THE EFFECT OF STRATEGIC MARKETING ORIENTATION ON SOCIAL MEDIA PERFORMANCE AN INVESTIGATION ON THE ANTALYA ORGANIZED INDUSTRIAL ZONE

Öz

Businesses use social media more than traditional media since it contains several advantages. This study determines the effects of strategic marketing orientation, on social media performance in order to discuss this subject. The questionnaire data were obtained from businesses that are active in Antalya Organized Industrial Zone (AOIZ). The partial least squares method was used in order to test the hypotheses in the study. The research hypotheses were verified in accordance with the obtained findings. The basic contribution of the study aims to determine the different effects of market orientation, entrepreneur orientation,, and e-marketing orientation, on social media performance in terms of customer retention and customer acquisition. Theoretical and practical inferences were provided and finally, the limitations of the study and suggestions for future studies were presented.

Anahtar Kelimeler

• Social Media,Market Orientation,Entrepreneurial Orientation,E-marketing Orientation,Customer Retention,Customer Acquisition

STRATEJİK PAZARLAMA YÖNLÜLÜĞÜN SOSYAL MEDYA PERFORMANSI ÜZERİNDEKİ ETKİSİ: ANTALYA ORGANİZE SANAYİ BÖLGESİNDE BİR ARAŞTIRMA

Öz

İşletmeler sosyal medyayı birçok avantajının bulunmasından dolayı geleneksel medyaya göre daha fazla kullanmaktadır. Bu konuyu ele almak için bu çalışma stratejik pazarlama yönlülüğün sosyal medya performansı üzerindeki etkilerini belirlemektir. Anket verileri Antalya Organize Sanayi Bölgesinde (AOSB) faaliyet gösteren işletmelerden elde edilmiştir. Çalışmadaki hipotezleri test etmek için kısmi en küçük kareler yöntemi kullanılmıştır. Elde edilen bulgulara göre araştırma hipotezleri doğrulanmıştır. Çalışmanın temel katkısı, pazar yönlülük, girişimci yönlülük ve e-pazar yönlülüklerdeki farklı etkilerin müşteri elde tutma ve müşteri edinimi açısından sosyal medya performansı üzerindeki etkilerini belirlemeyi amaçlamaktadır. Teorik ve pratik çıkarımlar sağlanmış ve son olarak çalışmanın kısıtları ve gelecekteki çalışmalara öneriler sunulmuştur.

Anahtar Kelimeler

• Sosyal Medya,Pazar Yönlülük,Girişimci Yönlülük,E-pazar yönlülük,Müşteri elde etme,Müşteri edinimi

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