TY  - JOUR
T1  - SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ ALGISI İLE COVID-19 KORKUSU ARASINDAKİ İLİŞKİNİN İNCELENMESİ
TT  - RESEARCH ON THE RELATIONSHIP BETWEEN THE COVID-19 FEAR AND THE SENSE OF SOCIAL MEDIA MARKETING ACTIVITIES
AU  - Şıvgın, Zeynep Merve
AU  - Seyfi, Murat
PY  - 2021
DA  - April
Y2  - 2021
JF  - Turkish Online Journal of Design Art and Communication
JO  - TOJDAC
PB  - Deniz YENGİN
WT  - DergiPark
SN  - 2146-5193
SP  - 606
EP  - 616
VL  - 11
IS  - 2
LA  - tr
AB  - Covid19 ve etkileri dünyada hızla yayılırken bu sürecin etkilerini anlamak, sürdürülebilir bir toplumyaratmak açısından oldukça önemlidir. Salgın sürecinde gündelik yaşam büyük bir hızla dijitalleşmiş vesosyal medya önemli bir etkileşim alanı olarak etkinliğini artırmıştır. Bununla birlikte salgın hemtüketicilerin hem de işletme sahiplerinin etkileşim becerilerini ve eğilimlerini değiştirmiştir. Sosyalmedya kullanıcılarının, bu mecradaki pazarlama aktivitelerine yönelik algıları Covid19 korkusu ileetkileşim içine girmiştir. Bu çalışma sosyal medya pazarlama aktivitelerinin Covid19 korkusuperspektifinden incelenmesi açısından diğer çalışmalardan ayrılmaktadır. Çalışmanın bu yönüyle alanakatkı sağlayacağı düşünülmektedir. Bu kapsamda araştırmanın amacı Covid19 korkusu ile sosyal medyapazarlama aktiviteleri algısı arasındaki ilişkinin araştırılması ve düşük/yüksek Covid19 korkusu ilesosyal medya pazarlama aktiviteleri algısı arasındaki ilişkinin tespit edilmesidir. Çalışmada bu amaçdoğrultusunda veri toplama yöntemi olarak çevrimiçi anket yöntemi seçilmiş ve 757 (N=757) kişidenoluşan bir örneklem oluşturulmuştur. Araştırma sonucunda Covid19 korkusu ile sosyal medyapazarlama aktiviteleri algısı arasında anlamlı bir ilişki bulunmuş olup, elde edilen veriler ilgili literatürperspektifinde değerlendirilmiştir.
KW  - sosyal medya
KW  - covid-19 korkusu
KW  - sosyal medya pazarlama aktiviteleri
N2  - While Covid19 and its effects are spreading fast around the world, it is important to understand theeffects of this period in order to create a sustainable community. During the epidemic, daily life hasrapidly become digital and social media has increased its effectiveness as an important interaction area.The interaction skills and tendencies of both consumers and business owners have started to change inthe meantime. Social media users' perceptions of marketing activities in this platform begin to haveinteraction with the fear of Covid19. This study differs from other studies in terms of examining socialmedia marketing activities from the perspective of Covid19 fear. In this respect, it is expected that theThe Turkish Online Journal of Design, Art and Communication - TOJDACISSN: 2146-5193, April 2021 Volume 11 Issue 2, p.606-616Submit Date: 13.01.2021, Acceptance Date: 14.02.2021, DOI NO: 10.7456/11102100/018Research Article - This article was checked by iThenticateCopyright © The Turkish Online Journal of Design, Art and Communication607study will contribute to the field. In this context, the purpose of the research is to investigate therelationship between the fear of Covid19 and the perception of social media marketing activities, andidentify the relationship between the low/high fear of Covid19 and the perception of social mediamarketing activities. Therefore online questionnaire method is selected as the data collection method inthis study. The sample of the questionnaire consists of 757 (N=757) people. As a result of the research,it has been identified that there is a meaningful relationship between the fear of Covid19 and theperception of social media marketing activities. The obtained data is examined within the relevantliterature.
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CR  - ELEKTRONİK KAYNAKLAR
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UR  - https://dergipark.org.tr/en/pub/tojdac/issue//858610
L1  - https://dergipark.org.tr/en/download/article-file/1502917
ER  -