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THE FACEBOOK EXAMPLE OF EXAMINING THE RELATIONSHIP BETWEEN ENGAGEMENT AND CONVERSION RATE IN SOCIAL MEDIA

Yıl 2022, Cilt 21, Sayı 81, 242 - 257, 14.01.2022
https://doi.org/10.17755/esosder.882389

Öz

The aim of this study is to examine the relationship between various types of content shared on Facebook accounts of e-commerce sites and purchases made on the website. In this context, "Informative", "Entertaining" and "Rewarding" content types were determined, based on the use and satisfaction theory developed by Katz (1959), and afterwards, media researchers investigated the reasons for the audience to interact with the posts. Content analysis was performed for 341 shares to determine the relevant content on the Facebook page of the selected current company. Using the SPSS program, the reliability coefficient between coders was calculated as 0.93. Interaction rates for the specified contents are also calculated one by one in Excel. Interaction rates of each content are compared with website conversion rates, and the relationship between these rates has been examined. In addition, the effects of whether there are links to the website in the posts made to evaluate this relationship in a broader perspective were also examined. The findings revealed the differences in interaction rates according to content types and as a result, the rate at which follower interactions translate to purchases on the website. In this respect, the study adds a unique value to the literature and has results that can gain perspective for Facebook page administrators.

