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BİR İLİŞKİSEL PAZARLAMA ARACI OLARAK SANAL TOPLULUKLAR

Yıl 2009, Cilt: 2 Sayı: 4, 45 - 71, 01.12.2009

Zafer Erdoğan Tolga Torun

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

Kaynakça

  • Andersen, H. P. (2005). Relationship Marketing and Brand Involvement of Professionals Through Web-enhanced Brand Communities: The Case of Coloplast, Industrial Marketing Management, 34, 39-51.
  • Armstrong, A. ve Hagel III, J. (1996). The Real Value of On-Line Communities, Harvard Business Review, 74, 134-141.
  • Armstrong, A. ve Hagel, J. (1998). Net Gain, Mid-American Journal of Business, 13 (2), 58- 59.
  • Arnone, L. ve Geerts, A. (2009). Implementing Company-Managed Virtual Communities as a Relationship Marketing Tool: A Decision Systems Analysis, Journal of Cus- tomer Behaviour, 8 (1), 5-27.
  • Ashforth, B. E. ve Mael, F. (1989). Social Identity Theory and The Organization, The Aca- demy of Management Review, 14 (1), 20-39.
  • Barutçu, S. (2005). Değişim Yönlü Pazarlamadan İlişki Yönlü Pazarlamaya Geçiş, Pazar- lama ve İletişim Kültürü Dergisi, 4-13.
  • Bernhardt, J. Mays, D. Eroğlu, D. ve Daniel, K.L. (2009).New Communication Channels: Changing The Nature of Customer Engagement, Social Marketing Quarterly, XV (S1), 7-15.
  • Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Pers- pectives, Journal of the Academy of Marketing Science, 23 (4), 236-245.
  • Boyd, D.M. ve Ellison, N. (2008). Social Network Sites: Definition, History, and Scho- larship, Journal of Computer-mediated Communication, 13, 210-230.
  • Buller, M. K. ve Kane I. L. (2009). Marketing Fruit and Vegetable Intake With Interactive Games http://www.informaworld.com/smpp/title~content=t713846174, 136-154. the Internet, SMQ, XV (S1)
  • Casteleyn, J. ve Mottart, A. (2009). How to Use Facebook in Your Market Research?, International Journal of Market Research, 51 (4), 439-448.
  • Chakraborty, G.ve Lala V. (2002). An Empirical Investigation of Antecedents of B2B Websites’ Effectiveness, Journal of Interactive Marketing, 16 (4), 51-73.
  • Constantinides, E. (2004). Influencing The Online Consumer’s Behavior: The Web Expe- rience, Journal of Internet Research: Electronic Networking Applications and Policy, 14 (2), 111-126.
  • Constantinides, E. ve Geurts, P. (2005). The Impact of Web Experience on Virtual Bu- ying Behaviour: An Empirical Study, Journal of Customer Behaviour, 4, 307-337.
  • Cova, B. ve Pace S. (2007). Global Brand Communities Across Borders: The Warhammer Case, Internatioanl Marketing Review, 24 (3), 313-329.
  • Cova, B.ve Cova, V. (2001). The Tribalisation of Society and Its Impact on The Conduct of Marketing, http://visionarymarketing.com/articles/cova/cova-tribe-2001.html, 27.08.2009.
  • Dennis, A. R. ve Pootheri, K. S. (1998). Lessons From The Early Adopters of Web Groupware, Journal of Management Information Systems, 14 (4), 65-86.
  • Erdoğan, B. Z. (2009). Pazarlama: Küresel Krizin Suçlusu mu, Kurtarıcısı mı?, Tüketici ve Tüketim Araştırmaları Dergisi, 1 (1), 41-51.
  • Flavian, C. ve Guinaliu, M. (2005). The Influence of Virtual Communities on Distribution Strategies in The Internet, International Journal of Retail & Distribution Manage- ment, 33 (6), 405-425.
  • Gordon, I. H. (1998). Relationship Marketing, John Wiley & Sons, Canada.
  • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Para- digma Shift in Marketing, Management Decision, 32 (2), 4-20.
  • Grönroos, C. (1995). Relationship Marketing: The Strategy Continuum, Journal of Aca- demy of Marketing Science, 23 (4), 252-254.
  • Grönroos, C. (1996). Relationship Marketing: Strategic and Tactical Implications, Mana- gement Decision, 34, 5-14.
  • Grönroos, C. ve Ravald, A. (1996). The Value Concept and Relationship Marketing, Eu- ropean Journal of Marketing, 30 (2), 19-30.
  • Grönroos, C. (2002). Marketing Classic, The Marketing Review, 3, 129-146.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue and Value, The Journal of Business& Industrial Marketing, 19 (2), 99-113.
  • Gummesson, E. (1997). Relationship Marketing as a Paradigma Shift: some conclusions from the 30R Approach, Management Decision, 35 (4), 267-272.
  • Gummesson, E. (2004). Return On Relationships (ROR): The Value of Relationship Mar- keting and CRM in Business-to-Business Contexts, The Journal of Business& In- dustrial Marketing, 19 (2), 136-148.
  • Harker, J. M. (1999). Relationship Marketing Defined? An Examination of Current Rela- tionship Marketing Definitions, Marketing Intelligence & Planning, 17 (1), 13-20.
  • Hunt, K. A. ve Bashaw, R. E. (1999). Using Buyer’s Information Processing to Formulate Selling Strategies, Industrial Marketing Management, 28 (1), 99-107.
