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Sosyal Ticarette Etkileşimi Etkileyen Faktörlerin İncelenmesi: Trendyol Örneği

Müşterilerin ilgisini en fazla çeken ve en çok etkileşim sağlayan içeriklerin tespiti e-ticaret firmaları dahil çevrim içi reklam ve halkla ilişkiler faaliyetlerinde bulunan tüm firmalar tarafından benimsenmektedir. Bu çalışmada, e-ticaret firmalarının sosyal medya platformlarında paylaştıkları içeriklerde etkileşim oranını etkileyen unsurların tespiti amaçlanmıştır. Bu amaç doğrultusunda Türkiye’de satış hacmi ve sosyal medya hesaplarında takipçi sayısı yüksek olan e-ticaret web sitelerinden biri olan “www.trendyol.com” web sitesinin 2018 yılında 6 ay boyunca paylaştığı sosyal medya içeriklerinin etkileşim oranı hesaplanmıştır. Etkileşim oranı hesaplanan içeriklerin biçimi, kategorisi ve mesajı içerik analiz yöntemi ile analiz edilmiş, en çok ve en az etkileşim oranı elde edilen içerikler tespit edilmiştir. Çalışmadaki incelemelerden yola çıkarak e-ticaret web sitelerinin sosyal medya platformlarında, özel günler ile ilgili paylaşımları, indirim ve promosyon mesajı içeren reklam paylaşımları ve eğitici konular barındıran içerikleri en fazla etkileşime ulaşmıştır. Öte yandan ürün reklamlarını içeren ve satışa yönelik olan içerikler en düşük etkileşim orana sahip olmuş ve takipçiler tarafından benimsenmemiştir.

Anahtar Kelimeler:

Etkileşim Oranı, Sosyal Ticaret, Etkileşim, Sosyal Medya, E-ticaret.

The Study of the Factors Affecting Social Trading: Case study of Trendyol

Identifying the contents that attracts the most interest of the customers while providing the high amount of interaction between the company and the customers are considered significant for not only e-commerce companies but also for public relations and advertisement companies. The aim of this study is to determine the factors affecting the engagement rate of e-commerce companies’ contents shared on the social media platforms. For this purpose, among the Turkish e-commerce web sites, the www.trendyol.com web site which has the high sale volume and plenty of followers during 6 months in 2018 was selected for measuring the engagement rate. The format, category and the messages of contents were analyzed with “content analyze” method. The contents with the most and least engagement rate were obtained. Based on this study results, among the contents on social media platforms, the posts for special days, discounts, promotional messages, and the educational topics were observed as the highest engagement rate contents. While the posts with the product advertisements and the sale messages get the lowest engagement rate and were not considered important among followers.

Keywords:

Engagement Rate, Social Trade, Interaction, Social Media, E-commerce.,

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