Kaynakça

  • Ayanso, A., & Yoogalingam, R. (2009). Profiling retail web site functionalities and conversion rates: A cluster analysis. International Journal of Electronic Commerce, 14(1), 79-114. DOI: 10.2753/JEC1086-4415140103.
  • Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook–Towards a typology of consumer–brand interactions. Journal of Brand Management, 23(2), 153-178.
  • Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in human behavior, 27(6), 2243-2248.
  • Batum, T. P., & Ersoy, N. F. (2016). The Use of Social Media in B2B Marketing Communications: an Explatory Study on Turkish Companies. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(2), 139-151. DOI NO: 10.5578/jeas.36305.
  • Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies: Analysis of Facebook messages. Research in Transportation Business & Management, 34, 100454.
  • Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review.
  • Brodie, R., L. D. Hollebeek, B. Juric, and A. Ilic. 2011. “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research.” Journal of Service Research 14 (3): 252– 271. DOI: 10.1177/1094670511411703.
  • Gutiérrez-Cillán, J., Camarero-Izquierdo, C., & San José-Cabezudo, R. (2017). How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation. BRQ Business Research Quarterly, 20(4), 258-274.
  • Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social network analysis and mining, 3(4), 843-861. DOI 10.1007/s13278-013-0098-8.
  • Demmers, J., Weltevreden, J. W., & van Dolen, W. M. (2020). Consumer engagement with brand posts on social media in consecutive stages of the customer journey. International Journal of Electronic Commerce, 24(1), 53-77.
  • Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003.
  • Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168.
  • Dodoo, N. A. (2018). Why consumers like facebook brands: The role of aspirational brand personality in consumer behavior. Journal of Promotion Management, 24(1), 103-127.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: a framework for engaging customers through social media content. European Journal of Marketing.
  • Dzumla, A., Srithongsook, C., & Santow, W. (2020). U.S. Patent No. 10,534,781. Washington, DC: U.S. Patent and Trademark Office. Facebook (2015), “Page post metrics”, available at: www.facebook.com/help/336143376466063/
  • García, M. Á., Muñoz-Expósito, M., Castellanos-Verdugo, M., & Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of research in interactive marketing. https://doi.org/10.1108/JRIM-05-2014-0028.
  • Hausman, A., Kabadayi, S., & Price, K. (2014). Consumer–brand engagement on Facebook: liking and commenting behaviors. Journal of research in interactive marketing. https://doi.org/10.1108/JRIM-12-2013-0081
  • Holzwarth, M., Janiszewski, C., & Neumann, M. M. (2006). The influence of avatars on online consumer shopping behavior. Journal of marketing, 70(4), 19-36.
  • Hutter, K., Hautz, J., Dennhardt, S. and Füller, J. (2013) The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management 22(5/6): 342–351. https://doi.org/10.1108/JPBM-05-2013-0299.
  • Jayasingh, S., & Venkatesh, R. (2015). Customer engagement factors in facebook brand pages. Asian Social Science, 11(26), 19. doi:10.5539/ass.v11n26p19.
  • Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Departmental Papers (ASC), 165.
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K., 2016. From social to sale: the effects of firm-generated content in social media on customer behaviour. J. Mark. 80 (1), 7–25. https://doi.org/10.1509/jm.14.0249.
  • Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94. DOI: 10.1177/1938965512458360.
  • Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578. DOI: 10.1080/0267257X.2015.1131735.
  • Le, T. D. (2018). Influence of WOM and content type on online engagement in consumption communities: The information flow from discussion forums to Facebook. Online Information Review.
  • Lee, D., Hosanagar, K., & Nair, H. S. (2013). The effect of advertising content on consumer engagement: Evidence from Facebook. Available at SSRN. Retrieved from http://www.researchgate.net/publication/257409065.
  • Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review. https://doi.org/10.1108/OIR-01-2015-0029.
  • Mazza, B., & Palermo, A. (2018). Social media content for business and user engagement on Facebook. ESSACHESS-Journal for Communication Studies, 11(1), 49-73.
  • McDowell, W. C., Wilson, R. C., & Kile Jr, C. O. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 69(11), 4837-4842. https://doi.org/10.1016/j.jbusres.2016.04.040.
  • Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdottir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678.
  • Moe, W. W., & Fader, P. S. (2004). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326-335. https://doi.org/10.1287/mnsc.1040.0153.
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046.
  • Naveen Gudigantala, Pelin Bicen, Mike (Tae-in) Eom, (2016) "An examination of antecedents of conversion rates of e-commerce retailers", Management Research Review, Vol. 39 Issue: 1,pp. 82-114, doi: 10.1108/MRR-05-2014-0112.
  • Niciporuc, T. (2014, December). Comparative analysis of the engagement rate on Facebook and Google Plus social networks. In Proceedings of international academic conferences (No. 0902287). International Institute of Social and Economic Sciences.
  • Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753.
  • Olczak, A. B., & Sobczyk, R. K. (2013). Brand engagement on Facebook based on mobile phone operators' activity within four European countries. Studia Ekonomiczne, (150), 97-108.
  • Park, C. H. (2017). Online purchase paths and conversion dynamics across multiple websites. Journal of Retailing, 93(3), 253-265.
  • Peng, G., Chen, J., Liu, Y., Lv, B., & Long, H. (2008, October). An empirical research on the determinants of sales and conversion rate of online auction. In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (pp. 1-4). IEEE.
  • Perreault Jr, W. D., & Leigh, L. E. (1989). Reliability of nominal data based on qualitative judgments. Journal of marketing research, 26(2), 135-148.
  • Rebecca Dolan, Jodie Conduit, John Fahy & Steve Goodman (2016) Social media engagement behaviour: a uses and gratifications perspective, Journal of Strategic Marketing, 24:3-4, 261-277. DOI: 10.1080/0965254X.2015.1095222.
  • Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64-80. DOI: 10.2501/JAR-2016-000.
  • Söderlund, M., Berg, H., & Ringbo, J. (2014). When the customer has left the store: An examination of the potential for satisfaction rub-off effects and purchase versus no purchase implications. Journal of Retailing and Consumer Services, 21(4), 529-536.
  • Soonsawad, P. (2013). Developing a new model for conversion rate optimization: A case study. International Journal of Business and Management, 8(10), 41. doi:10.5539/ijbm.v8n10p41.
  • Taylor, M., & Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5), 384–398.
  • Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87. DOI: 10.1080/15252019.2013.826549.
  • Tsai, W. H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21. https://doi.org/10.1080/13527266.2014.942678.
  • Vadivu, V. M., & Neelamalar, M. (2015, May). Digital brand management—A study on the factors affecting customers' engagement in Facebook pages. In 2015 International Conference on Smart Technologies and Management for Computing, Communication, Controls, Energy and Materials (ICSTM) (pp. 71-75). IEEE. DOI: 10.1109/ICSTM.2015.7225392.
  • Whang, M. (2007). Measuring the success of the academic library Website using banner advertisements and Web conversion rates: A case study. Journal of Web Librarianship, 1(1), 93-108. DOI: 10.1300/J502v01n01_07

SOSYAL MEDYADA ETKİLEŞİM VE DÖNÜŞÜM ORANI ARASINDAKİ İLİŞKİNİN İNCELENMESİNE YÖNELİK FACEBOOK ÖRNEĞİ

Yıl 2022, Cilt 21, Sayı 81, 242 - 257, 14.01.2022
https://doi.org/10.17755/esosder.882389

