Pazarlamada Yeni Bir Çerçeve: Sosyal Medya ve Web 2.0

Yıl 2020, , 252 - 269, 17.05.2020

Yasemin Gedik

https://doi.org/10.33712/mana.706162

Cited By: 8

Öz

İnternet ve teknolojinin olağanüstü hızda ilerleyişi, sürekli olarak yeni fikirlerin gerçekleşmesi için yeni fırsatlar sunarak işletmelerin pazarlama yaklaşımlarında da köklü değişimleri beraberinde getirmiştir. Bloglar, sosyal medya platformları, Web 2.0, sosyal ağlar gibi yeni nesil çevrimiçi konseptler giderek daha fazla kullanıcının dikkatini çekmeye başlamıştır. Sosyal medya, işletmelerin müşteriyle /toplumla etkileşime girme ve hizmetlerini sunma şeklini değiştirerek anahtar faktör haline gelmeye başlamıştır. Daha önce işletmelerin, sosyal medyayı neden kullanmaları gerektiğiyle ilgili sorular, yerini sosyal medyayı nasıl kullanmaları gerektiği ile ilgili sorulara bırakmıştır. Sosyal medya, işletmelerin sadece hedef kitleleriyle yakından iletişim kurmasını sağlamakla kalmaz, marka farkındalığı ve satışlarını arttırmak için de ideal bir ortam sunar. İşletmelerin, rekabette öne geçmek için her biri kendi içinde farklı nitelikler ve fonksiyonlar sunan sosyal medya platformlarından uygun olanı seçmesi de bir diğer önemli noktadır. Bu makalenin amacı, sosyal medya, sosyal medya pazarlaması, sosyal medyanın avantajları, Web 2.0, sosyal medya stratejileri ve sosyal medya platformaları hakkında geniş bir kavramsal çerçeve oluştururken, konuyla ilgili güncel istatistikleri de paylaşmaktır. Ayrıca, sözkonusu faaliyetleri geliştirirken yöneticilerin karar vermelerine rehberlik edecek detaylı bir teorik bakış açısı sunmaktadır.

Anahtar Kelimeler

Sosyal Medya, Web 2.0, Sosyal Medya Platformları, Sosyal Medya Pazarlama Stratejileri

A New Framework In Marketing: Social Media And Web 2.0

Öz

Extraordinary advances in the internet and technology have brought radical changes in the marketing approaches of businesses, by constantly offering new opportunities for new ideas to come true. Next generation online concepts such as blogs, social media platforms, Web 2.0, social networks are getting more and more users’ attention. Social media has begun to become a key factor by changing the way businesses interact with customers / society and deliver their services. Previously, the questions about why businesses should use social media left their place to the questions about how to use social media. Social media not only enables businesses to communicate closely with their target audiences, but also provides an ideal environment to increase brand awareness and sales. Another important point is that businesses choose the appropriate one from social media platforms, each offering different qualities and functions in order to take the lead in competition.The purpose of this article is to provide a broad conceptual framework on social media, social media marketing, social media advantages, Web 2.0, social media strategies and social media platforms, while also sharing up-to-date statistics on the subject. It also provides a detailed theoretical perspective to guide managers in making decisions while developing these activities.

Anahtar Kelimeler

Social Media, Social Media Platforms, Social Media Marketing Strategies, Web 2.0, Web 2.0

