SOSYAL MEDYA KULLANIM, ALGI VE ÇIKARIMLARI

Öz

Sosyal medya ve sosyal ağlar firmalar için yeni pazarlama aracına ve insanların ürünler hakkında tutum ve fikirlerini beyan ettikleri bir yere dönüşmüştür. Dolayısıyla, firmalar bu tüketicilere yakın olmak için sosyal medya programları yapmaktadırlar. Fakat, tüketicilerin firmalar kadar hevesli olup olmadığı konusu fazla irdelenmemiştir. Aslında, birçoğu firma yada markalara bağ hissettikleri için kullanmamaktadırlar. Bu makale sosyal medyanın tüketici ve yöneticiler tarafından nasıl kullanıldığını ve algılandığını araştırmakta ve sosyal medyanın potansiyelinden faydalanmak için firmaların, tüketicilerin zaman, dikkat ve bilgisi karşılığında somut değer veren deneyimler tasarımlamaya ihtiyaç duyduklarını göstermektedir.

Anahtar Kelimeler

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Kaynakça

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