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Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

Yıl 2024, Cilt: 13 Sayı: 1, 86 - 105, 31.03.2024
https://doi.org/10.15869/itobiad.1292171

Öz

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

Kaynakça

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Türkiye’de Deprem Sonrası Sosyal Sorumluluk Çalışmalarında Bir Enstrüman Olarak Dijital Pazarlama İletişimi

Yıl 2024, Cilt: 13 Sayı: 1, 86 - 105, 31.03.2024
https://doi.org/10.15869/itobiad.1292171

Öz

06.02.2023 günü, Türkiye saati ile 04:17'de ve 13:24’te sırası ile merkez üssü Pazarcık (Kahramanmaraş) ve Elbistan (Kahramanmaraş) olan Mw 7.7 ve Mw 7.6 büyüklüğünde iki deprem meydana gelmiş, bu depremler Kahramanmaraş, Hatay, Adıyaman, Gaziantep, Malatya, Kilis, Diyarbakır, Adana, Osmaniye, Şanlıurfa ve Elazığ’da çok şiddetli hissedilmiş can kaybı ve ağır hasara neden olmuştur. Deprem felaketi sonrasında, tüm devlet kurumları, sivil toplum kuruluşları, bireyler ve uluslararası aktörler bölgeye yardım sağlamak ve depremin neden olduğu hasarın insanların hayatı üzerindeki olumsuz etkisini olabildiğince azaltabilmek adına çeşitli çalışmalar yapmış ve sosyal sorumluluk projelerini hayata geçirmişlerdir. Dünyada 2020-2022 yılları arasında yaşanan COVİD-19 pandemisiyle birlikte işletmeler için dijital dönüşüm süreçlerinin hızlanmasıyla birlikte, sosyal medya ve dijital pazarlama araçları gerek işletmeler gerekse bireyler tarafından yoğun bir şekilde kullanılır hale gelmiştir. E-Ticaret web siteler, sosyal medya pazarlaması, arama motoru pazarlaması gibi dijital pazarlama iletişim araçları her ne kadar asıl olarak pazarlama ve kar odaklı teknolojiler olsa da işletmeler ve bireyler tarafından yaygın kullanımları ile mesajların geniş kitlelere çok süratli bir şekilde iletilmesine imkan vermeleri özelliği ile, sosyal sorumluluk projelerinde de etkinlikle kullanılabildikleri görülmektedir. Bu çalışmada, sosyal sorumluluk ve dijital pazarlama iletişimine yönelik kavramsal çerçevenin oluşturulmasının ardından, Türkiye'de deprem sonrasında yürütülen sosyal sorumluluk projelerinde kullanılan Dijital Pazarlama İletişim araçları olarak, E-Ticaret Web Siteleri (Topraktan Tabağa, Umut Hareketi), Sosyal Medya Platformları (Instagram, Twitter, Youtube), Arama Motoru Reklamcılığı (Google Ads) ve Sosyal Medya Reklamcılığı (Facebook) örnekleri incelenmiştir. Bu örneklerden hareketle sosyal sorumluluk projelerinde pazarlama iletişimi araçlarının kullanımına ilişkin influencer'lara, kurumlara ve içerik yöneticilerine yönelik tavsiyeler paylaşılmış ve gelecek araştırmalar için öneriler sunulmuştur.

