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The Role of Brand Awareness and Brand Associatıon in the Impact of the Online Experience on Holiday Purchase Intention

Yıl 2022, Cilt: 12 Sayı: 1, 185 - 208, 29.03.2022

Şükran Karaca Ebru Sönmez Karapınar Serhat Ata

https://doi.org/10.48146/odusobiad.1035158
Cited By: 1

Öz

This study was conducted to examine the role of brand awareness and brand association in the effect of online experience (including information seeking and booking during the purchasing process) on holiday purchase intention. In this context, data were collected from 343 people selected by convenience sampling method with online survey technique between September and November 2021. Confirmatory factor analysis, path analysis and mediation analysis were performed to analyze the obtained data. As a result of the road analysis; From the sub-dimensions of online experience, sociability has a positive effect on brand association, hedonicity on holiday purchase intention, usability on brand awareness, brand association and holiday purchase intention, and brand awareness on holiday purchase intention. Then, the bootstrap method was applied on the model to test the mediating role of brand awareness and brand association in the effect of online experience on holiday purchase intention. As a result of the analysis; It is seen that the effect of the usability sub-dimension of the online experience on the intention to purchase a holiday decreases when brand awareness is included in the model. As a similar result, it has been determined that the effect of the usability sub-dimension of the online experience on the intention to purchase a holiday decreases when the brand association is included. With these results, it is seen that both variables have a partial mediation effect.

Anahtar Kelimeler

Online Experience Brand Association Brand Awareness Holiday Purchase Intent YEM

Kaynakça

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  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention, International Journal of Information Management, 42, 65-77.
  • Alcántara-Pilar, J. M., Blanco-Encomienda, F. J., Armenski, T. ve Del Barrio-García, S. (2018). The antecedent role of online satisfaction, perceived risk online, and perceived website usability on the affect towards travel destinations. Journal of Destination Marketing & Management, 9, 20-35.
  • Amaro, S. ve Duarte, P. (2013). Online travel purchasing: A literature review. Journal of Travel & Tourism Marketing, 30(8), 755-785, https://doi.org/10.1080/10548408.2013.835227
  • Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79(2), 77-95.
  • Babin, B. J., Darden, W. R. ve Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  • Barger, V., Peltier, J. W. ve Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. https://doi.org/10.1108/JRIM-06-2016-0065
  • Barnes, S. J. ve Vidgen, R. T. (2006). Data triangulation and web quality metrics: A case study in e-government. Information & Management, 43(6), 767-777.
  • Beldona, S., Morrison, A. M. ve O’Leary, J. (2005). Online shopping motivations and pleasure travel products: A correspondence analysis. Tourism Management, 26(4), 561-570.
  • Belen Del Rio, A., Belen, Vázquez, R. ve Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425. https://doi.org/10.1108/07363760110398808
  • Budak, İ. ve Kılıç, G. (2021). Muhafazakar otellerin çevrimiçi yorumlar ile değerlendirilmesi. Journal of Internet Applications and Management, 12(1), 76-86.
  • Castaneda, J. A., Munoz-Leiva, F. ve Luque, T. (2007). Web Acceptance Model (WAM): Moderating effects of user experience. Information & management, 44(4), 384-396.
  • Childers, T. L., Carr, C. L., Peck, J. ve Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
  • Constantinides, E. (2004). Influencing the online consumer's behavior: The Web experience. Internet Research, 14(2), 111-126. https://doi.org/10.1108/10662240410530835
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61–75. https://doi.org/10.1080/10696679.2001.11501897
  • Fesenmaier, D. R. ve Jeng, J. M. (2000). Assessing structure in the pleasure trip planning process. Tourism analysis, 5(1), 13-27.
  • Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.
  • Garcia, J. A. C., Galindo, A. D. V. ve Suárez, R. M. (2017). The effect of online and offline experiential marketing on brand equity in the hotel sector El efecto del marketing experiencial en el capital de marca. Spanish Journal of Marketing- ESIC, 22(1), 22-41.
  • Gentile, C., Spiller, N. ve Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
  • Hair, J.F., Marko S., Christian M. R. ve Jeannette A.M. (2012). "An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research." Journal of the Academy of Marketing Science 40 (3): 414-433.
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  • Jun, S. H., Vogt, C. A. ve MacKay, K. J. (2007). Relationships between travel information search and travel product purchase in pretrip contexts. Journal of Travel Research, 45(3), 266-274.
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Çevrimiçi Deneyimin Tatil Satın Alma Niyeti Üzerindeki Etkisinde Marka Farkındalığı ve Marka Çağrışımının Rolü

