Araştırma Makalesi
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Küçük ve Orta Büyüklükteki İşletmelerin Sosyal Medya Pazarlamasına Bakışı: Sinop İlinde Bir Araştırma

Yıl 2017, Cilt: 7 Sayı: 1, 70 - 88, 15.03.2017

Öz

Çok kısa sürede günlük yaşam ile bütünleşen sosyal medya, günümüzün artan rekabet koşullarına ayak uydurmak isteyen çeşitli büyüklükteki işletmelerin de dikkatini çekmiştir. Yalnızca büyük işletmelere değil aynı zamanda ülke ekonomilerinin dinamiği konumunda olan KOBİ’ler için de sosyal medya ürün ya da hizmetlerin tanıtılması gibi birçok fırsat sunmaktadır. KOBİ’lerin bu fırsatları görüp görmediği bu araştırmanın problemini oluşturmaktadır. Bu çalışmanın amacı KOBİ’lerin sosyal medya üzerinden pazarlama yapma bakışlarını belirlemektir. Çalışmanın evrenini, Sinop ilinde faaliyet gösteren KOBİ’ler oluşturmaktadır. Veriler, KOBİ’lerden yüz yüze anket yöntemi ile toplanmıştır. Bu araştırmada 26 değişkenli bir ölçek oluşmuştur. Yapılan faktör analizinde sosyal medya pazarlamasına bakışın üç boyutu ortaya çıkmıştır. Faktör analizi, kısmi doğrulayıcı faktör analizi ve hipotez testleri ile desteklenerek bulgular yorumlanmıştır. Araştırma sonuçlarına göre, sosyal medya kullanımına yönelik tutumlarının olumlu yönde olduğu belirlenmiştir.

