Sosyal Medyada Markaların Kullandığı İçerik Stratejisinin Gönderi Popülaritesindeki Rolü:Türkiye’deki Bilişim Şirketleri Üzerine Bir Uygulama

Yıl 2019, Cilt: 10 Sayı: 17, 1344 - 1379, 31.03.2019

Dilek Penpece-demirer Elife Özer

https://doi.org/10.26466/opus.523402

Öz

Teknolojideki ilerlemelerle
birlikte rekabetin yüksek olduğu bilişim sektöründe, şirketler yoğun rekabete
bir çözüm olarak markalaşmaya yönelmektedir. İnternet kullanımının oldukça
yaygınlaştığı günümüz iş dünyasında, sürdürülebilir bir marka stratejisinin
önemli araçlarından birisi de sosyal medyada marka hayran sayfaları ve
takipçileri oluşturmaktır. Markaların hayran sayfalarında etkili bir içerik
stratejisi oluşturmak, hedef kitle ile ilişkilerin kurulmasına ve
geliştirilmesine katkı sağlamaktadır. Bu bağlamda çalışma, sosyal medyada
kullanılan içerik stratejisinin, marka gönderi popülerliği açısından rolünü
Türkiye'deki bilişim firmaları çerçevesinde incelemeye odaklanmıştır. Örneklem
çerçevesi olarak Türkiye’de donanım, hizmet ve yazılım alanında faaliyet
gösteren bilişim şirketleri belirlenerek bu şirketlerin sosyal medya (Facebook
ve Twitter) paylaşımları incelenmiştir. Çalışmada içerik stratejileri; içerik
türü, içerik çevikliği, içerik bağlamı, gönderi türü ve gönderi günü kapsamında
ele alınmıştır. Marka gönderi popülaritesini belirleyen unsurlar ise beğenme,
yorum, paylaşım ve emoji reaksiyonları sayısı olarak değerlendirilmiştir.
Bulgular içerik türü, içerik çevikliği, içerik bağlamı ve gönderi türünün
markaların gönderi popülartesi bağlamında anlamlı farklılıklar gösterdiği
yönündedir.     

Anahtar Kelimeler

Sosyal Medya, Marka Gönderi Popülerliği, İçerik Stratejisi, Bilişim Sektörü.

The Role of Content Strategy on Brand Post’s Popularity in Social Media: A Research on IT Firms in Turkey

Öz

In the highly competitive IT sector, branding is seen as a solution in
dealing with today’s global challenges. In today's business world where the use
of the Internet has become widespread, one of the important tools of a
sustainable brand strategy is to create brand fan pages and reach a high number
of followers on social media. Creating an effective content strategy in the fan
pages of brands contributes to the establishment and development of effective
relations with the target audience. In this context, the study focused on
examining the role of the content strategy on the brand post’s popularity in
social media by evaluating the information technology companies in Turkey. The
sample frame consists of IT firms from hardware, software and services
sub-categories and their social media (Facebook and Twitter) posts were studied
in the context. As the content strategies in the study; content type, content
agility, content context, posting type and posting day were evaluated. The
factors determining the brand post’s popularity were evaluated as the number of
likes, comments, shares and emoji reactions. The findings suggest that content
type, content agility, content context and posting type differ significantly in
the context of the brand post’s popularity.

Anahtar Kelimeler

IT Sector, Social Media, Content Strategy, Brand Post’s Popularity

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