The Moderating Effect of Brands' Marketing Activities on the Relationship between Herd Behavior and Digital Content Sharing

Abstract

Purpose – With the development of digital technology, digital content marketing sharing has begun to increase its impact in the globalizing world. As social media becoming a part of our life, has been becoming a popular the trendiest marketing activity for brands. In the study, the moderator effect of the marketing activities of the brands on the relationship between consumers' herd behavior and digital content sharing was analyzed. Design/methodology/approach – Thus, a questionnaire was sent to 1544 participants over the age of 18 who use social media and follow any brand/brands on social media. AMOS 24 and SPSS Process programs were used to analyzed the obtained data. Findings – As a result of the study; There seems to be a positive and significant relationship between digital content sharing behavior and herd behavior. It has a moderator role in the relationship of the digital content marketing activity attitudes and behaviors of brands, the information attitude, herd behavior and digital content sharing behavior. Entertainment attitude, which is one of the digital content marketing activity attitudes and behaviors of brands, has a moderating function in the connection between herd behavior and digital content sharing behavior. Reliability attitude, one of the digital content marketing activity attitudes and behaviors of brands, has a moderating function in the relationship between herd behavior and digital content sharing behavior. The financial benefit attitude from the digital content marketing activity attitudes and behaviors of the brands did not have a moderating effect in the relationship of the herd behavior and the digital content sharing behavior. Discussion – In this paper, the relationship between herd behavior and digital content sharing was analyzed, and a significant and positive relationship between herd behavior and digital content sharing behavior has been found.