Blokzincir Tabanlı Sosyal Medya Pazarlama

Sosyal medyada kullanıcı kişisel verilerine yetkisiz erişim, verilerin toplanması ve bu bilgilerin paylaşılması bireylerde gizlilik ve güvenlik konularında endişeleri artırmaktadır. Aracılara ödenen ücretleri ve komisyonların maliyeti artırması, sahte kimliklerle işletme veya markalara yönelik olumsuz bilgiler ve manipülasyonları ile kullanıcı içeriklerinin telif hakları ile ilgili sorunlar da mevcuttur. Blokzincir, merkezi olmayan, aracıları ortadan kaldıran eşler arası, yapısı, asimetrik ve kriptografik şifreleme, dijital kimlik ve dijital imzalar ile erişim kontrolü gibi güvenlik mekanizmalarını kullanan, zaman damgalı, gerçek zamanlı kayıtların tutulduğu ve izlenebildiği, değiştirilemeyen, kurcalanamayan, para birimi olarak kullanılabilmesi gibi özellikleri sosyal medyanın zorlukları ve sorunlarını ortadan kaldırabilir. Günümüzde yaygın biçimde kullanılan web 2.0 teknolojisine sahip geleneksel sosyal medya pazarlamanın blokzincir tabanlı bir sosyal medya platformu aracılığıyla gerçekleştirilmesi, tüketicilerle ilgili mevcut güvenlik boşluklarını kapatacağı, gizlilik ve mahremiyet endişelerini gidereceği ve sosyal medya pazarlamada çok fazla avantajlar sunacaktır.

Anahtar Kelimeler:

Blokzincir, Sosyal Ağlar, Sosyal Medya, Sosyal Medya Pazarlaması

Blockchain Based Social Media Marketing

Unauthorized access to user personal data, collection and sharing of user personal data on social media raises concerns about privacy and security in individuals. There are also problems with the cost of fees and commissions paid to intermediaries, negative information and manipulations of businesses or brands with fake identities, and copyrights of user content. Blockchain is decentralized, peer-to-peer eliminating intermediaries, using security mechanisms such as structure, asymmetric and cryptographic encryption, digital identity and digital signatures and access control, time-stamped, real-time records are kept and monitored, cannot be changed, tampered with, can be used as a currency. its features can eliminate the difficulties and problems of social media. The realization of traditional social media marketing with web 2.0 technology, which is widely used today, through a blockchain-based social media platform, will close the existing security gaps related to consumers, eliminate privacy and privacy concerns, and offer many advantages in social media marketing.

Keywords:

Blockchain, Social Networks, Social Media, Social Media Marketing,

PDF

___

AICHNER, T. & JACOB, F. (Mart 2015). "Measuring the Degree of Corporate Social Media Use". International Journal of Market Research 57 (2): 257–275.
AKAR, E. (2010). Sosyal Medya Pazarlaması. Ankara Elif Yayınevi.
AMICHAI, H.Y. & HAYAT, T. (2017) . Social networking, ” The International Encyclopedia of Media Effects.
ARSATH, M.A. (2018). “Social Media Marketing: Advantages and Disadvantages”. Shanlax International Journal of Management, 6(1): 152–158.
BAREFOOT, D. & J. SZABO. (2010). Friends with benefits: A Social Media-Marketing Handbook. San Francisco: No Starch Press.
BARUTÇU, S. & TOMAŞ, M. (2013). “Sürdürülebilir Sosyal Medya Pazarlaması ve Sosyal Medya Pazarlaması Etkinliğinin Ölçümü”. Journal of Internet Applications and Management, 4 (1): 5-24.
BLACKSHAW, P. & NAZZARO, M. (2004), ''Consumer-Generated Media (CGM) 101: Word-of-Mouth in the Age of the Web-Fortified Consumer'', http://www.brandchannel.com/images/papers/222_cgm.pdf, 06.11.2021.
BROOKER, P., BARNETT, J. & CRIBBIN, T. (2016). “Doing Social Media Analytics”. Big Data & Society, 2016: 1-12.
CHA, J. (2009). “Shopping on Social Networking Websites: Attitudes Towards Real Versus Virtual Items”. Journal of Interactive Advertising, 10: 77-93.
CHEUNG, C.M.K., LEE, M.K.O. & THADANI, D.R. (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision. In: Lytras M.D. et al. (eds) Visioning and Engineering the Knowledge Society. A Web Science Perspective. WSKS 2009. Lecture Notes in Computer Science, vol 5736. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04754-1_5.
CHOI, T.S., GUOB, S. & LUOC, S. (2020). “When Blockchain Meets Social-Media: Will the Result Benefit Social Media Analytics for Supply Chain Operations Management?”. Transportation Research Part, E 135 (2020): 101860.
CHOI, T.M., WALLACE, S.W. & WANG, Y. (2018). “Big Data Analytics in Operations Management Prod”. Operat. Manage., 27 (10): 1868-1883.
CHUNG, T.L., ANAZA, N.A., PARK, J. & PHILLIPS, A.H. (2016). “Who’s Behind the Screen? Segmenting Social Venture Consumers Through Social Media Usage”. Journal of Retailing and Consumer Services, 28: 288–295.
CIRIELLO, R., BECK, R. & THATCHER, J. (2018). The Paradoxical Effects of Blockchain Technology on Social Networking Practices. Conference: International Conference on Information Systems (ICIS 2018) At: San Franciso.
CUI, Y., MOU, J. & LIU, Y. (2018). “Knoeledge Mapping of Social Commerce Research: A Visual Analysis Using CiteSpace”. Elektronic Commerce Research, 18: 837-868.
DRURY, G. (2008). “Opinion Piece: Social Media: Should Marketers Engage and How Can It Be Done Effectively?”. Journal of Direct, Data and Digital Marketing Practice, 9: 274- 277.
ELLISON, N., STEINFIELD, C. & LAMPE, C. (2007). “The Benefits of Facebook "Friends": Exploring the Relationship Between College Students' Use of Online Social Networks and Social Capital”. Journal of Computer-Mediated Communication, 12(4):1143-1168.
FIRE, M., GOLDSCHMIDT, R. & ELOVICI, Y. (2014). Online Social Networks: Threats and Solutions. IEEE Commun. Surv. Tutor. 2014, 16, 2019–2036.
FULLERTON, L. (2017). “Online Reviews Impact Purchasing Decisions for Over 93% of Consumers, Report Suggests”. https://www.thedrum.com/news/2017/03/27/online-reviews-impact-purchasing-decisions-over-93-consumers-report-suggests, 31.10.2021.
GREENBERG, P. (2009).CRM (Social CRM Strategies, Tools, and Techniques for Engaging your Customer), United States Copyright Act of 1976, ISBN: 978-0-07-159045-7.