Yıl 2022, Cilt: 12 Sayı: 1, 185 - 208, 29.03.2022

Şükran Karaca Ebru Sönmez Karapınar Serhat Ata

https://doi.org/10.48146/odusobiad.1035158
Cited By: 1

Öz

Bu çalışma, çevrimiçi deneyimin (satın alma süreci sırasında bilgi arama ve rezervasyonu içeren) tatil satın alma niyeti üzerindeki etkisinde marka farkındalığı ve marka çağrışımının rolünü incelemek amacıyla yapılmıştır. Bu kapsamda kolayda örnekleme yöntemi ile seçilen 343 kişiden çevrimiçi anket tekniği ile veriler Eylül-Kasım 2021 tarihleri arasında toplanmıştır. Elde edilen verileri analiz etmek için doğrulayıcı faktör analizi, yol analizi ve aracılık analizi yapılmıştır. Yapılan yol analizi sonucunda; çevrimiçi deneyiminin alt boyutlarından sosyalliğin marka çağrışımı, hedonikliğin tatil satın alma niyeti, kullanılabilirliğin marka farkındalığı, marka çağrışımı ve tatil satın alma niyeti, marka farkındalığının tatil satın alma niyeti üzerinde pozitif yönlü etkisinin olduğu görülmektedir. Daha sonra çevrimiçi deneyimin tatil satın alma niyeti üzerindeki etkisinde marka farkındalığının ve marka çağrışımının aracılık rolünün test edilmesi amacı ile model üzerinde bootstrap yöntemi uygulanmıştır. Analizler sonucunda; çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka farkındalığı modele dâhil edildiğinde azaldığı görülmektedir. Benzer bir sonuç olarak çevrimiçi deneyimin kullanılabilirlik alt boyutunun tatil satın alma niyetine etkisinin marka çağrışımı dâhil edildiğinde azaldığı tespit edilmiştir. Bu sonuçlar ile birlikte her iki değişkenin de kısmi aracılık etkisinin olduğu görülmektedir.

