Araştırma Makalesi
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YENİ TÜKETİCİLER OLARAK DİJİTAL YERLİLER: Z KUŞAĞINDA ROL MODELİN DAVRANIŞSAL NİYETE ETKİSİ

Yıl 2022, Cilt: 18 Sayı: 3, 929 - 955, 30.09.2022
https://doi.org/10.17130/ijmeb.1011812

Öz

Dijital yerliler olarak adlandırılan Z Kuşağı birçok yönden diğer kuşaklardan farklılaşmaktadır. Rol modellerin, Z kuşağının davranışsal niyetleri üzerindeki etkileri incelemek doğru pazarlama stratejilerinin geliştirilebilmesine yardımcı olacaktır. Bireyler ailelerini, ünlüleri, saygın kabul edilen kişileri, iş insanlarını, arkadaşlarını, öğretmenlerini ve toplumun farklı kesimlerinden farklı statülerdeki birçok farklı kişiyi rol model olarak görmekte ve onlardan etkilenmektedir. Bu kapsamda, dijitalleşen dünyada Z kuşağının kimleri rol model aldığını ve rol modellerinden nasıl etkilendiğini anlamak önemlidir. Bu çalışmanın amacı, Z kuşağında rol model değişkeninin davranışsal niyet üzerindeki etkisini incelemektir. Veriler, 415 katılımcıdan, anket formları aracılığıyla kolayda örnekleme yöntemi kullanılarak toplanmıştır. Analiz için SPSS 26 Paket Programı ve SPSS Process makrodan yararlanılmıştır. Sonuçlar, rol model değişkeninin marka sadakati, ağızdan ağıza iletişim, ürün değiştirme ve şikâyet değişkenleri üzerinde etkili olduğunu göstermiştir.

Teşekkür

Bu çalışma Araştırma Teknikleri ve Yayın Etiği Doktora Dersi kapsamında Prof. Dr. Azra Bayraktar’ın destekleriyle hazırlanmıştır.