  • Hunt, K. A. ve Bristol, T. (1999). A Conceptual Approach to Classifying Sports Fans, Journal of Service Marketing, 13 (6), 439-452.
  • Jarvenpaa, S. ve Leidner, D. (2008). New Venturesi in Virtual Worlds, MIS Quarterly, İndirilme Tarihi: 23.07.2009, htpp://www.Misq.Org/Bulletinboard/Newventures. Pdf.
  • Jepsen, A. L.(2006). Information Search in Virtual Communities: Is It Replacing Use of Off-Line Communication?, Journal of Marketing Communications, 12 (4), 247-261.
  • Klassen, M. L. (2002). Relationship Marketing on The Internet: The Case of Top- And Lower-Ranked US Universities And Colleges, Journal of Retailing and Consumer Services, 9, 81–85.
  • Komito, L. (2001). Electronic Communities In an Information Society: Paradise, Mirage, or Malaise?, Journal of Documentation, 57 (1), 115-129.
  • Kotler, P. ve Keller, K. L. (2006). Marketing Management, 12. Baskı, Prentice Hall.
  • Kraut, R.ve Mukhopadhyay, T., Information and Communication: Alternative Uses of The http://www.Cs.Cmu.Edu/~Kiesler/Publications/Pdfs/Kraut99- Information%20and%20Communication-Alternateusesınternet.Pdf. 24.07.2008
  • Kremaer, K. L. ve Dedrick, J. (2002). Strategic Use of the Internet and E-Commerce: Cisco Systems, Journal of Strategic Information Systems, 11, 5-29.
  • Li, F. ve Nicholls, J.A.F. (2000). Transactional or Relationship Marketing: Determinants of Strategic, Journal of Marketing Management, 16, 449-464.
  • Mattila, A. S. (2001). Emotional Bonding and Restaurant Loyalty, Cornell Hotel and Resta- urant Administration Quarterly, 42 (6), 73-79.
  • McAlexander, J. H. Schouten, J. W. ve Koenig, H. F. (2002). Building Brand Community, Journal of Marketing, 66, 38-54.
  • McWilliam, G. (2000). Building Stronger Brands Through Online Communities, Sloan Management Review, 43-54.
  • Merisavo, M. (2009). The Intreraction Between Dijital Marketing Communication and Customer Loyalty, İndirme Tarihi: 28.09.2009, http://hsepubl.lib.hse.fi/ pdf/wp/w452.pdf.
  • Moorman, C. ve Rust, R. (1999). The Role of Marketing, Journal of Marketing, 63, Special Issue, 180-197.
  • Muniz, A. M. ve O’Guinn T. C. (2001). Brand Community, Journal of Consumer Research, 27, 412-432.
  • Ndubisi, N. (2007). Relationship Marketing and Customer Loyalty, Marketing Intelligen- ce&Planning, 25 (1), 98-106.
  • Porter, C. E. (2004). JCMC 10 (1), Article 3, İndirme Tarihi: 27.07.2009, htpp://Jcmc.indiana.Edu./Vol10/issue1/Porter.html.
  • Rao, S. ve Perry, C. (2002). Thinking About Relationship Marketing: Where Are We Now?, Journal of Business & Industrial Marketing, 17 (7), 598-614.
  • Rheingold, H. (1993). The Virtual Community: Homestanding on the Electronic Fron- tier, New York, NY: Harper Collins.
  • Romm, C ve Plinskin, N. (1997). Virtual Communities and Society:Toward an Integrative Three Phase Model, International Journal of Information Management, 17 (4), 261 270.
  • Second Life, İndirme Tarihi: 27.07.2009, http://www.slturkiye.com/second-life- nedir/#nedir.
  • Sheth, J. N. (2002). The Future of Relationship Marketing, Journal of
  • Service Marketing, 16, 590-592. Sheth, J.N., Eshghi, A. (2001). Internet Marketing, Harcourt College, USA.
  • Selvi, M. S. (2007). İlişkisel Pazarlama, Detay Yayıncılık, Ankara.
  • Soto-Acosta, P. ve Merono-Cerdan, A. L (2006). Evaluating Internet Technologies Busi- ness Effectiveness, International Journal of Electronic Business, 4 (2), 191-203.
  • Swaminathan, Kishore S.(2007), “Virtual Worlds, Real Business?”, Outlook Journal, İn- dirme and_insights/outlook/by_issue/y2007/virtualworldsrealbusiness.htm. 23.07.2009
  • http://www.accenture.com/global/ research_
  • Üner, M. (2003). Pazarlama Tanımı Üzerine, Pazarlama ve İletişim Dergisi, 4, (4), 44-57.
  • Valck, K. D. (2005). Virtual Communities of Consumption: Networks of Consumer Knowledge and Companianship, ERIM Ph.D. Series Research in Management, RSM Erasmus University Rotterdam, 1-319.
  • Valck, K. D. ve Bruggen, G. H. V. (2009). Virtual Communities: a Marketing Perspective, Decision Support Systems, 47, 185–203.
  • Wellman, B. ve Gulia, M. (1997). Net Surfers Don’t Ride Alone: Virtual Communities as Communities, ~wellman/publications/netsurfers/netsurfers.pdf. İndirme Tarihi
  • 07.2009,http://www.chass.utoronto.ca/
  • Yahia, I. B. (2005). Non Commercial B2C Virtual Communities: Definition and Classifica- tion an Exploratory Qualitative Study, IADIS International Journal on WWW/Internet, 5 (1), 129-144.
  • Yamamoto, G. T. (2007). Buzz Gibi Söylenti Pazarlaması, Pazarlama Dünyası, 8-11.
  • Yeygel, S. (2009). E-Müşteri Memnuniyetini Sağlayan Temel E-Hizmet Kalitesi Unsurla- rı, Pazarlama ve İletişim Kültürü Dergisi, 15-29.