GROSS, R. & ACQUISTI, A. (2005). Information Revelation and Privacy in Online Social Networks. Proceedings of WPES'05 (pp. 71-80). Alexandria, VA: ACM.
HOFFMAN, D.L., NOVAK, T.P. & PERALTA, M. (1999). "Building Consumer Trust Online," Communications of the ACM, 42(4): 80-85.
KALYAN, S., FENG, Q., GANESHAN, R., SANDERS, N.R. & SHANTHIKUMAR, J.G. (2018). “Introduction to the Special Issue on Perspectives on Big Data Prod”. Operat. Manage., 27 (9): 1639-1641.
KAPLAN, A.M. & HAENLEIN, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1): 59-68.
KELLEHER, T. (2009). “Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication”. Journal of Communication, 59: 172–188.
KIETZMANN, J.H., HERMKENS, K., MCCARTHY, I.P. & SILVESTRE, B.S. (2011). “Socialmedia? Getserious! Understanding the Function Albuilding Blocks of Socialmedia”. Business Horizons, 54: 241-251.
KONUK, N. & GÜNTAŞ, S. (2019). “Sosyal Medya Kullanımı Eğitimi ve Bir Eğitim Aracı Olarak Sosyal Medya Kullanımı”. International Journal of Entrepreneurship and Management Inquiries, 3 (4): 1-25.
LAROCHE, M., HABIBI, M.R., RICHAD, M.O & SANKARANARAYANAN, R. (2012). The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior. 28(5): 1755-1767.
MARKUS, M. L. (1990). Toward a “Critical Mass” Theory of Interactive Media. In J. Fulk & C. Steinfeld (Eds.), Organization and Communication Technology (pp. 194–218). Newbury Park, CA: Sage.
MARWICK, A.E. & BOYD, D. (2014). “Networked Privacy: How Teenagers Negotiate Context in Social Media”. New Media Soci. 2014, 16: 1051–1067.
MERSEY, R.D., MALTHOUSE, E.C. & CALDER, B.J. (2010). “Engagement with Online Media”. Journal of Media Business Studies, 7(2): 39-56.
MILLS, A. J. (2012). “Virality in Social Media: the SPIN Framework”. Journal of Public Affairs, 12(2): 162-169. MİKA, B. & GOUDZ, A. (EDS.). (2020). Blockchain-Technologie in der Energiewirtschaft. Springer Berlin Heidelberg. doi:10.1007/978-3-662- 60568-4.
NAKAMOTO, S. (2008). “Bitcoin: A Peer-to-Peer Electronic Cash System”. file:///C:/Users/Dell/Downloads/21260-bitcoin-a-peer-to-peer-electronic-cash-system%20(1).pdf. 06.11.2021.
NEWHAGEN, J. E. (2004). “Interactivity, Dynamic Symbol Processing, and the Emergence of Content in Human Communication”. Information Society, 20: 395–400.
RAFAELI, S. & SUDWEEKS, F. (1997). Networked Interactivity. Journal of Computer-Mediated Communication, 2(4). doi: 10.1111/j.1083-6101.1997.tb00201.x.
RAFAELI, S. (1988). Interactivity: From New Media to Communication. In R. P. Hawkins, J. M. Wiemann, & S. Pingree (Eds.), Advancing Communication Science: Merging Mass and Interpersonal Process (pp. 110–134). Newbury Park, CA: Sage.
RAFAELI, S. & ARIEL, Y. (2007). Assessing Interactivity in Computer-Mediated Research. In A. N. Joinson, K. Y. A. McKenna, T. Postmes, & U.-D. Reips (Eds.), The Oxford handbook of Internet psychology (71–89). Oxford, UK: Oxford University Press.
RATNASINGHAM, P. (1998). “Internet-based EDI Trust and Security, Information Management & Computer Security”. 6 (1): 33-40.
REYNA, A., MARTIN, C., CHEN, J., SOLER, E. & DIAZ, M. (2018). “On Blockchain and Its Integration With IoT. Challenges and Opportunities”. Future Generation Computer Systems, 88 (2018): 173–190.
ROBERT, B. (2020). “User-Generated Content on Social Media: Avoiding Legal Issues”. https://www.termsfeed.com/blog/legal-issues-user-generated-content-social-media/, 31.10.2021.
ROGERS, E. M. (1995). Diffusion of Innovations (4th ed.). New York, NY: Free Press.