Kaynakça

• AJINA, Ahmet S. (2019), “The Perceived Value of Social Media Marketing: An Empirical Study of Online Word of Mouth In Saudi Arabian Context”, Entrepreneurship And Sustainability Issues, S.6(3), ss.1512-1527.
• ALALWAN, Ali Abdallah, RANA, Nripendra P., DWIVEDI, Yogesh K. ve ALGHARABAT, Raed (2017), “Social Media in Marketing: A Review and Analysis of the Existing Literature”, Telematics and Informatics, S.34(7), ss.1-38.
• ANANDA, Artha Sejati, HERNANDEZ-GARCIA, Ángel ve LAMBERTI, Lucio (2014), “RENL: A Framework for Social Media Marketing Strategy”, Research Challenges in Contemporary Management Engineering, 1st Annual EDIM PhD Conference, ss.1-10.
• ANSARI, Sinoka, ANASARI, Ghishwa, GHORI, Muhammad Umar ve KAZI, Abdul Ghafoor (2019), “Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision”, Journal of Public Value and Administration Insights, JPVAI, S.2(2), ss.5-10.
• ASHLEY, Christy ve TUTEN, Tracy (2015), “Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement”, Psychology and Marketing, S.32(1), ss.15-27.
• BAE, Il-Hyun ve ZAMRUDI, Muhammad Faisal Yul (2018), “Challenge Of Social Media Marketing & Effective Strategies to Engage More Custemers: Selected Retalier Case Study”, International Journal of Business and Society, S.19(3), ss.851-869.
• BASHAR, Abu, AHMAD, Irshad ve WASIQ, Mohammad (2012), “Effectiveness of Social Media As A Marketing Tool: An Empirical Study”, International Journal of Marketing, Financial Services & Management Research, S.1(11) , ss.88-99.
• BATEMAN, Patrick J., KEILLOR, Bruce D., PIKE, Jacqueline C. ve BUTLER, Brian S. (2019), “Social Marketing: Lessons For Managing Social Media Initiatives”, Innovative Marketing, S.7(3), ss.100-108.
• BELFIORE, Patrizia , ROSA, Roberta ve TAFURI, Domenico (2019), “The Management of Social Media For Sport Promotion: A Survey”, Sport Science, S.12(1), ss.45-48.
• BRENNAN, Ross ve CROFT, Robin (2012), “The Use of Social Media in B2B Marketing and Branding: An Exploratory Study”, Journal of Customer Behaviour, S.11(2), ss.101-115.
• CHEN, Shih Chih ve LIN, Chieh-Peng (2019), “Understanding The Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value and Satisfaction”, Technological Forecasting & Social Change, S.140, ss.22-32.
• CHEUNG, Man Lai, PIRES, Guilherme D., ROSENBERGER III, Philip J. ve DE OLIVEIRA, Mauro Jose (2019), “Consumers Online Brand Related Activities on WeChat: The Role of Social Media Marketing Efforts”, CLAV, ss.1-16.
• CHIANG, I-Ping, WONG, Ray ve HUANG, Chih-Hui (2019), “Exploring The Benefits of Social Media Marketing For Brands and Communities”, International Journal of Electronic Commerce Studies, S.10(2), ss.113-140.
• COELLA, Giuseppe, AMATULLI, Cesare ve MARTINEZ-RUIZ, Maria Pilar (2019), “Social Media Marketing and Luxury Consumption: A Literature Review”, International Journal of Marketing Studies, S.11(4), ss.30-52.
• CONSTANTİNİDES, Efthymios (2014), “Foundations of Social Media Marketing”, Procedia - Social and Behavioral Sciences, S.148, ss.40-57.
• COX, Daniel D. ve McLEOD, Scott (2014), “Social Media Marketing and Communications Strategies for School Superintendents”, Journal of Educational Administration, S.52(6), ss.850-868.
• DIJK, Jose Van ve POELL, Thomas (2013), “Understanding Social Media Logic”, Media and Communication, S.1(1), ss.2-14.
• DWIVED, Yogesh K., KAPOOR, Kawaljeet Kaur ve CHEN, Hsin (2015), “Social Media Marketing and Advertising”,The Marketing Review, S.15(3), ss.289-309.