Kaynakça

  • Altuntuğ, N. (2012). Kuşaktan Kuşağa Tüketim Olgusu ve Geleceğin Tüketici Profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
  • Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of marketing research, 42(1), 96-108.
  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
  • Bandura, A. (1989). Human Agency in Social Cognitive Theory. American Sychologist American Psychological Association, 44(9), 1175-1179.
  • Bandura, A. (1999). Social Cognitive Theory: An Agentic Perspective. Asian Journal of Social Psychology, 2, 21 -41.
  • Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Mediapsychology III-Theoretical Integration and Research Synthesis Essay, 275.
  • Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
  • Bandura, A & Kupers, C.J. (1964). Transmission of Patterns of Self-Reinforcement Through Modeling. Journal of Abnormal and Social Psychology, 69, 1-9.
  • Belleau, B.D., Summers, T.A., Xu, Y. & Pinel, R. (2007). Theory of reasoned action: Purchased intention of young consumer. Clothing Textiles Research Journal, 25(3), 244-257.
  • Berkup, S.B. (2014). “Working With Generations X And Y in Generation Z Period: Management of Different Generations In Business Life”. Mediterranean Journal of Social Sciences, 5(19), 218-229.
  • Bonett, D. G., & Wright, T. A. (2015). Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Budac, A. (2014). Strategic Considerations On How Brands Should Deal With Generation Z, Revista Economică, 66(5), 6-14.
  • Buksa, I., & Mitsis, A. (2011). Generation Y's athlete role model perceptions on PWOM behaviour. Young Consumers.
  • Burke, P. J. & Judy C. T. (1977). Social Forces, Vol. The Measurement of Role Identity. 55(4), 881-897.
  • Burns, C. A. & Bush, F. R. (2015). “Örneklem Büyüklüğüne Karar Verme”. Çev. M. Zerenler. Pazarlama Araştırması. Ed. F. Demirci Orel. Ankara: Nobel Yayınları. 236-261.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of advertising research, 44(1), 108-118.
  • Callero, P. L. (1985). Role-identity salience. Social psychology quarterly, 203-215.
  • Cervone, D., Shadel, W. G. & Jencius, S. (2001). Social Cognitive Theory of Personality Assessment. Personality&Social Psychology Review, 5(1), 33-51.
  • Chaudhuri, A. (1999). The Relationship of Brand Attitudes and Brand Performance: The Role of Brand Loyalty. The Journal of Marketing Management, 9(3), 1-9.
  • Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of consumer research, 19(2), 198-211.
  • Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 295(2), 295-336.
  • Cotte, J., & Wood, S. L. (2004). Families and İnnovative Consumer Behavior: A triadic Analysis of Sibling and Parental İnfluence. Journal of Consumer Research, 31(1), 78-86.
  • Day, G. S. (1976). A two-dimensional concept of brand loyalty. In Mathematical models in marketing (pp. 89-89). Springer, Berlin, Heidelberg.
  • De Run, E. C., Butt, M., & Nee, C. Y. (2010). The influence of role models on young adults purchase. Journal Kemanusiaan, 15, 70-81.
  • DeVaney, S. A. (2015). Understanding the millennial generation. Society of Financial Service Professionals, 69(6), 1-14.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
  • Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins, Pew Research Center, 17, 1-7.
  • Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: The influence of sports celebrities on young adult consumers. Young Consumers.
  • Durmuş, B., Yurtkoru, E. S. ve Çinko, M. (2018). Sosyal Bilimlerde SPSS’le Veri Analizi. İstanbul: Beta Yayınları.
  • Eren, S. S., & Erge, A. (2012). Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi. Journal of Yasar University, 7(26).
  • Erevelles, S., & Leavitt, C. (1992). A comparison of current models of consumer satisfaction/dissatisfaction. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 5(10), 104-114.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
  • Eskiler, E. & Altunışık, R. (2017). Rol Model Alma Davranışının Pozitif Sözlü İletişim ve Satın Alma Niyeti Üzerine Etkisinde Marka Bağlılığının Aracılık Rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi 13(5), 687-696.
  • Eskiler, E., Küçükibiş, F., & Soyer, F. (2016). Genç Tüketicilerin Satın Alma Davranışları Üzerine Rol Model Etkisi: Marka Duyarlılığı Aracılık Rolü. ERPA International Congresses on Education 2016, 709-715.
  • Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women's professional sport consumers. Sport Management Review, 6(1), 1-31.
  • Gavish, Y., Shoham, A., & Ruvio, A. (2010). A qualitative study of mother‐adolescent daughter‐vicarious role model consumption interactions. Journal of Consumer Marketing.
  • Gibson, D. E. (2004). Role models in career development: New directions for theory and research. Journal of vocational behavior, 65(1), 134-156.
  • Gümüş, N. (2019). Z Kuşağı Tüketicilerin Hedonik Tüketim Davranışlarının Demografik Özellikleri Bağlamında İncelenmesi, BMIJ, 7(5), 2177-2207.
  • Hair, J.F., Andersen, R.E., Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. Prentice-Hall, Englewood Cliffs, NJ.
  • Hair, F. J. vd. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angles: Sage Publications.
  • Hallberg, G. (2003). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement, and analysis for Marketing, 12(3), 231-241.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis. A Regression-Based Approach. New York: Guilford Publications
  • Herbst, K. C., Finkel, E. J., Allan, D., & Fitzsimons, G. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38(5), 909-919.
  • Hogg, M. A., & Grieve, P. (1999). Social identity theory and the crisis of confidence in social psychology: A commentary, and some research on uncertainty reduction. Asian Journal of Social Psychology, 2(1), 79 -93.
  • Ingall, C.K. (1997), Metaphors, Maps and Mirrors: Moral education in middle schools, C.T. Ablex Publishing Corporation, Greenwich.
  • Irvine, J.J. (1989). Beyond Role Models: An Examination of Cultural Influences on The Pedagogical Perspectives of Black Teachers. Peabody Journal of Education, 66(4), 51-63.
  • İslamoğlu H. A. ve Alnıaçık, Ü. (2014). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Beta Yayınları.
  • Kenyon G, McPherson B (1974). Approach To The Study Of Sport Socialization, International Review Of Sport Sociology, 9(1), 127-139.
  • Kim, W.G., Han, J.S. ve Lee, E. (2001). “Effects of Relationship Marketing on Repeat Purchase and Word of Mouth”, Journal of Hospitality and Tourism Research, 25(3): 272–288.
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and social media: Presaging future directions for research and practice. Journal of Marketing Communications, 20(1-2), 5-20.
  • Köse, M. ve Demir, E. (2014). Öğretmenlerin rol modelliği hakkında öğrenci görüşleri. International Journal of Social and Economic Sciences (IJSES) E-ISSN: 2667-4904, 4(1), 08-18.
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DIGITAL NATIVES AS A NEW CONSUMERS: THE EFFECT OF ROLE MODEL ON BEHAVIROURAL INTENTION IN GENERATION Z

Yıl 2022, Cilt: 18 Sayı: 3, 929 - 955, 30.09.2022
https://doi.org/10.17130/ijmeb.1011812

Öz

Generation Z, called digital natives, differs in many ways from other generations. Examining the effects of role models on the behavioural intentions of Generation Z helps develop correct marketing strategies. Individuals regard their family, celebrities, respected people, business people, friends, teachers and many different people from different segments of the society as role models and are affected by them. In this context, it is important to understand who Z generation takes role models and how they are affected by role models in the digitalized world. The aim of this study is to determine the examine of role model structure on behavioral intention on generation Z. The data were collected from 415 participants via questionnaire forms, using the convenience sampling method. The data were analysed by using SPSS 26 package program and SPSS Process macro. Results show that brand loyalty, WOM, product switching and complaint behaviour have a positive effect on role model.

