An Examination of the Factors Influencing Consumers' Attitudes Toward Social Media Marketing
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Dosyalar
Tarih
2011
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Routledge Journals, Taylor & Francis Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and/or tools for marketers. This study aims to specify the factors affecting consumers' attitudes toward marketing with social media. Given this context, a 7-factor, consumer-based attitude scale that contains 32 items was developed, and a questionnaire was completed by undergraduate students between the ages of 18 and 24. Frequencies, t-test, ANOVA, factor analysis, and regression analysis were used for data analysis. In the end, six factors were found to affect consumers' attitudes toward marketing with social media.
Açıklama
Anahtar Kelimeler
consumer attitudes, social media, social media marketing, social Web, Word-Of-Mouth, Gender-Differences, Online, Internet, Software, Element
Kaynak
Journal of Internet Commerce
WoS Q Değeri
N/A
Scopus Q Değeri
Q1
Cilt
10
Sayı
1
