Sosyal Medya Pazarlamada Kitle Kaynak ve Katılımcı Davranışı

Yıl 2021, Cilt: 9 Sayı: 6, 1819 - 1835, 25.12.2021

Mehmet Etlioğlu

https://doi.org/10.18506/anemon.1003058

Öz

İnternet ve Sosyal Web olarak adlandırılan Web 2.0 teknolojisi bireylerin birbirleriyle ve organizasyonlarla ilişkilerinde katılımcı bir kültür ortamı yaratmıştır. İşletmeler, sorunlarını çözme veya yenilikçi fikirlerin elde edilmesi sürecinde iç kaynaklar ve profesyonel iş birlikteliklerin yanı sıra çevrimiçi toplulukların kolektif zekâsından ve bilgeliklerinden yararlanarak dış kaynakları da kullanmaktadırlar. Günümüzde tüketiciler işletmelerdeki bütün süreçlere dahil olmaya başlamışlardır. Tüketicilerin işletmelerin tüm süreçlerine dahil olma istekleri, işletmelerin ise, tüketicilerin istek ve ihtiyaçlarını öğrenmek istemeleri, onları yenilikçilik süreçlerine dahil etmeleri açık inovasyona geçişi hızlandırmıştır. Kitlelerin yönetime katılımını artırmak, yenilikçi ürün veya hizmetler tasarlamak ve sorunları çözmek amacıyla çevrimiçi oluşturulan kitlelerin fikir, görüş, önerileri ve oluşturdukları içerikler çok önemli hale gelmiştir. Değer yaratma sürecinde kitle kaynak kullanımı, yeni ürün geliştirme süresinin azaltılması, inovasyon maliyetlerinin azaltılması, yeni ürün ile hizmetlerin pazarda kabulünün artması ve tüketicinin sübjektif yenilik algısının iyileştirilmesi gibi faydalar sağlamaktadır. Ancak, değer yaratma sürecinde kimlerin değer katacağı, kitlenin nasıl belirleneceği, kitlenin büyüklüğü ve motivasyon konuları önemli konular olarak karşımıza çıkmaktadır. Bu çalışmada kitle kaynak kullanımı, açık ve kullanıcı inovasyonu, kullanıcı tarafından oluşturulan içerikler, tüketici yaratıcılığı, ortak yaratıcı tüketiciler, üreten tüketiciler ve kitle kaynak kullanıcı davranışları konuları ile kitle kaynak kullanımının işletmelerin problem çözme süreçleri ve inovasyonlarının gerçekleştirmelerine katkıları ve kullanıcı davranışları ele alınmıştır.

Anahtar Kelimeler

Kitle Kaynak, Kitle Kaynak Kullanıcı Davranışı, Sosyal Medya Pazarlama

Crowdsourcing and Behaviour of Participant in Social Media Marketing

Öz

Web 2.0 technology, called the Internet and Social Web, has created a participatory cultural environment in the relations of individuals with each other and with organizations. Businesses use external resources, taking advantage of the collective intelligence and wisdom of online communities, as well as internal resources and professional collaborations in the process of solving problems or obtaining innovative ideas. Today, consumers have begun to be involved in all processes in businesses. The desire of consumers to be included in all the processes of the businesses, the desire of the businesses to learn the demands and needs of the consumers, and the inclusion of them in the innovation processes accelerated the transition to open innovation. The ideas, opinions, suggestions and content created by the masses created online in order to increase the participation of the masses in the management, to design innovative products or services and to solve the problems have become very important. Crowdsourcing in the value creation process provides benefits such as reducing new product development time, reducing innovation costs, increasing the acceptance of new products, and services in the market, and improving the consumer's subjective perception of innovation. However, in the value creation process, who will add value, how the audience will be determined, the size of the audience and motivation are important issues. In this study, the topics of crowdsourcing, open and user innovation, user-generated content, consumer creativity, co-creative consumers, producing consumers and crowdsourcing user behaviors, and the contributions of crowdsourcing to the realization of problem solving processes and innovations of enterprises, and user behaviors are examined.

Anahtar Kelimeler

Crowdsourcing, Crowdsourcig User Behavior, Social Media Marketing

Kaynakça

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