{"id":638,"date":"2017-12-13T11:58:37","date_gmt":"2017-12-13T11:58:37","guid":{"rendered":"http:\/\/yenimedya.aydin.edu.tr\/?page_id=638"},"modified":"2018-01-15T11:06:16","modified_gmt":"2018-01-15T11:06:16","slug":"ejnm_v02i1105","status":"publish","type":"page","link":"https:\/\/yenimedya.aydin.edu.tr\/tr\/ejnm_v02i1105\/","title":{"rendered":"ejnm_v02i1105"},"content":{"rendered":"

D\u0130J\u0130TAL MEDYANIN PAZARLAMA TEKN\u0130<\/strong>KLER<\/strong>\u0130 \u00dc<\/strong>ZER<\/strong>\u0130NDEK\u0130 ETK\u0130S\u0130<\/strong><\/p>\n

Timur TANYER<\/p>\n

\u00d6Z<\/strong><\/p>\n

Enformasyon ve ileti\u015fim teknolojilerindeki geli\u015fmelerin sonucunda d\u00fcnyadaki k\u00fcreselle\u015fme ya\u015fam\u0131n her alan\u0131nda kendisini g\u00f6stermi\u015ftir. Toplumlar\u0131n sosyo-ekonomik yap\u0131lar\u0131nda b\u00fcy\u00fck d\u00f6n\u00fc\u015f\u00fcmler yaratan Tar\u0131m ve Sanayi Devrimlerinden sonraki en b\u00fcy\u00fck ad\u0131m hi\u00e7 ku\u015fkusuz ki internete ba\u011fl\u0131 geli\u015fen ileti\u015fim ve bilgisayar teknolojilerinde h\u0131zl\u0131 geli\u015fmelerdir. Bu geli\u015fmeler; k\u00fclt\u00fcr\u00fc, sosyal ya\u015fam\u0131, al\u0131\u015fkanl\u0131klar\u0131, \u00f6ncelikleri, dolay\u0131s\u0131yla reklam ve pazarlama sekt\u00f6r\u00fcn\u00fc etkilemi\u015ftir. B\u00fcy\u00fck bir toplumsal d\u00f6n\u00fc\u015f\u00fcme neden olan bu geli\u015fimler ekonomiye de y\u00f6n vermektedirler. G\u00fcn\u00fcm\u00fczde ileti\u015fim teknolojileri h\u0131zla geli\u015fmektedir. Bu geli\u015fme ki\u015filerin internet ve Web ara\u00e7lar\u0131n\u0131 daha fazla kullanmas\u0131na yol a\u00e7maktad\u0131r. Bu ara\u00e7lardan en \u00f6nemlisi ise sosyal medyad\u0131r. T\u00fcketiciler geleneksel y\u00f6ntemlerle ya da sanal ortamdan sat\u0131n alacaklar\u0131 \u00fcr\u00fcnlerin g\u00fcvenilirli\u011fi de yine sosyal medya \u00fczerinden yapmaktad\u0131rlar. \u00c7e\u015fitli Forum sayfalar\u0131nda yap\u0131lan yorumlardan ya da sat\u0131n alacaklar\u0131 \u00fcr\u00fcn\u00fcn resminin alt\u0131nda yer alan yorumlara g\u00f6re karar vermektedirler. K\u00fcreselle\u015fen d\u00fcnyada hem sanal pazarlama y\u00f6nteminde hem de geleneksel al\u0131\u015f-veri\u015f y\u00f6ntemlerinde sosyal medyan\u0131n belirleyici etkisi di\u011fer y\u00f6nlendirici unsurlardan \u00e7ok daha fazlad\u0131r.Buna ba\u011fl\u0131 olarak Pazarlama taktik ve y\u00f6ntemleri, Pazar ara\u015ft\u0131rmalar\u0131 ve Pazarlaman\u0131n genel dili Digital Pazarlama dili olmu\u015ftur.<\/p>\n

