Publication: Spor giyim sektöründeki kurumların iletişim uygulamalarının sosyal medya yansımaları nike, puma, adidas örnekleri
Abstract
Sosyal medyaya yönelik ilginin bireysel düzeyde artmas ıyla birlikte, kurumlar da bu platformları tanıtım açıs ından etkin birer mecra olarak görmeye ba ş lam ış t ır. Bu durum, ba ş ka bir deyiş le; kurum ya da kuruluş ların hedef kitleleri ile iletiş ime geçerken farklı iletiş im uygulamaları geliş tirmesini sa ğlam ış t ır. Bu makalede yeni iletiş im aracı olarak sosyal medya ele alınarak sosyal medyanın kurumlara sunduğu yeni iletiş im stratejileri, farklı uygulama, örnekleri ile desteklenmektedir. Ayrıca makalede sosyal medyada pazarlama iletiş imi karmas ının, halkla iliş kiler ve reklam uygulamalarının da hedef kitlelerle iletiş im ve etkile ş iminde ne gibi çalış malarla yürütüldüğü incelenmektedir. Makalenin ara ş tırma k ısm ında, sosyal medya kullanıcıların ın tutum ve davranış ları kullanımlar ve doyumlar kuram ı çerçevesinde de ğerlendirilmektedir. Kullanıcıların kanaatlerinin de ğiş imine hitap etmede, ilgi uyandırma, ihtiyaç yaratma ve kullan ıc ı ile içselle ş tirme örneklerine de ğinilmektedir. Ara ş t ırmanın s ın ırlılıkları kapsam ında iletiş im uygulamaların ın özellikle spor giyim sektöründeki kurumlarda nas ıl yans ıdığı ayr ıntıları ile irdelenmektedir.. Yapılan literatür taramas ında örnek uygulamalar olarak spor giyim sektöründe ba ş ı çeken Nike, Adidas, Pumanın uygulamaları analiz edilmektedir.
In accordance with the increasing interest on social media at an individual basis, the entities have started to view these platforms as an effective channel of promotion. This fact, in other words, has led the entities or institutions to develop different communication applications for communication with various target groups. In this article, social media has been considered as to be a new communication tool and the new communication strategies it provides have been supported by various applications and examples. Furthermore, in this article, the studies for the mix of marketing communication in social media in terms of public relations and advertising applications in the communication and interaction with target groups have been examined. In the research section of the article, the attitudes and behaviors of the social media users have been analyzed with the framework of uses and gratification approach. In order to be compliant with changes in the users satisfaction, the examples of arouse interest, need arousal, and internalization with the user. The reflections of communication applications especially in the entities operating in sportswear sector, within the scope of limitations of the research, have been studied in detailed. Leading the sportswear sector, the applications of Nike, Adidas and Puma have been examined as application examples in the review of literature.
In accordance with the increasing interest on social media at an individual basis, the entities have started to view these platforms as an effective channel of promotion. This fact, in other words, has led the entities or institutions to develop different communication applications for communication with various target groups. In this article, social media has been considered as to be a new communication tool and the new communication strategies it provides have been supported by various applications and examples. Furthermore, in this article, the studies for the mix of marketing communication in social media in terms of public relations and advertising applications in the communication and interaction with target groups have been examined. In the research section of the article, the attitudes and behaviors of the social media users have been analyzed with the framework of uses and gratification approach. In order to be compliant with changes in the users satisfaction, the examples of arouse interest, need arousal, and internalization with the user. The reflections of communication applications especially in the entities operating in sportswear sector, within the scope of limitations of the research, have been studied in detailed. Leading the sportswear sector, the applications of Nike, Adidas and Puma have been examined as application examples in the review of literature.