Araştırma Makalesi
BibTex RIS Kaynak Göster

Yıl 2018, Cilt: 1 Sayı: 1, 1 - 9, 16.07.2018

Veronika Polat Emel Yarımoğlu

Öz

Kaynakça

  • Albarran, A. B., (2013). The Social Media Instruments, Routlege: New York
  • Aras, R., Imirzi, H. O., & Akin, H. (2007). İstanbul’daki Küçük ve Orta Ölçekli Mobilya Üretim İşletmelerinin Sorunları ve Çözüm Önerileri, Politeknik Dergisi, 10(7): 105-110.
  • Derham, R., Cragg, P., & Morrish, S. (2011). Creating Value: An SME and Socail Media, Research in Progress, Association for information Systems, PACIS, Art.53.
  • eMarketer (2017) Social media marketing popular with SMBs in UK, article, January 18,2017, https://www.emarketer.com/Article/Social-Media-Marketing-Popular-with-SMBs-UK/1015058 , Accessed: 22.11.2017
  • European Commission Enterprise and Industry, 2011, http://www.globalsmallbusinessblog.com/2011/03/how-many-smes-in-eu.html, Accessed: 30.08.2017.
  • Kotler, P., & Armstrong, G. (2016). Principles of Marketing, Pearson: NY.
  • Krippendorff, 2013. Content Analysis: An Introduction to Its Methodology, third edition, SAGE Publications: USA.
  • Laudon, K. C., & Traver, C. G. (2013). E-commerce: Business, Technology, Society. Addison-Wesley Pub.
  • Malhotra, N. K. (2012).Basic Marketing Research integration of social media, Pearson: NY.
  • Malkocoglu, A., Yayli, K., Yildirim, I., & Ataseven, F. (2015). Türkiye mobilya endüstrisi küçük ve orta ölçekli işletmelerinin yapısal incelenmesi, sorunları ve çözüm önerileri. Selçuk-Teknik Dergisi, 14(2), 747-764.
  • McDaniel, C., & Gitman, L. J. (2008). The Future of Business, Thomson, South-Western.
  • Ozelturkay, E. Y. & Yarimoglu, E. K. (2017). How and Why Consumers Use Social Media: A Qualitative Study Based on User-Generated Media and Uses Gratifications Theory. 22. Marketing Congress Proceedings, pp. 570-587.
  • Ozelturkay, E. Y. & Yarimoglu, E. K. (2018). How hotels use social media: A Facebook example for green key awarded hotels. International Journal of Business Research and Management Practices in Global Environments. 1(1): 61-70.
  • Patton, M. (1990). Purposeful sampling. Qualitative evaluation and research methods, 2: 169-186.
  • Pırnar İ. (2014). Successful Hospitality Marketing by Social Media Applications in Izmir, 7th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Conference proceedings, pp. 289-295; https://anatoliajournal.com/gradconference/home/archives/7th-conference/
  • Sonmez, A. & Arslan, A., R. (2010). Döşemeli Mobilya Endüstrisinin Sorunları ve Çözüm Önerileri, Politeknik Dergisi, 13: 191-201.
  • Turkish National Newspaper (2012). No: 28457, Accessed: 04 November 2017, www.resmogazete.gov.tr
  • Turkish Statistical Institute (2015). Small and Medium-Sized Enterprises, No21864, Accessed: 19 November 2017, www.turkstat.gov.tr
  • Turkish Statistical Institute (2016). Use of Information and Communication Technology (ICT) by Enterprises, No. 21781, http://www.turkstat.gov.tr/PreHaberBultenleri.do?id=21781, Accessed: 23.11.2017.
  • U.S. Census Bureau (2012), http://sbecouncil.org/about-us/facts-and-data/ , Accessed: 28.06. 2017
  • Verheyden, M., & Goeman, K., (2013). Does (Company) size matter? Differences in Social Media usage for business purpose, Journal of Applied Qualitative Methods, 8(4): 3-15.
  • Yasa, E., & Mucan, B. (2012). Turkish companies value creation through Social Media tools: analyzing of fortune 100 Turkey, http://www.marketing-trends-congress.com/archives/2013/pages/PDF/715.pdf

