Abstract
Dijital pazarlama araçları hem yaygınlık, etkinlik, hem de çeşitlilik bağlamında hızlı bir gelişim sergilemektedir. Televizyon, radyo, gazete, dergi gibi geleneksel medya araçları dijital pazarlamanın internet, mobil cihazlar ve uygulamalar, sosyal medya, kullanıcı tarafından yaratılan haber ağları, çevrim içi haber kanalları gibi araçlarının gerisinde kalmaktadır. Dijital pazarlama marinacılık sektöründe de etkin kullanılması gereken bir araç olmaya devam etmektedir.
Çevrim içi haber kanalları sektörel haber oluşturma kaynakları arasında en üst sıralarda yer almakta olup, denizcilik alanında da yaygın olarak kullanılmaktadır. Araştırmanın konusunu oluşturan marinacılık sektörü ile ilgili haberlere yaygın olarak yer veren www.virahaber.com araştırmaya veri kaynağı olarak seçilmiştir. Genellikle ortak içeriğe sahip olan haber portalı ve eposta haberleri iki yıl zaman aralığında taranmış ve marinaların konu edildiği 102 habere ulaşılmıştır.
İçeriğinde marina ve marinacılık bulunan haberler özenle incelenmiş, iki yazar tarafından dokuz ana 32 alt kod elde edilmiştir. Değerlendiriciler Arası Güvenilirlik (DAG) Cohen Kappa yaklaşımı ile değerlendirilmiş, Kappa Değeri %82,1 olarak ölçülmüştür. Taranan haberlerde en çok kullanılan marina haberi 13 haber ile fuara katılım olurken, 10 haberle eğlence haberleri ve sekiz haberle sportif yat yarışı haberleri takip etmektedir. İçerik analizinin sonucu, oluşturulmuş kavram haritaları ve sözcük bulutları üzerinden incelenmiştir.
References
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- Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychlogical Measurement, 20 (1), 37-46.
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- Heron, R. ve Juju, W. (2012). The Marina: Sustainable Solutions for a Profitable Business. Create Space Independent Publishing.
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- Kiani, G.R. (1998). Marketing oportunities in the digital world. Internet Research, 8 (2), 185-194.
- Kotler, P. ve Keller, K.L. (2012). Marketing Management. 14th edition. England: Pearson Education Limited.
- Lacy, S. ve Riffe, D. (1997). Sampling error and selecting intercoder reliability samples for nominal content categories. Journalism and Mass Communication Quarterly, 73 (4), 963-973.
- Lin, C.A. ve Jeffres, L.W. (2001). Comparing distinctions and similarities across websites of newspapers, radio stations, and television stations. Journalism & Mass Communication Quarterly, 78(3), 555-573.
- Mangold, W.G. ve Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365. DOI:10.1016/j.bushor.2009.03.002
- Mitchelstein, E. ve Boczkowski, P.J. (2010). Online news consumption research: an assessment of past work and an agenda for the future. New Media and Society, 12 (7), 1085-1102. DOI: 10.1177/1461444809350193
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- Rakic, B.ve Rakic, M. (2014). Integrated marketing communications paradigm in digital environment: the five pillars of integration. Megatrend Revija, 11 (1), 187-204.
- Ryan, D. ve Jones, C. (2009). Understanding Digital Marketing. Kogan Page Limited Yayınları, Amerika Birleşik Devletleri.
- Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24 (5-6), 517-540. DOI: 10.1362/026725708X325977
- Sarı, F.Ö. (2013). Marina İşletmeciliği. Ankara: Nobel Yayıncılık.
- Smith, K.T. (2011). Digital marketing strategies that millenials find appealing, motivating or just annoying. Journal of Strategic Marketing, 19 (6), 489-499. http://dx.doi.org/10.1080/0965254X.2011.581383
- Tek, Ö. ve Özgül, E. (2013). Modern Pazarlama İlkeleri (4th ed.). İzmir: Birleşik Matbaacılık.
- Vira Haber. (2019). www.virahaber.com. Erişim Tarihi: 31.07.2019
- Winter, P. ve Alpar, P. (2018). On the relationship between print and mobile channels for newspapers. Electronic Markets, 28, 79–92. DOI 10.1007/s12525-017-0263-4
- TDK. (2019). https://sozluk.gov.tr/ Erişim Tarihi: 03.10.2019
- İMEAK Deniz Ticaret Odası. (2019). Deniz sektörü raporu. https://www.denizticaretodasi.org.tr/Media/SharedDocuments/sektorraporu/2019_sektor_tr.pdf. Erişim Tarihi: 05.01.2020
Abstract
Digital marketing tools are developing rapidly in terms of both prevalence, effectiveness and diversity. Traditional media tools such as television, radio, newspapers and magazines fall behind the tools of digital marketing such as the internet, mobile devices and applications, social media, user-created news networks, online news channels. Digital marketing continues to be a tool that should be used effectively in the marina industry.
