Tüketici–Marka İlişkilerinde Manipülasyonun Yol Açtığı Sinik Mesafelenme: Olumsuz Marka Tutumlarının Aracılık Etkisi
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DOI:
https://doi.org/10.5281/zenodo.18445448Anahtar Kelimeler:
Algılanan manipülatif niyet, olumsuz marka tutumu, sinik marka mesafesi, pazarlama iletişimiÖzet
Günümüzde markalar, yoğun reklam ve kurumsal iletişim faaliyetleri aracılığıyla kamusal alanda sürekli söylem üreten aktörler hâline gelmiştir. Bu süreçte tüketiciler, marka iletişimini yalnızca içerik düzeyinde değil, bu içeriklerin ardındaki ikna niyetleri üzerinden de değerlendirmektedir. Özellikle pazarlama iletişiminin manipülatif olarak algılanması, markalara yönelik olumsuz tutumların ve daha derin bir mesafelenmenin ortaya çıkmasına yol açabilmektedir. Ancak bu sürecin nasıl işlediği literatürde sınırlı biçimde ele alınmıştır. Bu çalışmanın amacı, algılanan manipülatif niyetin olumsuz marka tutumları ve bu tutumlar aracılığıyla sinik marka mesafesi üzerindeki etkisini incelemektir. Araştırma nicel bir tasarım çerçevesinde yürütülmüş; veriler, Türkiye’de yaşayan ve seçilen markanın pazarlama iletişimi çabalarına maruz kalmış 516 yetişkin tüketiciden çevrimiçi anket yöntemiyle toplanmıştır. Değişkenler, literatürde geçerliği kanıtlanmış ölçekler kullanılarak ölçülmüş; yapı geçerliliği doğrulayıcı faktör analizi ile test edilmiştir. Hipotezler, bootstrap tabanlı aracılık analizi kullanılarak sınanmıştır. Bulgular, algılanan manipülatif niyetin olumsuz marka tutumunu anlamlı biçimde artırdığını, olumsuz marka tutumunun ise sinik marka mesafesi üzerinde güçlü bir etkiye sahip olduğunu göstermektedir. Ayrıca olumsuz marka tutumunun, algılanan manipülatif niyet ile sinik marka mesafesi arasındaki ilişkide aracılık rolü üstlendiği tespit edilmiştir. Çalışma, manipülasyon algılarının tüketici–marka ilişkilerinde daha derin ve kalıcı bir mesafelenmeye yol açabildiğini ortaya koyarak literatüre katkı sunmaktadır.
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