Marka Değeri En Yüksek 100 Türk Markasının Sosyal Medya Kullanımları Üzerine Bir İnceleme

Yıl 2019, Cilt: 6 Sayı: 1, 287 - 306, 21.01.2019

Kumru Uyar Burcu Oralhan İsmail Vefa Bayırbaş

https://doi.org/10.17680/erciyesiletisim.477664

Cited By: 1

Öz

İşletmeler, kurumsal performanslarını geliştirmek ve şirketlerini dönüştürmek için sosyal
medya teknolojilerine gittikçe daha fazla önem vermektedirler. Bu çalışma, sosyal medya
takipçi sayıları ve marka değeri arasındaki ilişkiyi incelemektedir. Günümüzde önemi ve
pazarlamaya olan katkısı yadsınamaz olan sosyal medya pazarlaması ile ilgili çok sayıda
çalışma bulunmamaktadır. Ayrıca, marka değeri konusu, pazarlama yönetimi için en kritik
alanlardan biri olarak ortaya çıkmıştır. Bununla birlikte, konuya yoğun ilgi gösterilmesine
rağmen, sosyal medya faaliyetlerinin marka değerine etkilerinin ne olduğuna dair ampirik
kanıt yoktur. Literatürde marka değeri ve firmaların sosyal medya takipçi sayıları arasındaki
ilişkiyi inceleyen bir çalışmaya ulaşılamamıştır. Bu açıdan bu çalışma konuya yeni bir bakış
açısı kazandıracaktır. Bu çalışmada, “Brand Finance” araştırma şirketinin 2017 yılında
yayınladığı ve Türkiye’nin en değerli markalarını listelediği “Turkey100” raporunda yer
alan 100 şirketin kurumsal sosyal medya hesaplarının incelenmesi ve bu şirketlerin sektörel
anlamda sosyal medya kullanımındaki etkinlik derecelerinin belirlenmesi amaçlanmıştır.
Çalışmada, bankacılık ve sigorta, gıda, otomotiv, teknoloji ve bilişim, spor, tekstil, inşaat,
ulaşım ve enerji gibi çeşitli 13 ana sektörde faaliyet gösteren ve Turkey100 listesinde yer alan
şirketlerin Türkiye merkezli kurumsal Facebook, Twitter, Instagram, Youtube, LinkedIn ve
Pinterest hesapları ve bu hesaplardaki kullanıcı sayıları incelenmiştir. Elde edilen bulgulara
göre araştırmaya konu olan şirketler arasında genel olarak en fazla kullanılan sosyal medya
ağının Facebook olduğu görülürken en az kullanılan sosyal medya ağının Pinterest olduğu
görülmüştür. Bulgular sektörel olarak incelendiğinde sektörün özelliklerinin ve pazarlama
şekillerinin etkisiyle farklı sektörlerde farklı sosyal mecraların ön plana çıktığı sonucuna
ulaşılmıştır.

Anahtar Kelimeler

Marka Değeri, Sosyal Medya, Sosyal Medya Pazarlaması, Turkey 100

An Investigation on the Social Media Usage of the 100 Highest Brand Value on Turkish Brands

Öz

Companies are increasingly advocating social media technologies to transform businesses
and improve corporate performance. This study examines the relationship between social
media followers and brand value. Nowadays, there are not many studies on social media
marketing which has an important role and increasing contribution in marketing. In
addition, the issue of brand value has emerged as one of the most critical areas for marketing
management. Nevertheless, there is no empirical evidence of the effects of social media
activities on brand value, although there is a strong interest in the issue. Besides, a study
examining the relationship between brand value and number of social media followers has
not been reached in the literature. In this respect, this study will give a new perspective to
the subject. The aim of this study is to examine the corporate social media accounts report of
100 companies, which are in Turkey’s list of most valuable brands “Turkey 100” published
by “Brand Finance” research company in 2017, and to determine the degree of efficiency
in the use of social media in sectoral sense of these companies. In the study, corporate
Facebook, Twitter, Instagram, Youtube, LinkedIn and Pinterest accounts and the number of
users in these accounts of the companies, which are in “Turkey 100” list and operating in 13
major sectors such as banking and insurance, food, automotive, technology and information,
sports, textile, construction, transportation, are examined. According to the findings, it is
seen that the most widely used social media network is Facebook, while the least used social
media network is Pinterest among the companies surveyed. When the findings are analyzed
in terms of sector, it is concluded that different social media have come to the forefront in
different sectors due to the characteristics of the sector and marketing forms.

Anahtar Kelimeler

Brand Value, Social Media, Social Media Marketing, Turkey 100

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