Elektronik Ticaret Denkleminde Yer Alan Sosyal Ticaretin Marka Değeri Oluşturmadaki Başarısı

Sosyal medya platformları insanların iletişim kurmasını ve alışveriş yapmasını kolaylaştırmıştır. Kullanıcıların sosyal medya platformları üzerinden alışveriş yapmaları anlamına gelen sosyal ticaret (s-ticaret) hacmi gün geçtikçe artmıştır. Bu da marka değeri oluşturmada s-ticaretin ağırlığının artmasını sağlamıştır. Bu çalışmanın amacı, s-ticaret alanında alanyazın incelemesi yapılarak s-ticaretin markaların gelişimine olan katkısına bakmaktır. Bu amaç doğrultusunda, Dicle Üniversitesi, Veri Tabanı Erişim ve İstatistik Sistemi (Vetis) ile Scopus, Science Direct, Web of Science gibi sitelerde yer alan çalışmalar incelenmiştir. Özellikle son yıllardaki çalışmalar baz alınarak s-ticaret ve marka oluşturma arasındaki ilişki araştırılmıştır. Alanyazı incelemesinde, s-ticaretin gelişmesiyle beraber marka bilinirliğinin artığı görülmüştür. Çalışmanın sonucunda, marka yaratma ve marka değeri oluşmasında s-ticaretin önemli katkılarının olabileceği düşünülmüştür. Ayrıca s-ticaretin firmaların marka değeri oluşturmadaki başarısını hızlandırdığı tahmin edilmiştir.

Anahtar Kelimeler:

İnternet, E-ticaret, Marka Oluşturma, Sosyal Medya, S-ticaret

The Success of Social Commerce in Creating Brand Value in The Electronic Commerce Declaration

Social media platforms have made it easier for people to communicate and shop. The volume of social commerce (s-commerce), which means users shop via social media platforms, has increased day by day. This has increased the importance of s-commerce in creating brand value. The purpose of this study is to examine the contribution of s-commerce to the development of brands by reviewing the literature in the field of s-commerce. For this purpose, studies on Dicle University, Database Access and Statistics System (Vetis) and sites such as Scopus, Science Direct, Web of Science were examined. The relationship between s-commerce and branding has been investigated, especially based on recent studies. In the literature review, it was seen that brand awareness increased with the development of s-commerce. As a result of the study, it was thought that s-commerce could make significant contributions to brand creation and brand value creation. It has also been estimated that s-commerce accelerates the success of companies in creating brand value.

Keywords:

Internet, E-commerce, Brand Building, Social Media, S-commerce,

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