Research Article
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Marka Değeri En Yüksek 100 Türk Markasının Sosyal Medya Kullanımları Üzerine Bir İnceleme

Year 2019, Volume: 6 Issue: 1, 287 - 306, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.477664

Abstract

İşletmeler, kurumsal performanslarını geliştirmek ve şirketlerini dönüştürmek için sosyal
medya teknolojilerine gittikçe daha fazla önem vermektedirler. Bu çalışma, sosyal medya
takipçi sayıları ve marka değeri arasındaki ilişkiyi incelemektedir. Günümüzde önemi ve
pazarlamaya olan katkısı yadsınamaz olan sosyal medya pazarlaması ile ilgili çok sayıda
çalışma bulunmamaktadır. Ayrıca, marka değeri konusu, pazarlama yönetimi için en kritik
alanlardan biri olarak ortaya çıkmıştır. Bununla birlikte, konuya yoğun ilgi gösterilmesine
rağmen, sosyal medya faaliyetlerinin marka değerine etkilerinin ne olduğuna dair ampirik
kanıt yoktur. Literatürde marka değeri ve firmaların sosyal medya takipçi sayıları arasındaki
ilişkiyi inceleyen bir çalışmaya ulaşılamamıştır. Bu açıdan bu çalışma konuya yeni bir bakış
açısı kazandıracaktır. Bu çalışmada, “Brand Finance” araştırma şirketinin 2017 yılında
yayınladığı ve Türkiye’nin en değerli markalarını listelediği “Turkey100” raporunda yer
alan 100 şirketin kurumsal sosyal medya hesaplarının incelenmesi ve bu şirketlerin sektörel
anlamda sosyal medya kullanımındaki etkinlik derecelerinin belirlenmesi amaçlanmıştır.
Çalışmada, bankacılık ve sigorta, gıda, otomotiv, teknoloji ve bilişim, spor, tekstil, inşaat,
ulaşım ve enerji gibi çeşitli 13 ana sektörde faaliyet gösteren ve Turkey100 listesinde yer alan
şirketlerin Türkiye merkezli kurumsal Facebook, Twitter, Instagram, Youtube, LinkedIn ve
Pinterest hesapları ve bu hesaplardaki kullanıcı sayıları incelenmiştir. Elde edilen bulgulara
göre araştırmaya konu olan şirketler arasında genel olarak en fazla kullanılan sosyal medya
ağının Facebook olduğu görülürken en az kullanılan sosyal medya ağının Pinterest olduğu
görülmüştür. Bulgular sektörel olarak incelendiğinde sektörün özelliklerinin ve pazarlama
şekillerinin etkisiyle farklı sektörlerde farklı sosyal mecraların ön plana çıktığı sonucuna
ulaşılmıştır.