Anahtar Kelimeler: <\/em><\/strong>Sosyal Medya, T\u00fcketici davran\u0131\u015flar\u0131, Teknolojik Pazarlama, Sosyal Medya Pazarlamas\u0131<\/em><\/p>\n

 <\/p>\n

THE EFFECT OF DIGITAL MEDIA ON MARKETING TECHNIQUES<\/strong><\/p>\n

ABSTRACT<\/strong><\/p>\n

As a result of the developments in information and communication technologies, globalization has manifested itself in every aspect of life. The greatest step after the Agricultural and Industrial Revolutions, which have made great transformations in the socio-economic structures of societies, is undoubtedly rapid development in communication and computer technologies which are connected to the internets. These developments; culture, social life, habits, priorities, and therefore the advertising and marketing industries. These developments, which cause a great social transformation, also lead the economy. Today, communication technologies are developing rapidly. This leads people to use the Internet and Web tools more and more. The most important of these tools is social media. Consumers are also making their trust in social media through traditional methods or products purchased from the virtual environment. They decide according to the comments made on the various Forum pages or the comments under the product image that they will buy. In the globalizing world, the decisive influence of social media on both virtual marketing methods and traditional shopping methods is much more than other driving factors. Depending on this, Digital Marketing is the language of marketing tactics and methods, market researches and marketing.<\/p>\n

Keywords: <\/em><\/strong>Social Media, Consumer Behavior, Technological Marketing, Social Media Marketing<\/em><\/p>\n

 <\/p>\n

TAM MET\u0130N
\n<\/strong><\/p>\n

PDF<\/a><\/p>\n

 <\/p>\n

KAYNAKLAR<\/strong><\/p>\n

Akar, Erkan<\/em> \u201cSanal Topluluklar\u0131n Bir T\u00fcr\u00fc Olarak Sosyal a\u011f Siteleri \u2013 Bir Pazarlama \u0130leti\u015fimi Kanal\u0131 Olarak \u0130\u015fleyi\u015fi\u201d, Anadolu <\/em>\u00dc<\/em>niversitesi Sosyal Bilimler Dergisi, 10 (2010), 107-122<\/em><\/p>\n

Armstrong, G., Kotler, P<\/em>., (2012): Principles of Marketing, Pearson Inc., United States Of America ,15th edition, p. 515.<\/em> Balasubramanian,Senthilarasu<\/em>,Balakrishnan,Janarthanan,Manickavasagam,Jeevananthan, Natarajan, Thamaraiselvan, (2013): \u201cExamining BeliefsTowards Social Media Advertisements Among Students and Working Professionals: An Application of Discriminant Analysis\u201d, Australian Journal of Basic and Applied Sciences, vol. 7, issue. 8, p. 697-705<\/em><\/p>\n

C\u0131ng\u0131, Mustafa,<\/em> Online Pazarlama ileti\u015fiminde kullan\u0131<\/em>lan video i<\/em>\u00e7<\/em>eriklerinin \u00fcr\u00fcn tan\u0131t\u0131m\u0131na etkisi, Humanities Sciences, 2015<\/em><\/p>\n

CorneaDigital, <\/em>http:\/\/www.corneadigital.com\/blog\/e-ticaret-siteleri-icin-onemli-olan-kpi-lar 20\/09\/2017 15:08<\/a><\/p>\n

Chung C.,<\/em> Austria K. Proceedings of the Northeast Business & Economics Association, 2010, s.581.<\/em><\/p>\n

Er<\/em>\u00f6<\/em>z, Sibel, Do\u011fdubay, Murat, <\/em>(2012): \u201c Turistik <\/em>\u00dc<\/em>r\u00fcn Tercihinde Sosyal Medyan\u0131<\/em>n Rol<\/em>\u00fc ve Etik \u0130li\u015fkisi\u201d Dokuz Eyl\u00fcl <\/em>\u00dc<\/em>niveristesi \u0130ktisadi ve \u0130dari Bilimler Fak\u00fcltesi Dergisi cilt: 27, say\u0131<\/em>: 1, s. 133- 157.<\/em><\/p>\n