Kaynakça

  • Altuntuğ, N. (2012). Kuşaktan Kuşağa Tüketim Olgusu ve Geleceğin Tüketici Profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
  • Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of marketing research, 42(1), 96-108.
  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
  • Bandura, A. (1989). Human Agency in Social Cognitive Theory. American Sychologist American Psychological Association, 44(9), 1175-1179.
  • Bandura, A. (1999). Social Cognitive Theory: An Agentic Perspective. Asian Journal of Social Psychology, 2, 21 -41.
  • Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Mediapsychology III-Theoretical Integration and Research Synthesis Essay, 275.
  • Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
  • Bandura, A & Kupers, C.J. (1964). Transmission of Patterns of Self-Reinforcement Through Modeling. Journal of Abnormal and Social Psychology, 69, 1-9.
  • Belleau, B.D., Summers, T.A., Xu, Y. & Pinel, R. (2007). Theory of reasoned action: Purchased intention of young consumer. Clothing Textiles Research Journal, 25(3), 244-257.
  • Berkup, S.B. (2014). “Working With Generations X And Y in Generation Z Period: Management of Different Generations In Business Life”. Mediterranean Journal of Social Sciences, 5(19), 218-229.
  • Bonett, D. G., & Wright, T. A. (2015). Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Budac, A. (2014). Strategic Considerations On How Brands Should Deal With Generation Z, Revista Economică, 66(5), 6-14.
  • Buksa, I., & Mitsis, A. (2011). Generation Y's athlete role model perceptions on PWOM behaviour. Young Consumers.
  • Burke, P. J. & Judy C. T. (1977). Social Forces, Vol. The Measurement of Role Identity. 55(4), 881-897.
  • Burns, C. A. & Bush, F. R. (2015). “Örneklem Büyüklüğüne Karar Verme”. Çev. M. Zerenler. Pazarlama Araştırması. Ed. F. Demirci Orel. Ankara: Nobel Yayınları. 236-261.
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of advertising research, 44(1), 108-118.
  • Callero, P. L. (1985). Role-identity salience. Social psychology quarterly, 203-215.
  • Cervone, D., Shadel, W. G. & Jencius, S. (2001). Social Cognitive Theory of Personality Assessment. Personality&Social Psychology Review, 5(1), 33-51.
  • Chaudhuri, A. (1999). The Relationship of Brand Attitudes and Brand Performance: The Role of Brand Loyalty. The Journal of Marketing Management, 9(3), 1-9.
  • Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of consumer research, 19(2), 198-211.
  • Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 295(2), 295-336.
  • Cotte, J., & Wood, S. L. (2004). Families and İnnovative Consumer Behavior: A triadic Analysis of Sibling and Parental İnfluence. Journal of Consumer Research, 31(1), 78-86.
  • Day, G. S. (1976). A two-dimensional concept of brand loyalty. In Mathematical models in marketing (pp. 89-89). Springer, Berlin, Heidelberg.
  • De Run, E. C., Butt, M., & Nee, C. Y. (2010). The influence of role models on young adults purchase. Journal Kemanusiaan, 15, 70-81.
  • DeVaney, S. A. (2015). Understanding the millennial generation. Society of Financial Service Professionals, 69(6), 1-14.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
  • Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins, Pew Research Center, 17, 1-7.
  • Dix, S., Phau, I., & Pougnet, S. (2010). “Bend it like Beckham”: The influence of sports celebrities on young adult consumers. Young Consumers.
  • Durmuş, B., Yurtkoru, E. S. ve Çinko, M. (2018). Sosyal Bilimlerde SPSS’le Veri Analizi. İstanbul: Beta Yayınları.
  • Eren, S. S., & Erge, A. (2012). Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi. Journal of Yasar University, 7(26).
  • Erevelles, S., & Leavitt, C. (1992). A comparison of current models of consumer satisfaction/dissatisfaction. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 5(10), 104-114.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
  • Eskiler, E. & Altunışık, R. (2017). Rol Model Alma Davranışının Pozitif Sözlü İletişim ve Satın Alma Niyeti Üzerine Etkisinde Marka Bağlılığının Aracılık Rolü. Uluslararası Yönetim İktisat ve İşletme Dergisi 13(5), 687-696.