References

  • Aaker, D. (1991). Brand equity. La gestione del valore della marca, 347-356.
  • Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
  • Aaker, D. A. (2001). Strategic market management. New York: John Wiley
  • Aggarwal, R., Gopal, R., Sankaranarayanan, R., ve Singh, P. V. (2012). Blog, blogger, and the firm: Can negative employee posts lead to positive outcomes?. Information Systems Research, 23(2), 306-322.
  • Alexander, B. (2006). Web 2.0: A New Wave of Innovation for Teaching and Learning, Educase Review, 33-44.
  • Baldauf, A., Cravens, K. S., ve Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of product & brand management, 12(4), 220-236.
  • Bambauer-Sachse, S. ve Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
  • Berger Paul, D., Pooja M., Black J.E. ve Jiangmei C. (2012). The Impact of Social Media Usage on Consumer Buying Behavior. Advances in Management, 5 (1), 14-22.
  • Berthon, P.R., Pitt, L. F., Plangger, K. ve Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, And Creative Consumers: Implications For International Marketing Strategy. Business Horizons, 55(3), 261-271.
  • Bruhn, M., Schoenmueller, V., ve Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.
  • Chevalier, J. A., ve Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  • Cobb-Walgren, C. J., Ruble, C. A. ve Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.
  • Constantinides, E. ve Fountain, S. J. (2008). Web 2.0: Conceptual Foundations and marketing issues. Journal of direct, Data and Digital Marketing Practice, 9 (3), 231-244.
  • Dellarocas, C., Zhang, X. ve Awas, N. (2007). Exploring the value of online product reviews in foreasting sales: the case of motion pictures. Journal of Interactive Marketing, 21 (4), 23-45.
  • Dewan, S., ve Ramaprasad, J. (2012). Research note Music blogging, online sampling, and the long tail. Information Systems Research, 23(3-part-2), 1056-1067.
  • Dhar, V. ve Chang E.A. (2009). Does Chatter Matter? The Impact of User-Generated Content on Music Sales. Journal of Interactive Marketing, 23, 300-307.
  • Divol, R., Edelman, D., ve Sarrazin, H. (2012). Demystifying social media. McKinsey Quarterly, 2(12), 66-77.
  • Droge, C., Stanko, M. A. ve Pollitte, W. A. (2010). Lead users and early adopters on the web: The role of new technology product blogs. Journal of Product Innovation Management, 27, 66–82.
  • Duan, W., Gu, B., ve Whinston, A. B. (2008). Do online reviews matter? – An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
  • Farquhar, P. H., Han, J. Y., ve Ijiri, Y. (1991). Recognizing and measuring brand assets. Report/Marketing Science Institute (USA).
  • Gallaugher, J., ve Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).
  • Gao, G., ve Hitt, L. M. (2012). Information technology and trademarks: Implications for product variety. Management Science, 58(6), 1211-1226.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y. ve Wiertz, C. (2013).Managing Brands In The Social Media Environment. Journal Of Interactive Marketing, 27(4), 242- 256.
  • Ghose A. ve Yang S. (2009). An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. 55(10),1605–1622.
  • Godes, D. B. ve Mayzlin, D.. (2004). Using online conversation to study word-ofmouth communication. Marketing Sci. 23(4), 545-560.
  • Goh, K.Y., Heng, C.S. ve Lin, Z. (2013). Social Media Brand Community and Consumer Behavior: Quantifying The Relative Impact Of User-and Marketer Generated Content. Information Systems Research, 24(1), 88-107.
  • Güler, K. (2015). Social Media-Based Learning In The Design Studio: A Comparative Study. Computers & Education, , 87, 192-203.
  • Gümüş, N., Zengin H. ve Geçti F. (2013). Sosyal Medya Aracı Olarak Facebook Uygulamalarının Marka Denkliği Üzerindeki Etkisi: Bir Gsm Operatörünün Facebook Sayfası Üzerinde Araştırma. Sakarya İktisat Dergisi, 2 (6), 87-117.
  • Haigh D. ve İlgüner M. (2012). Marka Değeri. Markating Yayınları, 1. Basım, İstanbul.
  • Hayta, A.B. (2013). A Study on the of Effects of Social Media on Young Consumers’ Buying Behaviors. European Journal of Research on Education, Special Issue: Human Resource Management: Special Issue, 65-74.
  • Huang, J. (2015). A review of brand valuation method. Journal of service science and management, 8(1), 71-76.
  • Huang, Z., ve Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
  • Huang, Z., ve Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57-72.
  • Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Journal of brand management, 13(1), 10-32.
  • Kapferer, J. N. (1997). Managing luxury brands. Journal of brand management, 4(4), 251-259.
  • Kaplan, A.M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Kara, T. (2012). Sosyal medya üzerinde yeni nesil pazarlama ve türkiye bilgi & iletişim hizmetleri endüstrisinde sosyal ağların kullanımına yönelik bir araştırma. Global Media Journal: Turkish Edition, 2 ( 4), 102-117.
  • Kazancı, Ş. ve Başgöze, P. (2015) Sosyal Medya Algısının, Marka Kredibilitesinin Ve Marka Prestijinin Satın Alma Eğilimi Üzerine Etkileri. Ankara Üniversitesi SBF Dergisi, 70(2), 435-456.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
  • Kim, A. J. ve Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
  • Kotler, P. (2010). Pazarlama 3.0. Baskı 2, Optimist Yayınları, İstanbul.
  • Larivière, B., Joosten, H., Malthouse, E.C., Van Birgelen, M., Aksoy, P., Kunz, W.H. ve
  • Huang, M.H. (2013). Value Fusion: The Blending Of Consumer and Firm Value In The Distinct Context Of Mobile Technologies and Social Media. Journal of Service Management, 24(3), 268-293.
  • Li, C. ve Bernoff, J. (2011) Groundswell: Winning in a world transformed by social technologies. Boston M.A.: Harvard Business Review Press.
  • Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of marketing, 70(3), 74-89.
  • Luo, X., Zhang, J., ve Duan, W. (2013). Social media and firm equity value. Information Systems Research, 24(1), 146-163.
  • Mangold, W.G. ve Faulds, D.J. (2009). Social media: The new hybrid element of the promotion. Business horizons, 52(4), 357-359.
  • Moe, W.W. and Fader P.S. (2004). Dynamic Conversion Behavior at E-Commerce Sites. Management Science, 50(3), 326 – 335.
  • Mucuk İ. (2013). Temel Pazarlama Bilgileri, Türkmen Kitapevi, İstanbul.
  • O’Keeffe, G.S. ve Clarke-Pearson, K. (2011). The Impact Of Social Media On Children, Adolescents and Families. Pediatrics, 127(4), 800-804.
  • Özkan, M. ve Terzi, S. (2012). Finansal Raporlama Açısından Marka Değerinin Ölçümü ve Değerlendirmesi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi Öneri, 10, (38), s.87-96.
  • Rowlands, I., Nicholas, D., Russell, B., Canty, N. ve Watkinson, A. (2011). Social Media Use In The Research Workflow. Learned Publishing, 24(3), 183-195.
  • Safko, L. (2010). The Social Media Bible: Tactics, Tools, And Strategies For Business Success. John Wiley & Sons.
  • Salinas, G. ve Ambler, T. (2009). A taxonomy of brand valuation practice: Methodologies and purposes. Journal of Brand Management, 17(1), 39-61.
  • Schivinski, B. (2013). Effects of Social Media Communication on Brand Equity and Brand Purchase Intention. Phd Interdisciplinary Journal, 2: 157-162.
  • Schivinski, B. ve Dabrowski, D. (2014). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, (Ahead-ofprint): 1-26.
  • Simon, C. J. ve Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
  • Swait, J., Erdem, T., Louviere, J., ve Dubelaar, C. (1993). The equalization price: A measure of consumer-perceived brand equity. International Journal of Research in Marketing, 10(1), 23-45.
  • Tosun, N. B. (2014). Marka Yönetimi.(2. Baskı). İstanbul: Beta Yayınları.
  • Turkey 100 Brand Finance (2017). Turkey 100 Report. Haziran. (Erişim Tarihi: 22/05/2018, http://brandfinance.com/images/upload/turkey_100_2017_ unlocked.pdf)
  • Vinerean, S., Cetina, I., Dumitrescu, L. ve Tichindelean, M. (2013). The Effects of Social Media Marketing On Online Consumer Behavior. International Journal of Business and Management, 8(14), 66-79.
  • Wang, C.A., Zhang, 0. M. ve Hann, I.H. (2010). Social Bias In Online Product Ratings: A Quasi-Experimental Analysis. WISE 2010, St. Louis, 1-35.
  • www.statista.com https://www.statista.com/statistics/264810/number-ofmonthly-active-facebook-users-worldwide/ (Erişim Tarihi: 25/08/2018)
  • Yates, D. ve Paquette, S. (2011). Emergency Knowledge Management and Social Media technologies: A Case Study Of The 2010 Haitian Earthquake. International Journal of Information Management, 31(1), 6-13.
  • Yoo, B., Donthu, N. and Lee, S. (2000) An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195-211.
  • Yücel, N. (2013). Müşteri İlişkileri Yönetimi’nde Yeni Bir Anlayış: Sosyal Müşteri İlişkileri Yönetimi. International Journal of Social Science. 6(1), 1641-1656.
  • Zhu, F., ve Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of marketing, 74(2), 133-148.