Why and How Small and Medium-Sized Enterprises Use Social Media

Yıl 2018, Cilt: 1 Sayı: 1, 1 - 9, 16.07.2018

Veronika Polat Emel Yarımoğlu

Öz

Nowadays, social media is very important tool for
businesses’ promotional activities. Social media can provide significant
advantages in time, cost, and communication quality for companies. The aim of
this qualitative research was to understand how and why small and medium-sized
enterprises in Aegean region/Turkey use social media. Within this aim, the
study examined the main promotional activities of small and medium-sized
enterprises which operate in Izmir (as an urban part of Aegean Region) and
Kusadasi (as a rural part of Aegean Region). In order to analyze the different
characteristics of small and medium-sized enterprises in rural and urban parts,
one rural and one urban city were selected. Fifteen companies from Kusadasi and
fifteen companies from Izmir were included to the research to understand how
and why they use social media. Maximum variation sampling technique was used in
selecting companies. Data were collected via
structured interview technique by using face-to-face interviews and telephone
interviews. Employees or owners of the
companies were interviewed in December, 2017. Data were recorded, transcribed,
and analyzed via content analysis. Findings showed that the small and medium-sized
enterprises preferred mostly social media for their promotional activities. The
main reasons to prefer social media were that social media is easy,
fast, convenient, and cheap to advertise. The main activities of the small and medium-sized enterprises in social media were
that sharing the photos of the companies’ products and organizing some
activities to reach targeted customers. 

Anahtar Kelimeler

Micro-sized enterprises small-sized enterprises medium-sized enterprises social media promotion tool

Kaynakça

  • Albarran, A. B., (2013). The Social Media Instruments, Routlege: New York
  • Aras, R., Imirzi, H. O., & Akin, H. (2007). İstanbul’daki Küçük ve Orta Ölçekli Mobilya Üretim İşletmelerinin Sorunları ve Çözüm Önerileri, Politeknik Dergisi, 10(7): 105-110.
  • Derham, R., Cragg, P., & Morrish, S. (2011). Creating Value: An SME and Socail Media, Research in Progress, Association for information Systems, PACIS, Art.53.
  • eMarketer (2017) Social media marketing popular with SMBs in UK, article, January 18,2017, https://www.emarketer.com/Article/Social-Media-Marketing-Popular-with-SMBs-UK/1015058 , Accessed: 22.11.2017
  • European Commission Enterprise and Industry, 2011, http://www.globalsmallbusinessblog.com/2011/03/how-many-smes-in-eu.html, Accessed: 30.08.2017.
  • Kotler, P., & Armstrong, G. (2016). Principles of Marketing, Pearson: NY.
  • Krippendorff, 2013. Content Analysis: An Introduction to Its Methodology, third edition, SAGE Publications: USA.
  • Laudon, K. C., & Traver, C. G. (2013). E-commerce: Business, Technology, Society. Addison-Wesley Pub.
  • Malhotra, N. K. (2012).Basic Marketing Research integration of social media, Pearson: NY.
  • Malkocoglu, A., Yayli, K., Yildirim, I., & Ataseven, F. (2015). Türkiye mobilya endüstrisi küçük ve orta ölçekli işletmelerinin yapısal incelenmesi, sorunları ve çözüm önerileri. Selçuk-Teknik Dergisi, 14(2), 747-764.
  • McDaniel, C., & Gitman, L. J. (2008). The Future of Business, Thomson, South-Western.
  • Ozelturkay, E. Y. & Yarimoglu, E. K. (2017). How and Why Consumers Use Social Media: A Qualitative Study Based on User-Generated Media and Uses Gratifications Theory. 22. Marketing Congress Proceedings, pp. 570-587.
  • Ozelturkay, E. Y. & Yarimoglu, E. K. (2018). How hotels use social media: A Facebook example for green key awarded hotels. International Journal of Business Research and Management Practices in Global Environments. 1(1): 61-70.
  • Patton, M. (1990). Purposeful sampling. Qualitative evaluation and research methods, 2: 169-186.
  • Pırnar İ. (2014). Successful Hospitality Marketing by Social Media Applications in Izmir, 7th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Conference proceedings, pp. 289-295; https://anatoliajournal.com/gradconference/home/archives/7th-conference/
  • Sonmez, A. & Arslan, A., R. (2010). Döşemeli Mobilya Endüstrisinin Sorunları ve Çözüm Önerileri, Politeknik Dergisi, 13: 191-201.
  • Turkish National Newspaper (2012). No: 28457, Accessed: 04 November 2017, www.resmogazete.gov.tr
  • Turkish Statistical Institute (2015). Small and Medium-Sized Enterprises, No21864, Accessed: 19 November 2017, www.turkstat.gov.tr
  • Turkish Statistical Institute (2016). Use of Information and Communication Technology (ICT) by Enterprises, No. 21781, http://www.turkstat.gov.tr/PreHaberBultenleri.do?id=21781, Accessed: 23.11.2017.
  • U.S. Census Bureau (2012), http://sbecouncil.org/about-us/facts-and-data/ , Accessed: 28.06. 2017
  • Verheyden, M., & Goeman, K., (2013). Does (Company) size matter? Differences in Social Media usage for business purpose, Journal of Applied Qualitative Methods, 8(4): 3-15.
  • Yasa, E., & Mucan, B. (2012). Turkish companies value creation through Social Media tools: analyzing of fortune 100 Turkey, http://www.marketing-trends-congress.com/archives/2013/pages/PDF/715.pdf
Toplam 22 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Ekonomi
Bölüm Özgün Bilimsel Makaleler
Yazarlar

