TY  - JOUR
T1  - İşletmelerin Facebook Sayfalarında Kullandıkları Kurumsal İletişim Stratejileri ve Tüketicilerin Bu Sayfaları Takip Etme Güdüleri
AU  - Emeksiz, Gülçin İpek
AU  - Şimşek, Ali
PY  - 2018
DA  - June
DO  - 10.31123/akil.404276
JF  - Akdeniz Üniversitesi İletişim Fakültesi Dergisi
JO  - Akdeniz İletişim
PB  - Akdeniz University
WT  - DergiPark
SN  - 2619-9718
SP  - 185
EP  - 205
IS  - 29
LA  - tr
AB  - Günümüzde, hedefkitleleri tarafından her zaman ulaşılabilir olmak isteyen ve kendi kurumkültürlerini hedef kitlelerine doğrudan anlatmak isteyen işletmeler Facebook’taişletme sayfaları açarak görünür olmaya çalışmaktadır. Markalarına ilgi duyankişilerin Facebook işletme sayfalarına “Beğen” tuşuna basarak katılmasıyla,işletmeler, Facebook sayfalarını takip eden geniş bir takipçi kitlesine sahipolmaktadır. Bu takipçilerden gelen istek ve önerilerle birlikte, işletmelerinFacebook sayfasında bir tartışma ortamı yaratılmaktadır. Paylaşılan istek veönerileri dikkate alan işletmeler, çoğu zaman takipçilerini memnun ederek onlarıbir marka topluluğu etrafında toplamaktadır. Ancak, başta ABD olmak üzere,yurtdışında yapılan araştırmaların çoğu işletmelerin Facebook’ta tek yönlüiletişimi kullandığına ve paydaşlarıyla diyalog geliştirme konusunda yetersizkaldığına dikkat çekmektedir. Dolayısıyla söz konusu işletmelerin Facebooksayfalarını pek etkili kullanamadığı düşünülmektedir. Bu nedenle, Türkiye’dekiişletmelerin Facebook kullanımının ne durumda olduğu merak uyandıran birkonudur. Potansiyel olarak bakıldığında, işletmeler Facebook’ta çeşitlikurumsal iletişim stratejileri uygulayarak, hedef kitleleriyle etkileşimyaratabilir ve hedef kitlelerinin işletmelerine olan ilgililerini canlıtutabilirler. Ayrıca, takipçilerinin Facebook’ta işletmeleri takip etme güdüleribelirlenebilirse, işletmeler Facebook sayfalarını daha iyi düzenleyebilir ve busayfalardan daha yararlı sonuçlar elde edebilir. Bu çalışmada, işletmelerinFacebook’ta kullandıkları kurumsal iletişim stratejileri açıklanmakta ve tüketicilerinişletmeleri Facebook’ta takip etme nedenleri ortaya konulmaktadır.
KW  - Facebook
KW  - Kurumsal İletişim
KW  - Sosyal medya
KW  - İletişim Stratejileri
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UR  - https://doi.org/10.31123/akil.404276
L1  - https://dergipark.org.tr/en/download/article-file/501705
ER  -