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Social Media Marketing and Social Media Types

Year 2024, Volume: 3 Issue: 1, 46 - 66, 30.06.2024

Abstract

It can be stated that social media marketing is mostly associated with content sharing sites such as YouTube and social networks such as Facebook, in other words, when social media marketing is mentioned, social networks and content communities usually come to mind. However, in addition to social networks and content communities, various types of social media such as virtual social worlds, blogs, forums are used in social media marketing. The purpose of this study is to explain social media marketing and the types of social media. For this purpose, the literature on social media marketing and social media was scanned and social media types were explained by considering them in the context of social media marketing. In addition to social networks and content communities, virtual game worlds, blogs, virtual social worlds and collaborative projects consisting of Wikis, social bookmarking sites, forums and review sites were discussed in the study. Within this diversity, the study addresses social media types in terms of marketing activities and emphasizes that the functions of social media platforms within different social media types are different from each other and that social media applications differ in terms of their features, usage style and content.

References

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Sosyal Medya Pazarlaması ve Sosyal Medya Türleri

Year 2024, Volume: 3 Issue: 1, 46 - 66, 30.06.2024

Abstract

Sosyal medya pazarlamasının daha çok YouTube gibi içerik paylaşım siteleri ve Facebook gibi sosyal ağlar ile ilişkilendirildiği, diğer bir ifadeyle sosyal medya pazarlaması denilince akla genellikle sosyal ağlar ve içerik topluluklarının geldiği söylenebilir. Ancak, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal sosyal dünyalar, bloglar, forumlar gibi çeşitli sosyal medya türleri sosyal medya pazarlamasında kullanılmaktadır. Bu çalışmanın amacı sosyal medya pazarlaması ve sosyal medya türlerini açıklamaktır. Bu amaç doğrultusunda sosyal medya pazarlaması ve sosyal medyayla ilgili literatür taranmış ve sosyal medya türleri sosyal medya pazarlaması bağlamında ele alınarak açıklanmıştır. Çalışmada, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal oyun dünyaları, bloglar, sanal sosyal dünyalar ve Wiki’ler, sosyal işaretleme siteleri, forumlar ve inceleme sitelerinden oluşan iş birliğine dayalı projeler ele alınmıştır. Çalışma, bu çeşitlilik içerisinde, pazarlama faaliyetleri açısından sosyal medya türlerini ele alarak, farklı sosyal medya türleri içerisinde yer alan sosyal medya platformlarının işlevlerinin birbirinden farklı olduğunu, sosyal medya uygulamalarının özellikleri, kullanım şekli, içerikleri açısından farklılık gösterdiğini vurgulamaktadır.

References

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  • Albatati, B., Liu, F., Wang, S., & Yu, M. (2023). Emotions and online gaming experiences: An examination of MMORPG gamers from India and the United States. Computers in Human Behavior, 148, Article:107900. https://doi.org/10.1016/j.chb.2023.107900
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  • Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community. Journal of Interactive Advertising, 12(1), 44-61, https://doi.org/10.1080/15252019.2011.10722190
  • Choi, E.K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing Management, 25(7), 771-796. https://doi.org/10.1080/19368623.2016.1100102
  • Constant, D., Sproull, L., & Kiesler, S. (1996). The kindness of strangers: the usefulness of electronic weak ties for technical advice. Organization Science, 7(2), 119-135. https://doi.org/10.1287/orsc.7.2.119
  • Constantinides, E. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016
  • de Valck, K., van Bruggen, G.H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. https://doi.org/10.1016/j.dss.2009.02.008
  • Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article:102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  • Dwivedi, Y.K., Kapoor, K.K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309. https://doi.org/10.1362/146934715X14441363377999
  • Eisenbeiss, M., Blechschmidt, B., Backhaus, K., & Freund, P. A. (2012). The (real) world is not enough: Motivational drivers and user behavior in virtual worlds. Journal of Interactive Marketing, 26(1), 4-20. https://doi.org/10.1016/j.intmar.2011.06.002
  • Encyclopædia Britannica (2024a). Social media. The Britannica Dictionary içinde. https://www.britannica.com/dictionary/social-media adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • Encyclopædia Britannica, The Editors of Encyclopaedia (2024b, 19 Nisan). Social media. Encyclopedia Britannica içinde. https://www.britannica.com/topic/social-media adresinden 10 Mart 2024 tarihinde alınmıştır.
  • Felix, R., Rauschnabel, P., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001
  • Gabisch, J. (2010). Does what happens in virtual worlds stay in virtual worlds? A theory of planned behavior approach to the examination of cognitive transference in virtual marketing channels. Advances Consumer Research, 37, 803-804. https://www.tcrwebsite.org/volumes/15130/volumes/v37/NA-37 adresinden 25 Nisan 2024 tarihinde alınmıştır.
  • Güven, M., & Yaşar, M. E. (2017). Toplam kalite yönetimi ve teknolojinin işletmeler için önemi: Van Organize Sanayi Bölgesinde bir uygulama. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7, 127-142. https://doi.org/10.29029/busbed.341486
  • Granovetter, M. (1983). The strength of weak ties: A network theory revisited. Sociological Theory, 1, 201-233. https://doi.org/10.2307/202051
  • Hossain, A., & Munam, A. M. (2022). Factors influencing Facebook addiction among Varendra University students in the lockdown during the COVID-19 outbreak. Computers in Human Behavior Reports, 6, Article:100181. https://doi.org/10.1016/j.chbr.2022.100181
  • Hota, M., & Derbaix, M. (2016), A real child in a virtual world: Exploring whether children’s participation in MMORPGs transforms them into virtual retail shoppers. International Journal of Retail & Distribution Management, 44(11), 1132-1148. https://doi.org/10.1108/IJRDM-12-2015-0183
  • Kaplan (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55, 129-139. https://doi.org/10.1016/j.bushor.2011.10.009
  • Kaplan, A. M., & Haenlein, M. (2009a). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563-572. https://doi.org/10.1016/j.bushor.2009.07.002
  • Kaplan, A. M., & Haenlein, M. (2009b), Consumers, companies and virtual social worlds: A qualitative analysis of Second Life. NA-Advances in Consumer Research, 36(1), 873-873. https://www.tcrwebsite.org/volumes/14729/volumes/v36/NA-36 adresinden 25 Nisan 2024 tarihinde alınmıştır.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kaplan, A., & Haenlein, M. (2014). Collaborative projects (social media application): About Wikipedia, the free encyclopedia. Business Horizons, 57, 617-626. https://doi.org/10.1016/j.bushor.2014.05.004
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There are 71 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing
Journal Section Reviews
Authors

Bora Açan 0000-0001-6380-897X

Publication Date June 30, 2024
Submission Date June 7, 2024
Acceptance Date June 24, 2024
Published in Issue Year 2024 Volume: 3 Issue: 1

Cite

APA Açan, B. (2024). Sosyal Medya Pazarlaması ve Sosyal Medya Türleri. Turkish Journal of Marketing Research, 3(1), 46-66.