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ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞLARININ SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: FACEBOOK ÖRNEĞİ

Year 2017, Volume: 6 Issue: 12, 127 - 144, 26.12.2017

İbrahim Topal Sima Nart

Abstract

Elektronik
ağızdan ağıza iletişim davranışı, internet teknolojilerinin gelişimiyle çeşitli
değişimlere uğramıştır. Tüketiciler, ürün veya hizmetler hakkında Web 1.0
döneminde yoğunlukla arama ve okuma gerçekleştirirken, Web 2.0 ve sosyal medya döneminde
çevrelerinden elde ettikleri görüşleri iletebilmekte ve kendi görüşlerini
sunabilmektedirler. Bu çalışmada, elektronik ağızdan ağıza iletişimin görüş
arama, görüş iletme ve görüş belirtme olarak üçe ayrılarak satın alma niyeti üzerine
etkisi incelenmiştir. Çalışma sosyal medyanın yoğun kullanıldığı Türkiye’de ve
en bilinen platform olan Facebook üzerinde yapılmıştır. Veriler, Facebook
kullanıcılarından online anket aracılığı ile ulaşılan 512 kişiden elde
edilmiştir. Tanımlayıcı istatistikler ile sektöre katkı sağlayabilecek
sonuçlara ulaşılmıştır. Faktör ve regresyon analizi yöntemi uygulanmıştır. Bulgular,
görüş arama ve görüş iletme boyutlarının satın alma niyeti üzerinde olumlu
yönde etkili olduğunu, görüş belirtmenin ise etkili olmadığını göstermiştir.

Keywords

Elektronik Ağızdan Ağıza İletişim Satın Alma Niyeti Görüş Arama Görüş İletme Görüş Belirtme Facebook