• EDOSOMWAN, Simeon, PRAKASAN, Sitalaskshmi Kalangot, KOUAME, Doriane, WATSON, Jonelle ve SEYMOUR, Tom (2011), “The History of Social Media and its Impact on Business”, The Journal of Applied Management and Entrepreneurship, S.16(3), ss.1-13.
• FAROOK, F. Safwa ve ABEYSEKARA, Nalin (2016), “Influence of Social Media Marketing on Customer Engagement”, International Journal of Business and Management Invention, S.5(12), ss.115-125.
• FELIX, Reto, RAUSCHNABEL, Philipp A. ve HINSCH, Chris (2017), “Elements of Strategic Social Media Marketing: A Holistic Framework”, Journal Of Business Research, S.70, ss.118-126.
• GEORGE, Ellen Maureen ve LEWENSTEIN, Bruce V. (2019), “Communicating Fisheries Science Using Social Media”, Cisco Coregonus Artedi Restoration in Lake Ontario: Ecology, Genetics and Science Communication, ss.99-116.
• GLENDAH , Sindani Tsimbiri, ALALAl , Ondiek B. ve DISHON, Wanjere (2019), “Social Media Marketing and Brand Loyalty At Sararicom Company, Kenya”, European Journal of Business and Strategic Management, S.4(5), ss.49-64.
• GRETZEL, Ulrike (2019), “The Role of Social Media in Creating and Addressing Overtourism: Issues, Realities and Solutions”, De Gruyter, Boston, ss.62-75.
• HARRIS, Albert L. ve REA, Alan (2019), “Web 2.0 and Virtual World Technologies: A Growing Impact on IS Education”, Journal of Information Systems Education, S.20(2), ss.137-144.
• IRSHAD, Madeeha ve AHMAD, Muhammad Shakil (2019), “Investigating the Determinants of Consumers’ Attitude Towards Social Media Marketing: Moderating Role of Gender”, Online Journal of Communication and Media Technologies, S.9(4), ss.1-15.
• ISMAIL, Ahmed Rageh (2017), “The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Consciousness”, Asia Pacific Journal of Marketing and Logistics, S.29(1), ss.129-144.
• JURGENS, David (2013), “That’s What Friends Are For: Inferring Location in Online Social Media Platforms Based on Social Relationships”, Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media, ss.273-282.
• KAPLAN, Andreas M. ve HAENLEIN, Michael (2010), “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, S.53, ss.59-68.
• KIETZMANN, Jan H., HERMKENS, Kristopher, McCARTHY, Ian P. ve SILVESTRE, Bruno S. (2011), “Social Media? Get serious! Understanding the Functional Building Blocks of Social Media”, Business Horizons, S.54(3), ss.241-251.
• KIM, Angella J. ve KO, Eunju (2012), “Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand”, Journal of Business Research, S.65, ss.1480-1486.
• KUMAR, V. ve MIRCHANDANI, Rohan (2012), “Increasing the ROI of Social Media Marketing”, MIT Sloan Management Review, S.54(1), ss.55-61.
• LAGROSEN, Stefan Olof ve GRUNDEN, Kerstin (2014), “Social Media Marketing in The Wellness Industry”, The TQM Journal, S.26(3), ss.253-260.
• LEUNG, Xi Y., BAI, Billy ve STAHURA, Kurt A. (2015), “The Marketing Effectiveness of Social Media in The Hotel Industry: A Comparison of Facebook and Twitter”, Journal of Hospitality & Tourism Research, S.39(2), ss.147-169.
• MAHESH , L. ve AMULYA, M. (2013), “Social Media Marketing: An Important Phase in Modern Business Management”, CLEAR International Journal of Research in Commerce & Management, S.4(3), ss.162-164.
• MANIKANDAN, M. ve MOHAMED, K.Naina (2020), “Social Marketing Media”, Studies in Indian Place Names, S.40(12), ss.393-398.
