Integrated Marketıng Communıcatıon Applıcatıons In Socıal Medıa: A Comparatıve Analysıs

Bakr Al-dulaimi

Makale detayları

Integrated Marketıng Communıcatıon Applıcatıons In Socıal Medıa: A Comparatıve Analysıs

Yazarlar:

Bakr Al-dulaimi

Yayıncı:

Marmara University

Dergi:

Öneri Dergisi Vol.18 Issue 59, pp.243-264

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283156

pISSN:

1300-0845

Anahtar kelimeler:

Özet:

 In this study, the posts shared by Doğuş Çay and Çaykur, one of the leading tea companies in Turkey, on social media platforms were examined comparatively within the scope of integrated marketing communication. December November 1  December 31, 2021 The research was carried out in a two-month period covering the dates. Facebook, Instagram, Youtube and Twitter shares of both tea companies dec examined between the specified dates. The data obtained were subjected to content analysis, percentage and frequency analyses were performed, and the results obtained were compared and interpreted using tables and graphs. As a result of the research, it was determined that both tea companies effectively use Facebook, Twitter and Instagram as part of integrated marketing communications, while leaving Youtube to the final plan. During the two-month period covered by the review, Doğuş Çay company shared a single post on Youtube, while Çaykur company did not share any posts. Doğuş Çay company uses advertising, public relations and sponsorship as an integrated marketing communication tool on social media platforms, while Çaykur company has been determined to use social media only in advertising and public relations activities. Looking at the shares of their companies in terms of integrated marketing communication activity types,; While Doğuş Tea company made special day celebrations, product and service promotion, social responsibility and artistic activity content, it was determined that the shares of Çaykur company were private day celebrations, product and service promotion and social responsibility content. It has been observed that tea companies use Facebook, Instagram and Twitter in an integrated structure, and the post that is usually published on one platform is also published on other platforms.

 In this study, the posts shared by Doğuş Çay and Çaykur, one of the leading tea companies in Turkey, on social media platforms were examined comparatively within the scope of integrated marketing communication. December November 1  December 31, 2021 The research was carried out in a two-month period covering the dates. Facebook, Instagram, Youtube and Twitter shares of both tea companies dec examined between the specified dates. The data obtained were subjected to content analysis, percentage and frequency analyses were performed, and the results obtained were compared and interpreted using tables and graphs. As a result of the research, it was determined that both tea companies effectively use Facebook, Twitter and Instagram as part of integrated marketing communications, while leaving Youtube to the final plan. During the two-month period covered by the review, Doğuş Çay company shared a single post on Youtube, while Çaykur company did not share any posts. Doğuş Çay company uses advertising, public relations and sponsorship as an integrated marketing communication tool on social media platforms, while Çaykur company has been determined to use social media only in advertising and public relations activities. Looking at the shares of their companies in terms of integrated marketing communication activity types,; While Doğuş Tea company made special day celebrations, product and service promotion, social responsibility and artistic activity content, it was determined that the shares of Çaykur company were private day celebrations, product and service promotion and social responsibility content. It has been observed that tea companies use Facebook, Instagram and Twitter in an integrated structure, and the post that is usually published on one platform is also published on other platforms.

 In this study, the posts shared by Doğuş Çay and Çaykur, one of the leading tea companies in Turkey, on social media platforms were examined comparatively within the scope of integrated marketing communication. December November 1  December 31, 2021 The research was carried out in a two-month period covering the dates. Facebook, Instagram, Youtube and Twitter shares of both tea companies dec examined between the specified dates. The data obtained were subjected to content analysis, percentage and frequency analyses were performed, and the results obtained were compared and interpreted using tables and graphs. As a result of the research, it was determined that both tea companies effectively use Facebook, Twitter and Instagram as part of integrated marketing communications, while leaving Youtube to the final plan. During the two-month period covered by the review, Doğuş Çay company shared a single post on Youtube, while Çaykur company did not share any posts. Doğuş Çay company uses advertising, public relations and sponsorship as an integrated marketing communication tool on social media platforms, while Çaykur company has been determined to use social media only in advertising and public relations activities. Looking at the shares of their companies in terms of integrated marketing communication activity types,; While Doğuş Tea company made special day celebrations, product and service promotion, social responsibility and artistic activity content, it was determined that the shares of Çaykur company were private day celebrations, product and service promotion and social responsibility content. It has been observed that tea companies use Facebook, Instagram and Twitter in an integrated structure, and the post that is usually published on one platform is also published on other platforms.