An Investigation on the Social Media Usage of the 100 Highest Brand Value on Turkish Brands

Year 2019, Volume: 6 Issue: 1, 287 - 306, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.477664

Abstract

Companies are increasingly advocating social media technologies to transform businesses
and improve corporate performance. This study examines the relationship between social
media followers and brand value. Nowadays, there are not many studies on social media
marketing which has an important role and increasing contribution in marketing. In
addition, the issue of brand value has emerged as one of the most critical areas for marketing
management. Nevertheless, there is no empirical evidence of the effects of social media
activities on brand value, although there is a strong interest in the issue. Besides, a study
examining the relationship between brand value and number of social media followers has
not been reached in the literature. In this respect, this study will give a new perspective to
the subject. The aim of this study is to examine the corporate social media accounts report of
100 companies, which are in Turkey’s list of most valuable brands “Turkey 100” published
by “Brand Finance” research company in 2017, and to determine the degree of efficiency
in the use of social media in sectoral sense of these companies. In the study, corporate
Facebook, Twitter, Instagram, Youtube, LinkedIn and Pinterest accounts and the number of
users in these accounts of the companies, which are in “Turkey 100” list and operating in 13
major sectors such as banking and insurance, food, automotive, technology and information,
sports, textile, construction, transportation, are examined. According to the findings, it is
seen that the most widely used social media network is Facebook, while the least used social
media network is Pinterest among the companies surveyed. When the findings are analyzed
in terms of sector, it is concluded that different social media have come to the forefront in
different sectors due to the characteristics of the sector and marketing forms.

