İNTERNET MEDYASI İLE OKUR ARASINDAKİ İLİŞKİYİ SAPTAMAYA YÖNELİK GÖZLEME DAYALI BİR YAKLAŞIM

Yıl 2009, Cilt: 10 Sayı: 1, 88 - 101, 01.01.2009

Kutluk Özgüven Yasemin Atılgan Mitat Uysal

Öz

İnternet gazeteciliğinin gelişimiyle birlikte Web üzerindeki içerik sürekli artmakta, medya hizmetlerinin odağı medyatör ile hızlı biçimde kendisini ilgilendiren haberlere erişmek isteyen okur arasındaki ilişkiye kaymaktadır. Bu isteğin gerçekleştirilmesi, daha önce okurun düzensiz davranışlarına göre kişiselleştirilmiş Web içeriğinin oluşturulmasına dayalıdır. Bu çalışmada İnternet gazetesi okurlarının kendi istedikleri tür haber yazılarına hızlı ulaşımında elverişli sonuçlar elde edebilmek amacıyla kişiselleştirmede daha ileri gidebilmek için okurların tercihleri incelenmektedir. Tercih davranışlarını saptayabilmek amacıyla ilişki yönetimi ölçüm teknikleri, özellikle de RFM yaklaşımı, CRM çalışmalarından ödünç alınmış ve okur ile içerik türleri arasındaki ilişkiye uyarlanmıştır

Anahtar Kelimeler

İnternet Gazeteciliği, Web İçerik Yönetimi , Kişiselleştirme Müşteri İlişki Yönetimi

AN EMPIRICAL APPROACH TO DETERMINE THE RELATIONSHIP STRENGTH BETWEEN INTERNET MEDIA AND ONLINE READERSHIP

Öz

Web content in the context of online news is growing at a rapid speed where traditional news reading habits shift in favour of the Internet version. At the same time readership behaviour also changes from print paper readers to more selective online users, who expect news services follow general trends of the online media such as dynamic customised content and personalisation. In an environment where users are often reluctant to fill forms or reveal their preferences in news content, this entails that the online news Web site has to track the behaviour of the reader and serve the reader the content that fits his or her requirements. In this study online readership preferences are observed to produce personalised content, types of news articles that are more relevant to the reader’s preferred categories. The problem is then reduced to determining the strength of the relationship between the reader node and the news category nodes, at which a relationship metric is borrowed from Customer Relationship Management studies.

Anahtar Kelimeler

Online Journalism, Web Content Management, Personalization, Customer Relationship Management

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