  • Eskiler, E., Küçükibiş, F., & Soyer, F. (2016). Genç Tüketicilerin Satın Alma Davranışları Üzerine Rol Model Etkisi: Marka Duyarlılığı Aracılık Rolü. ERPA International Congresses on Education 2016, 709-715.
  • Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women's professional sport consumers. Sport Management Review, 6(1), 1-31.
  • Gavish, Y., Shoham, A., & Ruvio, A. (2010). A qualitative study of mother‐adolescent daughter‐vicarious role model consumption interactions. Journal of Consumer Marketing.
  • Gibson, D. E. (2004). Role models in career development: New directions for theory and research. Journal of vocational behavior, 65(1), 134-156.
  • Gümüş, N. (2019). Z Kuşağı Tüketicilerin Hedonik Tüketim Davranışlarının Demografik Özellikleri Bağlamında İncelenmesi, BMIJ, 7(5), 2177-2207.
  • Hair, J.F., Andersen, R.E., Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. Prentice-Hall, Englewood Cliffs, NJ.
  • Hair, F. J. vd. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angles: Sage Publications.
  • Hallberg, G. (2003). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement, and analysis for Marketing, 12(3), 231-241.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis. A Regression-Based Approach. New York: Guilford Publications
  • Herbst, K. C., Finkel, E. J., Allan, D., & Fitzsimons, G. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38(5), 909-919.
  • Hogg, M. A., & Grieve, P. (1999). Social identity theory and the crisis of confidence in social psychology: A commentary, and some research on uncertainty reduction. Asian Journal of Social Psychology, 2(1), 79 -93.
  • Ingall, C.K. (1997), Metaphors, Maps and Mirrors: Moral education in middle schools, C.T. Ablex Publishing Corporation, Greenwich.
  • Irvine, J.J. (1989). Beyond Role Models: An Examination of Cultural Influences on The Pedagogical Perspectives of Black Teachers. Peabody Journal of Education, 66(4), 51-63.
  • İslamoğlu H. A. ve Alnıaçık, Ü. (2014). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Beta Yayınları.
  • Kenyon G, McPherson B (1974). Approach To The Study Of Sport Socialization, International Review Of Sport Sociology, 9(1), 127-139.
  • Kim, W.G., Han, J.S. ve Lee, E. (2001). “Effects of Relationship Marketing on Repeat Purchase and Word of Mouth”, Journal of Hospitality and Tourism Research, 25(3): 272–288.
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and social media: Presaging future directions for research and practice. Journal of Marketing Communications, 20(1-2), 5-20.
  • Köse, M. ve Demir, E. (2014). Öğretmenlerin rol modelliği hakkında öğrenci görüşleri. International Journal of Social and Economic Sciences (IJSES) E-ISSN: 2667-4904, 4(1), 08-18.
  • Levickaite, R., (2011). “Generations x, y, z: How social networks form the concept of the world without borders (the case of Lithuania)”, LIMES: Cultural Regionalistics, 3(2): 170-183.
  • Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1), 3-9.
  • Makgosa, R., & Mohube, K. (2007). Peer influence on young adults' products purchase decisions. African Journal of Business Management, 1(3), 64-71.
  • Malone, Y. (2002). Social Cognitive Theory and Choice Theory: A Compatibility Analysis. International Journal of Reality Therapy, 22 (1), 10-13.
  • Martin, C. A., & Bush, A. J. (2000). Do role models influence teenagers' purchase intentions and behavior?. Journal of consumer marketing, 17(5), 441-453.
  • McCrindle, M. (2014). The ABC of XYZ Understanding The Global Generations, Australia: McCrindle Research Pty Ltd, Kaynak: https://www.academia.edu/35646276/The_ABC_of_XYZ__Mark_McCrindle_PDF.pdf (Erişim Tarihi: 16.04.2020).
  • McIlveen, J. W. H., and Strugnell, C. (1999). Food choice of 9-17 year olds in Northern Ireland influences and challenges Nutrition and Food Science, 99(5), 229-238.
  • Mead, G. H. (1934). Mind, self and society (Vol. 111). University of Chicago Press.: Chicago.
  • Melchers, R. E., & Beck, A. T. (2018). Structural reliability analysis and prediction. John Wiley & Sons.
  • Moschis, G. P., & Churchill, Jr, G. A. (1978). Consumer socialization: a theoretical and empirical analysis. Journal of Marketing, 15, 599-609.
  • Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand?. Computers in Human Behavior, 51, 429- 439.
  • Özden, A. T. (2019). Pozitif Algının ve Tüketici Karar Verme Tarzlarının Y ve Z Kuşakları Açısından Karşılaştırılması. Gazi İktisat ve İşletme Dergisi, 5(1), 1-20.
  • Özkul, E., & Albayrak, A. (2013). Y Kuşağı Turistlerin Destinasyon İmaj Algıları Üzerine Bir Araştırma. Turkish Studies, 8, 15-31.
  • Rich, G. A. (1997). The sales manager as a role model: Effects on trust, job satisfaction, and performance of salespeople. Journal of the Academy of Marketing Science, 25(4), 319-328.
  • Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of Extension, 37(2), 1-5.
  • Schroeter, J. (2002). The Ally Mc Beal in us: the importance of role models in identity formation. Retrieved 27 July, 2005, from http://www.theory.org.uk/ctr-role.htm.
  • Schunk, D. H. & Zimmerman, B. J. (1996). Modeling and self-efficacy influences on children’s development of self-regulation. In Jaana Juvonen & Kathryn R. Wenzel (Eds), Social motivation: Understanding children’s school adjustment. New York: Cambridge University Press.
  • Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3), 325-343.
  • Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
  • Solomon, R. M. (2018). “Consumer Behavior Buying, Having and Being”. Pearson.
  • Subramanian, S., & Subramanian, A. (1995). Reference group influence on innovation adoption behaviour: incorporating comparative and normative referents. Eur. Advanc. Consum. Res, 2, 14-18.
  • Struchen, W. & Porta, M. (1997). ‘From role-modeling to mentoring for African American youth: Ingredients for successful relationships’, Preventing School Failure, 41(3): 119-127.
  • Tajfel, H. (1982). Social Psychology of Intergroup Relations. Annual Review of Psychology, 33(1), 1-39.
  • Taylor, C. R., and Stern, B. B. (1997). Asian-Americans: television advertising and the model minority. Journal of advertising, 26(Summer), 1-15.
  • Tucker, W. T. (1964). The development of brand loyalty. Journal of Marketing research, 1(3), 32-35.
  • Turner, R. H. (1978). The role and the person. American Journal of Sociology, 84:1-23.
  • Yancey, A. K. (1998). Self-image building in adolescents in foster care: The use of group process interactions with role models. Adolescence, 33, 253-267.
  • Wallis, K. C., Poulton, J. L.: (2001) “Internalization: The Origins and Construction of Internal Reality”, London: Open Univ Pr.
  • Weiss, T. (2004). Model behavior: today's teens and the role models they choose. Retrieved October, 2005, from www.teenagerstoday.com/resource/article/role/model.html.
  • Westbrook, R. A. (1987). Product / consumption - based affective responses and post purchase processes. Journal of marketing research, 258-270.
  • Williams, Kaylene C., Robert A. Page (2011). Marketing to the Generations. Journal of Behavioral Studies in Business, 3(1), 1-17.
  • Wong, M. C. M., Kwok, M. L. J., & Lau, M. M. (2015). Spreading good words: the mediating effect of brand loyalty between role model influence and word of mouth. Contemporary Management Research, 11(4).
  • Wood, R., & Bandura, A. (1989). Social cognitive theory of organizational management. Academy of management Review, 14(3), 361-384.
  • Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing Management, 60(2), 31-46.
  • Zhang, X., Mahadevan, S., & Deng, X. (2017). Reliability Analysis with Linguistic Data: An Evidential Network Approach. Reliability Engineering & System Safety, 162, 111-121.
Toplam 86 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Yesevi Alperen Yasa 0000-0001-8513-2771

Ahmet Salim Kuş Bu kişi benim 0000-0002-9491-6700

Nilay Sayan 0000-0002-3539-4359

Erken Görünüm Tarihi 19 Eylül 2022
Yayımlanma Tarihi 30 Eylül 2022
Gönderilme Tarihi 19 Ekim 2021
Kabul Tarihi 6 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 18 Sayı: 3

Kaynak Göster

APA Yasa, Y. A., Kuş, A. S., & Sayan, N. (2022). YENİ TÜKETİCİLER OLARAK DİJİTAL YERLİLER: Z KUŞAĞINDA ROL MODELİN DAVRANIŞSAL NİYETE ETKİSİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 18(3), 929-955. https://doi.org/10.17130/ijmeb.1011812