Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research

Eda ÖZTÜRK

Article Details

Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research

Authors:

Eda ÖZTÜRK

Publisher:

Yasar University

Journal:

Journal of Yaşar University 2014 Vol.9 Issue 36, pp.6283-6298

Document Type:

Article

Publication Date:

1/2015

Document Language:

Turkish

Document ID (Org No.):

2000691105

Frequency:

Monthly

pISSN:

1305-970X

Abstract:

 

Word of mouth is one of the oldest form of advertising. The emergence of word of mouth advertising is fueled by the rise of internet. Internet is created a new channel for word of mouth advertising and social networks are one of them. But it’s stil a new phenomen and there are not much study done in this field. Therefore this study starts from the development of the practice and go through the features, components and types of word of mouth advertising focused on internet. In this research consumer attitudes towards social networks and advertising on these channels are investigated by a qualitative research. As a social network Facebook and Twitter are examined. After focus group studies; informativeness, entertainment, irritation, agenda setting are found as factors of determinative of the consumer attitude toward social networks ads.

 


Ağızdan ağıza reklam en eski reklam türlerinden biridir. Son yıllardaki hızlı gelişiminin altında yatan güç ise internetin yükselişi olmuştur. İnternet ağızdan ağıza reklam için yeni kanallar yaratmıştır. Sosyal Paylaşım siteleri bu yeni kanallar içerisinde en önde gelenlerden birini oluşturmaktadır. Tüm bu gelişmelere rağmen internette ağızdan ağıza reklam halen yeni bir olgudur ve alanda konuya dair sınırlı sayıda çalışma bulunmaktadır. Bu nedenle bu çalışmada önce uygulamanın gelişimine yer verilmiş ardından ise özellikleri, bileşenleri ve türleri üzerinde durulmuştur. Çalışmada internet kullanıcılarının sosyal paylaşım sitelerine ve söz konusu kanallarda yer alan reklamlara yönelik tutumu kalitatif yöntemler kullanılarak incelenmiştir. Sosyal paylaşım siteleri Facebook ve Twitter ile sınırlandırılmıştır. Araştırmada fokus grup sonrasında kullanıcıların sosyal paylaşım sitelerinde yer alan reklamlara yönelik tutumunu belirleyen faktörler; bilgi, eğlence, gündem belirleme ve rahatsızlık olarak belirlenmiştir

Word of mouth is one of the oldest form of advertising. The emergence of word of mouth advertising is fueled by the rise of internet. Internet is created a new channel for word of mouth advertising and social networks are one of them. But it’s stil a new phenomen and there are not much study done in this field. Therefore this study starts from the development of the practice and go through the features, components and types of word of mouth advertising focused on internet. In this research consumer attitudes towards social networks and advertising on these channels are investigated by a qualitative research. As a social network Facebook and Twitter are examined. After focus group studies; informativeness, entertainment, irritation, agenda setting are found as factors of determinative of the consumer attitude toward social networks ads.

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Article Details

Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research

Authors: Eda ÖZTÜRK

Publisher: Yasar University

Journal: Journal of Yaşar University 2014 Vol.9 Issue 36, pp.6283-6298

Document Type: Article

Publication Date: 1/2015

Document Language: Turkish

Document ID (Org No.): 2000691105

Frequency: Monthly

pISSN: 1305-970X

Issues

Authors:

Eda ÖZTÜRK

Publisher:

Yasar University

Journal:

Journal of Yaşar University 2014 Vol.9 Issue 36, pp.6283-6298

Document Type:

Article

Publication Date:

1/2015

Document Language:

Turkish

Document ID (Org No.):

2000691105

Frequency:

Monthly

pISSN:

1305-970X