Yıl 2009, Cilt: 2 Sayı: 4, 45 - 71, 01.12.2009

Zafer Erdoğan Tolga Torun

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

  • Andersen, H. P. (2005). Relationship Marketing and Brand Involvement of Professionals Through Web-enhanced Brand Communities: The Case of Coloplast, Industrial Marketing Management, 34, 39-51.
  • Armstrong, A. ve Hagel III, J. (1996). The Real Value of On-Line Communities, Harvard Business Review, 74, 134-141.
  • Armstrong, A. ve Hagel, J. (1998). Net Gain, Mid-American Journal of Business, 13 (2), 58- 59.
  • Arnone, L. ve Geerts, A. (2009). Implementing Company-Managed Virtual Communities as a Relationship Marketing Tool: A Decision Systems Analysis, Journal of Cus- tomer Behaviour, 8 (1), 5-27.
  • Ashforth, B. E. ve Mael, F. (1989). Social Identity Theory and The Organization, The Aca- demy of Management Review, 14 (1), 20-39.
  • Barutçu, S. (2005). Değişim Yönlü Pazarlamadan İlişki Yönlü Pazarlamaya Geçiş, Pazar- lama ve İletişim Kültürü Dergisi, 4-13.
  • Bernhardt, J. Mays, D. Eroğlu, D. ve Daniel, K.L. (2009).New Communication Channels: Changing The Nature of Customer Engagement, Social Marketing Quarterly, XV (S1), 7-15.
  • Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Pers- pectives, Journal of the Academy of Marketing Science, 23 (4), 236-245.
  • Boyd, D.M. ve Ellison, N. (2008). Social Network Sites: Definition, History, and Scho- larship, Journal of Computer-mediated Communication, 13, 210-230.
  • Buller, M. K. ve Kane I. L. (2009). Marketing Fruit and Vegetable Intake With Interactive Games http://www.informaworld.com/smpp/title~content=t713846174, 136-154. the Internet, SMQ, XV (S1)
  • Casteleyn, J. ve Mottart, A. (2009). How to Use Facebook in Your Market Research?, International Journal of Market Research, 51 (4), 439-448.
  • Chakraborty, G.ve Lala V. (2002). An Empirical Investigation of Antecedents of B2B Websites’ Effectiveness, Journal of Interactive Marketing, 16 (4), 51-73.
  • Constantinides, E. (2004). Influencing The Online Consumer’s Behavior: The Web Expe- rience, Journal of Internet Research: Electronic Networking Applications and Policy, 14 (2), 111-126.
  • Constantinides, E. ve Geurts, P. (2005). The Impact of Web Experience on Virtual Bu- ying Behaviour: An Empirical Study, Journal of Customer Behaviour, 4, 307-337.
  • Cova, B. ve Pace S. (2007). Global Brand Communities Across Borders: The Warhammer Case, Internatioanl Marketing Review, 24 (3), 313-329.
  • Cova, B.ve Cova, V. (2001). The Tribalisation of Society and Its Impact on The Conduct of Marketing, http://visionarymarketing.com/articles/cova/cova-tribe-2001.html, 27.08.2009.
  • Dennis, A. R. ve Pootheri, K. S. (1998). Lessons From The Early Adopters of Web Groupware, Journal of Management Information Systems, 14 (4), 65-86.
  • Erdoğan, B. Z. (2009). Pazarlama: Küresel Krizin Suçlusu mu, Kurtarıcısı mı?, Tüketici ve Tüketim Araştırmaları Dergisi, 1 (1), 41-51.
  • Flavian, C. ve Guinaliu, M. (2005). The Influence of Virtual Communities on Distribution Strategies in The Internet, International Journal of Retail & Distribution Manage- ment, 33 (6), 405-425.
  • Gordon, I. H. (1998). Relationship Marketing, John Wiley & Sons, Canada.
  • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Para- digma Shift in Marketing, Management Decision, 32 (2), 4-20.
  • Grönroos, C. (1995). Relationship Marketing: The Strategy Continuum, Journal of Aca- demy of Marketing Science, 23 (4), 252-254.
  • Grönroos, C. (1996). Relationship Marketing: Strategic and Tactical Implications, Mana- gement Decision, 34, 5-14.
  • Grönroos, C. ve Ravald, A. (1996). The Value Concept and Relationship Marketing, Eu- ropean Journal of Marketing, 30 (2), 19-30.
  • Grönroos, C. (2002). Marketing Classic, The Marketing Review, 3, 129-146.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue and Value, The Journal of Business& Industrial Marketing, 19 (2), 99-113.
  • Gummesson, E. (1997). Relationship Marketing as a Paradigma Shift: some conclusions from the 30R Approach, Management Decision, 35 (4), 267-272.
  • Gummesson, E. (2004). Return On Relationships (ROR): The Value of Relationship Mar- keting and CRM in Business-to-Business Contexts, The Journal of Business& In- dustrial Marketing, 19 (2), 136-148.
  • Harker, J. M. (1999). Relationship Marketing Defined? An Examination of Current Rela- tionship Marketing Definitions, Marketing Intelligence & Planning, 17 (1), 13-20.
  • Hunt, K. A. ve Bashaw, R. E. (1999). Using Buyer’s Information Processing to Formulate Selling Strategies, Industrial Marketing Management, 28 (1), 99-107.
  • Hunt, K. A. ve Bristol, T. (1999). A Conceptual Approach to Classifying Sports Fans, Journal of Service Marketing, 13 (6), 439-452.
  • Jarvenpaa, S. ve Leidner, D. (2008). New Venturesi in Virtual Worlds, MIS Quarterly, İndirilme Tarihi: 23.07.2009, htpp://www.Misq.Org/Bulletinboard/Newventures. Pdf.
  • Jepsen, A. L.(2006). Information Search in Virtual Communities: Is It Replacing Use of Off-Line Communication?, Journal of Marketing Communications, 12 (4), 247-261.
  • Klassen, M. L. (2002). Relationship Marketing on The Internet: The Case of Top- And Lower-Ranked US Universities And Colleges, Journal of Retailing and Consumer Services, 9, 81–85.
  • Komito, L. (2001). Electronic Communities In an Information Society: Paradise, Mirage, or Malaise?, Journal of Documentation, 57 (1), 115-129.
  • Kotler, P. ve Keller, K. L. (2006). Marketing Management, 12. Baskı, Prentice Hall.
  • Kraut, R.ve Mukhopadhyay, T., Information and Communication: Alternative Uses of The http://www.Cs.Cmu.Edu/~Kiesler/Publications/Pdfs/Kraut99- Information%20and%20Communication-Alternateusesınternet.Pdf. 24.07.2008
  • Kremaer, K. L. ve Dedrick, J. (2002). Strategic Use of the Internet and E-Commerce: Cisco Systems, Journal of Strategic Information Systems, 11, 5-29.
  • Li, F. ve Nicholls, J.A.F. (2000). Transactional or Relationship Marketing: Determinants of Strategic, Journal of Marketing Management, 16, 449-464.
  • Mattila, A. S. (2001). Emotional Bonding and Restaurant Loyalty, Cornell Hotel and Resta- urant Administration Quarterly, 42 (6), 73-79.
  • McAlexander, J. H. Schouten, J. W. ve Koenig, H. F. (2002). Building Brand Community, Journal of Marketing, 66, 38-54.
  • McWilliam, G. (2000). Building Stronger Brands Through Online Communities, Sloan Management Review, 43-54.