References

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  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. Adapazarı: Sakarya Kitabevi.
  • Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research. doi:10.1177/109467059800100102
  • Belleghem, S. V., Thijs, D., & Ruyck, T. D. (2012). Social Media Around The World 2012. 10 Ağustos 2016 tarihinde http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting/17-Clear_expectations_fromconsumers_visvis_brands1 adresinden erişildi.
  • Berthon, P. R., Pitt, L. F., Plangger, K. ve Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271. doi:10.1016/j.bushor.2012.01.007
  • Chaffey, D. (2017). Mobile Marketing Statistics Compilation. http://changetheequation.org/sites/default/files/STEMworks_OnePager_v5.pdf adresinden erişildi.
  • Cheung, C. M. K., Lee, M. K. O. ve Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5736 LNAI, 501–510. doi:10.1007/978-3-642-04754-1_51
  • Chu, S. C. ve Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). doi:10.2501/IJA-30-1-047-075
  • Clark, M. ve Melancon, J. (2013). The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective. International Journal of Marketing Studies, 5(4), 132–142. doi:10.5539/ijms.v5n4p132
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  • Hans H. Bauer, M. G. & M. L. (2002). Customer Relations Through the Internet, Journal of Relationship Marketing. Journal of Relationship Marketing, 1(2), 39–55. doi:10.1300/J366v01n02
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G. ve 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. doi:10.1002/dir.10073
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. doi:10.1177/1094670510375460
  • Heyne, L. (2009). Electronic Word of Mouth – a New Marketing Tool ? University of Applied Sciences, 49.
  • Hill, R. A. ve Dunbar, R. I. M. (2003). Social Network Size in Humans. Human Nature, 14(1), 53–72. doi:10.1007/s12110-003-1016-y
  • Hodza, A., Papadopoulou, K. ve Pavlidou, V. (2012). Electronic Word-of-Mouth through Social Networking Sites, 1–81. http://www.diva-portal.org/smash/get/diva2:530710/FULLTEXT01.pdf adresinden erişildi.
  • Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. doi:10.1108/JPBM-05-2013-0299
  • Kabani, S. H. (2013). The Zen Of Social Media Marketing: An Easier Way To Build Credibility, Generate Buzz, And Increase Revenue. Dallas: Benbella Books.
  • Kallas, P. (2013). Top 10 Social Networking Sites by Market Share of Visits [August 2012]. Dreamgrow. http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-august-2012/ adresinden erişildi.
  • Kalpaklioglu, N. U. ve Toros, N. (2011). Viral Marketing Tecniques Within Online Social Network. Journal of Yasar University, 6(24), 112–129. http://web.b.ebscohost.com/ehost/detail/detail?sid=cfd12124-d638-4a2f-82c9-bb06f26bd9e6%40sessionmgr120&vid=0&hid=125&bdata=Jmxhbmc9ZXMmc2l0ZT1laG9zdC1saXZl#AN=69910047&db=a9h adresinden erişildi.
  • Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003
  • Kemp, S. (2015). Digital, Social & Mobile Worldwide in 2015. 12 Temmuz 2017 tarihinde http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/ adresinden erişildi.
  • Kemp, S. (2016). Digital in 2016. http://wearesocial.com/sg/special-reports/digital-2016%5Cnhttp://www.slideshare.net/wearesocialsg/digital-in-2016 adresinden erişildi.
