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Social Media Marketing and Social Media Types

Yıl 2024, Cilt: 3 Sayı: 1, 46 - 66, 30.06.2024

Öz

It can be stated that social media marketing is mostly associated with content sharing sites such as YouTube and social networks such as Facebook, in other words, when social media marketing is mentioned, social networks and content communities usually come to mind. However, in addition to social networks and content communities, various types of social media such as virtual social worlds, blogs, forums are used in social media marketing. The purpose of this study is to explain social media marketing and the types of social media. For this purpose, the literature on social media marketing and social media was scanned and social media types were explained by considering them in the context of social media marketing. In addition to social networks and content communities, virtual game worlds, blogs, virtual social worlds and collaborative projects consisting of Wikis, social bookmarking sites, forums and review sites were discussed in the study. Within this diversity, the study addresses social media types in terms of marketing activities and emphasizes that the functions of social media platforms within different social media types are different from each other and that social media applications differ in terms of their features, usage style and content.

Kaynakça

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  • Albatati, B., Liu, F., Wang, S., & Yu, M. (2023). Emotions and online gaming experiences: An examination of MMORPG gamers from India and the United States. Computers in Human Behavior, 148, Article:107900. https://doi.org/10.1016/j.chb.2023.107900
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  • Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community. Journal of Interactive Advertising, 12(1), 44-61, https://doi.org/10.1080/15252019.2011.10722190
  • Choi, E.K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing Management, 25(7), 771-796. https://doi.org/10.1080/19368623.2016.1100102
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  • Constantinides, E. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016
  • de Valck, K., van Bruggen, G.H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. https://doi.org/10.1016/j.dss.2009.02.008
  • Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article:102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
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  • Eisenbeiss, M., Blechschmidt, B., Backhaus, K., & Freund, P. A. (2012). The (real) world is not enough: Motivational drivers and user behavior in virtual worlds. Journal of Interactive Marketing, 26(1), 4-20. https://doi.org/10.1016/j.intmar.2011.06.002
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  • Gabisch, J. (2010). Does what happens in virtual worlds stay in virtual worlds? A theory of planned behavior approach to the examination of cognitive transference in virtual marketing channels. Advances Consumer Research, 37, 803-804. https://www.tcrwebsite.org/volumes/15130/volumes/v37/NA-37 adresinden 25 Nisan 2024 tarihinde alınmıştır.
  • Güven, M., & Yaşar, M. E. (2017). Toplam kalite yönetimi ve teknolojinin işletmeler için önemi: Van Organize Sanayi Bölgesinde bir uygulama. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7, 127-142. https://doi.org/10.29029/busbed.341486
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Sosyal Medya Pazarlaması ve Sosyal Medya Türleri

Yıl 2024, Cilt: 3 Sayı: 1, 46 - 66, 30.06.2024

Öz

Sosyal medya pazarlamasının daha çok YouTube gibi içerik paylaşım siteleri ve Facebook gibi sosyal ağlar ile ilişkilendirildiği, diğer bir ifadeyle sosyal medya pazarlaması denilince akla genellikle sosyal ağlar ve içerik topluluklarının geldiği söylenebilir. Ancak, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal sosyal dünyalar, bloglar, forumlar gibi çeşitli sosyal medya türleri sosyal medya pazarlamasında kullanılmaktadır. Bu çalışmanın amacı sosyal medya pazarlaması ve sosyal medya türlerini açıklamaktır. Bu amaç doğrultusunda sosyal medya pazarlaması ve sosyal medyayla ilgili literatür taranmış ve sosyal medya türleri sosyal medya pazarlaması bağlamında ele alınarak açıklanmıştır. Çalışmada, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal oyun dünyaları, bloglar, sanal sosyal dünyalar ve Wiki’ler, sosyal işaretleme siteleri, forumlar ve inceleme sitelerinden oluşan iş birliğine dayalı projeler ele alınmıştır. Çalışma, bu çeşitlilik içerisinde, pazarlama faaliyetleri açısından sosyal medya türlerini ele alarak, farklı sosyal medya türleri içerisinde yer alan sosyal medya platformlarının işlevlerinin birbirinden farklı olduğunu, sosyal medya uygulamalarının özellikleri, kullanım şekli, içerikleri açısından farklılık gösterdiğini vurgulamaktadır.

