Serap ÇABUK, Hatice DOĞAN SÜDAŞ, Levent KAYA

SOSYAL MEDYA MÜŞTERİ İLİŞKİLERİ YÖNETİMİ FAALİYETLERİNİ ETKİLEYEN FAKTÖRLERİN İNCELENMESİ

Öz Firmalar, geleneksel MİY uygulamalarının yanı sıra sosyal medya teknolojisi kullanımı sayesinde SMMİY pazarlama faaliyetlerinde etkinlik sağlayabilmektedir. Bu çalışmada SMMİY pazarlama faaliyetlerini etkileyen faktörleri belirlemeye yönelik kavramsal bir model geliştirilmiş ve Türkiye’de 153 firma ile gerçekleştirilen saha çalışmasından elde edilen sonuçlara yer verilmiştir. Çalışma kapsamında incelenen araştırma modelinde yer alan değişkenler olan geleneksel MİY uygulamaları, sosyal medya teknolojisi kullanımı ile SMMİY pazarlama faaliyetleri değişkenleri arasında anlamlı ve pozitif yönde ilişkiler olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Müşteri İlişkileri Yönetimi, Sosyal Medya, Sosyal Medya Teknolojisi Kullanımı, Sosyal Medya Müşteri İlişkileri Yönetimi

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