Cilt 11 Sayı 4 (2023): Business & Management Studies: An International Journal
Makaleler

Sosyal medyanın endüstriyel pazarlarda kullanımı: Türkiye'deki teknopark firmaları üzerine bir inceleme

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  • Duygu Aydın Ünal
Duygu Aydın Ünal
Dr. Öğr. Üyesi, Akdeniz Üniversitesi, Antalya, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i4.2325

Yayınlanmış 2023-12-25

Anahtar Kelimeler

  • Sosyal Medya Pazarlaması, B2B, Teknopark
  • Social Media Marketing, B2B, Techno Park

Nasıl Atıf Yapılır

Aydın Ünal, D. (2023). Sosyal medyanın endüstriyel pazarlarda kullanımı: Türkiye’deki teknopark firmaları üzerine bir inceleme. Business & Management Studies: An International Journal, 11(4), 1448–1462. https://doi.org/10.15295/bmij.v11i4.2325

Telif Hakkı (c) 2023 Duygu Aydın Ünal

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Özet

Bu çalışmada performans endeksine göre Türkiye’nin ilk 3 ssırada yer alan teknoparkı altında faaliyet gösteren firmaların sosyal medya pazarlamasını ne düzeyde kullandıkları, hangi mecralardan faydalandıkları ve hangilerinde daha aktif oldukları araştırılmış ve teknoloji yoğun endüstriyel pazarlardaki firmalar için bir profil çıkarılmıştır. Web sitesine ulaşılan 1121 firmanın %55’inin sitelerinde sosyal medya hesaplarına yönlendirme ekledikleri görülmüştür. Sosyal medya hesaplarına erişilen 615 firma içinde 102 tanesinin Facebook, Instagram, LinkedIn, Youtube ve X hesaplarının her birinin bulunduğu görülmüştür. Firmaların kullandıkları sosyal medya hesaplarında ne derece aktif oldukları incelendiğinde ise Instagram kullanların %83,3, X kullananların %82,3 ve YouTube kullananların ise %54,7 oranıında yüksek derecede aktif oldukları gözlenmiştir. Öte yandan en son bir yıl önce ilgili sosyal medya hesaplarından paylaşım yapan firmaların oranlarının da azımsanmayacak kadar çok olduğu bulunmuştur (YouTube kullananların %33,3’ü, Facebook kullananların %35,9’u, X kullananların %33,7’si). Bu araştırma, işletmeden işletmeye faaliyet gösteren firmaların, sosyal medya pazarlamasına dâhil olma düzeyleri ve kullandıkları mecralara dair yapılan analizler sonucunda, hem akademik çevreler için hem de uygulamacılar için önemli bakış açıları sunmaktadır.

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