  • Kemp, S. (2017). Digital in 2017: Global Overview. wearesocial.com. 4 Temmuz 2017 tarihinde https://wearesocial.com/uk/special-reports/digital-in-2017-global-overview adresinden erişildi.
  • Kim, A. J. ve Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164–171. doi:10.1080/20932685.2010.10593068
  • Kim, S., Park, J. ve Lee, Y. (2013). The E-Word-of-Mouth effect on consumers’ Internet shopping behaviour: focus on apparel products. International Journal of Fashion Design, Technology and Education, 6(3), 160–172. doi:10.1080/17543266.2013.798355
  • Kotler, P., Keller, K. L. (2012). Marketing Management 14E. New York: Pearson Education Inc.
  • Litvin, S. W., Goldsmith, R. E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi:10.1016/j.tourman.2007.05.011
  • Marsden, P. V. (1987). Core Discussion Networks of Americans. American Sociological Review, 52(1), 122–131. doi:10.2307/2095397
  • Murugesan, S. (2007). Understanding Web 2.0. IEEE Computer Society, (1520–9202/07).
  • Naik, U. ve Shivalingaiah, D. (2008). Comparative Study of Web 1.0, Web 2.0 and Web 3.0. 6th International CALIBER, 499–507. doi:10.4018/978-1-61520-611-7.ch121
  • Nielsen. (2013). Under The Influence: Consumer Trust in Advertising. www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html adresinden erişildi.
  • Prendergast, G., Ko, D. ve Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 2. doi:10.2501/S0265048710201427
  • Price, L. L. (University of P. ve Feick, L. F. (University of P. (1984). Copyright © 2001 All Rights Reserved Copyright © 2001 All Rights Reserved, Volume 11(Advances in Consumer Research), 250–255. http://www.acrwebsite.org/volumes/6252/volumes/v11/NA-11 adresinden erişildi.
  • Reitz, A. R. (2012). DISSERTATION ONLINE CONSUMER ENGAGEMENT : UNDERSTANDING THE ANTECEDENTS AND OUTCOMES Submitted by Amy Renee Reitz Department of Journalism and Technical Communication In partial fulfillment of the requirements For the Degree of Doctor of Philosophy Colora. Colorado State University.
  • Richard, james ve Guppy, S. (2014). Facebook: Investigating the influence on consumer purchase intention. Asian Journal of Business Research, 4(2), 1–15. doi:10.14707/ajbr.140006
  • Serra, D. D. E. S. ve Soto-Sanfiel, M. T. (2014). When the user Becomes a Publicist: Motivations for EWOM on Facebook. Revista Brasileira de Marketing, 13(1), 01–16. doi:10.5585/remark.v13i1.2584
  • Stelzner, M. A. (2016). 2016 SOCIAL MEDIA MARKETING INDUSTRY REPORT How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner. doi:10.1007/BF02653755
  • Sun, T., Youn, S., Wu, G. ve Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. doi:10.1111/j.1083-6101.2006.00310.x
  • Tasente, T. ve Ciacu, N. (2011). Interferces Between New and Old Media . the Role of Social Media in Promoting Written. Global Media Journal: Pakistan Edition, 6(1), 91–106.
  • Topal, İ. (2017). Elektronik Ağızdan Ağıza İletişimde Kullanıcı Motivasyonları Ve Davranış İlişkileri: Facebook Örneği. Sakarya Üniversitesi.
  • Torlak, Ö. ve Ay, U. (2012). Facebook ’ ta Bulunma Amacı ve Facebook Reklamlarına Duyulan İlgi Arasındaki İlişki The Relationship Between Purpose of Using Facebook and Interest with Facebook Ads Öz Giriş, 83–94.
  • Wang, J. C. ve Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337–346. doi:10.1016/j.elerap.2013.03.003
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THE EFFECT OF ELECTRONIC WORD-OF-MOUTH BEHAVIOR ON PURCHASE INTENTION: FACEBOOK EXAMPLE