Facebook<\/em>, \u201cfacebook reklamlar\u0131\u201d,<\/em><\/p>\n

\u201d <\/em>https:\/\/www.facebook.com\/business\/products\/ads \/20\/09\/2017 14:49<\/a><\/p>\n

Hoffman D.L., Fodor M.,<\/em>(2010). Can You Measure the ROI of Your Social Media Marketing, MIT Sloan Management, 52\/1, 41-49.<\/em><\/p>\n

\u0130\u015flek, Mahmut Sami. <\/em>Sosyal Medyan\u0131n T\u00fcketici Davran\u0131\u015flar\u0131na Etkileri: T\u00fcrkiye\u2019deki Sosyal Medya Kullan\u0131c\u0131lar\u0131 \u00dczerine Bir Ara\u015ft\u0131rma. Karamano\u011flu Mehmet Bey <\/em>\u00dc<\/em>niversitesi Sosyal Bilimler Enstit\u00fcs\u00fc Y\u00fcksek Lisans Tezi. 2012 20\/09\/2017 17:04<\/em><\/p>\n

http:\/\/sbe.kmu.edu.tr\/userfiles\/file\/tezler\/isletme\/mahmutsamii%C5%9Flek.pdf<\/a><\/p>\n

Jerome, Theresa, Shan, Leong Wai, Wei, Khong Kok,<\/em> (2010): \u201cOnline Advertising: A Study of Malaysian Consumers\u201d, Online Advertising: A Study of Malaysian Consumers, Volume 5, Number 2, p. 111- 134.<\/em><\/p>\n

Kocaba\u015f, B\u00fclent<\/em>, (2012). Sosyal Medya Y<\/em>\u00f6<\/em>netiminin Olmazsa Olmazlar\u0131.<\/em><\/p>\n

http:\/\/sosyalmedya.co\/sosya-medya-yonetimi\/.21 A\u011f<\/em>ustos 2012<\/em><\/p>\n

\u015eim\u015fek, G<\/em>\u00f6<\/em>ksel.<\/em> Adverisements on Individual Channels: Advertisement Sharing Motivations on Social Media, (Journal of Academic Inquiries, Number 3, Page9)2013<\/em><\/p>\n

\u00d6zer.A.<\/em> Viral Pazarlama Ders Notlar\u0131; Ankara <\/em>\u00dc<\/em>niversitesi Sosyal Bilimler Enstit\u00fcs\u00fc \u0130\u015fletme Anabilim Dal\u0131; Ankara 2006; 1-11<\/em><\/p>\n

Wikipedia,<\/em> https:\/\/tr.wikipedia.org\/wiki\/Facebook<\/a>\u00a019 Eyl 2017 05:06:16<\/em><\/p>\n

Y\u0131ld\u0131z, Yasin <\/em>T\u00fcketici Davran\u0131\u015flar\u0131 \u00dczerinde Sosyal Medya Etkileri: Apple ve Samsung \u00d6rne\u011fi. Kastamonu University Journal of Economics & Administrative Sciences Faculty. Jun 2014, Vol. 4 Issue 2, p5-15. s12 .2014<\/em><\/p>","protected":false},"excerpt":{"rendered":"

D\u0130J\u0130TAL MEDYANIN PAZARLAMA TEKN\u0130KLER\u0130 \u00dcZER\u0130NDEK\u0130 ETK\u0130S\u0130 Timur TANYER \u00d6Z Enformasyon ve ileti\u015fim teknolojilerindeki geli\u015fmelerin sonucunda d\u00fcnyadaki k\u00fcreselle\u015fme ya\u015fam\u0131n her alan\u0131nda kendisini g\u00f6stermi\u015ftir. Toplumlar\u0131n sosyo-ekonomik yap\u0131lar\u0131nda b\u00fcy\u00fck d\u00f6n\u00fc\u015f\u00fcmler… <\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-638","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/638"}],"collection":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/comments?post=638"}],"version-history":[{"count":2,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/638\/revisions"}],"predecessor-version":[{"id":708,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/638\/revisions\/708"}],"wp:attachment":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/media?parent=638"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}