Veronika Polat Bu kişi benim

Emel Yarımoğlu

Yayımlanma Tarihi 16 Temmuz 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 1 Sayı: 1

Kaynak Göster

APA Polat, V., & Yarımoğlu, E. (2018). Why and How Small and Medium-Sized Enterprises Use Social Media. Journal of Business in The Digital Age, 1(1), 1-9.
AMA Polat V, Yarımoğlu E. Why and How Small and Medium-Sized Enterprises Use Social Media. JOBDA. Temmuz 2018;1(1):1-9.
Chicago Polat, Veronika, ve Emel Yarımoğlu. “Why and How Small and Medium-Sized Enterprises Use Social Media”. Journal of Business in The Digital Age 1, sy. 1 (Temmuz 2018): 1-9.
EndNote Polat V, Yarımoğlu E (01 Temmuz 2018) Why and How Small and Medium-Sized Enterprises Use Social Media. Journal of Business in The Digital Age 1 1 1–9.
IEEE V. Polat ve E. Yarımoğlu, “Why and How Small and Medium-Sized Enterprises Use Social Media”, JOBDA, c. 1, sy. 1, ss. 1–9, 2018.
ISNAD Polat, Veronika - Yarımoğlu, Emel. “Why and How Small and Medium-Sized Enterprises Use Social Media”. Journal of Business in The Digital Age 1/1 (Temmuz 2018), 1-9.
JAMA Polat V, Yarımoğlu E. Why and How Small and Medium-Sized Enterprises Use Social Media. JOBDA. 2018;1:1–9.
MLA Polat, Veronika ve Emel Yarımoğlu. “Why and How Small and Medium-Sized Enterprises Use Social Media”. Journal of Business in The Digital Age, c. 1, sy. 1, 2018, ss. 1-9.
Vancouver Polat V, Yarımoğlu E. Why and How Small and Medium-Sized Enterprises Use Social Media. JOBDA. 2018;1(1):1-9.
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