RUST, R. T. & VARKI, S. (1996). “Rising From the Ashes of Advertising”. Journal of Business Research, 37: 173–181.
SAYIMER, İ. (2008) Sanal Ortamda Halkla İlişkiler, Beta Yayınları, İstanbul.
SHAUKAT, A., NAVEED, I., AZHAR, R., IKRAM, U.D., MOHSEN, G. & JOEL, J. P. C. R. (2018). “Privacy and Security Issues in Online Social Networks”. Future Internet, 10(114): 1-12. doi:10.3390/fi10120114
SHRIVASTAVA, G., LE, D.N. & SHARMA, K. (2020).Cryptocurrencies and Blockchain Technology Applications. Wiley Global Headquarters: Beverly, USA.
SMITH, G. (2007). “Social Software Building Blocks”, http://nform.ca/publications/social-software-building-block”. 06.11.2021.
STEWART, D. W. & PAVLOU, P. A. (2002). “From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media”. Journal of the Academy of Marketing Science, 30: 376–396.
STEINMAN, M.L. & HAWKINS, M. (2010). “When Marketing Through Social Media, Legal Risks Can Go Viral”, Intellectual Property & Technology Law Journal, 22(8): 1-9.
STIEGLITZ, S., MIRBABAIE, M., ROSS, B. & NEUBERGER, C. (2018). “Social Media Analytics – Challenges in Topic Discovery, Data Collection, and Data Preparation”. International Journal of Information Management, 39: 156-168. doi: 10.1016/j.ijinfomgt.2017.12.002.
SUNDAR, S. S. (2004). “Theorizing Interactivity’s Effects”. The Information Society, 20: 387–391.
TADDICKEN, M. (2014). The ‘Privacy Paradox’ in the Social Web: The Impact of Privacy Concerns, Individual Characteristics, and the Perceived Social Relevance on Different Forms of Self-Disclosure. J. Comput.-Mediat. Commun. 19: 248–273.
TBV, (2019). “Blokzinciri Teknolojisi Terminoloji Çalışması”. https://bctr.org/dokumanlar/Blokzinciri_Teknoloji_Terminoloji.pdf. 06.11.2021.
THURAU, T.H., GWINNER, K.P., WALSH, G. & GREMLER, D.D. (2004). “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?”. Journal of Interactive Marketing 18 (1): 38–52.
TREIBLMAIER, H. (2018). “The Impact of the Blockchain on the Supply Chain: A Theory-Based Research Framework and A Call for Action, Supply Chain Management”. An International Journal, 23(6): 545-559.
TUTEN, T.L. (2008). Advertising 2.0 Social Media Marketing in A Web 2.0 World. Praeger Publisher: Westport.
VOSOUGHI, S., ROY, D. & ARAL, S. (2018). “The Spread of True and False News Online”, Science, 359( 6380): 1146-1151.
VURAL, Z., AKINCI, B. & MİKAİL, B. (2010). “Social Media as a New Communication Environment: A Research on Ege University faculty of communication”. Journal of Yasar University, 20(5): 3348-3382.
WEINBERG, T. (2009), The New Community Rules: Marketing on the Social Web. First Edition. California: O’Reilly Inc. WU, G. (1999). Perceived Interactivity and Attitude Toward Website. Paper Presented at the American Academy of Advertising Annual Conference, Albuquerque, NM.
YADAV, M. & RAHMAN, Z. (2017). “Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation”. Telematics and Informatics, 34(7): 1294-1307.
ZENG, D., CHEN, H., LUSCH,R. & LI, S.H. (2010). “Social Media Analytics and Intelligence”. file:///C:/Users/Dell/Downloads/Social_Media_Analytics_and_Intelligence.pdf. 06.11.2021.
ZHENG, Z., XIE, S., DAI, H.N., CHEN, X. & WANG, H. (2018). “Blockchain Challenges and Opportunities: A Survey”. International Journal of Web and Grid Services (IJWGS), 14 (4): 352-375.
ZIMMERMAN, J. & DEBORAH, N.G.(2017). Social Media Marketing All-in- One. John Wiley & Sons, Inc. Hoboken, New Jersey.
ZIYADIN, S., DOSZHAN, R., BORODIN, A., OMAROVA, A. & ILYAS, A. (2019). The Role of Social Media Marketing in Consumer Behaviour. E3S Web of Conferences 135: 04022 (2019).