an examination of the factors influencing consumers' attitudes toward social media marketing

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1、JournalofInternetCommerce,10:3567,2011Copyright#Taylor&FrancisGroup,LLCISSN:1533-2861print=1553-287XonlineDOI:10.1080/15332861.2011.558456AnExaminationoftheFactorsInfluencingConsumers’AttitudesTowardSocialMediaMarketingERKANAKARFacultyofEconomicsandAdministrativeSciences,Depa

2、rtmentofBusinessAdministration,AfyonKocatepeUniversity,Afyonkarahisar,TurkeyBIROLTOPC¸UFacultyofMedicine,DepartmentofBiostatisticsandMedicalInformatics,NamkKemalUniversity,Tekirdag˘,TurkeySocialmediaandsocialmediaapplicationsthatbuildconsumercommunitiesinvolvingrichuser-gene

3、ratedcontentarenewmar-ketplacesand=ortoolsformarketers.Thisstudyaimstospecifythefactorsaffectingconsumers’attitudestowardmarketingwithsocialmedia.Giventhiscontext,a7-factor,consumer-basedattitudescalethatcontains32itemswasdeveloped,andaques-tionnairewascompletedbyundergraduat

4、estudentsbetweentheagesof18and24.Frequencies,t-test,ANOVA,factoranalysis,andregressionanalysiswereusedfordataanalysis.Intheend,sixfactorswerefoundtoaffectconsumers’attitudestowardmar-ketingwithsocialmedia.KEYWORDSconsumerattitudes,socialmedia,socialmediamarketing,socialWebINT

5、RODUCTIONTheWebhasbecomeamoresocialenvironmentsinceitsbeginning.Therehasneverbeforeexistedsuchanenvironmentthathastheabilitytolinkapieceofcontenttoanother.TheWebcreatescontentwebsthatcontainvalue.IthasbeenobservedthattraditionalmediahasfallentothesidesinceAddresscorrespondenc

6、etoDr.ErkanAkar,FacultyofEconomicsandAdministrativeSciences,DepartmentofBusinessAdministration,AfyonKocatepeUniversity,ANSKampu¨su¨,Afyonkarahisar,Turkey.E-mail:akar@aku.edu.tr3536E.AkarandB.Topc¸uthewidespreaduseofsocialmediasuchasblogs,Twitter,Facebook,andotherWeb2.0platfor

7、ms(Awareness2008c).Today,socialmediasites,suchasFacebookandMySpace,attractmorethan100millionvisitorsamonth(Chui,Miller,andRoberts2009,1).SocialWebsiteshaverapidlybecomeoneofthecomponentpartsofhundredsofmillionsofInternetuserseverydaylivesallovertheworld.However,therearefewaca

8、demicstudiesonsocialWebsites,andmostofthestudiesarecom-prisedofnewsp