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Pazarlamada Yeni Bir Çerçeve: Sosyal Medya ve Web 2.0

Year 2020, , 252 - 269, 17.05.2020
https://doi.org/10.33712/mana.706162

Abstract

İnternet ve teknolojinin olağanüstü hızda ilerleyişi, sürekli olarak yeni fikirlerin gerçekleşmesi için yeni fırsatlar sunarak işletmelerin pazarlama yaklaşımlarında da köklü değişimleri beraberinde getirmiştir. Bloglar, sosyal medya platformları, Web 2.0, sosyal ağlar gibi yeni nesil çevrimiçi konseptler giderek daha fazla kullanıcının dikkatini çekmeye başlamıştır. Sosyal medya, işletmelerin müşteriyle /toplumla etkileşime girme ve hizmetlerini sunma şeklini değiştirerek anahtar faktör haline gelmeye başlamıştır. Daha önce işletmelerin, sosyal medyayı neden kullanmaları gerektiğiyle ilgili sorular, yerini sosyal medyayı nasıl kullanmaları gerektiği ile ilgili sorulara bırakmıştır. Sosyal medya, işletmelerin sadece hedef kitleleriyle yakından iletişim kurmasını sağlamakla kalmaz, marka farkındalığı ve satışlarını arttırmak için de ideal bir ortam sunar. İşletmelerin, rekabette öne geçmek için her biri kendi içinde farklı nitelikler ve fonksiyonlar sunan sosyal medya platformlarından uygun olanı seçmesi de bir diğer önemli noktadır. Bu makalenin amacı, sosyal medya, sosyal medya pazarlaması, sosyal medyanın avantajları, Web 2.0, sosyal medya stratejileri ve sosyal medya platformaları hakkında geniş bir kavramsal çerçeve oluştururken, konuyla ilgili güncel istatistikleri de paylaşmaktır. Ayrıca, sözkonusu faaliyetleri geliştirirken yöneticilerin karar vermelerine rehberlik edecek detaylı bir teorik bakış açısı sunmaktadır.

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A New Framework In Marketing: Social Media And Web 2.0

Year 2020, , 252 - 269, 17.05.2020
https://doi.org/10.33712/mana.706162

Abstract

Extraordinary advances in the internet and technology have brought radical changes in the marketing approaches of businesses, by constantly offering new opportunities for new ideas to come true. Next generation online concepts such as blogs, social media platforms, Web 2.0, social networks are getting more and more users’ attention. Social media has begun to become a key factor by changing the way businesses interact with customers / society and deliver their services. Previously, the questions about why businesses should use social media left their place to the questions about how to use social media. Social media not only enables businesses to communicate closely with their target audiences, but also provides an ideal environment to increase brand awareness and sales. Another important point is that businesses choose the appropriate one from social media platforms, each offering different qualities and functions in order to take the lead in competition.The purpose of this article is to provide a broad conceptual framework on social media, social media marketing, social media advantages, Web 2.0, social media strategies and social media platforms, while also sharing up-to-date statistics on the subject. It also provides a detailed theoretical perspective to guide managers in making decisions while developing these activities.

References

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  • COX, Daniel D. ve McLEOD, Scott (2014), “Social Media Marketing and Communications Strategies for School Superintendents”, Journal of Educational Administration, S.52(6), ss.850-868.
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  • GLENDAH , Sindani Tsimbiri, ALALAl , Ondiek B. ve DISHON, Wanjere (2019), “Social Media Marketing and Brand Loyalty At Sararicom Company, Kenya”, European Journal of Business and Strategic Management, S.4(5), ss.49-64.
  • GRETZEL, Ulrike (2019), “The Role of Social Media in Creating and Addressing Overtourism: Issues, Realities and Solutions”, De Gruyter, Boston, ss.62-75.
  • HARRIS, Albert L. ve REA, Alan (2019), “Web 2.0 and Virtual World Technologies: A Growing Impact on IS Education”, Journal of Information Systems Education, S.20(2), ss.137-144.
  • IRSHAD, Madeeha ve AHMAD, Muhammad Shakil (2019), “Investigating the Determinants of Consumers’ Attitude Towards Social Media Marketing: Moderating Role of Gender”, Online Journal of Communication and Media Technologies, S.9(4), ss.1-15.
  • ISMAIL, Ahmed Rageh (2017), “The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Consciousness”, Asia Pacific Journal of Marketing and Logistics, S.29(1), ss.129-144.
  • JURGENS, David (2013), “That’s What Friends Are For: Inferring Location in Online Social Media Platforms Based on Social Relationships”, Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media, ss.273-282.
  • KAPLAN, Andreas M. ve HAENLEIN, Michael (2010), “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, S.53, ss.59-68.
  • KIETZMANN, Jan H., HERMKENS, Kristopher, McCARTHY, Ian P. ve SILVESTRE, Bruno S. (2011), “Social Media? Get serious! Understanding the Functional Building Blocks of Social Media”, Business Horizons, S.54(3), ss.241-251.
  • KIM, Angella J. ve KO, Eunju (2012), “Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand”, Journal of Business Research, S.65, ss.1480-1486.
  • KUMAR, V. ve MIRCHANDANI, Rohan (2012), “Increasing the ROI of Social Media Marketing”, MIT Sloan Management Review, S.54(1), ss.55-61.
  • LAGROSEN, Stefan Olof ve GRUNDEN, Kerstin (2014), “Social Media Marketing in The Wellness Industry”, The TQM Journal, S.26(3), ss.253-260.
  • LEUNG, Xi Y., BAI, Billy ve STAHURA, Kurt A. (2015), “The Marketing Effectiveness of Social Media in The Hotel Industry: A Comparison of Facebook and Twitter”, Journal of Hospitality & Tourism Research, S.39(2), ss.147-169.
  • MAHESH , L. ve AMULYA, M. (2013), “Social Media Marketing: An Important Phase in Modern Business Management”, CLEAR International Journal of Research in Commerce & Management, S.4(3), ss.162-164.
  • MANIKANDAN, M. ve MOHAMED, K.Naina (2020), “Social Marketing Media”, Studies in Indian Place Names, S.40(12), ss.393-398.
  • MAZUREK, Grzegorz, KORZYNSKI, Paweł ve GORSKA, Anna (2019), “Social Media in The Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies”, Entrepreneurial Business and Economics Review, S.7(1), ss.117-133.
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There are 75 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date May 17, 2020
Published in Issue Year 2020

Cite

APA Gedik, Y. (2020). Pazarlamada Yeni Bir Çerçeve: Sosyal Medya ve Web 2.0. Uluslararası Yönetim Akademisi Dergisi, 3(1), 252-269. https://doi.org/10.33712/mana.706162

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