Year 2017, Volume: 6 Issue: 12, 127 - 144, 26.12.2017

İbrahim Topal Sima Nart

Abstract

Electronic word-of-mouth behavior has undergone various changes with the development of internet
technologies. Consumers are able to pass and give their opinions acquired their environment on Web 2.0 and
social media period while seeking and reading intensively in the Web 1.0 period about products or services. In
this study, the effect of electronic word-of-mouth on purchasing intention, frequently studied through a single
behavior, by dividing it into three behaviors; opinion seeking, opinion passing, and opinion giving. The study
was conducted in Turkey where social media is heavily used, and on Facebook the most popular platform. The
data was gathered from 512 users through an online questionnaire. Results that can contribute to the sector
have been achieved with descriptive statistics. Factor and regression analysis were used. Findings show that
opinion seeking and opinion passing affect the purchase intention the most, but opinion giving doesn’t.

Keywords

Electronic Word of Mouth Purchasing Intention Opinion Seeking Opinion Passing Opinion Giving Facebook

References

  • 1 % rule ( Internet culture ). (2017).Wikipedia. 12 Temmuz 2017 tarihinde https://en.wikipedia.org/index.php?q=aHR0cHM6Ly9lbi53aWtpcGVkaWEub3JnL3dpa2kvMSUyNV9ydWxlXyhJbnRlcm5ldF9jdWx0dXJlKQ adresinden erişildi.
  • Al-Deen, H. S. N. ve ; Hendricks, J. A. (2013). Social Media Usage and Impact. Plymouth, United Kingdom: Lexinting Books.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. Adapazarı: Sakarya Kitabevi.
  • Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research. doi:10.1177/109467059800100102
  • Belleghem, S. V., Thijs, D., & Ruyck, T. D. (2012). Social Media Around The World 2012. 10 Ağustos 2016 tarihinde http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting/17-Clear_expectations_fromconsumers_visvis_brands1 adresinden erişildi.
  • Berthon, P. R., Pitt, L. F., Plangger, K. ve Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271. doi:10.1016/j.bushor.2012.01.007
  • Chaffey, D. (2017). Mobile Marketing Statistics Compilation. http://changetheequation.org/sites/default/files/STEMworks_OnePager_v5.pdf adresinden erişildi.
  • Cheung, C. M. K., Lee, M. K. O. ve Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5736 LNAI, 501–510. doi:10.1007/978-3-642-04754-1_51
  • Chu, S. C. ve Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). doi:10.2501/IJA-30-1-047-075
  • Clark, M. ve Melancon, J. (2013). The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective. International Journal of Marketing Studies, 5(4), 132–142. doi:10.5539/ijms.v5n4p132
  • Ellison, N. B.; Boyd, D. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 210–230. doi:10.1111/j.1083-6101.2007.00393.x
  • Ellison, N. B. ve Boyd, D. M. (2013). Sociality through social network sites. The Oxford Handbook of Internet Studies, 151–172. doi:10.1093/oxfordhb/9780199589074.001.0001
  • Fiorella, S. (2014). Community Management : The 90-9-1 Rule is Dead What Does This Mean for Sales and Marketing Executives ? Business Results or More Noise ? http://www.senseimarketing.com/community-management-the-90-9-1-rule-is-dead/ adresinden erişildi.
  • Getting, B. (2007). Basic Definitions: Web 1.0, Web 2.0, Web 3.0. http://www.practicalecommerce.com/Basic-Definitions-Web-1-0-Web-2-0-Web-3-0 adresinden erişildi.
  • Gunawan, D. D. ve Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237–2241. doi:10.1016/j.jbusres.2015.06.004
  • Hans H. Bauer, M. G. & M. L. (2002). Customer Relations Through the Internet, Journal of Relationship Marketing. Journal of Relationship Marketing, 1(2), 39–55. doi:10.1300/J366v01n02
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G. ve 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. doi:10.1002/dir.10073
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. doi:10.1177/1094670510375460
  • Heyne, L. (2009). Electronic Word of Mouth – a New Marketing Tool ? University of Applied Sciences, 49.
  • Hill, R. A. ve Dunbar, R. I. M. (2003). Social Network Size in Humans. Human Nature, 14(1), 53–72. doi:10.1007/s12110-003-1016-y
  • Hodza, A., Papadopoulou, K. ve Pavlidou, V. (2012). Electronic Word-of-Mouth through Social Networking Sites, 1–81. http://www.diva-portal.org/smash/get/diva2:530710/FULLTEXT01.pdf adresinden erişildi.
  • Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. doi:10.1108/JPBM-05-2013-0299
  • Kabani, S. H. (2013). The Zen Of Social Media Marketing: An Easier Way To Build Credibility, Generate Buzz, And Increase Revenue. Dallas: Benbella Books.
  • Kallas, P. (2013). Top 10 Social Networking Sites by Market Share of Visits [August 2012]. Dreamgrow. http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-august-2012/ adresinden erişildi.
