The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Pınar Yürük Kayapınar; Neslihan Cavlak; Özgür Kayapınar

Article Details

The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Authors:

Pınar Yürük Kayapınar | Neslihan Cavlak | Özgür Kayapınar

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Dijital Pazarlama | Pazarlama Araştırma Metodolojisi | Tüketici Davranışı

Journal:

Alanya Akademik Bakış Vol.7 Issue 3, pp.1447-1467

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299891

pISSN:

2651-4192

Keywords:

Abstract:

 The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers online interactions have significant effects on their social media engagement functional, emotional and communal engagement, social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement functional, emotional and communal engagement has a mediating role in the relationship between consumers online interactions and social benefits. It is found that social media engagement functional, emotional and communal engagement and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.

 The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers online interactions have significant effects on their social media engagement functional, emotional and communal engagement, social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement functional, emotional and communal engagement has a mediating role in the relationship between consumers online interactions and social benefits. It is found that social media engagement functional, emotional and communal engagement and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.

 The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers online interactions have significant effects on their social media engagement functional, emotional and communal engagement, social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement functional, emotional and communal engagement has a mediating role in the relationship between consumers online interactions and social benefits. It is found that social media engagement functional, emotional and communal engagement and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.

 Bu çalışmanın amacı, sosyal medya araçları ile katılım sağlanan online etkinlikler üzerine odaklanarak online C2C etkileşimleri, sosyal medya katılımı, sosyal fayda ve davranışsal niyet arasındaki ilişkileri incelemek ve bu yapılar arasındaki aracılık ve seri aracılık etkilerini araştırmaktır. SmartPLS ile yapılan yapısal eşitlik modellemesi sonucunda şu sonuçlar elde edilmiştir: Tüketicilerin online etkileşimlerinin sosyal medya katılımları işlevsel, duygusal ve toplumsal katılım, sosyal faydalar ve davranışsal niyetleri üzerinde önemli etkileri olduğu tespit edilmiştir. Ek olarak, etkinlik tüketicileri online etkinliklere sosyal medya katılımları ile sosyal fayda elde etmektedirler. Tüketicilerin online etkileşimleri ile sosyal faydaları arasındaki ilişkide de sosyal medya katılımının işlevsel, duygusal ve toplumsal katılım aracılık etkisi bulunmaktadır. Sosyal medya katılımının işlevsel, duygusal ve toplumsal katılım ve sosyal faydanın, çevrimiçi etkileşimin davranışsal niyetler üzerindeki etkisinde seri aracılık etkisine sahip olmadığı bulunmuştur.

Article Details

The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Authors:

Pınar Yürük Kayapınar | Neslihan Cavlak | Özgür Kayapınar

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Dijital Pazarlama | Pazarlama Araştırma Metodolojisi | Tüketici Davranışı

Journal:

Alanya Akademik Bakış Vol.7 Issue 3, pp.1447-1467

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299891

pISSN:

2651-4192

Online Events

Social Media Engagement

Online Consumer to Consumer Interactions

Social Benefits

SmartPLSOnline Etkinlikler

Sosyal Medya Katılımı

Online Tüketiciden Tüketiciye Etkileşimler

Sosyal Faydalar

SmartPLS.

Issues

Article Details

Authors: Pınar Yürük Kayapınar | Neslihan Cavlak | Özgür Kayapınar

Publisher: Alanya Alaaddin Keykubat Üniversitesi

Main Topics: Dijital Pazarlama | Pazarlama Araştırma Metodolojisi | Tüketici Davranışı

Journal: Alanya Akademik Bakış Vol.7 Issue 3, pp.1447-1467

Document Type: Article

Publication Date: 9/2023

Document Language: English

Document ID (Org No.): 2001299891

pISSN: 2651-4192

Issues

Authors:

Pınar Yürük Kayapınar | Neslihan Cavlak | Özgür Kayapınar

Publisher:

Alanya Alaaddin Keykubat Üniversitesi

Main Topics:

Dijital Pazarlama | Pazarlama Araştırma Metodolojisi | Tüketici Davranışı

Journal:

Alanya Akademik Bakış Vol.7 Issue 3, pp.1447-1467

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299891

pISSN:

2651-4192