Kaynakça

  • Bayram, A.T. (2012). Pazarlama veri tabanının güncel bir unsuru olan sosyal medyanın otel pazarlamasındaki yeri. Yayınlanmamış yüksek lisans tezi, Gazi Üniversitesi Eğitim Bilimleri Enstitüsü, Ankara. Bottolfsen, E. T. (2012). An examination of social media in small business: A study put into practice to create Phoenix social media promotions. Unpublished master’s thesis, The College of St. Scholastica, St. Paul, MN. Cesaroni, F. M., Consoli, D. (2015). Are Small Businesses Really Able to Take Advantage of Social Media?. Electronic Journal of Knowledge Management. Vol 13, 4. 257-268. Cleary, P. J. (2013). Main street 2.0: A guide to online and social media marketing for small business through the use of online analytics and content marketing strategies. Unpublished master’s thesis, University of Mississippi, Mississippi. Cox, S. (2012). Social media marketing in a small business: A case study. Unpublished master’s thesis, University of Purdue, Indiana. Derham, R., Cragg, P. & Morrısh, S. (2011). Creating value: An SME and social media. Pacific Asia Conference on Information Systems, Queensland University of Technology, Quality Research in Pacific Asia, Brisbane, Queensland, Australia, Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing. Procedia-Social and Behavioral Sciences, 148(2014), 119-126. Drury, G. (2007). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277. Field, A. (2009). Discovering Statistics using SPSS for Windows. Sage Publications. Gignac, G. E. (2009). Partial Confirmatory Factor Analysis: Described and Illustrated on the NEO-PI-R. Journal of Personality Assessment, 91(1), 40-47. Gunelius, S. (2011). 30 minute social media marketing. New York: McGraw Hill. Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2014). Strategic use of social media for small business based on the AIDA Model. Procedia-Social and Behavioral Sciences, 172, 262-269. Hu, L. & Bentler, P.M. (1995). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1-55. Johson, D.E. (1998). Applied Multivariate Methods for Data Analysts. Duxbury Press. Jones, A. (2016). Analysis of the C-SOSI Instrument in a 9-1-1 Telecommunicator Population.Master thesis, University of Washington. Kahar, R., Yamimi, F., Bunari, G., & Habil, H. (2012). Trusting the social media in small business. Procedia-Social and Behavioral Sciences, 66, 564-570. Kara, T. (2012). Sosyal medya üzerinde yeni nesil pazarlama ve Türkiye bilgi & iletişim hizmetleri endüstrisinde sosyal ağların kullanımına yönelik bir araştırma. Global Media Journal, 2(4), 102-117. Kaya, A. (2007), Bilişim ve iletişim ışığında girişimcilik ve KOBİ yönetimi (Genişletilmiş 2. Baskı). Konya: Eğitim Kitabevi. KOSGEB (2011), KOBİ Stratejisi ve Eylem Planı 2011-2013. Erişim: 24 Şubat 2015, http://www.sanayi.gov.tr/Files/Documents/KOSGEB_Katalog.pdf. Krebbes, L. (2015). The first steps towards a quantitative measurement scale of Causation and Effectuation in a non-entrepreneurial student context. Master thesis, University of Twente. Meske, C., & Stieglitz, S. (2013). Adoption and use of social media in small and medium-sized enterprises. In Practice-Driven Research on Enterprise Transformation (pp. 61-75). Springer Berlin Heidelberg. Mestçi, A. (2013). Bir sosyal medya danışmanının anıları. İstanbul: Pusula. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159. Musa, H., Rahim, N., Azmi, F. R., Shibghatullah, A. S. & Othman, N. A. (2016). Social Media Marketing and Online Small and Medium Enterprises Performance: Perspective of Malaysian Small and Medium Enterprises. International Review of Management and Marketing, 6(S7) 1-5. Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15. Nobre, H., & Silva, D. (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19(2), 138-151. Oxborrow, N. J. (2012). Social media helps small businesses. Unpublished master’s thesis, University of Nevada, Las Vegas. Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social sedia for SMEs: As a new marketing strategy tool for the firm. Reeve, C. L.,& Smith, C. S. (2001). Refining Lodahl and Kejner’s Job Involvement Scale With a Convergent Evidence Approach: Applying Multiple Methods to Multiple Samples. Organizational Research Methods, Vol. 4 No. 2., 91-111. Schaffer, V. (2013). Overcoming social media barriers for small businesses. In B. Kotey (Ed.), Small enterprise association of Australia and New Zealand 26th annual SEAANZ conference proceedings, Sydney. Eveleigh, NSW: Small Enterprise Association of Australia and New Zealand. Smith, W. R., & Vardiabasis, D. (2010). Using social media as a competitive advantage: The case of small businesses. Problems and Perspectives in Management, 8(4), 193-197. Srinivasan, R., Bajaj R. & Bhanot, S. (2016). Impact of Social Media Marketing Strategies used by Micro Small and Medium Enterprises (MSMEs) on Customer acquisition and retention. IOSR Journal of Business and Management. Vol 18, Issue 1, 91-101. Suwaryo, J., Daryanto, H. K., & Maulan, A. (2015). Organizational Culturel Change and its Effect on Change Readiness through Organizational Commitment. International Journal of Administrative Science & Organization. Vol 22, No 1. TÜİK (2014). Haber bülteni, sayı: 18521. Erişim: 23 Ocak 2015, http://www.tuik.gov.tr/PreHaberBultenleri.do?id=18521 Ulusoy, R. ve Akarsu, R. (2012). Türkiye'de KOBİ’lere yapılan destekler ve istihdam üzerindeki etkileri. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, 105-126. Weinberg, T. (2009). The new community rules: Marketing on the social web. New York: O'Reilly. Vásquez, G. A. N., & Escamilla, E. M. (2014). Best practice in the use of social networks marketing strategy as in SMEs. Procedia-Social and Behavioral Sciences, 148, 533-542.
Yıl 2017, Cilt: 7 Sayı: 1, 70 - 88, 15.03.2017

