İşletmelerin Facebook Sayfalarında Kullandıkları Kurumsal İletişim Stratejileri ve Tüketicilerin Bu Sayfaları Takip Etme Güdüleri

Year 2018, Issue: 29, 185 - 205, 30.06.2018

Gülçin İpek Emeksiz , Ali Şimşek

https://doi.org/10.31123/akil.404276

Cited By: 1

Abstract

Günümüzde, hedef
kitleleri tarafından her zaman ulaşılabilir olmak isteyen ve kendi kurum
kültürlerini hedef kitlelerine doğrudan anlatmak isteyen işletmeler Facebook’ta
işletme sayfaları açarak görünür olmaya çalışmaktadır. Markalarına ilgi duyan
kişilerin Facebook işletme sayfalarına “Beğen” tuşuna basarak katılmasıyla,
işletmeler, Facebook sayfalarını takip eden geniş bir takipçi kitlesine sahip
olmaktadır. Bu takipçilerden gelen istek ve önerilerle birlikte, işletmelerin
Facebook sayfasında bir tartışma ortamı yaratılmaktadır. Paylaşılan istek ve
önerileri dikkate alan işletmeler, çoğu zaman takipçilerini memnun ederek onları
bir marka topluluğu etrafında toplamaktadır. Ancak, başta ABD olmak üzere,
yurtdışında yapılan araştırmaların çoğu işletmelerin Facebook’ta tek yönlü
iletişimi kullandığına ve paydaşlarıyla diyalog geliştirme konusunda yetersiz
kaldığına dikkat çekmektedir. Dolayısıyla söz konusu işletmelerin Facebook
sayfalarını pek etkili kullanamadığı düşünülmektedir. Bu nedenle, Türkiye’deki
işletmelerin Facebook kullanımının ne durumda olduğu merak uyandıran bir
konudur. Potansiyel olarak bakıldığında, işletmeler Facebook’ta çeşitli
kurumsal iletişim stratejileri uygulayarak, hedef kitleleriyle etkileşim
yaratabilir ve hedef kitlelerinin işletmelerine olan ilgililerini canlı
tutabilirler. Ayrıca, takipçilerinin Facebook’ta işletmeleri takip etme güdüleri
belirlenebilirse, işletmeler Facebook sayfalarını daha iyi düzenleyebilir ve bu
sayfalardan daha yararlı sonuçlar elde edebilir. Bu çalışmada, işletmelerin
Facebook’ta kullandıkları kurumsal iletişim stratejileri açıklanmakta ve tüketicilerin
işletmeleri Facebook’ta takip etme nedenleri ortaya konulmaktadır.

Keywords

Facebook, Kurumsal İletişim, Sosyal medya, İletişim Stratejileri

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