Sosyal Medyada Tüketici Sinizmi: Kültürlerarası Bir Karşılaştırma
Sosyal Medyada Tüketici Sinizmi: Kültürlerarası Bir Karşılaştırma
Yazarlar:
İnci ERDOĞAN TARAKÇI Mehmet BAŞ
Yayın Yılı:
2018
Yayıncı:
Uluslararası Yönetim, Ekonomi ve Politika Kongresi
Dil:
Türkçe
Disipline:
Biyotıp
Konu:
Cell Biology,Antibodies
Özet (AI):
Günümüzde internet ve teknolojik gelişmelerin neticesinde işletmelerin pazarlama iletişimlerini sosyal ağlar üzerinden sıklıkla yürütmeleri ile sosyal medya, tüketici davranışlarını etkileyen başlıca unsurlardan biri haline gelmiştir. Tüketici tutumlarının, sosyal medya üzerinden paylaşılan deneyimler ve fikir alışverişleri doğrultusunda değişim gösterdiği yeniçağda, paylaşılan olumsuz deneyim ve görüşler, diğer tüketicilerin işletmelere ve ürünlere karşı tepki geliştirmelerine neden olabilmektedir. Olumsuz deneyimler, tatminsizlikler ve buna bağlı yaşanan güven kaybı beraberinde bilişsel, davranışsal ve duygusal bileşenlerden oluşan negatif tutumları getirmekte ve tüketicilerde oluşan bu "sinik" tutumlar, sinizmin bir türü olan "tüketici sinizmi"ni ortaya çıkarmaktadır. Diğer yandan çağımızın post-modern tüketicileri, ortaya çıkan aşırı tüketim karşısında tersi bir eğilimle kurumsal küreselleşmeyi ve marka hegemonyasını reddederek tüketim karşıtlığına başvurmaktadır. Bu çalışmada, öncelikle literatürde sıklıkla beraber kullanılan sinizm ve tüketim karşıtlığı kavramları ayrı ayrı ele alınmıştır. Aynı zamanda, sosyal medyanın tüketici davranışları üzerindeki artan etkisi dikkate alınarak, sosyal medya üzerinde tüketici sinizminin etkilerini belirlemeye yönelik İtalya ve Türkiye'de eş zamanlı yarı yapılandırılmış mülakat çalışması ile kültürlerarası bir karşılaştırma yapılmıştır. Bulgular, İtalya ve Türkiye'deki tüketicilerin sinizm boyutlarını, tüketici boykotlarına yaklaşımları arasındaki farklılıkları ve sinizmin iki ayrı kültürde ortaya çıkış nedenlerini ortaya koymaktadır. Diğer yandan, sinizm ve tüketim karşıtlığı kavramlarına iki ayrı kavram olarak açıklık getirerek bu alanda yapılacak sonraki çalışmalar için bir altyapı sağlamaktadır. ABSTRACT: Nowadays, with businesses conducting marketing communications frequently through social networks as a result of internet and technological developments, social media has become one of the main factors affecting consumer behaviors. In a new era in which consumer attitudes change in the direction of shared experiences and exchanges over social media, shared negative experiences and opinions can cause other consumers to react to businesses and products. Negative experiences, dissatisfaction and loss of confidence related to it bring along negative attitudes which are composed of cognitive, behavioral and emotional components, and these "cynic" attitudes that occur in consumers reveal "consumer cynicism", a type of cynicism. On the other hand, the post-modern consumers of our age resort to the anti-consumption by rejecting the corporate globalization and brand hegemony with the opposite tendency towards the excessive consumption. In this study, the concepts of cynicism and consumption opposition, which are frequently used together in the literature, are discussed separately. At the same time, with considering the growing impact of social media on consumer behavior, an intercultural comparison was made in Italy and Turkey simultaneously by semi-structured interview study to determine the effects of consumer cynicism on social media. Results shows the cynicism levels of consumers in both Italy and Turkey, the differences between their approaches to consumer boycotts and the reasons for the emergence of cynicism in two different cultures. On the other hand, it provides clarification on the ICOMEP'18-Autumn | International Congress of Management, Economy and Policy 2018 Autumn Istanbul/TURKIYE | 1-2 December, 2018 317 concepts of cynicism and consumption opposition as two separate concepts and provides a basis for further studies in this area.