  • Kalpaklioglu, N. U. ve Toros, N. (2011). Viral Marketing Tecniques Within Online Social Network. Journal of Yasar University, 6(24), 112–129. http://web.b.ebscohost.com/ehost/detail/detail?sid=cfd12124-d638-4a2f-82c9-bb06f26bd9e6%40sessionmgr120&vid=0&hid=125&bdata=Jmxhbmc9ZXMmc2l0ZT1laG9zdC1saXZl#AN=69910047&db=a9h adresinden erişildi.
  • Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003
  • Kemp, S. (2015). Digital, Social & Mobile Worldwide in 2015. 12 Temmuz 2017 tarihinde http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/ adresinden erişildi.
  • Kemp, S. (2016). Digital in 2016. http://wearesocial.com/sg/special-reports/digital-2016%5Cnhttp://www.slideshare.net/wearesocialsg/digital-in-2016 adresinden erişildi.
  • Kemp, S. (2017). Digital in 2017: Global Overview. wearesocial.com. 4 Temmuz 2017 tarihinde https://wearesocial.com/uk/special-reports/digital-in-2017-global-overview adresinden erişildi.
  • Kim, A. J. ve Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164–171. doi:10.1080/20932685.2010.10593068
  • Kim, S., Park, J. ve Lee, Y. (2013). The E-Word-of-Mouth effect on consumers’ Internet shopping behaviour: focus on apparel products. International Journal of Fashion Design, Technology and Education, 6(3), 160–172. doi:10.1080/17543266.2013.798355
  • Kotler, P., Keller, K. L. (2012). Marketing Management 14E. New York: Pearson Education Inc.
  • Litvin, S. W., Goldsmith, R. E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi:10.1016/j.tourman.2007.05.011
  • Marsden, P. V. (1987). Core Discussion Networks of Americans. American Sociological Review, 52(1), 122–131. doi:10.2307/2095397
  • Murugesan, S. (2007). Understanding Web 2.0. IEEE Computer Society, (1520–9202/07).
  • Naik, U. ve Shivalingaiah, D. (2008). Comparative Study of Web 1.0, Web 2.0 and Web 3.0. 6th International CALIBER, 499–507. doi:10.4018/978-1-61520-611-7.ch121
  • Nielsen. (2013). Under The Influence: Consumer Trust in Advertising. www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html adresinden erişildi.
  • Prendergast, G., Ko, D. ve Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 2. doi:10.2501/S0265048710201427
  • Price, L. L. (University of P. ve Feick, L. F. (University of P. (1984). Copyright © 2001 All Rights Reserved Copyright © 2001 All Rights Reserved, Volume 11(Advances in Consumer Research), 250–255. http://www.acrwebsite.org/volumes/6252/volumes/v11/NA-11 adresinden erişildi.
  • Reitz, A. R. (2012). DISSERTATION ONLINE CONSUMER ENGAGEMENT : UNDERSTANDING THE ANTECEDENTS AND OUTCOMES Submitted by Amy Renee Reitz Department of Journalism and Technical Communication In partial fulfillment of the requirements For the Degree of Doctor of Philosophy Colora. Colorado State University.
  • Richard, james ve Guppy, S. (2014). Facebook: Investigating the influence on consumer purchase intention. Asian Journal of Business Research, 4(2), 1–15. doi:10.14707/ajbr.140006
  • Serra, D. D. E. S. ve Soto-Sanfiel, M. T. (2014). When the user Becomes a Publicist: Motivations for EWOM on Facebook. Revista Brasileira de Marketing, 13(1), 01–16. doi:10.5585/remark.v13i1.2584
  • Stelzner, M. A. (2016). 2016 SOCIAL MEDIA MARKETING INDUSTRY REPORT How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner. doi:10.1007/BF02653755
  • Sun, T., Youn, S., Wu, G. ve Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. doi:10.1111/j.1083-6101.2006.00310.x
  • Tasente, T. ve Ciacu, N. (2011). Interferces Between New and Old Media . the Role of Social Media in Promoting Written. Global Media Journal: Pakistan Edition, 6(1), 91–106.
  • Topal, İ. (2017). Elektronik Ağızdan Ağıza İletişimde Kullanıcı Motivasyonları Ve Davranış İlişkileri: Facebook Örneği. Sakarya Üniversitesi.
  • Torlak, Ö. ve Ay, U. (2012). Facebook ’ ta Bulunma Amacı ve Facebook Reklamlarına Duyulan İlgi Arasındaki İlişki The Relationship Between Purpose of Using Facebook and Interest with Facebook Ads Öz Giriş, 83–94.
  • Wang, J. C. ve Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337–346. doi:10.1016/j.elerap.2013.03.003
  • WOMMA Terminology Framework. (2015). 12 Temmuz 2017 tarihinde http://www.slideshare.net/mindblossom/womma-term-framework?from_action=save&from=fblanding adresinden erişildi.
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Details

Primary Language Turkish
Journal Section Articles
Authors

İbrahim Topal 0000-0002-7119-9470

Sima Nart

Publication Date December 26, 2017
Published in Issue Year 2017 Volume: 6 Issue: 12

Cite

APA Topal, İ., & Nart, S. (2017). ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞLARININ SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: FACEBOOK ÖRNEĞİ. Global Journal of Economics and Business Studies, 6(12), 127-144.
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