Anahtar Kelimeler

Çevrimiçi Deneyim Marka Çağrışımı Marka Farkındalığı Tatil Satın Alma Niyeti YEM

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention, International Journal of Information Management, 42, 65-77.
  • Alcántara-Pilar, J. M., Blanco-Encomienda, F. J., Armenski, T. ve Del Barrio-García, S. (2018). The antecedent role of online satisfaction, perceived risk online, and perceived website usability on the affect towards travel destinations. Journal of Destination Marketing & Management, 9, 20-35.
  • Amaro, S. ve Duarte, P. (2013). Online travel purchasing: A literature review. Journal of Travel & Tourism Marketing, 30(8), 755-785, https://doi.org/10.1080/10548408.2013.835227
  • Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79(2), 77-95.
  • Babin, B. J., Darden, W. R. ve Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  • Barger, V., Peltier, J. W. ve Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. https://doi.org/10.1108/JRIM-06-2016-0065
  • Barnes, S. J. ve Vidgen, R. T. (2006). Data triangulation and web quality metrics: A case study in e-government. Information & Management, 43(6), 767-777.
  • Beldona, S., Morrison, A. M. ve O’Leary, J. (2005). Online shopping motivations and pleasure travel products: A correspondence analysis. Tourism Management, 26(4), 561-570.
  • Belen Del Rio, A., Belen, Vázquez, R. ve Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425. https://doi.org/10.1108/07363760110398808
  • Budak, İ. ve Kılıç, G. (2021). Muhafazakar otellerin çevrimiçi yorumlar ile değerlendirilmesi. Journal of Internet Applications and Management, 12(1), 76-86.
  • Castaneda, J. A., Munoz-Leiva, F. ve Luque, T. (2007). Web Acceptance Model (WAM): Moderating effects of user experience. Information & management, 44(4), 384-396.
  • Childers, T. L., Carr, C. L., Peck, J. ve Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
  • Constantinides, E. (2004). Influencing the online consumer's behavior: The Web experience. Internet Research, 14(2), 111-126. https://doi.org/10.1108/10662240410530835
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61–75. https://doi.org/10.1080/10696679.2001.11501897
  • Fesenmaier, D. R. ve Jeng, J. M. (2000). Assessing structure in the pleasure trip planning process. Tourism analysis, 5(1), 13-27.
  • Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.
  • Garcia, J. A. C., Galindo, A. D. V. ve Suárez, R. M. (2017). The effect of online and offline experiential marketing on brand equity in the hotel sector El efecto del marketing experiencial en el capital de marca. Spanish Journal of Marketing- ESIC, 22(1), 22-41.
  • Gentile, C., Spiller, N. ve Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
  • Hair, J.F., Marko S., Christian M. R. ve Jeannette A.M. (2012). "An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research." Journal of the Academy of Marketing Science 40 (3): 414-433.
  • Ho, C. I. ve Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434-1449.
  • Ho, C. I., Lin, M. H. ve Chen, H. M. (2012). Web users’ behavioural patterns of tourism information search: From online to offline. Tourism Management, 33(6), 1468-1482.
  • Hoffman, E., Kaneshiro, S. ve Compton, W. C. (2012). Peak-experiences among Americans in midlife. Journal of Humanistic Psychology, 52(4), 479-503, https://doi.org/10.1177%2F0022167811433851
  • Holbrook, M.B. ve Hirschman, E.C. (1982), The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.https://doi.org/10.1086/208906
  • Hong, S., Malik, M.L. ve Lee, M.K. (2003). Testing Configural, Metric, Scalar, and Latent Mean Invariance Across Genders in Sociotropy and Autonomy Using a Non-Western Sample. Educational and Psychological Measurement, 63 (4), 636-654.
  • Hoyer, W. D. ve Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148. https://doi.org/10.1086/208544
  • Huang, R. ve Sarigollu, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65, 113-132.
  • Jun, S. H., Vogt, C. A. ve MacKay, K. J. (2007). Relationships between travel information search and travel product purchase in pretrip contexts. Journal of Travel Research, 45(3), 266-274.
  • Kantarcı, K., Başaran, M. A. ve Özyurt, P. M. (2017). Determining hotel performance through consumer generated travel 2.0 reviews: A case of Kyrgyzstan. Manas Journal of Social Studies, 6(5), 131-145.
  • Kaynama, S. A. ve Black, C. I. (2000). A proposal to assess the service quality of online travel agencies: An exploratory study. Journal of Professional Services Marketing, 21(1), 63-88.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L., Parameswaran, M. G. ve Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Prentice, New Jersey.
  • Kim, L. H., Qu, H. ve Kim, D. J. (2009). A study of perceived risk and risk reduction of purchasing air‐tickets online. Journal of Travel & Tourism Marketing, 26(3), 203-224.
  • Kim, W. G. ve Kim, D. J. (2004). Factors affecting online hotel reservation intention between online and non-online customers. International Journal of Hospitality Management, 23(4), 381-395.
  • Klein, L. R. ve Ford, G. T. (2002). Consumer search for information in the digital age: An empirical study of pre-purchase search for automobiles. Susan M. Broniarczyk ve Kent Nakamoto (Ed.). NA - Advances in Consumer Research içinde (pp. 100-101). Valdosta, GA : Association for Consumer Research.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (3. Baskı). New York, NY: Guilford.
  • Lee, G. G. ve Lin, H. F. (2005). Customer perceptions of e‐service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176, https://doi.org/10.1108/09590550510581485
  • Lee, H. J., Lee, K. H. ve Choi, J. (2018). A Structural Model for Unity of Experience: Connecting User Experience, Customer Experience, and Brand Experience. Journal of Usability Studies, 11(1), 8-34.
  • Liang, T. ve Hung-Jen L. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & Management, 39(6), 431-444.
  • Loiacono, E. T., Watson, R. T. ve Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing Theory and Applications, 13(3), 432-438.
  • Mancı, A. R. ve Tengilimoğlu, E. (2021). Şanlıurfa’daki konaklama işletmelerinin çevrimiçi olumsuz yorumlarının içerik analizi. Journal of Tourism and Gastronomy Studies, 9(2), 1123-1148.
  • Marsh, H. W., Wen, Z., Nagengast, B. ve Hau, K. T. (2012). Structural equation models of latent interaction. R. H. Hoyle (Ed.), Handbook of structural equation modeling içinde (pp. 436–458). The Guilford Press.