Kaynakça

  • Akar, E., & Topçu, E. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67. https://doi.org/10.1080/15332861.2011.558456
  • Alamäki, A., Pesonen, J., & Dirin, A. (2019). Triggering effects of mobile video marketing in nature tourism: Media richness perspective. Information Processing & Management, 56(3), 756-770. https://doi.org/10.1016/j.ipm.2019.01.003
  • Albatati, B., Liu, F., Wang, S., & Yu, M. (2023). Emotions and online gaming experiences: An examination of MMORPG gamers from India and the United States. Computers in Human Behavior, 148, Article:107900. https://doi.org/10.1016/j.chb.2023.107900
  • Anderson, P. (2012). Web 2.0 and beyond: Principles and technologies. CRC Press.
  • Barefoot, D., & Szabo, J. (2010). Friends with benefits: A social media marketing handbook. No Starch Press.
  • Bercovici, J. (2010, 9 Aralık). Who coined ‘social media’? Web pioneers compete for credit. Forbes. https://www.forbes.com/sites/jeffbercovici/2010/12/09/who-coined-social-media-web-pioneers-compete-for-credit/?sh=4020de6651d5 adresinden 20 Nisan 2024 tarihinde alınmıştır.
  • Boyd D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
  • Carr, C. T. (2017). Social media and intergroup communication, H. Giles ve J. Harwood (Ed.), The Oxford encyclopedia of intergroup communication içinde (Cilt 2, s. 349-367). Oxford University Press. https://doi.org/10.1093/acrefore/9780190228613.013.460
  • Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46-65, https://doi.org/10.1080/15456870.2015.972282
  • Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community. Journal of Interactive Advertising, 12(1), 44-61, https://doi.org/10.1080/15252019.2011.10722190
  • Choi, E.K., Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing Management, 25(7), 771-796. https://doi.org/10.1080/19368623.2016.1100102
  • Constant, D., Sproull, L., & Kiesler, S. (1996). The kindness of strangers: the usefulness of electronic weak ties for technical advice. Organization Science, 7(2), 119-135. https://doi.org/10.1287/orsc.7.2.119
  • Constantinides, E. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016
  • de Valck, K., van Bruggen, G.H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. https://doi.org/10.1016/j.dss.2009.02.008
  • Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article:102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  • Dwivedi, Y.K., Kapoor, K.K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309. https://doi.org/10.1362/146934715X14441363377999
  • Eisenbeiss, M., Blechschmidt, B., Backhaus, K., & Freund, P. A. (2012). The (real) world is not enough: Motivational drivers and user behavior in virtual worlds. Journal of Interactive Marketing, 26(1), 4-20. https://doi.org/10.1016/j.intmar.2011.06.002
  • Encyclopædia Britannica (2024a). Social media. The Britannica Dictionary içinde. https://www.britannica.com/dictionary/social-media adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • Encyclopædia Britannica, The Editors of Encyclopaedia (2024b, 19 Nisan). Social media. Encyclopedia Britannica içinde. https://www.britannica.com/topic/social-media adresinden 10 Mart 2024 tarihinde alınmıştır.
  • Felix, R., Rauschnabel, P., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001
  • Gabisch, J. (2010). Does what happens in virtual worlds stay in virtual worlds? A theory of planned behavior approach to the examination of cognitive transference in virtual marketing channels. Advances Consumer Research, 37, 803-804. https://www.tcrwebsite.org/volumes/15130/volumes/v37/NA-37 adresinden 25 Nisan 2024 tarihinde alınmıştır.
  • Güven, M., & Yaşar, M. E. (2017). Toplam kalite yönetimi ve teknolojinin işletmeler için önemi: Van Organize Sanayi Bölgesinde bir uygulama. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7, 127-142. https://doi.org/10.29029/busbed.341486
