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RESEARCH ON THE RELATIONSHIP BETWEEN THE COVID-19 FEAR AND THE SENSE OF SOCIAL MEDIA MARKETING ACTIVITIES

Yıl 2021, Cilt: 11 Sayı: 2, 606 - 616, 01.04.2021

Murat Seyfi Zeynep Merve Şıvgın

Öz

While Covid19 and its effects are spreading fast around the world, it is important to understand the
effects of this period in order to create a sustainable community. During the epidemic, daily life has
rapidly become digital and social media has increased its effectiveness as an important interaction area.
The interaction skills and tendencies of both consumers and business owners have started to change in
the meantime. Social media users' perceptions of marketing activities in this platform begin to have
interaction with the fear of Covid19. This study differs from other studies in terms of examining social
media marketing activities from the perspective of Covid19 fear. In this respect, it is expected that the
The Turkish Online Journal of Design, Art and Communication - TOJDAC
ISSN: 2146-5193, April 2021 Volume 11 Issue 2, p.606-616
Submit Date: 13.01.2021, Acceptance Date: 14.02.2021, DOI NO: 10.7456/11102100/018
Research Article - This article was checked by iThenticate
Copyright © The Turkish Online Journal of Design, Art and Communication
607
study will contribute to the field. In this context, the purpose of the research is to investigate the
relationship between the fear of Covid19 and the perception of social media marketing activities, and
identify the relationship between the low/high fear of Covid19 and the perception of social media
marketing activities. Therefore online questionnaire method is selected as the data collection method in
this study. The sample of the questionnaire consists of 757 (N=757) people. As a result of the research,
it has been identified that there is a meaningful relationship between the fear of Covid19 and the
perception of social media marketing activities. The obtained data is examined within the relevant
literature.

Anahtar Kelimeler

social media covid-19 fear social media marketing activities

Kaynakça

  • Ali, Z., Shabbir, M. A., Rauf, M., & Hussain, A. (2016). To assess the impact of social media marketing on consumer perception. International Journal of Academic Research in Accounting, Finance and Management Sciences, 6(3), 69-77.
  • Cavallo, C., Sacchi, G., & Carfora, V. (2020). Resilience effects in food consumption behaviour at the time of Covid-19: perspectives from Italy. Heliyon, 6(12), e05676.
  • Chauhan, V., & Shah, M. H. (2020). An Empirical Analysis into Sentiments, Media Consumption Habits, and Consumer Behaviour during the Coronavirus (COVID-19) Outbreak. Purakala with ISSN, 0971-2143.
  • Chen, J., Haber, E., Kang, R., Hsieh, G., & Mahmud, J. (2015, April). Making use of derived personality: The case of social media ad targeting. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 9, No. 1).
  • Drury G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice 9: 274–277.
  • Hayes, M. (2020). Social media and inspiring physical activity during COVID-19 and beyond. Managing Sport and Leisure, 1-8.
  • Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
  • Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing.
  • Ilgaz Sümer S. (2020) A New Marketing Trend in the Digital Age: Social Media Marketing. In: Hacioglu U. (eds) Digital Business Strategies in Blockchain Ecosystems. Contributions to Management Science. Springer (133-151)
  • Jang, H. J., Sim, J., Lee, Y., & Kwon, O. (2013). Deep sentiment analysis: Mining the causality between personality-value-attitude for analyzing business ads in social media. Expert Systems with applications, 40(18), 7492-7503.
  • Kaplan A.M. ve Haenlein M. (2016). Dünyanın Bütün Kullanıcıları Birleşin! Sosyal Medyanın Zorlukları ve Sağladığı Fırsatlar. H. Hülür, & C. Yaşın (ed.), içinde Yeni Medya Kullanıcının Yükselişi (s.352-372). Ankara: Ütopya.
  • Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), 76-82.
  • Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746.
  • Manning, J. (2014.) Social media, definition and classes of. In K. Harvey (Ed.), Encyclopedia of social media and politics (pp. 1158-1162). Thousand Oaks, CA: Sage
  • Marion, A. Ve Omotayo, O. (2011). Development of a Social Networking Site With a Networked Library and Conference Chat, içinde Journal of Emerging Trends in Computing and Information Sciences, V.2, No.8
  • Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?. Journal of Health Management, 22(2), 291-301.
  • Naeem, M. (2021). Do Social Media Platforms Develop Consumer Panic Buying During the Fear of Covid-19 Pandemic. Journal of Retailing and Consumer Services. V.58
  • Özen, Ü. Ve Sarı, A., (2008). İnternet Reklamcılığı: İnternet Kullanıcılarının İnternet Reklamcılığı Konusundaki Tutum ve Davranışları, içinde Bilişim Teknolojileri Dergisi, c.1, s3 (15-26)
  • Plessis, C. (2017). The Role of Content Marketing in Social Media Content Communities. South African Journal of Information Management, 19(1), 1-7.
  • Safko, L. (2010). The Social Media Bible. New Jersey: John Wiley and Sons.
  • Vardarlıer, P. (2016). Strategic approach to human resources management during crisis. Procedia-Social and Behavioral Sciences, 235(2).
  • Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. New York: O'Reilly.
  • Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • Zarella, D. (2010). The social Media Marketing Book. Sebastopol, Canada: O'Reilly.
  • ELEKTRONİK KAYNAKLAR URL-1 https://sozluk.gov.tr/ (Erişim tarihi: 21.12.2020) URL-2 https://wearesocial.com/digital-2020 (Erişim tarihi: 21.12.2020)
  • URL-3 https://wearesocial.com/us/blog/2020/10/social-media-users-pass-the-4-billion-mark-as-global-adoption-soars87 (Erişim tarihi: 21.12.2020)
  • URL-4 https://www.manobyte.com/growth-strategy/the-5-cs-of-social-media/ (Erişim tarihi: 24.12.2020)
  • URL-5 https://unctad.org/system/files/official-document/dtlstictinf2020d1_en.pdf (Erişim tarihi: 23.12.2020)
  • URL-6 https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consulting/kuresel-covid-19-salgininin-turkiyede-farkli-kategorilere-etkileri-sayi-2.pdf (Erişim tarihi: 24.12.2020)
  • URL-7 https://www2.deloitte.com/si/en/pages/strategy-operations/articles/changing-consumer-digital-marketing-impact-Covid-19.html (Erişim tarihi: 24.12.2020)