References

  • Aaker, D. (1991). Brand equity. La gestione del valore della marca, 347-356.
  • Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
  • Aaker, D. A. (2001). Strategic market management. New York: John Wiley
  • Aggarwal, R., Gopal, R., Sankaranarayanan, R., ve Singh, P. V. (2012). Blog, blogger, and the firm: Can negative employee posts lead to positive outcomes?. Information Systems Research, 23(2), 306-322.
  • Alexander, B. (2006). Web 2.0: A New Wave of Innovation for Teaching and Learning, Educase Review, 33-44.
  • Baldauf, A., Cravens, K. S., ve Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of product & brand management, 12(4), 220-236.
  • Bambauer-Sachse, S. ve Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
  • Berger Paul, D., Pooja M., Black J.E. ve Jiangmei C. (2012). The Impact of Social Media Usage on Consumer Buying Behavior. Advances in Management, 5 (1), 14-22.
  • Berthon, P.R., Pitt, L. F., Plangger, K. ve Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, And Creative Consumers: Implications For International Marketing Strategy. Business Horizons, 55(3), 261-271.
  • Bruhn, M., Schoenmueller, V., ve Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.
  • Chevalier, J. A., ve Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  • Cobb-Walgren, C. J., Ruble, C. A. ve Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.
  • Constantinides, E. ve Fountain, S. J. (2008). Web 2.0: Conceptual Foundations and marketing issues. Journal of direct, Data and Digital Marketing Practice, 9 (3), 231-244.
  • Dellarocas, C., Zhang, X. ve Awas, N. (2007). Exploring the value of online product reviews in foreasting sales: the case of motion pictures. Journal of Interactive Marketing, 21 (4), 23-45.
  • Dewan, S., ve Ramaprasad, J. (2012). Research note Music blogging, online sampling, and the long tail. Information Systems Research, 23(3-part-2), 1056-1067.
  • Dhar, V. ve Chang E.A. (2009). Does Chatter Matter? The Impact of User-Generated Content on Music Sales. Journal of Interactive Marketing, 23, 300-307.
  • Divol, R., Edelman, D., ve Sarrazin, H. (2012). Demystifying social media. McKinsey Quarterly, 2(12), 66-77.
  • Droge, C., Stanko, M. A. ve Pollitte, W. A. (2010). Lead users and early adopters on the web: The role of new technology product blogs. Journal of Product Innovation Management, 27, 66–82.
  • Duan, W., Gu, B., ve Whinston, A. B. (2008). Do online reviews matter? – An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
  • Farquhar, P. H., Han, J. Y., ve Ijiri, Y. (1991). Recognizing and measuring brand assets. Report/Marketing Science Institute (USA).
  • Gallaugher, J., ve Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).
  • Gao, G., ve Hitt, L. M. (2012). Information technology and trademarks: Implications for product variety. Management Science, 58(6), 1211-1226.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y. ve Wiertz, C. (2013).Managing Brands In The Social Media Environment. Journal Of Interactive Marketing, 27(4), 242- 256.
  • Ghose A. ve Yang S. (2009). An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. 55(10),1605–1622.
  • Godes, D. B. ve Mayzlin, D.. (2004). Using online conversation to study word-ofmouth communication. Marketing Sci. 23(4), 545-560.
  • Goh, K.Y., Heng, C.S. ve Lin, Z. (2013). Social Media Brand Community and Consumer Behavior: Quantifying The Relative Impact Of User-and Marketer Generated Content. Information Systems Research, 24(1), 88-107.
  • Güler, K. (2015). Social Media-Based Learning In The Design Studio: A Comparative Study. Computers & Education, , 87, 192-203.
  • Gümüş, N., Zengin H. ve Geçti F. (2013). Sosyal Medya Aracı Olarak Facebook Uygulamalarının Marka Denkliği Üzerindeki Etkisi: Bir Gsm Operatörünün Facebook Sayfası Üzerinde Araştırma. Sakarya İktisat Dergisi, 2 (6), 87-117.
  • Haigh D. ve İlgüner M. (2012). Marka Değeri. Markating Yayınları, 1. Basım, İstanbul.
  • Hayta, A.B. (2013). A Study on the of Effects of Social Media on Young Consumers’ Buying Behaviors. European Journal of Research on Education, Special Issue: Human Resource Management: Special Issue, 65-74.
  • Huang, J. (2015). A review of brand valuation method. Journal of service science and management, 8(1), 71-76.
  • Huang, Z., ve Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
  • Huang, Z., ve Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57-72.
  • Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Journal of brand management, 13(1), 10-32.
  • Kapferer, J. N. (1997). Managing luxury brands. Journal of brand management, 4(4), 251-259.
  • Kaplan, A.M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Kara, T. (2012). Sosyal medya üzerinde yeni nesil pazarlama ve türkiye bilgi & iletişim hizmetleri endüstrisinde sosyal ağların kullanımına yönelik bir araştırma. Global Media Journal: Turkish Edition, 2 ( 4), 102-117.