Online news channels are among the top sources of sectoral news creation and are widely used in the maritime field. www.virahaber.com, which provides a wide range of news about the maritime industry, which is the subject of the study, was chosen as the data source for the research. The news portal and e-mail news, which generally have common content, were scanned in a period of two years and 102 news on marinas were reached.
The news portal and e-mail news, which generally have common content, were scanned in a period of two years and 102 news on marinas were studied. News covering marinas were carefully analyzed, nine main and 32 sub-codes were obtained by two authors. Inter-Coder Reliability (ICR) was evaluated via Cohen Kappa approach, and the kappa value was calculated as 82.1%. While the most used marina news in the scanned news is participation in the fair with 13 news, it is followed by entertainment news with 10 news and sports yacht race news with eight news. The result of the content analysis was examined through the concept maps and word clouds created.
References
- Alan, A.K., Kabadayı, E.T. ve Erişke, T. (2018). İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlaması. Elektronik Sosyal Bilimler Dergisi, 17 (66), 493-504.
- Chan, J.K.C. ve Leung, L. (2005). Lifestyles, reliance on traditional news media and online news adoption. New Media and Society, 7(3), 357-382. DOI: 10.1177/1461444805052281
- Chen, Y.H.H. ve Corkindale, D. (2008). Towards an understanding of the behavioral intention to use online news services: an exploratory study. Internet Research, 18 (3),286-312. DOI 10.1108/10662240810883326.
- Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychlogical Measurement, 20 (1), 37-46.
- Given, L.M. (2008). The Sage Encyclopedia of Qualitative Research Methods. Sage Publications Inc.
- Heron, R. ve Juju, W. (2012). The Marina: Sustainable Solutions for a Profitable Business. Create Space Independent Publishing.
- Kannan, P.K. ve Li, H. (2017). Digital Marketing: A Framework, review and research agenda. International Journal of Research in Marketing, 34, 22-45. http://dx.doi.org/10.1016/j.ijresmar.2016.11.006
- Kiani, G.R. (1998). Marketing oportunities in the digital world. Internet Research, 8 (2), 185-194.
- Kotler, P. ve Keller, K.L. (2012). Marketing Management. 14th edition. England: Pearson Education Limited.
- Lacy, S. ve Riffe, D. (1997). Sampling error and selecting intercoder reliability samples for nominal content categories. Journalism and Mass Communication Quarterly, 73 (4), 963-973.
- Lin, C.A. ve Jeffres, L.W. (2001). Comparing distinctions and similarities across websites of newspapers, radio stations, and television stations. Journalism & Mass Communication Quarterly, 78(3), 555-573.
- Mangold, W.G. ve Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365. DOI:10.1016/j.bushor.2009.03.002
- Mitchelstein, E. ve Boczkowski, P.J. (2010). Online news consumption research: an assessment of past work and an agenda for the future. New Media and Society, 12 (7), 1085-1102. DOI: 10.1177/1461444809350193
- Paker, N. (2015). Market segmentation analysis based on yachters’ marina expectations: a study on marinas located in İzmir and Aydın, Yüksek Lisans Tezi, Yaşar Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
- Rakic, B.ve Rakic, M. (2014). Integrated marketing communications paradigm in digital environment: the five pillars of integration. Megatrend Revija, 11 (1), 187-204.
- Ryan, D. ve Jones, C. (2009). Understanding Digital Marketing. Kogan Page Limited Yayınları, Amerika Birleşik Devletleri.
- Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24 (5-6), 517-540. DOI: 10.1362/026725708X325977
- Sarı, F.Ö. (2013). Marina İşletmeciliği. Ankara: Nobel Yayıncılık.
- Smith, K.T. (2011). Digital marketing strategies that millenials find appealing, motivating or just annoying. Journal of Strategic Marketing, 19 (6), 489-499. http://dx.doi.org/10.1080/0965254X.2011.581383
- Tek, Ö. ve Özgül, E. (2013). Modern Pazarlama İlkeleri (4th ed.). İzmir: Birleşik Matbaacılık.
- Vira Haber. (2019). www.virahaber.com. Erişim Tarihi: 31.07.2019
- Winter, P. ve Alpar, P. (2018). On the relationship between print and mobile channels for newspapers. Electronic Markets, 28, 79–92. DOI 10.1007/s12525-017-0263-4
- TDK. (2019). https://sozluk.gov.tr/ Erişim Tarihi: 03.10.2019
- İMEAK Deniz Ticaret Odası. (2019). Deniz sektörü raporu. https://www.denizticaretodasi.org.tr/Media/SharedDocuments/sektorraporu/2019_sektor_tr.pdf. Erişim Tarihi: 05.01.2020
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Maritime Engineering (Other) |
| Journal Section | Articles |
| Authors | |
| Publication Date | October 5, 2020 |
| Published in Issue | Year 2020 Volume: 12 |
Cite
https://kutuphane.deu.edu.tr/yayinevi/
https://dergipark.org.tr/en/pub/deudfd/contacts