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ ALGISI İLE COVID-19 KORKUSU ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Yıl 2021, Cilt: 11 Sayı: 2, 606 - 616, 01.04.2021

Murat Seyfi Zeynep Merve Şıvgın

Öz

Covid19 ve etkileri dünyada hızla yayılırken bu sürecin etkilerini anlamak, sürdürülebilir bir toplum
yaratmak açısından oldukça önemlidir. Salgın sürecinde gündelik yaşam büyük bir hızla dijitalleşmiş ve
sosyal medya önemli bir etkileşim alanı olarak etkinliğini artırmıştır. Bununla birlikte salgın hem
tüketicilerin hem de işletme sahiplerinin etkileşim becerilerini ve eğilimlerini değiştirmiştir. Sosyal
medya kullanıcılarının, bu mecradaki pazarlama aktivitelerine yönelik algıları Covid19 korkusu ile
etkileşim içine girmiştir. Bu çalışma sosyal medya pazarlama aktivitelerinin Covid19 korkusu
perspektifinden incelenmesi açısından diğer çalışmalardan ayrılmaktadır. Çalışmanın bu yönüyle alana
katkı sağlayacağı düşünülmektedir. Bu kapsamda araştırmanın amacı Covid19 korkusu ile sosyal medya
pazarlama aktiviteleri algısı arasındaki ilişkinin araştırılması ve düşük/yüksek Covid19 korkusu ile
sosyal medya pazarlama aktiviteleri algısı arasındaki ilişkinin tespit edilmesidir. Çalışmada bu amaç
doğrultusunda veri toplama yöntemi olarak çevrimiçi anket yöntemi seçilmiş ve 757 (N=757) kişiden
oluşan bir örneklem oluşturulmuştur. Araştırma sonucunda Covid19 korkusu ile sosyal medya
pazarlama aktiviteleri algısı arasında anlamlı bir ilişki bulunmuş olup, elde edilen veriler ilgili literatür
perspektifinde değerlendirilmiştir.