  • Kazancı, Ş. ve Başgöze, P. (2015) Sosyal Medya Algısının, Marka Kredibilitesinin Ve Marka Prestijinin Satın Alma Eğilimi Üzerine Etkileri. Ankara Üniversitesi SBF Dergisi, 70(2), 435-456.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
  • Kim, A. J. ve Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
  • Kotler, P. (2010). Pazarlama 3.0. Baskı 2, Optimist Yayınları, İstanbul.
  • Larivière, B., Joosten, H., Malthouse, E.C., Van Birgelen, M., Aksoy, P., Kunz, W.H. ve
  • Huang, M.H. (2013). Value Fusion: The Blending Of Consumer and Firm Value In The Distinct Context Of Mobile Technologies and Social Media. Journal of Service Management, 24(3), 268-293.
  • Li, C. ve Bernoff, J. (2011) Groundswell: Winning in a world transformed by social technologies. Boston M.A.: Harvard Business Review Press.
  • Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of marketing, 70(3), 74-89.
  • Luo, X., Zhang, J., ve Duan, W. (2013). Social media and firm equity value. Information Systems Research, 24(1), 146-163.
  • Mangold, W.G. ve Faulds, D.J. (2009). Social media: The new hybrid element of the promotion. Business horizons, 52(4), 357-359.
  • Moe, W.W. and Fader P.S. (2004). Dynamic Conversion Behavior at E-Commerce Sites. Management Science, 50(3), 326 – 335.
  • Mucuk İ. (2013). Temel Pazarlama Bilgileri, Türkmen Kitapevi, İstanbul.
  • O’Keeffe, G.S. ve Clarke-Pearson, K. (2011). The Impact Of Social Media On Children, Adolescents and Families. Pediatrics, 127(4), 800-804.
  • Özkan, M. ve Terzi, S. (2012). Finansal Raporlama Açısından Marka Değerinin Ölçümü ve Değerlendirmesi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi Öneri, 10, (38), s.87-96.
  • Rowlands, I., Nicholas, D., Russell, B., Canty, N. ve Watkinson, A. (2011). Social Media Use In The Research Workflow. Learned Publishing, 24(3), 183-195.
  • Safko, L. (2010). The Social Media Bible: Tactics, Tools, And Strategies For Business Success. John Wiley & Sons.
  • Salinas, G. ve Ambler, T. (2009). A taxonomy of brand valuation practice: Methodologies and purposes. Journal of Brand Management, 17(1), 39-61.
  • Schivinski, B. (2013). Effects of Social Media Communication on Brand Equity and Brand Purchase Intention. Phd Interdisciplinary Journal, 2: 157-162.
  • Schivinski, B. ve Dabrowski, D. (2014). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, (Ahead-ofprint): 1-26.
  • Simon, C. J. ve Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
  • Swait, J., Erdem, T., Louviere, J., ve Dubelaar, C. (1993). The equalization price: A measure of consumer-perceived brand equity. International Journal of Research in Marketing, 10(1), 23-45.
  • Tosun, N. B. (2014). Marka Yönetimi.(2. Baskı). İstanbul: Beta Yayınları.
  • Turkey 100 Brand Finance (2017). Turkey 100 Report. Haziran. (Erişim Tarihi: 22/05/2018, http://brandfinance.com/images/upload/turkey_100_2017_ unlocked.pdf)
  • Vinerean, S., Cetina, I., Dumitrescu, L. ve Tichindelean, M. (2013). The Effects of Social Media Marketing On Online Consumer Behavior. International Journal of Business and Management, 8(14), 66-79.
  • Wang, C.A., Zhang, 0. M. ve Hann, I.H. (2010). Social Bias In Online Product Ratings: A Quasi-Experimental Analysis. WISE 2010, St. Louis, 1-35.
  • www.statista.com https://www.statista.com/statistics/264810/number-ofmonthly-active-facebook-users-worldwide/ (Erişim Tarihi: 25/08/2018)
  • Yates, D. ve Paquette, S. (2011). Emergency Knowledge Management and Social Media technologies: A Case Study Of The 2010 Haitian Earthquake. International Journal of Information Management, 31(1), 6-13.
  • Yoo, B., Donthu, N. and Lee, S. (2000) An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195-211.
  • Yücel, N. (2013). Müşteri İlişkileri Yönetimi’nde Yeni Bir Anlayış: Sosyal Müşteri İlişkileri Yönetimi. International Journal of Social Science. 6(1), 1641-1656.
  • Zhu, F., ve Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of marketing, 74(2), 133-148.
There are 67 citations in total.

Details

Primary Language Turkish
Journal Section Türkçe Araştırma Makaleleri
Authors

Kumru Uyar This is me 0000-0002-2604-5317

Burcu Oralhan 0000-0001-8905-0140

İsmail Vefa Bayırbaş This is me 0000-0002-8223-3654

Publication Date January 21, 2019
Submission Date November 2, 2018
Published in Issue Year 2019 Volume: 6 Issue: 1

Cite

APA Uyar, K., Oralhan, B., & Bayırbaş, İ. V. (2019). Marka Değeri En Yüksek 100 Türk Markasının Sosyal Medya Kullanımları Üzerine Bir İnceleme. Erciyes İletişim Dergisi, 6(1), 287-306. https://doi.org/10.17680/erciyesiletisim.477664

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