G\u00fcn\u00fcm\u00fczde internetin tam anlam\u0131yla toplumun vazge\u00e7ilmez bir unsuru haline gelmesiyle birlikte kullan\u0131c\u0131lar\u0131n\u0131n i\u00e7erik \u00fcretebildi\u011fi sosyal medya yeni bir platform olarak yo\u011fun ilgi toplamaya ba\u015flam\u0131\u015ft\u0131r. Sosyal medya pazarlamas\u0131, sosyal medya sitelerinin kullan\u0131m\u0131 arac\u0131l\u0131\u011f\u0131yla i\u015fletmelerin pazarlama faaliyetlerini ger\u00e7ekle\u015ftirmesi olarak ortaya \u00e7\u0131km\u0131\u015ft\u0131r. Sosyal medyada t\u00fcketicilerin aktifli\u011fi i\u015fletmelerin dikkatini \u00e7ekmekte ve yeni kolayl\u0131klar\u0131n\u0131n da etkisiyle i\u015fletmeler art\u0131k bu platformlar\u0131 pazarlama faaliyetlerinde tercih etmektedirler. T\u00fcketicilerin sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 etkilemeye de ba\u015flayan sosyal medyan\u0131n pazarlama i\u00e7erisindeki rol\u00fcn\u00fcn ve t\u00fcketici davran\u0131\u015flar\u0131na olan etkisinin incelenmesi gerekmektedir. \u00c7al\u0131\u015fman\u0131n amac\u0131 bu kapsamda \u00fcniversite \u00f6\u011frencilerinin sosyal medya kullan\u0131m al\u0131\u015fkanl\u0131klar\u0131n\u0131n kendilerinin sat\u0131n alma davran\u0131\u015flar\u0131yla ili\u015fkisinin incelenmesidir. \u00c7al\u0131\u015fman\u0131n teorik b\u00f6l\u00fcm\u00fcnde; sosyal medya kavram\u0131 ele al\u0131nm\u0131\u015f, sosyal medyan\u0131n t\u00fcketici davran\u0131\u015f\u0131 ile olan ili\u015fkisi incelenmi\u015ftir. Ara\u015ft\u0131rma b\u00f6l\u00fcm\u00fcnde \u00fcniversite \u00f6\u011frencileri t\u00fcketici grubu olarak se\u00e7ilmi\u015f ve bu gruba anket \u00e7al\u0131\u015fmas\u0131 uygulanm\u0131\u015ft\u0131r. Ara\u015ft\u0131rma sonucunda \u00fcniversite \u00f6\u011frencilerinin sosyal medyada g\u00fcnl\u00fck ortalama 2-3 saatlik bir vakit harcad\u0131klar\u0131 ve sat\u0131n alma kararlar\u0131ndan sosyal medyadan etkilendikleri tespit edilmi\u015ftir.<\/p>\n","protected":false},"excerpt":{"rendered":"
G\u00fcn\u00fcm\u00fczde internetin tam anlam\u0131yla toplumun vazge\u00e7ilmez bir unsuru haline gelmesiyle birlikte kullan\u0131c\u0131lar\u0131n\u0131n i\u00e7erik \u00fcretebildi\u011fi sosyal medya yeni bir platform olarak yo\u011fun ilgi toplamaya ba\u015flam\u0131\u015ft\u0131r. Sosyal medya [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[22061,13488],"product_tag":[],"class_list":{"0":"post-764194","1":"product","2":"type-product","3":"status-publish","5":"product_cat-sosyal-medya-ve-iletisim","6":"product_cat-toplum-ve-insan","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-astana-yayinlari","10":"pa_yazar-murat-kayalar","11":"pa_yazar-yunus-emre-genc","13":"first","14":"instock","15":"sale","16":"shipping-taxable","17":"purchasable","18":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/764194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=764194"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=764194"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=764194"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=764194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}