Anahtar Kelime (AI):
Sosyal Medya
Tüketici Sinizmi
Kültürlerarası Karşılaştırma
Tüketim Karşıtlığı
Internet
Consumerism In Social Media: A Cross-cultural Comparison (AI)
Consumerism In Social Media: A Cross-cultural Comparison (AI)
Yazarlar:
İnci ERDOĞAN TARAKÇI Mehmet BAŞ
Yayın Yılı:
2018
Yayıncı:
Uluslararası Yönetim, Ekonomi ve Politika Kongresi
Dil:
Turkish
Disiplin:
Cell Biology,Antibodies
Konu:
Cell Biology,Antibodies
Özet:
(AI):
Today, as a result of the internet and technological developments, the social media has become one of the main elements that influence consumer behavior, with frequently conducting marketing communications through social networks.In the new age when consumer attitudes change in line with social media sharing experiences and ideas, shared negative experiences and opinions can cause other consumers to develop their responses to and products.Negative experiences, insatisfactions, and the loss of confidence associated with them bring negative attitudes consisting of cognitive, behavioral and emotional components, and these "sinic" attitudes in consumers reveal a kind of "consumer sinism" of sinism.On the other hand, the post-modern consumers of our era, with a reverse tendency against emerging excess consumption, refuse corporate globalization and brand hegemony to use consumption anti-consumption.In this study, the concepts of cynism and consumption contradiction, which are often used together in literature, have been discussed separately.At the same time, taking into account the increasing impact of social media on consumer behavior, a cross-cultural comparison was made with the simultaneous semi-structured interview study in Italy and Turkey aimed at determining the effects of consumer sinism on social media.The findings reveal the sizes of consumer sinism in Italy and Turkey, the differences between their approaches to consumer boycott and the causes of sinism in two different cultures.On the other hand, cynism and consumption contradictions are clear as two separate concepts, providing a infrastructure for subsequent studies in this field.Abstract: nowadays, with conducting marketing communications frequently through social networks as a result of internet and technological developments, social media has become one of the main factors affecting consumer behaviors.In a new era in which consumer attitudes change in the direction of shared experiences and exchanges over social media, shared negative experiences and opinions can cause other consumers to react to and products.negative experiences, dissatisfaction and loss of confidence related to it bring along negative attitudes which are composed of cognitive, behavioral and emotional components, and these “cynic” attitudes that occur in consumers reveal “consumer cynicism”, a type of cynicism.On the other hand, the post-modern consumers of our age resort to the anti-consumption by rejecting the corporate globalization and brand hegemony with the opposite tendency towards the excessive consumption.In this study, the concepts of cynicism and consumption opposition, which are frequently used together in literature, are discussed separately.At the same time, with considering the growing impact of social media on consumer behavior, an intercultural comparison was made in Italy and Turkey simultaneously by semi-structured interview study to determine the effects of consumer cynicism on social media.The results show the levels of cynicism of consumers in both Italy and Turkey, the differences between their approaches to consumer boycott and the reasons for the emergence of cynicism in two different cultures.on the other hand, it provides clarification on the icomep'18-autumn, the international congress of management, economy and policy 2018 autumn Istanbul/Turkey, 1-2 December, 2018 317 concepts of cynicism and consumption opposition as two separate concepts and provides a basis for further studies in this area.
Anahtar Kelimeler:
(AI):
Social Media
Consumer Cynicism
Cross-Cultural Comparison
Anti-Consumerism
Internet