The Effect of Social Media Marketing Activities on Consumer Perception: The Example of English Home

Yıl 2023, Sayı: 75, 416 - 429, 27.01.2023

Emine Pınar Saygın , Gökhan Kuzucanlı

https://doi.org/10.51290/dpusbe.1200960

Cited By: 1

Öz

Social media is a platform that is gaining in importance day by day, appealing to large audiences, and easy to access.. With these features, it offers very important opportunities to companies in terms of marketing today. This study was conducted to investigate the effect of social media marketing activities on the consumer. For this purpose, the English Home brand, which is one of the organizations that use social media most actively for marketing according to Boomsocial, has been evaluated. In order to evaluate the social media platforms of the English Home brand in consumer perception, the "social media marketing activities" scale developed by Yadav and Rahman (2017) was used, and a quantitative analysis was made. Various findings were reached in the study conducted on the sample of those who follow the brand.

Anahtar Kelimeler

Social Media, Marketing, Consumer

Sosyal Medya Pazarlama Aktivitelerinin Tüketici Algısına Etkisi: English Home Örneği

Öz

Sosyal medya her geçen gün önemi artan, geniş kitlelere hitap edebilen, erişimi kolay bir platformdur. Bu özellikleri sayesinde günümüzde pazarlama açısından firmalara oldukça önemli fırsatlar sunmaktadır. Bu çalışma, sosyal medya pazarlama aktivitelerinin tüketici üzerindeki etkisini araştırmak amacıyla yapılmıştır. Bu amaç doğrultusunda Boomsocial’a göre sosyal medyayı pazarlama amacıyla en aktif kullanan kuruluşlardan olan English Home markası değerlendirilmiştir. Tüketici algısında English Home markasının sosyal medya platformlarını değerlendirmek amacıyla Yadav ve Rahmanın geliştirdiği (2017) “sosyal medya pazarlama aktiviteleri” ölçeği kullanılmış, nicel bir analiz yapılmıştır. Markayı takip edenlerden oluşan örneklem üzerinde yapılan çalışmada çeşitli bulgulara ulaşılmıştır.

Anahtar Kelimeler

Sosyal Medya, Pazarlama, Tüketici, Social Media, Marketing, Consumer

Kaynakça

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