• MAZUREK, Grzegorz, KORZYNSKI, Paweł ve GORSKA, Anna (2019), “Social Media in The Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies”, Entrepreneurial Business and Economics Review, S.7(1), ss.117-133.
• McLOUGLIN, Catherine E. ve ALAM, Sultana Lubna (2019), “A Case Study of Instructor Scaffolding Using Web 2.0 Tools To Teach Social Informatics”, Journal of Information Systems Education, S.25(2), ss.125-136.
• NADARAJA, Rubathee ve YAZDANIAFARD, Rashad (2013), “Social Media Marketing: Advantages and Disadvantages”, Center of Southern New Hempshire University, ss.1-10.
• ORENGA-ROGLA, Sergio ve CHALMETA, Ricardo (2019), “Methodology For The Implementation of Knowledge Management Systems 2.0: A Case Study in An Oil and Gas Company”, Business & Information Systems Engineering, S.61(2), ss.195-213.
• PAN, Yating, TORRES, Ivonne M. ve ZUNIGA, Miguel Angel (2019), “Social Media Communications and Marketing Strategy: A Taxonomical Review of Potential Explanatory Approaches”, Journal of Internet Commerce, S.18(1), ss.73–90.
• PAQUETTE, Holly (2013), "Social Media as a Marketing Tool: A Literature Review", Major Papers by Master of Science Students, https://digitalcommons.uri.edu/tmd_major_papers/2, ss.1-27.
• PASWAN, Ashwani (2018), “Social Media Marketing Strategies”, DAWN: Journal for Contemporary Research in Management, S.5(1), ss.8-11.
• PENTINA, Iryna ve KOH, Anthony C. (2012), “Exploring Social Media Marketing Strategies in SMEs”, International Journal of Internet Marketing and Advertising, S.7(4), ss.292-310.
• PINHEIRO, Petrilson (2020), “Text Revision Practices in an E-Learning Environment: Fostering The Learning By Design Perspective”, Innovation in Language Learning and Teaching, S.14(1), ss.37-50.
• PODDAR, Natika ve AGARWAL, Dipti (2019), “A Comparative Study of Application Effectiveness Between Digital and Social Media Marketing for Sustainability of Start-Ups”, International Journal of Business Insights & Transformation, S.12(2), ss.50-54.
• PRADIPTARINI, Charity (2011), “Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market”, UW-L Journal of Undergraduate Research, S.14, ss.1-11.
• QUY, Nguyen Hong, HONG, Ngoc T. L., HIEU, Thao N. ve LE, Tri D. (2019), “Social Media Marketing: Creative Strategies, Contents and Customer Engagement”, E-Proceedings of 2nd d Connect-Us Conference, CuC 2019, ss.61-65.
• RAUT, Savita M. ve KULKARNI, S. (2020). “A Study on Use of Social Media Marketing Strategies”, Our Heritage, S.68(Special Issue 25), ss.28-34.
• SHAIFUL, Puteri Sarah Hanim Mohamad, MOHAMED, Shazleen ve SAAHAR, Suhaimee (2019), “Perceived Effect of Social Media Marketing on Malaysian Film Audience”, Proceedings of the 5th World Conference on Media and Mass Communication, S.5(1), ss.154-160.
• SI, Sajid (2016), “Social Media and Its Role in Marketing”, Business and Economics Journal, S.7(1), ss.1-5.
• SOEGOTO, E. ve UTOMO, A. (2019), “Marketing Strategy Through Social Media”, IOP Conference Series: Materials Science and Engineering, S.662(3), IOP Publishing, ss.1-7.
• THEOCHARIDIS, Anastasios Ioannis, KARAVASILIS, George, VRANA, Vasiliki, KEHRİS, Evangelos ve ANTONIADIS, Konstantinos (2019), “What is Affecting Customers Intention to Perform Social Media Marketing Activities in the Hotel Industry?”, Smart Tourism as a Driver for Culture and Sustainability, Springer, Cham, ss.375-391.
• TIAGO, Maria Teresa Pinheiro Melo Borges ve VERISSIMO, Jose Manuel Cristovao (2014), “Digital Marketing and Social Media: Why Bother?”, Business Horizons, S.57, ss.703-708.
