Sosyal Medyada Markaların Kullandığı İçerik Stratejisinin Gönderi Popülaritesindeki Rolü:Türkiye’deki Bilişim Şirketleri Üzerine Bir Uygulama

Teknolojideki ilerlemelerle birlikte rekabetin yüksek olduğu bilişim sektöründe, şirketler yoğun rekabete bir çözüm olarak markalaşmaya yönelmektedir. İnternet kullanımının oldukça yaygınlaştığı günümüz iş dünyasında, sürdürülebilir bir marka stratejisinin önemli araçlarından birisi de sosyal medyada marka hayran sayfaları ve takipçileri oluşturmaktır. Markaların hayran sayfalarında etkili bir içerik stratejisi oluşturmak, hedef kitle ile ilişkilerin kurulmasına ve geliştirilmesine katkı sağlamaktadır. Bu bağlamda çalışma, sosyal medyada kullanılan içerik stratejisinin, marka gönderi popülerliği açısından rolünü Türkiye'deki bilişim firmaları çerçevesinde incelemeye odaklanmıştır. Örneklem çerçevesi olarak Türkiye’de donanım, hizmet ve yazılım alanında faaliyet gösteren bilişim şirketleri belirlenerek bu şirketlerin sosyal medya (Facebook ve Twitter) paylaşımları incelenmiştir. Çalışmada içerik stratejileri; içerik türü, içerik çevikliği, içerik bağlamı, gönderi türü ve gönderi günü kapsamında ele alınmıştır. Marka gönderi popülaritesini belirleyen unsurlar ise beğenme, yorum, paylaşım ve emoji reaksiyonları sayısı olarak değerlendirilmiştir. Bulgular içerik türü, içerik çevikliği, içerik bağlamı ve gönderi türünün markaların gönderi popülartesi bağlamında anlamlı farklılıklar gösterdiği yönündedir.

Anahtar Kelimeler:

Sosyal Medya, Marka Gönderi Popülerliği, İçerik Stratejisi, Bilişim Sektörü.

The Role of Content Strategy on Brand Post’s Popularity in Social Media: A Research on IT Firms in Turkey

In the highly competitive IT sector, branding is seen as a solution in dealing with today’s global challenges. In today's business world where the use of the Internet has become widespread, one of the important tools of a sustainable brand strategy is to create brand fan pages and reach a high number of followers on social media. Creating an effective content strategy in the fan pages of brands contributes to the establishment and development of effective relations with the target audience. In this context, the study focused on examining the role of the content strategy on the brand post’s popularity in social media by evaluating the information technology companies in Turkey. The sample frame consists of IT firms from hardware, software and services sub-categories and their social media (Facebook and Twitter) posts were studied in the context. As the content strategies in the study; content type, content agility, content context, posting type and posting day were evaluated. The factors determining the brand post’s popularity were evaluated as the number of likes, comments, shares and emoji reactions. The findings suggest that content type, content agility, content context and posting type differ significantly in the context of the brand post’s popularity.

Keywords:

IT Sector, Social Media, Content Strategy, Brand Post’s Popularity,

PDF

___

Alexa Analitic, (2017). The top 500 sites on the web http://www.alexa.com/-topsites, Retrieved July 3, 2017.
Altunışık, R., Coşkun R, Bayraktaroğlu S. ve Yıldırım E. (2010). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı, 6. Baskı, İstanbul: Sakarya Yayıncılık.
Aydın, İ. (2012). Bilişim sektörü ve Türkiye’nin sektördeki potansiyeli. International Journal of New Trends in Arts, Sports & Science Education (IJTASE), 1(1), 180-200.
Bagozzi, R. P., ve Dholakia U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Ceci, F., ve Prencipe, A. (2008). Configuring capabilities for integrated solutions: evidence from the IT sector. Industry and Innovation, 15(3), 277-296.
Chauhan, K., ve Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education ınstitutes in India. Journal of Product and Brand Management, 22(1), 40-51.
Chiang, C. H. Ve Tseng, K. C. (2017). The Influence of Fan Pages on Consumer Purchase Intention: Liking Behavior as a Moderator. Journal of Marketing Management, 5(2), 44-59.
Cho M., Schweickart, T., ve Haase A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565-567.
Chua A. Y. K., ve Banerjee S. (2015). Marketing via social networking sites: A study of brand-post popularity for brands in Singapore. Proceedings of The International MultiConference of Engineers and Computer Scientists (IMECS), 363-368, Hong Kong.
Cova B., ve Pace S. (2006). Brand community of convenience products: New forms of customer empowerment – the case ‘My Nutella The Community. European Journal of Marketing, 40(9-10), 1087-1105.
Culnan, M. J., McHugh, P. J., ve Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243-259.
De Vries L., Gensler S., ve Leeflang Peter S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
Ellison N. B., Steinfield C. ve Lampe, C. (2011). Connection strategies: Social capital implications of facebook-enabled communication practices. New Media & Society, 13(6), 873-892.
Greenwood S., Perrin A., ve Duggan M. (2016). Social media update 2016. file:///C:/Users/pc/Downloads/PI_2016.11.11_Social-Media-Update_FINAL.pdf, Erişim Tarihi: 6 Temmuz 2017.
Golder, S. A., Wilkinson, D. M., & Hubennan, B. A. (2007). Rhythms of social interaction: Messaging within a massive online network. In Proceedings of the 3rd Communities and Technologies Conference, C and T 2007. https://doi.org/10.1007/978-1-84628-905-7_3
Kaur W., Balakrishnan V., Rana O. ve Sinniah A. (2018). Liking, sharing, commenting and reacting on Facebook: User behaviors’ impact on sentiment ıntensity. Telematics and Informatics, https://www.sciencedirect.com/science/article/abs/pii/S0736585318304325 , Erişim tarihi: Aralık 28, 2018.
Kietzmann J. H., Hermkens K., McCarthy I. P., ve Silvestre B. S. (2011). Social Media? Get Serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
Kim C., ve Yang S-U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441-449.
Kormin, K., ve Baharun, R. (2016). Social media and relationship mar-keting strategies of Malaysian car brands. Indian Journal of Science and Technology, 9(46), 1-8.
Lehmann W. S. (2015). The ınfluence of electronic word-of-mouth (EWom) on collage search and choice, Doctoral Thesis, University of Miami.
Lipsman A., Mudd G., Rich M., ve Bruich S. (2012). The power of like: How brands reach (and ınfluence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40-52.
Lombard M., Synder-Duch, J. ve Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting ıntercoder reliability. Human Communication Research, 28(4), 587-604.
McAlexander J. H., Schouten J. W., ve Koenig H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
McKinsey Quarterly, Eylül 2009 raporu, https://www.mckinsey.-com/business-functions/digital-mckinsey/our-insights/how-companies-are-benefiting-from-web-20-mckinsey-global-survey-results , Erişim tarihi: 1 Ocak 2019.
Muntinga D. G., Moorman M., ve Smit E. G. (2011). Introducing COB-RAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
Palazón M., Sicilia M., ve López M. (2015). The influence of ‘facebook friends’ on the ıntention to join brand pages. Journal of Product and Brand Management, 24(6), 580-595.
Peng K-F., Fan Y-W., ve Hsu T-A. (2004). Proposing the content perception theory for online content ındustry – a structural modeling. Industrial Management & Data Systems, 104(6), 469-489.
Penpece D. (2013). Dijital içerik pazarlaması. Adana: Karahan Kitabevi. Perrin, A. (2015). Social media usage. Pew research center, 52-68.
Sabate F., Berbegal-Mirabent J., Cañabate A. ve Lebherz P. R. (2014). Factors influencing popularity of branded content in facebook fan pages. European Management Journal, 32(6), 1001-1011.
Srivastava, J., Saks, J., Weed, A. J. ve Atkins, A. (2018). Engaging audiences on social media: Identifying relationships between message factors and user engagement on the American Cancer So-ciety’s Facebook page. Telematics and Informatics, 35(7), 1832-1844.
Smith C. (2017). By the Numbers: 90 Imazing Facebook Page Statistics (May 2017), http://expandedramblings.com/index.php/facebook-page-statistics/, Retrieved July 4, 2017.
Sprout Social Survey, (2017). https://sproutsocial.com/insights/data/q1-2017/, Erişim Tarihi: Ocak 5, 2018.
Tafesse W. (2015). Content strategies and audience response on facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943.
Tafesse, W. ve Wien, A. (2017). A framework for categorizing social media posts. Cogent Business and Management, 4, 1-22.
Trefzger T. F., Baccarella C. V., ve Voigt K-I. (2016). Antecedents of brand post popularity in facebook: The influence of images, videos, and text”, Proceedings of the 15th International Marketing Trends Conference, 1-8. Venice.
We Are Social, (2018) Digital report, -https://wearesocial.com/us-/blog/2018/01/global-digital-report-2018, Erişim tarihi: 30 Ocak 2019.
Whisman R. (2009). Internal branding: A university’s most valuable ıntangible asset. Journal of Product and Brand Management, 18(5), 367-370.
http://www.hurriyet.com.tr/teknoloji/bilisim-500-odulleri-sahiplerini-buldu-40888093, Erişim Tarihi: Aralık 2018.
http://www.hurriyet.com.tr/teknoloji/bilisim-500-odulleri-sahiplerini-buldu-40888093, Erişim Tarihi: Aralık 2018.
https://www.karel.com.tr/blog/2018-turkiye-bilisim-pazari, Erişim Tarihi: Ocak 2019.
https://www.karel.com.tr/blog/2018-turkiye-bilisim-pazari, Erişim Tarihi: Ocak 2019.