  • Granovetter, M. (1983). The strength of weak ties: A network theory revisited. Sociological Theory, 1, 201-233. https://doi.org/10.2307/202051
  • Hossain, A., & Munam, A. M. (2022). Factors influencing Facebook addiction among Varendra University students in the lockdown during the COVID-19 outbreak. Computers in Human Behavior Reports, 6, Article:100181. https://doi.org/10.1016/j.chbr.2022.100181
  • Hota, M., & Derbaix, M. (2016), A real child in a virtual world: Exploring whether children’s participation in MMORPGs transforms them into virtual retail shoppers. International Journal of Retail & Distribution Management, 44(11), 1132-1148. https://doi.org/10.1108/IJRDM-12-2015-0183
  • Kaplan (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55, 129-139. https://doi.org/10.1016/j.bushor.2011.10.009
  • Kaplan, A. M., & Haenlein, M. (2009a). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563-572. https://doi.org/10.1016/j.bushor.2009.07.002
  • Kaplan, A. M., & Haenlein, M. (2009b), Consumers, companies and virtual social worlds: A qualitative analysis of Second Life. NA-Advances in Consumer Research, 36(1), 873-873. https://www.tcrwebsite.org/volumes/14729/volumes/v36/NA-36 adresinden 25 Nisan 2024 tarihinde alınmıştır.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kaplan, A., & Haenlein, M. (2014). Collaborative projects (social media application): About Wikipedia, the free encyclopedia. Business Horizons, 57, 617-626. https://doi.org/10.1016/j.bushor.2014.05.004
  • Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20, 531-558. https://doi.org/10.1007/s10796-017-9810-y
  • Kırcova, İ., & Enginkaya, E. (2015). Sosyal medya pazarlama. Beta Basım Yayım Dağıtım.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
  • Kim, A. J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computer in Human Behavior, 58, 98-108. https://doi.org/10.1016/j.chb.2015.12.047
  • Kingsnorth, S. (2016). Digital marketing strategy: An integrated approach to online marketing. Kogan Page Ltd.
  • Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for hospitality and tourism (7th ed.). Pearson Education.
  • Kotler, P., & Keller, K.L. (2016). Marketing management (15th ed.). Pearson Education.
  • Li-Shia, H. (2015) Trust in product review blogs: the influence of self-disclosure and popularity. Behaviour & Information Technology, 34(1), 33-44. https://doi.org/10.1080/0144929X.2014.978378
  • Lin, Y.-S., & Huang, J.-Y. (2006). Internet blogs as a tourism marketing medium: A case study. Journal of Business Research, 59(10-11), 1201-1205. https://doi.org/10.1016/j.jbusres.2005.11.005
  • Lu, X., He, S., Lian, S., Ba, S., & Wu, J. (2020). Is user-generated content always helpful? The effects of online forum browsing on consumers’ travel purchase decisions. Decision Support Systems, 137, Article:113368. https://doi.org/10.1016/j.dss.2020.113368
  • Magno, F. (2017). The influence of cultural blogs on their readers’ cultural product choices. International Journal of Information Management, 37(3), 142-149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007
  • Malita, L. (2010), Social media time management tools and tips. Procedia Computer Science, 3, 747-753. https://doi.org/10.1016/j.procs.2010.12.123
  • Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
  • Martinviita, A. (2016). Online community and the personal diary: Writing to connect at Open Diary. Computers in Human Behavior, 63, 672–682. https://doi.org/10.1016/j.chb.2016.05.089
  • MASB-Marketing Accountability Standards Board (2024a). Social network. The Universal Marketing Dictionary içinde. https://marketing-dictionary.org/s/social-network/ adresinden 14 Şubat 2024 tarihinde alınmıştır.