Kaynakça

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  • AFAD. (2023). 06 Şubat 2023 Kahramanmaraş (Pazarcık ve Elbistan) Depremleri Saha Çalişmalari Ön Değerlendirme Raporu [February 6, 2023 Earthquake Field Studies in Kahramanmaraş (Pazarck and Elbistan) Preliminary Evaluation Report]. T.C. İçişleri Bakanlığı, Afet ve Acil Durum Yönetimi Başkanlığı, Deprem Dairesi Başkanlığı.
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  • Çengel, Ö., Pirtini, S., Çakıroğlu, I. (2020). COVID-19 Sürecinde İşletmelerde Kurumsal Yönetim ve Sosyal Sorumluluk Stratejilerinin Yeniden Yapılandırılması Üzerine Pazarlama Yönlü Bir Yaklaşım [A Marketing-Focused Approach to Restructuring Corporate Governance and Social Responsibility Strategies in Organizations within the COVID-19 Process]. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi., 4(7), 1-21. Retrieved from: https://dergipark.org.tr/tr/pub/tje/issue/57551/767364.
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  • Cumhuriyet. (2023). Ipsos'tan 'en güvenilen ünlüler' araştırması: İlk sırada Haluk Levent var [Ipsos' assessment on "the most trusted celebrities": Haluk Levent is currently in first place]. Retrieved April, 2023, from: https://www.cumhuriyet.com.tr/turkiye/muge-anli-ilber-ortayli-acun-ilicali-ipsostan-en-guvenilen-unluler-arastirmasi-ilk-sirada-haluk-levent-var-2068118
  • Develi, E. İ. (2020). Sosyal Pazarlama Kavramı ve Kamu Sektörü Reklmalarının Geleneksel ve Sosyal Medya Üzerinden Duyurulması [Social Marketing Concept and Public Sector Advertisement Announcement on Traditional and Social Media]. İstanbul, 2023: Hiperyayın.
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  • Eraslan, L. (2011, January). Bireysel Sosyal Sorumluluk Ölçeğinin (BSS) Geliştirilmesi: Geçerlik ve Güvenirlik Çalışması [Development of Individual Social Responsibility Scale: Validity and Reliability Study]. Aile ve Toplum, 7(24), 81-91, Retrieved from: https://dergipark.org.tr/tr/download/article-file/198259.
  • Erkan, İ. (2020). Consumers' perceptions of unity solidarity and motivation themed advertisements published in the Covid-19 period. Gaziantep University Journal of Social Sciences 2020 Special Issue, 585-600. https://doi.org/10.21547/jss.788085
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  • Gedik, Y. (2020). Pazarlamada Yeni Bir Pencere: Dijtal Pazarlama [A New Window in Marketing: Digital Marketing]. Journal of Business in the Digital Age, 3(1), 63-75. http://dx.doi.org/10.46238/jobda.726408.
  • Hacıalioğlu, A., & Sağlam, M. (2021). COVID-19 Pandemi Sürecinde Tüketici Davranişlari ve E-Ticaretteki Değişimler [Changes in Consumer Behavior and E-Commerce During the COVID-19 Pandemic]. Medya ve Kültürel Çalışmalar Dergisi, 3(1), 16-29. https://doi.org/10.29228/mekcad.2.
  • Haluk Levent [@haluklevent]. (2023a, Mart 26). Twitter. Retrieved April, 2023, from: https://twitter.com/haluklevent/status/1640065075607220224?s=20
  • Haluk Levent [@haluklevent]. (2023b, March 28). Twitter. Retrieved April, 2023, from: https://twitter.com/haluklevent/status/1640722910481350656?s=20
  • Haluk Levent [@haluklevent]. (2023c, March 29). Twitter. Retrieved April, 2023, from: https://twitter.com/haluklevent/status/1641084039166672901?s=20
  • Haluk Levent [@haluklevent]. (2023d, April 6). Twitter. Retrieved April, 2023, from: https://twitter.com/haluklevent/status/1644037931823161345?s=20
  • Haluk Levent [@haluklevent]. (2023e, April 10). Twitter. Retrieved April, 2023, from: https://twitter.com/ahbap/status/1645347375462993920?s=20
  • Holder, D. (2007). What do we mean by direct, data and digital marketing? M. Baker, & S. Hart içinde, The Marketing Book (s. 372-390). London: Routledge
