SOSYAL MEDYA MÜŞTERİ İLİŞKİLERİ YÖNETİMİ FAALİYETLERİNİ ETKİLEYEN FAKTÖRLERİN İNCELENMESİ

Yıl 2019, Cilt: 28 Sayı: 1, 206 - 221, 22.04.2019

Serap Çabuk Hatice Doğan Südaş Levent Kaya

Öz

Firmalar,
geleneksel MİY uygulamalarının yanı sıra sosyal medya teknolojisi kullanımı
sayesinde SMMİY pazarlama faaliyetlerinde etkinlik sağlayabilmektedir. Bu
çalışmada SMMİY pazarlama faaliyetlerini etkileyen faktörleri belirlemeye
yönelik kavramsal bir model geliştirilmiş ve Türkiye’de 153 firma ile
gerçekleştirilen saha çalışmasından elde edilen sonuçlara yer verilmiştir.
Çalışma kapsamında incelenen araştırma modelinde yer alan değişkenler olan
geleneksel MİY uygulamaları, sosyal medya teknolojisi kullanımı ile SMMİY
pazarlama faaliyetleri değişkenleri arasında anlamlı ve pozitif yönde ilişkiler
olduğu sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Müşteri İlişkileri Yönetimi, Sosyal Medya, Sosyal Medya Teknolojisi Kullanımı, Sosyal Medya Müşteri İlişkileri Yönetimi

Kaynakça

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