Sosyal Ağlarda Büyük Veri: Teknoloji Markaları Üzerine Bir Araştırma

Year 2020, Issue: 58, 201 - 240, 30.07.2020

Özgür Kılınç Ali Arıcı

https://doi.org/10.26650/CONNECTIST2020-0082

Abstract

Sosyal ağ platformları, arama motorları, çevrimiçi ve dışı alışveriş pratikleri gibi birçok ortam aracılığıyla kurumlar ve markalar hakkında çeşitli veriler oluşmaktadır. Pazarlama bağlamında büyük veri ile ilişkili ve markalar hakkında yoğun veriler içeren kavramlardan biri de marka topluluklarıdır. Sosyal ağlar, marka topluluklarına yönelik bir içerik sunduğu gibi, kurumların paydaş grupları ile ilişki inşasına yönelik bir platform niteliği de taşımaktadır. Dolayısıyla kurumların sosyal ağları, marka topluluğu oluşturma ve kurumsal iletişime yönelik içerikleri sunma açısından ilgili paydaşlar ile ilişki geliştirmede önemli platformlar arasındadır. Bu doğrultuda çalışmanın amacı Samsung, Huawei ve Xiaomi olmak üzere üç teknoloji markasının sosyal ağlarında yer alan içerikleri incelemektir. Araştırma kapsamında markaların sosyal medya kanallarını kullanım biçimlerinin daha çok pazarlama amaçlı halkla ilişkiler temelinde şekillendiği sonucuna ulaşılmıştır. İncelenen markaların, etkileşim yaratma konusunda sınırlı kaldığı, anlam yaratma becerisini, simetrik dili ve kullanıcının ürettiği içerik yaklaşımını Instagram temelinde daha sık kullandığı; Twitter platformunun marka topluluklarının ‘sosyal’ faktörlerini hayata geçirme ve trafik oluşturma konusunda daha popüler olduğu görülmüştür. Markaların paylaşımlarında ‘duygular,’ ‘marka faaliyetleri’ ve ‘marka değeri/yenilikçiliği’ temalarının daha çok öne çıktığı; teknoloji markaları arasında en popüler ve tüm markalarca kullanılan sosyal medya ortamlarının Facebook ve Twitter olduğu belirlenmiştir.

Keywords

Sosyal ağlar, büyük veri, marka toplulukları, teknoloji markaları, halkla ilişkiler

Supporting Institution

Yazarlar bu çalışma için finansal destek almadığını beyan etmiştir.

Big Data on Social Networks: A Research on Technology Brands

Abstract

Various data is generated about corporations and brands through social network platforms, search engines, online and offline shopping practices. One of the concepts associated with big data in the marketing context and containing intensive data about brands is brand communities. Social networks provide content for brand communities as well as a platform for building relationships with stakeholder groups. Thus, corporate social networks are among the important platforms in developing relationships with relevant stakeholders in terms of creating a brand community and presenting content for corporate communication. In this direction, the purpose of this study is to analyse the content on the social networks of three technology brands: Samsung, Huawei and Xiaomi. Within the scope of the research, it is concluded that the usage of social media channels of brands is shaped on the basis of marketing public relations. It was seen that brands have been limited in creating interaction and use their ability to create meaning, symmetrical language and user-generated content approach more frequently on the basis of Instagram and the Twitter platform appearing to be more popular in actualising the ‘social’ factors of brand communities and generating traffic. It was determined that the themes of ‘emotions,’ ‘brand activities’ and ‘brand value-innovation’ are more prominent in the sharing of brands and the most popular social media used by all technology brands are Facebook and Twitter.

Keywords

Social networks, big data, brand communities, technology brands, public relations

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