  • Merisavo, M. (2009). The Intreraction Between Dijital Marketing Communication and Customer Loyalty, İndirme Tarihi: 28.09.2009, http://hsepubl.lib.hse.fi/ pdf/wp/w452.pdf.
  • Moorman, C. ve Rust, R. (1999). The Role of Marketing, Journal of Marketing, 63, Special Issue, 180-197.
  • Muniz, A. M. ve O’Guinn T. C. (2001). Brand Community, Journal of Consumer Research, 27, 412-432.
  • Ndubisi, N. (2007). Relationship Marketing and Customer Loyalty, Marketing Intelligen- ce&Planning, 25 (1), 98-106.
  • Porter, C. E. (2004). JCMC 10 (1), Article 3, İndirme Tarihi: 27.07.2009, htpp://Jcmc.indiana.Edu./Vol10/issue1/Porter.html.
  • Rao, S. ve Perry, C. (2002). Thinking About Relationship Marketing: Where Are We Now?, Journal of Business & Industrial Marketing, 17 (7), 598-614.
  • Rheingold, H. (1993). The Virtual Community: Homestanding on the Electronic Fron- tier, New York, NY: Harper Collins.
  • Romm, C ve Plinskin, N. (1997). Virtual Communities and Society:Toward an Integrative Three Phase Model, International Journal of Information Management, 17 (4), 261 270.
  • Second Life, İndirme Tarihi: 27.07.2009, http://www.slturkiye.com/second-life- nedir/#nedir.
  • Sheth, J. N. (2002). The Future of Relationship Marketing, Journal of
  • Service Marketing, 16, 590-592. Sheth, J.N., Eshghi, A. (2001). Internet Marketing, Harcourt College, USA.
  • Selvi, M. S. (2007). İlişkisel Pazarlama, Detay Yayıncılık, Ankara.
  • Soto-Acosta, P. ve Merono-Cerdan, A. L (2006). Evaluating Internet Technologies Busi- ness Effectiveness, International Journal of Electronic Business, 4 (2), 191-203.
  • Swaminathan, Kishore S.(2007), “Virtual Worlds, Real Business?”, Outlook Journal, İn- dirme and_insights/outlook/by_issue/y2007/virtualworldsrealbusiness.htm. 23.07.2009
  • http://www.accenture.com/global/ research_
  • Üner, M. (2003). Pazarlama Tanımı Üzerine, Pazarlama ve İletişim Dergisi, 4, (4), 44-57.
  • Valck, K. D. (2005). Virtual Communities of Consumption: Networks of Consumer Knowledge and Companianship, ERIM Ph.D. Series Research in Management, RSM Erasmus University Rotterdam, 1-319.
  • Valck, K. D. ve Bruggen, G. H. V. (2009). Virtual Communities: a Marketing Perspective, Decision Support Systems, 47, 185–203.
  • Wellman, B. ve Gulia, M. (1997). Net Surfers Don’t Ride Alone: Virtual Communities as Communities, ~wellman/publications/netsurfers/netsurfers.pdf. İndirme Tarihi
  • 07.2009,http://www.chass.utoronto.ca/
  • Yahia, I. B. (2005). Non Commercial B2C Virtual Communities: Definition and Classifica- tion an Exploratory Qualitative Study, IADIS International Journal on WWW/Internet, 5 (1), 129-144.
  • Yamamoto, G. T. (2007). Buzz Gibi Söylenti Pazarlaması, Pazarlama Dünyası, 8-11.
  • Yeygel, S. (2009). E-Müşteri Memnuniyetini Sağlayan Temel E-Hizmet Kalitesi Unsurla- rı, Pazarlama ve İletişim Kültürü Dergisi, 15-29.
Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Zafer Erdoğan Bu kişi benim

Tolga Torun Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2009
Yayımlandığı Sayı Yıl 2009 Cilt: 2 Sayı: 4

Kaynak Göster

APA Erdoğan, Z., & Torun, T. (2009). BİR İLİŞKİSEL PAZARLAMA ARACI OLARAK SANAL TOPLULUKLAR. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 2(4), 45-71.