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BİR PAZARLAMA İLETİŞİM MEDYASI OLARAK WEB ORTAMINDA İÇERİK ANALİZİ YAPMANIN GÜÇLÜKLERİ VE OLASI ÇÖZÜM ÖNERİLERİ

METHODOLOGICAL CONCERNS AND POSSIBLESOLUTIONS OF CONTENT ANALYSIS ON THE WEB AS A MARKETING COMMUNICATION TOOL

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Abstract (2. Language): 
Withitscharacteristicscontrarytotraditionalssucha sbeingcosteffective,excellent forconveyinginformationandeffectiveforbothshortandlongtermmarketing objectives(Berthon,PittandWatson,1996),WorldWideWebhasbeenuseda sa commercialmediumandtodayitha sbeenanimportantmarketingcommunication mediumwithitsinnovativecapabilitiesincludingglobalness,timeindependence, andinteractivity(Leong,HuangandStanners,1998).Asaresultofthis phenomenon,numberofstudiesapplyingcontentanalysistoWebmediumhas increased.However,Webmediumincludessomeofthemethodologicalconcerns whicharedifficulttohandlewithi ntermsofcontentanalysis.I nthissense ,the difficultiesofapplyingcontentanalysistotheWebmediuma samarketing communicationmediumareexplainedandalsosom epossiblesolutionsare suggestedi nthisstudy.
Abstract (Original Language): 
Gelenekselmedyalarınaksine,maliyetbakımındanetkinoluşu,mesajtaşım agücü bakımındankusursuzoluşuvehemkısahemdeuzundönemlipazarlamaamaçlarına hitapetmesigibiözelliklerisebebiyle,WorldWideWeb(BundansonraWeb)ticari birortamolarakkullanılmayabaşlanmış(Berthon,PittveWatson,1996)vebugün globalerişilebilirlik,zamankısıtınınbulunmayışıveinteraktivitegibiöğeleri barındıranyenilikçiteknolojikkapasitesisayesinde(Leong,HuangveStanners, 1998),önemlibirpazarlamailetişimimedyasıhalinegelmiştir.Buolgununbir sonucuolarak,sonyıllardaWebortamınaiçerikanaliziuygulayançalışmaların sayısıdahızlaartmıştır.Nevarki ,Webortamı,içerikanaliziaçısından,aşılması güçbirtakı mmetodolojikzorluklarıdaiçindebarındırmaktadır.Buanlamda,bu çalışmailebirpazarlamailetişimmedyasıolarakWebortamınaiçerikanalizi yapmanıngüçlüklerinedeğinilmişvekonuileilgil ibazıçözü mönerileri sunulmuştur.
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