Öz

Bu çalışmada e-ticaret sitelerine ait Facebook hesaplarında paylaşılan çeşitli içerik türleri ile web sitesinde yapılan satın almalar arasındaki ilişkinin incelenmesi amaçlanmaktadır. Bu bağlamda, Katz (1959) tarafından geliştirilmiş olan kullanım ve memnuniyet teorisine dayanan ve medya araştırmacıları tarafından takipçilerin yapılan paylaşımlarla etkileşime girme nedenlerini araştırdıkları ‘Bilgilendirici’, ’Eğlendirici’ ve ‘Ödüllendirici’ içerik türleri kullanılmaktadır. Facebook sayfasında seçilen firmanın ilgili içeriklerinin belirlenmesine yönelik 341 adet paylaşımı için İçerik Analizinden yararlanılmıştır. Gerçekleştirilen kodlamalara ilişkin kodlayıcılar arası güvenilirlik katsayısı 0,93 olarak tespit edilmiş olup, belirlenen içeriklere yönelik etkileşim oranları hesaplanmıştır. Her bir içeriğe ait etkileşim oranları, Web sitesi dönüşüm oranlarıyla karşılaştırılarak, bu oranlar arasındaki ilişki incelenmektedir. Ayrıca bu ilişkiyi daha geniş açıdan değerlendirmek için yapılan paylaşımlarda web sitesine yönlendiren linklerin olup olmamasının etkileri de incelenmektedir. Elde edilen bulgular, içerik türlerine göre etkileşim oranlarının gösterdiği farklılıkları ve bunun neticesinde takipçi etkileşimlerinin web sitesinde satın almaya hangi oranlarda dönüştüğünü ortaya koymaktadır. Çalışma bu yönüyle literatüre özgün bir değer katarken Facebook sayfa yöneticileri için de bakış açısı kazandırabilecek sonuçlara sahip olmaktadır.

Kaynakça

  • Ayanso, A., & Yoogalingam, R. (2009). Profiling retail web site functionalities and conversion rates: A cluster analysis. International Journal of Electronic Commerce, 14(1), 79-114. DOI: 10.2753/JEC1086-4415140103.
  • Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook–Towards a typology of consumer–brand interactions. Journal of Brand Management, 23(2), 153-178.
  • Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in human behavior, 27(6), 2243-2248.
  • Batum, T. P., & Ersoy, N. F. (2016). The Use of Social Media in B2B Marketing Communications: an Explatory Study on Turkish Companies. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(2), 139-151. DOI NO: 10.5578/jeas.36305.
  • Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies: Analysis of Facebook messages. Research in Transportation Business & Management, 34, 100454.
  • Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review.
  • Brodie, R., L. D. Hollebeek, B. Juric, and A. Ilic. 2011. “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research.” Journal of Service Research 14 (3): 252– 271. DOI: 10.1177/1094670511411703.
  • Gutiérrez-Cillán, J., Camarero-Izquierdo, C., & San José-Cabezudo, R. (2017). How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation. BRQ Business Research Quarterly, 20(4), 258-274.
  • Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social network analysis and mining, 3(4), 843-861. DOI 10.1007/s13278-013-0098-8.
  • Demmers, J., Weltevreden, J. W., & van Dolen, W. M. (2020). Consumer engagement with brand posts on social media in consecutive stages of the customer journey. International Journal of Electronic Commerce, 24(1), 53-77.
  • Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003.
  • Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168.
  • Dodoo, N. A. (2018). Why consumers like facebook brands: The role of aspirational brand personality in consumer behavior. Journal of Promotion Management, 24(1), 103-127.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: a framework for engaging customers through social media content. European Journal of Marketing.
  • Dzumla, A., Srithongsook, C., & Santow, W. (2020). U.S. Patent No. 10,534,781. Washington, DC: U.S. Patent and Trademark Office. Facebook (2015), “Page post metrics”, available at: www.facebook.com/help/336143376466063/
  • García, M. Á., Muñoz-Expósito, M., Castellanos-Verdugo, M., & Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of research in interactive marketing. https://doi.org/10.1108/JRIM-05-2014-0028.
  • Hausman, A., Kabadayi, S., & Price, K. (2014). Consumer–brand engagement on Facebook: liking and commenting behaviors. Journal of research in interactive marketing. https://doi.org/10.1108/JRIM-12-2013-0081
  • Holzwarth, M., Janiszewski, C., & Neumann, M. M. (2006). The influence of avatars on online consumer shopping behavior. Journal of marketing, 70(4), 19-36.
  • Hutter, K., Hautz, J., Dennhardt, S. and Füller, J. (2013) The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management 22(5/6): 342–351. https://doi.org/10.1108/JPBM-05-2013-0299.
  • Jayasingh, S., & Venkatesh, R. (2015). Customer engagement factors in facebook brand pages. Asian Social Science, 11(26), 19. doi:10.5539/ass.v11n26p19.
  • Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Departmental Papers (ASC), 165.
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K., 2016. From social to sale: the effects of firm-generated content in social media on customer behaviour. J. Mark. 80 (1), 7–25. https://doi.org/10.1509/jm.14.0249.
  • Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94. DOI: 10.1177/1938965512458360.
  • Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578. DOI: 10.1080/0267257X.2015.1131735.
  • Le, T. D. (2018). Influence of WOM and content type on online engagement in consumption communities: The information flow from discussion forums to Facebook. Online Information Review.
  • Lee, D., Hosanagar, K., & Nair, H. S. (2013). The effect of advertising content on consumer engagement: Evidence from Facebook. Available at SSRN. Retrieved from http://www.researchgate.net/publication/257409065.
  • Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review. https://doi.org/10.1108/OIR-01-2015-0029.
  • Mazza, B., & Palermo, A. (2018). Social media content for business and user engagement on Facebook. ESSACHESS-Journal for Communication Studies, 11(1), 49-73.
  • McDowell, W. C., Wilson, R. C., & Kile Jr, C. O. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 69(11), 4837-4842. https://doi.org/10.1016/j.jbusres.2016.04.040.
  • Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdottir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678.
  • Moe, W. W., & Fader, P. S. (2004). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326-335. https://doi.org/10.1287/mnsc.1040.0153.
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046.
  • Naveen Gudigantala, Pelin Bicen, Mike (Tae-in) Eom, (2016) "An examination of antecedents of conversion rates of e-commerce retailers", Management Research Review, Vol. 39 Issue: 1,pp. 82-114, doi: 10.1108/MRR-05-2014-0112.
  • Niciporuc, T. (2014, December). Comparative analysis of the engagement rate on Facebook and Google Plus social networks. In Proceedings of international academic conferences (No. 0902287). International Institute of Social and Economic Sciences.
  • Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753.
  • Olczak, A. B., & Sobczyk, R. K. (2013). Brand engagement on Facebook based on mobile phone operators' activity within four European countries. Studia Ekonomiczne, (150), 97-108.
  • Park, C. H. (2017). Online purchase paths and conversion dynamics across multiple websites. Journal of Retailing, 93(3), 253-265.
  • Peng, G., Chen, J., Liu, Y., Lv, B., & Long, H. (2008, October). An empirical research on the determinants of sales and conversion rate of online auction. In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (pp. 1-4). IEEE.
  • Perreault Jr, W. D., & Leigh, L. E. (1989). Reliability of nominal data based on qualitative judgments. Journal of marketing research, 26(2), 135-148.
  • Rebecca Dolan, Jodie Conduit, John Fahy & Steve Goodman (2016) Social media engagement behaviour: a uses and gratifications perspective, Journal of Strategic Marketing, 24:3-4, 261-277. DOI: 10.1080/0965254X.2015.1095222.
  • Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64-80. DOI: 10.2501/JAR-2016-000.
  • Söderlund, M., Berg, H., & Ringbo, J. (2014). When the customer has left the store: An examination of the potential for satisfaction rub-off effects and purchase versus no purchase implications. Journal of Retailing and Consumer Services, 21(4), 529-536.
  • Soonsawad, P. (2013). Developing a new model for conversion rate optimization: A case study. International Journal of Business and Management, 8(10), 41. doi:10.5539/ijbm.v8n10p41.
  • Taylor, M., & Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5), 384–398.
  • Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87. DOI: 10.1080/15252019.2013.826549.
  • Tsai, W. H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21. https://doi.org/10.1080/13527266.2014.942678.
  • Vadivu, V. M., & Neelamalar, M. (2015, May). Digital brand management—A study on the factors affecting customers' engagement in Facebook pages. In 2015 International Conference on Smart Technologies and Management for Computing, Communication, Controls, Energy and Materials (ICSTM) (pp. 71-75). IEEE. DOI: 10.1109/ICSTM.2015.7225392.
  • Whang, M. (2007). Measuring the success of the academic library Website using banner advertisements and Web conversion rates: A case study. Journal of Web Librarianship, 1(1), 93-108. DOI: 10.1300/J502v01n01_07

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Haldun ÇOLAK (Sorumlu Yazar)
ANADOLU UNIVERSITY
0000-0003-4369-6063
Türkiye


Celal Hakan KAĞNİCİOĞLU
ANADOLU UNIVERSITY
0000-0001-7164-3538
Türkiye


Metin ARGAN
Eskişehir Teknik Üniversitesi
0000-0002-9570-0469
Türkiye

Erken Görünüm Tarihi 14 Ocak 2022
Yayımlanma Tarihi 14 Ocak 2022
Başvuru Tarihi 18 Şubat 2021
Kabul Tarihi 10 Kasım 2021
Yayınlandığı Sayı Yıl 2022, Cilt 21, Sayı 81

Kaynak Göster

APA Çolak, H. , Kağnicioğlu, C. H. & Argan, M. (2022). SOSYAL MEDYADA ETKİLEŞİM VE DÖNÜŞÜM ORANI ARASINDAKİ İLİŞKİNİN İNCELENMESİNE YÖNELİK FACEBOOK ÖRNEĞİ . Elektronik Sosyal Bilimler Dergisi , 21 (81) , 242-257 . DOI: 10.17755/esosder.882389

                                                                                                                                                                          21765

                                                                                                 Elektronik Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.