SOSYAL MEDYA ARACILIĞIYLA PAYDAŞ KATILIMININ ÖLÇÜLMESİ: TÜRK LOJİSTİK HİZMET SAĞLAYAN İŞLETMELER ÜZERİNE BİR İNCELEME

Yıl 2018, Sayı: 58, 107 - 129, 19.10.2018

Ebru Sürücü , Gül Denktaş Şakar

Öz

Bilgi ve internet teknolojilerinin gelişimiyle, çoğu işletme gerek müşterilerine gerekse de ilgili paydaşlarına ulaşmada sosyal medyayı yaygın bir şekilde kullanmaya başlamıştır. Her ne kadar sosyal medyada işletmelerin müşterilerine yönelik iletişimleri ön planda olsa da paydaşlarının da işletmelerin sunmuş oldukları sosyal medya mesajlarından etkilendikleri bilinmektedir. Bu çalışmanın temel amacı, işletmeden işletmeye (B2B) firmalarının sosyal medya üzerinden paydaşlarıyla kurdukları ilişkiyi Türk lojistik hizmet sağlayan işletmeler örnekleminde incelemektir. Ayrıca, bu çalışma sosyal medya yayınlarında en çok kullanılan medya türü ve içerik türünü analiz etmektedir. Araştırma, 739 Facebook gönderisinde yapılan içerik analizine dayanmakta olup; örneklem olarak Facebook’ta aktif faaliyet gösteren 30 Türk lojistik hizmet sağlayan işletmenin 1 Kasım 2017 ve 31 Ocak 2018 arasındaki paylaşımları dikkate alınarak gerçekleştirilmiştir. Bu çalışma, Türk lojistik hizmet sağlayan işletmelerin kurumsal profilleri üzerindeki faaliyetleri göz önünde bulundurarak, Facebook'taki takipçilerinin katılımını incelemektedir. Bu yönüyle çalışmanın katkısı, lojistik sektörü gibi birden fazla tarafın birbiriyle yoğun iletişimde olduğu bir sektörü sosyal medya kullanımı ve paydaş katılımı açısından inceleyen ilk çalışma olmasıdır. 

Anahtar Kelimeler

Sosyal Medya, Paydaş Katılımı, İşletmeden İşletmeye Pazarlar, Facebook, Lojistik Hizmet Sağlayan İşletmeler

MEASURING STAKEHOLDER ENGAGEMENT THROUGH SOCIAL MEDIA: AN INVESTIGATION ON TURKISH LOGISTICS SERVICE PROVIDERS

Öz

With the development of information and Internet technologies, many businesses have started to use social media extensively in reaching out to their customers, as well as their stakeholders. Although businesses give priority to their communication with their customers in social media, it is also known that their stakeholders are influenced by the social media messages as well. The main aim of this study is to examine the relationship of B2B firms with their stakeholders through social media by a sample of Turkish logistics service providers. In addition, this study analyses the most commonly used media and content type on social media posts. The research was based on a content analysis conducted on 739 Facebook posts through a sample of 30 logistics service providers analyzed in the time period between November 1, 2017, and January 31, 2018. This study examines the engagement of logistics service providers’ followers on Facebook considering activities on their corporate profiles. The contribution of this study is that it is considered as the first study that examines a specific industry where various actors are in intensive communication, such as the logistics sector, in terms of social media use and stakeholder participation.

Anahtar Kelimeler

Social Media, Stakeholder Engagement, Business-to-Business Markets, Facebook, Logistics Service Providers

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