BİR İLİŞKİSEL PAZARLAMA ARACI OLARAK SANAL TOPLULUKLAR

Öz

İnsan doğasının vazgeçilmez unsuru olan sosyalleşme, sadece gerçek hayat ile sınırlı kalmamakta, insanlar her yerde bir çok İnternet tabanlı sanal ortam sayesinde Facebook, Twitter, IRC, Myspace, Youtube , her zaman birbirleriyle iletişim kurabilmektedir. Sosyal iletişim ağları, pazarlamacılar için yeni fırsatlar oluşturmakta ve günümüz yöneticilerinin dikkatini bu yöne çekmektedir. İşletmeler, sanal dünyalarda, gerçek dünyaya paralel ve hatta daha fazla faaliyetler gerçekleştirmekte ve bu ortamları hedef kitleleriyle uzun dönemli değişim ilişkileri yaratmaya, sürdürmeye ve geliştirmeye yönelik bir araç olarak kullanmaktadır. Bu çalışmada ilişkisel pazarlama ve bir ilişkisel pazarlama aracı olarak sanal topluluklara ilişkin literatür irdelenmiştir

Anahtar Kelimeler

• İlişkisel Pazarlama,Sosyal Ağlar,Sanal Topluluklar

Öz

Socialization is an inevitable part of human nature that is not only limited to real, but also virtual world thesedays. Virtual platforms such as social communication Networks Facebook, Twitter, IRC, Myspace, Youtube , have created new opportunities for marketers, and have drown attention of managers. Managers develop and execute virtual world strategies paralel to real world to create, sustain and enhance long term exchange relationships. In this study, relationship marketing and one of its instruments, social communication networks, literature have been critically reviewed

Anahtar Kelimeler

• Relationship Marketing,Social Networks,Virtual Communities

Kaynakça

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