An Examination of the Factors Influencing Consumers Attitudes Toward Social Media Marketing推荐.pdfVIP

Journal of Internet Commerce , 10:35–67, 2011 Copyright # Taylor Francis Group, LLC ISSN: 1533-2861 print=1553-287X online DOI: 10.10802011.558456 An Examination of the Factors Influencing Consumers’ Attitudes Toward Social Media Marketing ERKAN AKAR Faculty of Economics and Administrative Sciences, Department of Business Administration, Afyon Kocatepe University, Afyonkarahisar, Turkey BIROL TOPCU ¸ Faculty of Medicine, Department of Biostatistics and Medical Informatics, Nam ˘ k Kemal University, Tekirdag, Turkey Social media and social media applications that build consumer communities involving rich user-generated content are new mar- ketplaces 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 ques- tionnaire 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 mar- keting with social media. KEYWORDS consumer attitudes, social media, social media marketing, social Web INTRODUCTION The Web has become a more social environment since its beginning. There has never before existed such an environment that has the ability to link a piece of content to another. The Web creates content webs that con