Evaluation of Higher Education Institutions in Eastern Anatolia Region in the Context of Social Media Marketing

Engin Coşkun

Article Details

Evaluation of Higher Education Institutions in Eastern Anatolia Region in the Context of Social Media Marketing

Authors:

Engin Coşkun

Publisher:

Mus Alparslan University

Main Topics:

Dijital Reklamcılık

Journal:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 3, pp.800-824

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333002

pISSN:

2149-4622

Keywords:

Abstract:

 With the development of internet and web technologies, marketing has moved to internet environments such as social media in order to instantly reach consumers and market productsservices or any idea. In this process, brands, institutions or organizations have taken their place in many innovative media in order not to lose their competitive advantage. In this study, it is aimed to evaluate the competitive advantage positions of public universities in the Eastern Anatolia Region in the context of social media marketing through marketing communication activities carried out through social media. In this regard, the evaluation of corporate identity presentations and corporate visions was carried out using the content analysis technique on the Facebook social networking site. According to the findings of the research; The university that uses social media marketing most intensively on the Facebook social networking site is Van Yüzüncü Yıl University, which has a higher sharing rate than other universities in five different categories. The university with the least sharing rate regarding social media marketing is Erzurum Technical University, which did not share anything in all categories.

 With the development of internet and web technologies, marketing has moved to internet environments such as social media in order to instantly reach consumers and market productsservices or any idea. In this process, brands, institutions or organizations have taken their place in many innovative media in order not to lose their competitive advantage. In this study, it is aimed to evaluate the competitive advantage positions of public universities in the Eastern Anatolia Region in the context of social media marketing through marketing communication activities carried out through social media. In this regard, the evaluation of corporate identity presentations and corporate visions was carried out using the content analysis technique on the Facebook social networking site. According to the findings of the research; The university that uses social media marketing most intensively on the Facebook social networking site is Van Yüzüncü Yıl University, which has a higher sharing rate than other universities in five different categories. The university with the least sharing rate regarding social media marketing is Erzurum Technical University, which did not share anything in all categories.

 With the development of internet and web technologies, marketing has moved to internet environments such as social media in order to instantly reach consumers and market productsservices or any idea. In this process, brands, institutions or organizations have taken their place in many innovative media in order not to lose their competitive advantage. In this study, it is aimed to evaluate the competitive advantage positions of public universities in the Eastern Anatolia Region in the context of social media marketing through marketing communication activities carried out through social media. In this regard, the evaluation of corporate identity presentations and corporate visions was carried out using the content analysis technique on the Facebook social networking site. According to the findings of the research; The university that uses social media marketing most intensively on the Facebook social networking site is Van Yüzüncü Yıl University, which has a higher sharing rate than other universities in five different categories. The university with the least sharing rate regarding social media marketing is Erzurum Technical University, which did not share anything in all categories.

 Pazarlama, internet ve web teknolojilerinin gelişmesiyle birlikte tüketicilere anında erişebilme, ürünhizmet ya da herhangi bir fikrin pazarlanmasını sağlama amacıyla sosyal medya gibi internet ortamlarına taşınmıştır. Bu süreçte markalar, kurum ya da kuruluşlar rekabet avantajını kaybetmemek amacıyla birçok yenilikçi medyada yerini almıştır. Bu çalışmada, sosyal medya pazarlaması bağlamında Doğu Anadolu Bölgesinde yer alan kamu üniversitelerinin, rekabetçi avantaj konumlarını sosyal medya üzerinden yürüttüğü pazarlama iletişimi faaliyetleri ile değerlendirilmesi amaçlanmıştır. Bu doğrultuda, kurumsal kimlik sunumlarının ve kurumsal vizyonlarının değerlendirilmesi Facebook sosyal ağ sitesi üzerinden içerik analizi tekniği ile gerçekleştirilmiştir. Araştırmadan elde edilen bulgulara göre; Facebook sosyal ağ sitesinde sosyal medya pazarlamasını en yoğun kullanan üniversite beş farklı kategoride diğer üniversitelere göre daha fazla paylaşım oranına sahip olan Van Yüzüncü Yıl Üniversitesidir. Sosyal medya pazarlaması ile ilgili en az paylaşım oranına sahip olan üniversite ise tüm kategoriler bağlamında herhangi bir paylaşım yapmamış olan Erzurum Teknik Üniversitesidir.

Article Details

Evaluation of Higher Education Institutions in Eastern Anatolia Region in the Context of Social Media Marketing

Authors:

Engin Coşkun

Publisher:

Mus Alparslan University

Main Topics:

Dijital Reklamcılık

Journal:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 3, pp.800-824

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333002

pISSN:

2149-4622

Social Media

Social Media Marketing

Eastern Anatolia Region

Higher Education InstitutionsSosyal medya

Sosyal Medya Pazarlaması

Doğu Anadolu Bölgesi

Yükseköğretim Kurumları

Issues

Article Details

Authors: Engin Coşkun

Publisher: Mus Alparslan University

Main Topics: Dijital Reklamcılık

Journal: Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 3, pp.800-824

Document Type: Article

Publication Date: 12/2024

Document Language: Turkish

Document ID (Org No.): 2001333002

pISSN: 2149-4622

Issues

Authors:

Engin Coşkun

Publisher:

Mus Alparslan University

Main Topics:

Dijital Reklamcılık

Journal:

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 3, pp.800-824

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333002

pISSN:

2149-4622