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Marka ile yaşanan olumsuz deneyimler, tatminsizlikler, güven kaybı, karşılanmamış beklentiler tüketicilerin markaya karşı sinik tutumlar sergilemesine sebep olmaktadır. Tüketici, marka ile yaşadığı olumsuz deneyimi, sosyal medyanın kolay erişimi sayesinde diğer tüketiciler ile paylaşmaktadır. Bu çalışmanın amacı, markaların sosyal medyada oluşan sinik tutuma yönelik yaklaşımlarını ayrıntılı olarak incelemektir. Çalışmada İstanbul’da gıda sektöründe faaliyet gösteren iki markanın sosyal medya uzmanları ile derinlemesine görüşme yapılmıştır. Çalışma sonuçları, markaların sosyal medyada oluşan sinik tutuma yönelik ne tür yaklaşımlarda bulunmaları gerektiğini göstermesi açısından önemlidir. Bununla birlikte çalışmanın hem sosyal medyada sinik tutumla karşılaşan markalara ışık tutması hem de akademik literatüre önemli katkılar sunması hedeflenmektedir.
Negative experiences, dissatisfaction, loss of confidence, unmet expectations of the brand cause consumers to exhibit cynical attitudes towards the brand. Consumers share their negative experiences about a brand using social media due to its easy accessibility. This situation can cause negative feelings and thoughts about the brand to spread rapidly among consumers and can produce extremely destructive results in terms of the brand. The aim of this study is to examine the approaches of brands to cynical attitude in social media. In this study, in-depth interviews were conducted with the social media experts of two different food sector brands operating in Istanbul. Factors such as brands' proven record in food industry and their activities in international markets were significant in selecting these two brands for in-depth interview. The results of this study are important in terms of showing what kind of approaches the brands should take in face of the cynical attitudes that occur in social media and the approaches that should be taken in line with these attitudes. In addition, the study aims to shed light on both national and international brands that face the cynical attitudes in social media, and this study will establish a base for the future studies, thanks to its novel subject-matter.
Negative experiences, dissatisfaction, loss of confidence, unmet expectations of the brand cause consumers to exhibit cynical attitudes towards the brand. Consumers share their negative experiences about a brand using social media due to its easy accessibility. This situation can cause negative feelings and thoughts about the brand to spread rapidly among consumers and can produce extremely destructive results in terms of the brand. The aim of this study is to examine the approaches of brands to cynical attitude in social media. In this study, in-depth interviews were conducted with the social media experts of two different food sector brands operating in Istanbul. Factors such as brands’ proven record in food industry and their activities in international markets were significant in selecting these two brands for in-depth interview. The results of this study are important in terms of showing what kind of approaches the brands should take in face of the cynical attitudes that occur in social media and the approaches that should be taken in line with these attitudes. In addition, the study aims to shed light on both national and international brands that face the cynical attitudes in social media, and this study will establish a baseline for the future studies, thanks to its novel subject-matter.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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