Haldun ÇOLAK, Celal Hakan KAĞNİCİOĞLU, Metin ARGAN

SOSYAL MEDYADA ETKİLEŞİM VE DÖNÜŞÜM ORANI ARASINDAKİ İLİŞKİNİN İNCELENMESİNE YÖNELİK FACEBOOK ÖRNEĞİ

Bu çalışmada e-ticaret sitelerine ait Facebook hesaplarında paylaşılan çeşitli içerik türleri ile web sitesinde yapılan satın almalar arasındaki ilişkinin incelenmesi amaçlanmaktadır. Bu bağlamda, Katz (1959) tarafından geliştirilmiş olan kullanım ve memnuniyet teorisine dayanan ve medya araştırmacıları tarafından takipçilerin yapılan paylaşımlarla etkileşime girme nedenlerini araştırdıkları ‘Bilgilendirici’, ’Eğlendirici’ ve ‘Ödüllendirici’ içerik türleri kullanılmaktadır. Facebook sayfasında seçilen firmanın ilgili içeriklerinin belirlenmesine yönelik 341 adet paylaşımı için İçerik Analizinden yararlanılmıştır. Gerçekleştirilen kodlamalara ilişkin kodlayıcılar arası güvenilirlik katsayısı 0,93 olarak tespit edilmiş olup, belirlenen içeriklere yönelik etkileşim oranları hesaplanmıştır. Her bir içeriğe ait etkileşim oranları, Web sitesi dönüşüm oranlarıyla karşılaştırılarak, bu oranlar arasındaki ilişki incelenmektedir. Ayrıca bu ilişkiyi daha geniş açıdan değerlendirmek için yapılan paylaşımlarda web sitesine yönlendiren linklerin olup olmamasının etkileri de incelenmektedir. Elde edilen bulgular, içerik türlerine göre etkileşim oranlarının gösterdiği farklılıkları ve bunun neticesinde takipçi etkileşimlerinin web sitesinde satın almaya hangi oranlarda dönüştüğünü ortaya koymaktadır. Çalışma bu yönüyle literatüre özgün bir değer katarken Facebook sayfa yöneticileri için de bakış açısı kazandırabilecek sonuçlara sahip olmaktadır.

Anahtar Kelimeler:

Sosyal medya, Etkileşim oranı, Dönüşüm oranı, İçerik türleri

THE FACEBOOK EXAMPLE OF EXAMINING THE RELATIONSHIP BETWEEN ENGAGEMENT AND CONVERSION RATE IN SOCIAL MEDIA

The aim of this study is to examine the relationship between various types of content shared on Facebook accounts of e-commerce sites and purchases made on the website. In this context, "Informative", "Entertaining" and "Rewarding" content types were determined, based on the use and satisfaction theory developed by Katz (1959), and afterwards, media researchers investigated the reasons for the audience to interact with the posts. Content analysis was performed for 341 shares to determine the relevant content on the Facebook page of the selected current company. Using the SPSS program, the reliability coefficient between coders was calculated as 0.93. Interaction rates for the specified contents are also calculated one by one in Excel. Interaction rates of each content are compared with website conversion rates, and the relationship between these rates has been examined. In addition, the effects of whether there are links to the website in the posts made to evaluate this relationship in a broader perspective were also examined. The findings revealed the differences in interaction rates according to content types and as a result, the rate at which follower interactions translate to purchases on the website. In this respect, the study adds a unique value to the literature and has results that can gain perspective for Facebook page administrators.

Keywords:

Social media, Engagement rate, Conversion rate, Content types,

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