  • MASB-Marketing Accountability Standards Board (2024b). Social media. The Universal Marketing Dictionary içinde. https://marketing-dictionary.org/s/social-media/ adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • MASB-Marketing Accountability Standards Board (2024c). Social media marketing. The Universal Marketing Dictionary içinde. https://marketing-dictionary.org/s/social-media-marketing/ adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • Maulidina M. (2024, 2 Nisan). What is a blog? Definition, blog types, and benefits explained. Hostinger. https://www.hostinger.com/tutorials/what-is-a-blog adresinden 10 Nisan 2024 tarihinde alınmıştır.
  • Mercado-Kierkegaard, S. (2006). Blogs, lies and the doocing: The next hotbed of litigation? Computer Law & Security Review, 22(2), 127-136. https://doi.org/10.1016/j.clsr.2006.01.002
  • Murthy, D. (2012). Towards a sociological understanding of social media: Theorizing Twitter. Sociology, 46(6), 1059-1073. https://doi.org/10.1177/0038038511422553
  • Ndung’u, J., Vertinsky, I., & Onyango, J. (2023). The relationship between social media use, social media types, and job performance amongst faculty in Kenya private universitie. Heliyon, 9(12), Article: e22946. https://doi.org/10.1016/j.heliyon.2023.e22946
  • Newberry, C. (2023, 4 Ocak). What is social media marketing? Hootsuite Blog. https://blog.hootsuite.com/social-media-marketing/ adresinden 16 Nisan 2024 tarihinde alınmıştır.
  • Oxford University Press (2024a). Social media. Oxford English Dictionary içinde. https://www.oed.com/dictionary/social-media_n?tab=factsheet#272386371100 adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • Oxford University Press (2024b). Social media. Oxford English Dictionary içinde. https://www.oed.com/search/dictionary/?scope=Entries&q=social%20media adresinden 18 Nisan 2024 tarihinde alınmıştır.
  • Ryan, D. (2017). Dijital pazarlama (2. Baskı). (M. M. Kemaloğlu, Çev.), Türkiye İş Bankası Kültür Yayınları (Orijinal eserin basım tarihi 2014).
  • Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253-272. doi:10.1108/00251741211203551
  • Shelton, A.K. (2010). Defining the lines between virtual and real world purchases: Second Life sells, but who’s buying? Computers in Human Behavior, 26(6), 1223-1227. https://doi.org/10.1016/j.chb.2010.03.019
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  • Wang, Y., Deng Q., Rod, M., & Ji, S. (2020). A thematic exploration of social media analytics in marketing research and an agenda for future inquiry. Journal of Strategic Marketing, 29(6), 471-491. https://doi.org/10.1080/0965254X.2020.1755351
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  • Wokosin, M, Ebben, K., Pace, T., Christensen, H., & Findley, F. (2020, 29 Haziran). Can social media drive accountable sponsorship? Erich Decker-Hoppen (Ed.). Marketing Accountability Standards Board. https://themasb.org/can-social-media-drive-accountable-sponsorship/ adresinden 18 Nisan 2024 tarihinde alınmıştır.
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  • Yildiz, H., Reiter, A., Vrontis, D., & Mouline, J.-P. (2024). Interacting in virtual reality: When the Proteus effect stimulates 3D MMORPG players to buy. Technological Forecasting and Social Change, 201, Article:123205. https://doi.org/10.1016/j.techfore.2024.123205
  • Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of TikTok. Technology in Society, 74, Article:102289. https://doi.org/10.1016/j.techsoc.2023.102289
Toplam 71 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama
Bölüm Derlemeler
Yazarlar

Bora Açan 0000-0001-6380-897X

Yayımlanma Tarihi 30 Haziran 2024
Gönderilme Tarihi 7 Haziran 2024
Kabul Tarihi 24 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 3 Sayı: 1

Kaynak Göster

APA Açan, B. (2024). Sosyal Medya Pazarlaması ve Sosyal Medya Türleri. Turkish Journal of Marketing Research, 3(1), 46-66.