  • Hürriyet. (2023, April) Haluk Levent'in Biyografisi [Biography of Haluk Levent]. Retrieved April, 2023, from: https://www.hurriyet.com.tr/galeri-haluk-levent-kimdir-kac-yasinda-ve-nereli-iste-sanatci-ve-ahbapin-kurucusu-haluk-leventin-biyografisi-42217859/2
  • Kannan, P. ve Li, H. (2017). Digital Marketing: A Famework, Review and Research Agenda, International Journal of Research in Marketing, 34, 22-45.
  • Kingsnorth, S. (2016). Digital Marketing Strategy, An Integrated Approach to Online
  • Marketing. Philadelphia: Kogan Page.
  • Konuşanlar. (2023, April). Youtube. https://youtu.be/orZViER0btk
  • Kotane, I., Znotina, D. ve Hushko, S. (2019). Assessment Of Trends in The Application of Digital Marketing, Scientific Journal Of Polonia University, 33(2), 28-35.
  • Kotler, P., & et al. (1999).
  • Kotler, P., & Lee, N, (2008), Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, John Wiley & Sons.
  • Kotler. (n.d.). Marketing 4.0.
  • Kotler, P., Shalowitz, J., Stevens, R.J., 2008, Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System; Jossey-Bass: San Francisco, CA, USA.
  • Mucuk, İ. (2007). Pazarlama İlkeleri [Marketing Principles]. İstanbul: Türkmen Kitabevi.
  • Mynet. (2023, February). Retrieved from: https://www.mynet.com/son-dakika-besiktas-antalyaspor-macinda-herkesi-duygulandiran-dakika-4-17-bu-oyuncak-sana-arkadasim-kampanyasiyla-saha-kenari-doldu-tasti-359340-myspor
  • Nilesen IQ. (202). April 2023. Retrieved from: https://nielseniq.com/global/en/insights/analysis/2020/key-consumer-behavior-thresholds-identified-as-the-coronavirus-outbreak-evolves-2/
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  • NTV. (2023, February). Retrieved from: https://www.ntv.com.tr/galeri/dunya/bu-oyuncak-sana-arkadasim-kampanyasi-dunya-basininda,5t0I34wtckOdjUR-ibs3XA/-BPh2fjmkkKsgw_tq9O5Jw Orchiston, C., & Higham, J. E. S. (2016). Knowledge management and tourism recovery (de)market-ing: The Christchurch earthquakes 2010–2011.Current Issues in Tourism,19(1), 64–84. https://doi.org/10.1080/13683500.2014.990424
  • Odabaşı, Y., & Oyman., M. (2002). Pazarlama İletişimi Yönetimi [Marketing Communication Management]. Eskişehir: Kapital Medya Hizmetleri A.Ş.
  • Öztürk, T. (1978). "Tutundurma", Pazarlama Yönetimi ["Promotion", Marketing Management]. İstanbul: İstanbul Üniversitesi, İşletme Fakültesi, Pazarlama Ens. Yayını No:10.
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  • Serttaş, A. (2016). Yeni Medyada Reklam Yapmak: Yaratıcılığın Sınırları [Advertising in the new media: Limits of Creativity]. Retrieved from: https://www.researchgate.net/publication/328335603_Yeni_Medyada_Reklam_ Yapmak_Yaraticiligin_Sinirlari
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  • Wsi, 2013. Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing. Victoria: Friesen Press, p. 7
  • Yadav, M., Rahman, Z. (2016) The social role of social media: the case of Chennai rains- 2015. Soc. Netw. Anal. Min. 6, 101. https://doi.org/10.1007/s13278-016-0410-5
  • Yıldız, S. (2020, May 18). COVID-19 ile değişen tüketici davranışları. [Consumer behavior changing with COVID-19] December 28, 2020 Retrieved from: https://covid19.tabipacademy.com/2020/05/18/degisen-tuketici-davranislari
  • Yurdakul, N. B. (2006). Bütünleşik Pazarlama İletişimi Ölçümleme Süreci [Integrated Marketing Communication measuring process]. Ankara: Nobel Yayın Dağıtım.
Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları, İşletme
Bölüm Makaleler
Yazarlar

Mehmet Ekim Ayyıldız 0000-0001-6613-2143

Aşkim Nurdan Tümbek Tekeoğlu 0000-0002-6837-9649

Erken Görünüm Tarihi 23 Mart 2024
Yayımlanma Tarihi 31 Mart 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 13 Sayı: 1

Kaynak Göster

APA Ayyıldız, M. E., & Tümbek Tekeoğlu, A. N. (2024). Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 86-105. https://doi.org/10.15869/itobiad.1292171
İnsan ve Toplum Bilimleri Araştırmaları Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.