Afganistan ve Türkiye telekomünikasyon sektöründe müşteri ilhamının aktarım modelinin ampirik olarak incelenmesi

This research aims to empirically investigate the social media marketing, customer inspiration, and purchase intention as the stimulus, organism, and response, respectively, in the telecom sector in Kabul and Ankara by integrating the Transmission Model of Customer Inspiration and Stimulus–Organism–Response (S–O–R) Framework. Totally 800 valid questionnaires collected through Google Form in Kabul (Afghanistan) and Ankara (Turkey) were analyzed by SPSS 24. To examine the suggested hypotheses, correlation analysis, regression analysis, and path analysis were employed. For examining, the reliability and validity of adopted scales, Cronbach's Alpha, KMO and Bartlett's tests, and Confirmatory Factor Analysis (CFA) were used. The results reveal that the customers have inspired-by social media marketing and inspired-to purchase intention in the telecom sector in Kabul and Ankara, which is in line with the Transmission Model of Customer Inspiration. This research, therefore, addresses a gap in customer inspiration and offers valuable perspectives for the literature. This research also provides a sound basis of implications for telecom companies and their stakeholders.