Öz

Kaynakça

  • Bayram, A.T. (2012). Pazarlama veri tabanının güncel bir unsuru olan sosyal medyanın otel pazarlamasındaki yeri. Yayınlanmamış yüksek lisans tezi, Gazi Üniversitesi Eğitim Bilimleri Enstitüsü, Ankara. Bottolfsen, E. T. (2012). An examination of social media in small business: A study put into practice to create Phoenix social media promotions. Unpublished master’s thesis, The College of St. Scholastica, St. Paul, MN. Cesaroni, F. M., Consoli, D. (2015). Are Small Businesses Really Able to Take Advantage of Social Media?. Electronic Journal of Knowledge Management. Vol 13, 4. 257-268. Cleary, P. J. (2013). Main street 2.0: A guide to online and social media marketing for small business through the use of online analytics and content marketing strategies. Unpublished master’s thesis, University of Mississippi, Mississippi. Cox, S. (2012). Social media marketing in a small business: A case study. Unpublished master’s thesis, University of Purdue, Indiana. Derham, R., Cragg, P. & Morrısh, S. (2011). Creating value: An SME and social media. Pacific Asia Conference on Information Systems, Queensland University of Technology, Quality Research in Pacific Asia, Brisbane, Queensland, Australia, Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing. Procedia-Social and Behavioral Sciences, 148(2014), 119-126. Drury, G. (2007). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277. Field, A. (2009). Discovering Statistics using SPSS for Windows. Sage Publications. Gignac, G. E. (2009). Partial Confirmatory Factor Analysis: Described and Illustrated on the NEO-PI-R. Journal of Personality Assessment, 91(1), 40-47. Gunelius, S. (2011). 30 minute social media marketing. New York: McGraw Hill. Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2014). Strategic use of social media for small business based on the AIDA Model. Procedia-Social and Behavioral Sciences, 172, 262-269. Hu, L. & Bentler, P.M. (1995). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1-55. Johson, D.E. (1998). Applied Multivariate Methods for Data Analysts. Duxbury Press. Jones, A. (2016). Analysis of the C-SOSI Instrument in a 9-1-1 Telecommunicator Population.Master thesis, University of Washington. Kahar, R., Yamimi, F., Bunari, G., & Habil, H. (2012). Trusting the social media in small business. Procedia-Social and Behavioral Sciences, 66, 564-570. Kara, T. (2012). Sosyal medya üzerinde yeni nesil pazarlama ve Türkiye bilgi & iletişim hizmetleri endüstrisinde sosyal ağların kullanımına yönelik bir araştırma. Global Media Journal, 2(4), 102-117. Kaya, A. (2007), Bilişim ve iletişim ışığında girişimcilik ve KOBİ yönetimi (Genişletilmiş 2. Baskı). Konya: Eğitim Kitabevi. KOSGEB (2011), KOBİ Stratejisi ve Eylem Planı 2011-2013. Erişim: 24 Şubat 2015, http://www.sanayi.gov.tr/Files/Documents/KOSGEB_Katalog.pdf. Krebbes, L. (2015). The first steps towards a quantitative measurement scale of Causation and Effectuation in a non-entrepreneurial student context. Master thesis, University of Twente. Meske, C., & Stieglitz, S. (2013). Adoption and use of social media in small and medium-sized enterprises. In Practice-Driven Research on Enterprise Transformation (pp. 61-75). Springer Berlin Heidelberg. Mestçi, A. (2013). Bir sosyal medya danışmanının anıları. İstanbul: Pusula. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159. Musa, H., Rahim, N., Azmi, F. R., Shibghatullah, A. S. & Othman, N. A. (2016). Social Media Marketing and Online Small and Medium Enterprises Performance: Perspective of Malaysian Small and Medium Enterprises. International Review of Management and Marketing, 6(S7) 1-5. Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15. Nobre, H., & Silva, D. (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19(2), 138-151. Oxborrow, N. J. (2012). Social media helps small businesses. Unpublished master’s thesis, University of Nevada, Las Vegas. Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social sedia for SMEs: As a new marketing strategy tool for the firm. Reeve, C. L.,& Smith, C. S. (2001). Refining Lodahl and Kejner’s Job Involvement Scale With a Convergent Evidence Approach: Applying Multiple Methods to Multiple Samples. Organizational Research Methods, Vol. 4 No. 2., 91-111. Schaffer, V. (2013). Overcoming social media barriers for small businesses. In B. Kotey (Ed.), Small enterprise association of Australia and New Zealand 26th annual SEAANZ conference proceedings, Sydney. Eveleigh, NSW: Small Enterprise Association of Australia and New Zealand. Smith, W. R., & Vardiabasis, D. (2010). Using social media as a competitive advantage: The case of small businesses. Problems and Perspectives in Management, 8(4), 193-197. Srinivasan, R., Bajaj R. & Bhanot, S. (2016). Impact of Social Media Marketing Strategies used by Micro Small and Medium Enterprises (MSMEs) on Customer acquisition and retention. IOSR Journal of Business and Management. Vol 18, Issue 1, 91-101. Suwaryo, J., Daryanto, H. K., & Maulan, A. (2015). Organizational Culturel Change and its Effect on Change Readiness through Organizational Commitment. International Journal of Administrative Science & Organization. Vol 22, No 1. TÜİK (2014). Haber bülteni, sayı: 18521. Erişim: 23 Ocak 2015, http://www.tuik.gov.tr/PreHaberBultenleri.do?id=18521 Ulusoy, R. ve Akarsu, R. (2012). Türkiye'de KOBİ’lere yapılan destekler ve istihdam üzerindeki etkileri. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, 105-126. Weinberg, T. (2009). The new community rules: Marketing on the social web. New York: O'Reilly. Vásquez, G. A. N., & Escamilla, E. M. (2014). Best practice in the use of social networks marketing strategy as in SMEs. Procedia-Social and Behavioral Sciences, 148, 533-542.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Melek Şardağ Karabulut Bu kişi benim

Elif Bulut

Yayımlanma Tarihi 15 Mart 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 7 Sayı: 1

Kaynak Göster

APA Şardağ Karabulut, M., & Bulut, E. (2017). Küçük ve Orta Büyüklükteki İşletmelerin Sosyal Medya Pazarlamasına Bakışı: Sinop İlinde Bir Araştırma. Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 70-88.