 Bu çalışmada; Türkiyenin önde gelen çay firmalarından Doğuş Çay ve Çaykurun sosyal medya platformlarında paylaştıkları gönderiler bütünleşik pazarlama iletişimi kapsamında karşılaştırmalı olarak incelenmiştir. Araştırma 1 Kasım  31 Aralık 2021 tarihlerini kapsayan iki aylık süreçte gerçekleştirilmiştir. Belirtilen tarihler arasında her iki çay firmasının da Facebook, Instagram, Youtube ve Twitter paylaşımları incelenmiştir. Elde edilen veriler içerik analizine tabi tutularak yüzde ve frekans analizleri yapılmış ulaşılan bulgular tablo ve grafikler aracılığı ile karşılaştırılarak yorumlanmıştır. Araştırma sonucunda; her iki çay firmasının da Facebook, Twitter ve Instagramı bütünleşik pazarlama iletişimi kapsamında etkin bir şekilde kullandıkları, Youtubeyi ise son plana bıraktıkları belirlenmiştir. İnceleme kapsamındaki iki aylık süreçte Youtubeda Doğuş Çay firması tek bir gönderi paylaşırken, Çaykur firmasının gönderi paylaşımı olmamıştır. Doğuş Çay firması, sosyal medya platformlarında bütünleşik pazarlama iletişimi aracı olarak reklam, halkla ilişkiler ve sponsorluktan faydalanırken, Çaykur firması sadece reklam ve halkla ilişkiler faaliyetlerinde sosyal medyadan faydalandığı belirlenmiştir. Bütünleşik pazarlama iletişimi etkinlik türleri açısından firmalarının paylaşımlarına bakıldığında ise; Doğuş Çay firması özel gün kutlaması, ürün ve hizmet tanıtımı, sosyal sorumluluk ve sanatsal etkinlik içerikli paylaşımlar yaparken Çaykur firmasının paylaşımlarının özel gün kutlaması, ürün ve hizmet tanıtımı ve sosyal sorumluluk içerikli oluğu tespit edilmiştir. Çay firmalarının Facebook, Instagram ve Twitterı bütünleşik bir yapıda kullandıkları, genellikle bir platformda yayınlanan gönderinin diğer platformlarda da yayınlandığı gözlenmiştir.

Makale detayları

Integrated Marketıng Communıcatıon Applıcatıons In Socıal Medıa: A Comparatıve Analysıs

Yazarlar:

Bakr Al-dulaimi

Yayıncı:

Marmara University

Dergi:

Öneri Dergisi Vol.18 Issue 59, pp.243-264

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283156

pISSN:

1300-0845

Integrated Marketing Communications

Social Media

Marketing Through Social Media

Bütünleşik Pazarlama İletişimi

Sosyal Medya

Sosyal Medya Üzerinden Pazarlama.

Sayı

Makale detayları

Integrated Marketıng Communıcatıon Applıcatıons In Socıal Medıa: A Comparatıve Analysıs

Yazarlar: Bakr Al-dulaimi

Yayıncı: Marmara University

Dergi: Öneri Dergisi Vol.18 Issue 59, pp.243-264

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001283156

pISSN: 1300-0845

Integrated Marketing Communications

Social Media

Marketing Through Social Media

Bütünleşik Pazarlama İletişimi

Sosyal Medya

Sosyal Medya Üzerinden Pazarlama.

Sayı

Yazarlar:

Bakr Al-dulaimi

Yayıncı:

Marmara University

Dergi:

Öneri Dergisi Vol.18 Issue 59, pp.243-264

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001283156

pISSN:

1300-0845