• TSIMONIS, Georgios ve DIMITRIADIS, Sergios (2014), “Brand Strategies in Social Media”, Marketing Intelligence & Planning, S.32(3), ss.328-344.
• TSIMONIS, Georgios ve DIMITRIADIS, Sergios (2019), “The Conceptualisation and Measurement of Perceived Value in Social Media: The Case of Facebook Brand Pages”, E-Article, ss.1-12, https://www.dora.dmu.ac.uk/xmlui/bitstream/handle/2086/17589/AMA_2019.pdf?sequence=1&isAllowed=y (Erişim Tarihi: 22.02.2020).
• VINEREAN, Simona, CETINA, Iuliana, DUMITRESCU, Luigi ve TICHINDELEAN, Mihai (2013), “The Effects of Social Media Marketing on Online Consumer Behavior”, International Journal of Business and Management, S.8(14), ss.66-79.
• WALASKI, Pamela (2013), “Social Media - Powerful Tools for SH&E Professionals”, Professional Safety, S.58(04), ss.40-49.
• YANG, Xin ve WANG, Dan (2015), “The Exploration of Social Media Marketing Strategies of Destination Marketing Organizations in China”, Journal of China Tourism Research, S.11(2), ss.166-185.
• ZIYADDIN, Sayabek, DOSZHAN, Raigul, BORODIN, Alex, OMAROVA, Aizhan ve ILYAS, Aigerim (2019), “The Role of Social Media Marketing in Consumer Behaviour”, E3S Web of Conferences, 135, EDP Sciences, ITESE-2019, ss.1-9.
• https://digitalmarketinginstitute.com/blog/which-social-media-platforms-should-you-use-for-your-business, (2020). “Which Social Media Platforms Should You Use For Your Business?”, (Erişim Tarihi: 12.03.2020).
• https://fitsmallbusiness.com/social-media-marketing-strategy/, (2018), “11-Step Social Media Marketing Strategy That Works + Free Template”, M.Paquet, (Erişim Tarihi: 26.02.2020).
• https://influencermarketinghub.com/social-media-sites/, (2020), “50+ Social Media Sites You Need to Know in 2020”, (Erişim Tarihi: 14.03.2020).
• https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media, (2020), “Digital 2020: 3.8 Billion People Use Social Media”, S. Kelp, (Erişim Tarihi: 22.02.2020).
• https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing, (2020), “10 Advantages of Social Media Marketing for Your Business”, (Erişim Tarihi: 17.02.2020).
• https://www.searchenginejournal.com/social-media/biggest-social-media-sites/#close, (2020), “The 7 Biggest Social Media Sites in 2020”, K. Kellogg, (Erişim Tarihi: 05.03.2020).
• https://www.statista.com/topics/1164/social-networks, (2019), “Social media - Statistics & Facts”, J.Clement, (Erişim Tarihi: 25.02.2020).
• https://www.statista.com/topics/1267/pinterest, (2020), “Pinterest - Statistics & Facts”, J.Clement, (Erişim Tarihi: 04.03.2020).
• https://www.statista.com/topics/1882/instagram, (2019), “Instagram - Statistics & Facts”, J.Clement, (Erişim Tarihi: 12.03.2020).
• https://www.statista.com/topics/2018/whatsapp/, (2019), “WhatsApp - Statistics & Facts”, J.Clement, (Erişim Tarihi: 16.02.2020).
• https://www.statista.com/topics/2019/youtube, (2019), “YouTube - Statistics & Facts”, J.Clement, (Erişim Tarihi: 03.03.2020).
• https://www.statista.com/topics/2882/snapchat, (2020), “Snapchat - Statistics & Facts”, J.Clement, (Erişim Tarihi: 05.03.2020).
• https://www.statista.com/topics/737/twitter, (2020), “Twitter - Statistics & Facts”, J.Clement, (Erişim Tarihi: 06.03.2020).
• https://www.statista.com/topics/751/facebook, (2020), “Facebook - Statistics & Facts” , J.Clement, (Erişim Tarihi: 16.03.2020).
• https://www.statista.com/topics/951/linkedin, (2019), “LinkedIn - Statistics & Facts”, J.Clement, (Erişim Tarihi: 25.02.2020).