  • McKinney, V., Yoon, K. ve Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information systems research, 13(3), 296-315.
  • McLean, G. J. (2017). Investigating the online customer experience–a B2B perspective. Marketing Intelligence & Planning, 35(5), 657-672. https://doi.org/10.1108/MIP-12-2016-0222
  • Meyer, C. ve Schwager, A. (2007, February). Understanding customer experience. Harvard Business Review, 85(2), 117-126.
  • Miniwatts, M. G. (2021). Internet growth statistics today's road to e-commerce and global trade internet technology reports. Internet World Stats, Usage and Population Statistics, https://www.internetworldstats.com/emarketing.htm#stats
  • Moisescu, O. I. ve Bertea, P. E. (2013). The Impact of Brand Awareness, Brand Knowledge and Price Positioning on Perceived Risks Associated to Buying Online from Travel Agencies. Romanian Journal of Marketing, (3), 13-22.
  • Nambisan, P. ve Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895.
  • Novak, T. P., Hoffman, D. L. ve Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42.
  • Oh, H., Fiore, A. M. ve Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119-132. https://doi.org/10.1177/0047287507304039
  • Özdamar, K. (2013). Paket programlar ile istatistiksel veri analizi. Ankara: Nisan Kitapevi.
  • Park, Y.A. ve Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of travel research, 46(1), 46-63.
  • Pentina, I., Amialchuk, A. ve Taylor, D. G. (2011). Exploring effects of online shopping experiences on browser satisfaction and e‐tail performance. International Journal of Retail & Distribution Management, 39(10), 742-758.
  • Percy, L. ve Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.
  • Rivera, M., Semrad, K. ve Croes, R. (2015). The five E's in festival experience in the context of Gen Y: Evidence from a small island destination. Revista Española de Investigación de Marketing ESIC, 19(2), 95-106. https://doi.org/10.1016/j.reimke.2015.06.001
  • Rose, S., Hair, N. ve Clark, M. (2011). Online customer experience: A review of the business‐to‐consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39.
  • Ryan, C. ve Rao, U. (2008). Holiday users of the Internet—ease of use, functionality and novelty. International Journal of Tourism Research, 10(4), 329-339.
  • Salehi, M., Salimi, M. ve Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621-1631.
  • Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253-272. https://doi.org/10.1108/00251741211203551
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Shabbir, S., Kaufmann, H. R., Ahmad, I. ve Qureshi, I. M. (2010). Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image. African Journal of Business Management, 4(6), 1229-1235.
  • Sharifi, S. S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43-53. https://doi.org/10.1108/EBR-12-2012-0072
  • Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C. ve Härter, M. (2010). Confirmatory factor analysis and recommendations for improvement of the Autonomy‐Preference‐Index (API). Health Expectations, 13(3), 234-243.
  • Sleeknote (September, 22, 2021). 15 eye-opening online shopping statistics for 2021. Data & Studies, https://sleeknote.com/blog/online-shopping-statistics
  • Szymanski, D. M. ve Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322.
  • Tinsley, H. E. ve Tinsley, D. J. (1986). A theory of the attributes, benefits, and causes of leisure experience. Leisure Sciences, 8(1), 1-45, https://doi.org/10.1080/01490408609513056
  • Tsaur, S. H. ve Lin, Y. C. (2004). Promoting service quality in tourist hotels: the role of HRM practices and service behavior. Tourism Management, 25(4), 471-481, https://doi.org/10.1016/S0261-5177(03)00117-1
  • Um, S. ve Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annals of Tourism Research, 17(3), 432-448.
  • Uriely, N. (2005). The tourist experience, conceptual developments. Annals of Tourism Research, 32(1), 199-216. https://doi.org/10.1016/j.annals.2004.07.008
  • Uygurtürk, H. ve Aksoy, R. (2019). Marka değerini oluşturan faktörlerin analizi: A grubu seyahat acentaları müşterileri üzerine bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 11(2), 379-406.
  • Valkonen, J. (2009). Acting in nature: Service events and agency in wilderness guiding. Tourist Studies, 9(2), 164-180.
  • Washburn, J. H. ve Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer based-brand equity scale. Journal of Marketing Theory and Practice, 10, 46-61.
  • West, S.G., Finch, J.F. ve Curran, P.J. (1995). Structural equation models with non-normal variables: Problems and remedies. R. Hoyle (Ed.), Structural equation modeling: Concepts, ıssues and applications içinde (pp.56-75). Newbury Park, CA: Sage.
  • Williams, A. (2006), Tourism and hospitality marketing: Fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495. https://doi.org/10.1108/09596110610681520
  • Woodside, A. G. ve Lysonski, S. (1989). A general model of traveler destination choice. Journal of travel Research, 27(4), 8-14.
  • Woodside, A. G. ve MacDonald, R. (1994). General system framework of customer choice processes of tourism services. Spoilt For Choice, 30-59.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Yilmaz, V. ve Dalbudak, Z. İ. (2018). Aracı değişken etkisinin incelenmesi: Yüksek hızlı tren işletmeciliği üzerine bir uygulama. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 517-534.
  • Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of The Academy of Marketing Science, 28(2), 195-211. https://doi.org/10.1177%2F0092070300282002
  • Young, J. (2021, January 18). Online holiday sales grow north of 45% in 2020. Dijital Commerce 360, https://www.digitalcommerce360.com/article/online-holiday-sales/
Toplam 80 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm MAKALE
Yazarlar

Şükran Karaca 0000-0002-0268-1810

Ebru Sönmez Karapınar 0000-0001-5266-6451

Serhat Ata 0000-0002-5423-5118

Yayımlanma Tarihi 29 Mart 2022
Gönderilme Tarihi 10 Aralık 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 12 Sayı: 1

Kaynak Göster

APA Karaca, Ş., Sönmez Karapınar, E., & Ata, S. (2022). Çevrimiçi Deneyimin Tatil Satın Alma Niyeti Üzerindeki Etkisinde Marka Farkındalığı ve Marka Çağrışımının Rolü. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 12(1), 185-208. https://doi.org/10.48146/odusobiad.1035158

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