Publication: Marka farkındalığı oluşumunda sosyal medyanın rolü
Abstract
MARKA FARKINDALIĞI OLUŞUMUNDA SOSYAL MEDYANIN ROLÜ Sosyal medya her geçen gün etkisini ve yaygınlığını arttırırken, bu kadar geniş kitlelere ulaşan bir iletişim aracının, markaların veya markalaşmak isteyen girişimcilerin etki alanından uzak kalacağını düşünmek mümkün değildir. İletişim araçlarının çeşitlendiği ama bir o kadar da hedef kitlelere erişimin karmaşıklaştığı bir ortamda, tanıtım mesajlarının kişiselleştirilebildiği, belli iletişim gruplarına özelleştirilip doğrudan belirlenen hedef kitlesine yönlendirilebildiği bir mecra olarak, zaman ve sıklığının daha etkin yönetilebildiği sosyal medya araçlarına markalar da her geçen gün daha da yoğunlaşan bir ilgi göstermektedirler. Köklü ve marka farkındalığına sahip olan markalar da bu mecrada bugün, kendilerini ortaya koyarak markalama sürecini başarıya ulaştırmak isteyen yeni markalarla rekabet halindedir.Pazarlama ve iletişimde bu yenilik, sosyal medya etkileşimlerinin tüketici kararlarının üzerinde gittikçe artan etkisi beraberinde yeni zorluklar ve fırsatlar getirmektedir. Bu araştırmada, medya farkındalığı oluşturmada sosyal medyanın oynadığı rol ele alınmaktadır. Sosyal medyanın marka farkındalığı üzerindeki etkisini ölçmek için, 345 kişinin katılımıyla gerçekleştirilen anket verilerinden faydalanılmış ve bu etkinin hangi kanallar üzerinden gerçekleştiği de ortaya konmuştur.
THE ROLE OF SOCIAL MEDIA IN CREATING BRAND AWARENESSAs social media is reaching new heights in terms of its influence and reach to masses by each passing day, it is impossible to think that such a media and communication tool is going to be out of the domain of influence for brands and entrepreneurs who want to create brand equity for their respective businesses. In the context that the communication tools vary and target audiences become very sophisticated in their definitions, social media as the tool that enables the promotion messages get tailored specifically to each of these clearly defined target audiences and get delivered within pre-arranged time and frequencies garner an increasing level of attention from brands. Rooted brands who enjoy a high level of brand awareness too are in competition with new brands who aim to establish themselves and reach a level of success in their branding processes today. The innovation in marketing and communications and growing influence of social media impressions on customer choice bring along new challenges and opportunities. In this study, the role of social media in creating brand awareness The main focus of this study is to identify the role social media plays in creating brand awareness. To measure the effect of social media on brand awareness, the data from the survey conducted with the participation of 345 people is utilized and the channels through which this effect is exercised is also revealed.
THE ROLE OF SOCIAL MEDIA IN CREATING BRAND AWARENESSAs social media is reaching new heights in terms of its influence and reach to masses by each passing day, it is impossible to think that such a media and communication tool is going to be out of the domain of influence for brands and entrepreneurs who want to create brand equity for their respective businesses. In the context that the communication tools vary and target audiences become very sophisticated in their definitions, social media as the tool that enables the promotion messages get tailored specifically to each of these clearly defined target audiences and get delivered within pre-arranged time and frequencies garner an increasing level of attention from brands. Rooted brands who enjoy a high level of brand awareness too are in competition with new brands who aim to establish themselves and reach a level of success in their branding processes today. The innovation in marketing and communications and growing influence of social media impressions on customer choice bring along new challenges and opportunities. In this study, the role of social media in creating brand awareness The main focus of this study is to identify the role social media plays in creating brand awareness. To measure the effect of social media on brand awareness, the data from the survey conducted with the participation of 345 people is utilized and the channels through which this effect is exercised is also revealed.