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

Emine Pınar Saygın; Gökhan Kuzucanlı

Makale detayları

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

Yazarlar:

Emine Pınar Saygın | Gökhan Kuzucanlı

Yayıncı:

Kütahya Dumlupinar University

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 75, pp.416-429

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283138

pISSN:

1302-1842

Anahtar kelimeler:

Özet:

 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.

 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.

 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.

 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 Boomsociala 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.

Makale detayları

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

Yazarlar:

Emine Pınar Saygın | Gökhan Kuzucanlı

Yayıncı:

Kütahya Dumlupinar University

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 75, pp.416-429

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283138

pISSN:

1302-1842

Social Media

Marketing

Consumer

Sosyal Medya

Pazarlama

Tüketici

Social Media

Marketing

Consumer

Sayı

Makale detayları

Yazarlar: Emine Pınar Saygın | Gökhan Kuzucanlı

Yayıncı: Kütahya Dumlupinar University

Dergi: Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 75, pp.416-429

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001283138

pISSN: 1302-1842

Sayı

Yazarlar:

Emine Pınar Saygın | Gökhan Kuzucanlı

Yayıncı:

Kütahya Dumlupinar University

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 75, pp.416-429

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283138

pISSN:

1302-1842