SOSYAL PAZARLAMADA TEKNOLOJİ KABULÜ: HAYIRSEVERLİK DAVRANIŞLARI ÜZERİNE BİR İNCELEME 

Aysu Göçer, Ceren, Altuntaş Vural
unpublished
Öz Hedef kitlelerin davranışlarını etkilemek amacıyla topluma fayda sağlayacak fikir, değer veya faaliyetlerin pazarlanması sosyal pazarlamacıların en temel uğraş alanıdır. Bu uğraş, alternatif teknolojiler insanların faaliyet alanlarını değiştirdikçe ve davranışlarını etkileyerek yeni dinamikler yarattıkça daha da karmaşık bir hal almaktadır. Bu bağlamda sosyal medya insanları oldukça dinamik bir çevreye, kişilere göre özelleştirilmiş bir giriş yolu sağlayan çift yönlü iletişime davet
more » ... şime davet etmektedir. Bazı zorluklarına rağmen, en sonunda temel davranış değişikliklerini gerçekleştirecek şekilde, insanlara sosyal pazarlama programlarını iletmek ve onları bu programlara dâhil etmek için önemli fırsatlar sunmaktadır. Sosyal medyanın sosyal pazarlama programları üzerindeki bu gücü yakın zamanda uygulayıcıların dikkatini çekmiş ve böylece birçok kurumsal veya bireysel sosyal kampanya sosyal medya kanalları aracılığı ile geliştirilmeye ve duyurulmaya başlanmıştır. Bu durum "tüketicileri" sadece bağışçı yapmakla kalmamış, onları bu kampanyaların organizatörü, kural koyucuları haline getirmiştir. Sosyal pazarlama alanındaki bu değişim çevrimiçi teknolojilerin sosyal pazarlama üzerindeki rolü ve etkisini araştıracak bilimsel araştırmalara ihtiyaç doğurmaktadır. Ancak, mevcut haliyle araştırma uygulamanın gerisinde kalmaktadır. Bu çalışma bu alana ışık tutmayı hedeflemekte ve özellikle çevrimiçi ortamlar tarafından güdülenen hayırseverlik davranışlarına odaklanmaktadır. Araştırma, teknoloji kabul modeli boyutları ile insanların sosyal kampanyalara çevrimiçi kanallar aracılığı ile dâhil olma davranışları arasındaki ilişkileri incelemektedir. Sonuçlar teknoloji kabul modeli boyutlarının sosyal pazarlama programları ile hedeflenen davranış değişikliklerini ne kadar etkilediğini göstermesi açısından önemlidir. Bu doğrultuda alandaki bilimsel boşluğa katkı yapacak ve uygulayıcılara fikir oluşturacak bazı öneriler tartışmaya sunulmuştur. Anahtar kelimeler: Sosyal medya, Sosyal pazarlama, Davranış değişimi, Teknoloji kabul modeli Jel Kodları: M31 TECHNOLOGY ACCEPTANCE IN SOCIAL MARKETING: AN INVESTIGATION ON PHILANTHROPIC BEHAVIOR Abstract Marketing of social ideas and values to influence behaviors of a target audience is a challenge for social marketers. It becomes more complicated when alternative technologies change the acting environment of people, and create new dynamics to influence their behaviors. Social media, in this context, is a technology, which invites people to a multi-way communication with an increased and customized access to a new form of a very dynamic environment. Despite some challenges, it provides an excessive opportunity to actively communicate and involve people to social marketing programs, which, at the end, motivates social behavior change. This power of social media on social marketing programs recently attracted the attention of practitioners, and thus, several social campaigns, either by corporate entities or individuals, started to be raised and communicated through various social media sites. This situation made consumers, not only the donators but also the organizers of such campaigns, that is, the  Bu çalışma 21. Pazarlama Kongresinde sunulmuştur. 2 actual rule makers, the involvers. This change in the social marketing practice calls for urgent research in the academy to better understand the dynamics and the role of online technologies on social marketing practices. However, research on this field is still left behind the practice. This study aims to shed light on this area, and focuses specifically on philanthropic behavior change, which is motivated by online environments. Research investigates the relationship between technology acceptance dimensions and people's involvement activities through online sites. Findings provide valuable insight to explain the impact of different determinants of technology acceptance on human behavior for social marketing activities at virtual platforms. Discussions are raised to both contribute to academic shortfall on social marketing literature, and to provide more effective programs for the practice. 6 tool to actively involve consumers, yet, make them central, to social marketing process (Thackeray et al., 2008; Thackeray et al., 2012). Technology Acceptance to foster Social Change The focus of social marketing on behavior change is an important emphasis of social cognitive theory in the process of behavior adaption (Bandura, 1977; Bandura, 1989). Social cognitive theory argues that human behavior evolves over time because of the interactions between a person and the environment. These interactions are complex, challenged by the interdependent play of social and psychological factors, having various antecedents and consequences, both originated by several internal or external factors. Therefore, effected by the dynamic environment, human behaviors change by the time knowledge is gained through the experiences or the observations. Here, various factors, including both internals, such as feelings, emotions, or externals, such as incentives, play important role to motivate behavior change. Behavior adoption is also motivated by the outcome expectancies; that is, if people believe that their actions will result in, or lead to a positive or desirable situation, they are more likely to adopt to a different behavior (Bandura, 1989). Therefore, the environment and the cognitive influences both have a strong effect on people's behavior and possible adoption. Considering the recent changes in people's environment caused by new media technologies, it is evident that people have increased and customized access to information, become more involved to media content, and highly engaged to multiway communication. Therefore, it can be stated that, new media technologies involve people to a new form of a very dynamic environment, causing a prominent influence in their behavior (Hill and Moran, 2011). Abstract Cuteness culture and cute marketing approaches have become important in the marketing literature, because of their influence on consumer buying behaviors and using the tools for differentiation strategy by the enterprises. In the conceptual analysis part of this study, cuteness, cuteness culture, cuteness in marketing and cute marketing issues were explained. In the research part, in the framework of the social and emotional impacts, price and quality of cute products, consumer attitudes towards cute products and their effects to buying behavior were analyzed. According to the research results from 404 participants, participants (1) respondents had positive attitudes towards the cute products, (2) their attitudes towards cute products were affected by social and emotional impact and (3) they rated cute products as expensive and low quality in their purchasing preferences. In the light of the research results, the features of consumers who had the positive attitudes towards the cute products were defined and some suggestions were given to marketing managers. Abstract This study's purpose is to constitute deep understanding by revealing effect of shopping motivations and demographic factors on online compulsive buying behavior of consumers. For this purpose, the data is collected from 420 consumers in Adana convince by face to face survey technique. T-test and simple linear regression analyses is used to test the relationships in the research model. The findings obtained are which gender and age of demographic factors don't influence online compulsive buying. Furthermore, while online compulsive buying is influenced by social normative and comparison shopping motivation, not influenced by the other shopping motivations.
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