image and purchasing preferences of users of a sports service. Journal of Physical Education and Sport, 18, 1276-1284.
  • Creswell, J. W. (2007). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
  • Do, H., Ko, E., & Woodside, A. G. (2015). Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality. International Journal of Advertising, 34(4), 658-677.
  • Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277.
  • Dugalić, S., & Lazarević, S. (2016). The impact of celebrity athlete endorsement on purchasing habits. Facta Universitatis, Series: Physical Education and Sport, 435-446. Erkan, İ., & Evans, C. (2018) Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions, Journal of MarketingCommunications, 24(6), 617-632, DOI: 10.1080/13527266.2016.1184706
  • Global Digital Report (2019). https://wearesocial.com/blog/2018/01/global-digital-report-2018
  • Global Online Consumer Report (2017). The truth about online consumers. https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
  • Global Web Index (2019). https://wearesocial-net.s3.amazonaws.com/wp-content/uploads/2018/01/DIGITAL-IN-2018-002-TIME-SPENT-ON-THE-INTERNET-V1.00.png
  • Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
  • Gutman, J. (1984). Analyzing consumer orientations toward beverages through means-end chain analysis. Psychology & Marketing, 1(3‐4), 23-43.
  • Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., Jianzhou, Y. (2018). Consumers’ online information adoption behaviour: Motives and antecedents of electronic Word of mouth communications. Computers in Human Behavior, 80, 22-32.
  • İşlek, M. S. (2012). Sosyal medyanın tüketici davranışlarına etkileri Türkiye'deki sosyal medya kullanıcıları üzerine bir araştırma (Master's thesis, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü).
  • Jiang, S., Scott, N., & Ding, P. (2018). Motivations of experienced leisure travellers: A means-end chain study on the Chinese outbound market. Journal of Vacation Marketing, 25(2), 225-238. https://doi.org/10.1177/1356766718763694
  • Karataş, Z. (2015). Sosyal bilimlerde nitel araştirma yöntemleri. Manevi temelli sosyal hizmet araştırmaları dergisi, 1(1), 62-80.
  • 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(10), 1480–1486.
  • Li, E. Y., Chang, L. S., & Chang, L.F.K. (2016). Exploring consumer value of cross-border online shopping: An application of means-end chain theory and Maslow's hierarchy of needs. PACIS 2016 Proceedings, 359.
  • 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, 158-167.
  • Lin, C. F., Fu, C. S., & Chen, Y. T. (2019). Exploring customer perceptions toward different service volumes: An integration of means-end chain and balance theories. Food Quality and Preference, 73, 86-96.
  • Mangold, WG., Faulds, DJ. (2009). Social media: The new hybrid element of the promotion mix. ScienceDirect Business Horizons, 52 (4), 357-365.
  • Maxham III, J. G. & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57–71.
  • Nedra, B. A., Hadhri, W., & Merzani, M. (2019). Determinants of customers’ intentions to use hedonic networks: The case of Instagram. Journal of Retailing and Consumer Services, 46, 21-32.
  • Okazaki, S. (2009). The tactical use of mobile marketing: How adolescents’ social networking can best shape brand extensions. Journal of Advertising Research, 49(1), 12-26.
  • Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2015). ‘You’ll never tweet alone’: Managing sports brands through social media. Journal of Brand Management, 22(7), 551-568.
  • Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis and interpretation. Journal of Advertising Research, 28(1), 11-31.
  • Seggie N. F. ve Bayyurt Y. (2017). Nitel Araştırma Yöntem, Teknik, Analiz ve Yaklaşımları. (2.Baskı). Ankara: Anı Yayıncılık.
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
  • Walliman, N. (2017). Research methods: The basics. Routledge Taylor & Francis Group.
  • 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.
  • Wang, Y., & Zhou, S. (2015). How do sports organizations use social media to build relationships? A content analysis of NBA clubs’ Twitter use. International Journal of Sport Communication, 8(2), 133-148.
  • Yıldırım, A., & Şimşek, H. (2008). Nitel araştırma yöntemleri (7. Baskı). Ankara: Seçkin Yayıncılık.
  • Yıldırım, A., & Şimşek, H. (2016). Nitel araştırma yöntemleri (10. Baskı). Ankara: Seçkin Yayıncılık.
  • Zhang, J. Q., Craciun, G., Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341.
Toplam 40 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Spor Hekimliği
Bölüm SPOR YÖNETİM BİLİMLERİ
Yazarlar

Halil Akoğlu Bu kişi benim 0000-0002-0818-7143

Seçkin Doğaner 0000-0001-9475-8338

Yayımlanma Tarihi 15 Haziran 2020
Gönderilme Tarihi 14 Ağustos 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 6 Sayı: 2

Kaynak Göster

APA Akoğlu, H., & Doğaner, S. (2020). Sosyal medya kullanımının spor ürünü satın almaya etkisi: Spor Bilimleri Fakültesi akademisyenleri üzerine nitel bir çalışma. International Journal of Sport Exercise and Training Sciences - IJSETS, 6(2), 45-56. https://doi.org/10.18826/useeabd.605334