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SOSYAL MEDYADA MÜSTER ETKLESM ve FRMALAR AÇISINDAN ÖNEM

CUSTOMER INTERACTION IN SOCIAL MEDIA AND IT’S IMPORTANCE FOR BUSINESSES

Journal Name:

  • Kastamonu Üniversitesi İktisadi ve İdari bilimler Fakültesi Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The innovation of Web 2.0 technology enabled social media to penetrate among consumers very quickly and gained popularity. Consumers became very active in social media by creating content, sharing information and ideas. By doing so, they created value for potential consumers as well as the firms. Therefore, strategic decision making about the social media gained importance in converting learning’s from following unbiased knowledge flow among consumers and their interactions to firm’s advantage. This study examines customer interactions in social media and measures the perception towards the firms. The measurement is done with a survey conducted among social media users in Facebook, Twitter, and Linkedin and results are evaluated with factor analysis.
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Abstract (Original Language): 
Web 2.0 teknolojilerinin ortaya çıkısıyla hayatımıza giren sosyal medya tüketiciler arasında kısa zamanda popülarite kazanmıs ve kullanımı yaygınlasmıstır. Tüketiciler, sosyal medya aglarında içerik yaratarak, bilgi ve fikirlerini paylasarak etkilesim haline girerek, daha aktif bireylere dönüsmüs ve hem diger tüketiciler, hem de firmalar açısından deger yaratan konuma gelmistir. Dolayısıyla sosyal medya konusunda stratejik kararlar almak ve tüketici tarafından tarafsız biçimde ifade edilen bilgi akısını ve etkilesimi izleyerek, avantaja çevirmek firmalar için oldukça önemli hale gelmistir. Bu çalısmada sosyal medyada müsteri etkilesimi ve sosyal medyada firmalara yönelik algı, sosyal medya kullanıcıları ile Facebook, Twitter ve Linkedin aglarında yapılan bir anket ile ölçülmüs; veri analiz yöntemi olarak faktör analizi kullanılmıstır.
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  • Turkish

JEL Codes:

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