RESEARCH ON THE RELATIONSHIP BETWEEN THE COVID-19 FEAR AND THE SENSE OF SOCIAL MEDIA MARKETING ACTIVITIES

Yıl 2021, Cilt: 11 Sayı: 2, 606 - 616, 01.04.2021

Murat Seyfi , Zeynep Merve Şıvgın

Öz

While Covid19 and its effects are spreading fast around the world, it is important to understand the
effects of this period in order to create a sustainable community. During the epidemic, daily life has
rapidly become digital and social media has increased its effectiveness as an important interaction area.
The interaction skills and tendencies of both consumers and business owners have started to change in
the meantime. Social media users' perceptions of marketing activities in this platform begin to have
interaction with the fear of Covid19. This study differs from other studies in terms of examining social
media marketing activities from the perspective of Covid19 fear. In this respect, it is expected that the
The Turkish Online Journal of Design, Art and Communication - TOJDAC
ISSN: 2146-5193, April 2021 Volume 11 Issue 2, p.606-616
Submit Date: 13.01.2021, Acceptance Date: 14.02.2021, DOI NO: 10.7456/11102100/018
Research Article - This article was checked by iThenticate
Copyright © The Turkish Online Journal of Design, Art and Communication
607
study will contribute to the field. In this context, the purpose of the research is to investigate the
relationship between the fear of Covid19 and the perception of social media marketing activities, and
identify the relationship between the low/high fear of Covid19 and the perception of social media
marketing activities. Therefore online questionnaire method is selected as the data collection method in
this study. The sample of the questionnaire consists of 757 (N=757) people. As a result of the research,
it has been identified that there is a meaningful relationship between the fear of Covid19 and the
perception of social media marketing activities. The obtained data is examined within the relevant
literature.

Anahtar Kelimeler

social media, covid-19 fear, social media marketing activities

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ ALGISI İLE COVID-19 KORKUSU ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Öz

Covid19 ve etkileri dünyada hızla yayılırken bu sürecin etkilerini anlamak, sürdürülebilir bir toplum
yaratmak açısından oldukça önemlidir. Salgın sürecinde gündelik yaşam büyük bir hızla dijitalleşmiş ve
sosyal medya önemli bir etkileşim alanı olarak etkinliğini artırmıştır. Bununla birlikte salgın hem
tüketicilerin hem de işletme sahiplerinin etkileşim becerilerini ve eğilimlerini değiştirmiştir. Sosyal
medya kullanıcılarının, bu mecradaki pazarlama aktivitelerine yönelik algıları Covid19 korkusu ile
etkileşim içine girmiştir. Bu çalışma sosyal medya pazarlama aktivitelerinin Covid19 korkusu
perspektifinden incelenmesi açısından diğer çalışmalardan ayrılmaktadır. Çalışmanın bu yönüyle alana
katkı sağlayacağı düşünülmektedir. Bu kapsamda araştırmanın amacı Covid19 korkusu ile sosyal medya
pazarlama aktiviteleri algısı arasındaki ilişkinin araştırılması ve düşük/yüksek Covid19 korkusu ile
sosyal medya pazarlama aktiviteleri algısı arasındaki ilişkinin tespit edilmesidir. Çalışmada bu amaç
doğrultusunda veri toplama yöntemi olarak çevrimiçi anket yöntemi seçilmiş ve 757 (N=757) kişiden
oluşan bir örneklem oluşturulmuştur. Araştırma sonucunda Covid19 korkusu ile sosyal medya
pazarlama aktiviteleri algısı arasında anlamlı bir ilişki bulunmuş olup, elde edilen veriler ilgili literatür
perspektifinde değerlendirilmiştir.

Anahtar Kelimeler

sosyal medya, covid-19 korkusu, sosyal medya pazarlama aktiviteleri

Kaynakça

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