Anahtar Kelimeler

sosyal medya covid-19 korkusu sosyal medya pazarlama aktiviteleri

Kaynakça

  • Ali, Z., Shabbir, M. A., Rauf, M., & Hussain, A. (2016). To assess the impact of social media marketing on consumer perception. International Journal of Academic Research in Accounting, Finance and Management Sciences, 6(3), 69-77.
  • Cavallo, C., Sacchi, G., & Carfora, V. (2020). Resilience effects in food consumption behaviour at the time of Covid-19: perspectives from Italy. Heliyon, 6(12), e05676.
  • Chauhan, V., & Shah, M. H. (2020). An Empirical Analysis into Sentiments, Media Consumption Habits, and Consumer Behaviour during the Coronavirus (COVID-19) Outbreak. Purakala with ISSN, 0971-2143.
  • Chen, J., Haber, E., Kang, R., Hsieh, G., & Mahmud, J. (2015, April). Making use of derived personality: The case of social media ad targeting. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 9, No. 1).
  • Drury G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice 9: 274–277.
  • Hayes, M. (2020). Social media and inspiring physical activity during COVID-19 and beyond. Managing Sport and Leisure, 1-8.
  • Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
  • Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing.
  • Ilgaz Sümer S. (2020) A New Marketing Trend in the Digital Age: Social Media Marketing. In: Hacioglu U. (eds) Digital Business Strategies in Blockchain Ecosystems. Contributions to Management Science. Springer (133-151)
  • Jang, H. J., Sim, J., Lee, Y., & Kwon, O. (2013). Deep sentiment analysis: Mining the causality between personality-value-attitude for analyzing business ads in social media. Expert Systems with applications, 40(18), 7492-7503.
  • Kaplan A.M. ve Haenlein M. (2016). Dünyanın Bütün Kullanıcıları Birleşin! Sosyal Medyanın Zorlukları ve Sağladığı Fırsatlar. H. Hülür, & C. Yaşın (ed.), içinde Yeni Medya Kullanıcının Yükselişi (s.352-372). Ankara: Ütopya.
  • Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
  • Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), 76-82.
  • Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746.
  • Manning, J. (2014.) Social media, definition and classes of. In K. Harvey (Ed.), Encyclopedia of social media and politics (pp. 1158-1162). Thousand Oaks, CA: Sage
  • Marion, A. Ve Omotayo, O. (2011). Development of a Social Networking Site With a Networked Library and Conference Chat, içinde Journal of Emerging Trends in Computing and Information Sciences, V.2, No.8
  • Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?. Journal of Health Management, 22(2), 291-301.
  • Naeem, M. (2021). Do Social Media Platforms Develop Consumer Panic Buying During the Fear of Covid-19 Pandemic. Journal of Retailing and Consumer Services. V.58
  • Özen, Ü. Ve Sarı, A., (2008). İnternet Reklamcılığı: İnternet Kullanıcılarının İnternet Reklamcılığı Konusundaki Tutum ve Davranışları, içinde Bilişim Teknolojileri Dergisi, c.1, s3 (15-26)
  • Plessis, C. (2017). The Role of Content Marketing in Social Media Content Communities. South African Journal of Information Management, 19(1), 1-7.
  • Safko, L. (2010). The Social Media Bible. New Jersey: John Wiley and Sons.
  • Vardarlıer, P. (2016). Strategic approach to human resources management during crisis. Procedia-Social and Behavioral Sciences, 235(2).
  • Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. New York: O'Reilly.
  • Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • Zarella, D. (2010). The social Media Marketing Book. Sebastopol, Canada: O'Reilly.
  • ELEKTRONİK KAYNAKLAR URL-1 https://sozluk.gov.tr/ (Erişim tarihi: 21.12.2020) URL-2 https://wearesocial.com/digital-2020 (Erişim tarihi: 21.12.2020)
  • URL-3 https://wearesocial.com/us/blog/2020/10/social-media-users-pass-the-4-billion-mark-as-global-adoption-soars87 (Erişim tarihi: 21.12.2020)
  • URL-4 https://www.manobyte.com/growth-strategy/the-5-cs-of-social-media/ (Erişim tarihi: 24.12.2020)
  • URL-5 https://unctad.org/system/files/official-document/dtlstictinf2020d1_en.pdf (Erişim tarihi: 23.12.2020)
  • URL-6 https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consulting/kuresel-covid-19-salgininin-turkiyede-farkli-kategorilere-etkileri-sayi-2.pdf (Erişim tarihi: 24.12.2020)
  • URL-7 https://www2.deloitte.com/si/en/pages/strategy-operations/articles/changing-consumer-digital-marketing-impact-Covid-19.html (Erişim tarihi: 24.12.2020)
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Murat Seyfi 0000-0002-7188-235X

Zeynep Merve Şıvgın 0000-0001-9729-732X

Yayımlanma Tarihi 1 Nisan 2021
Gönderilme Tarihi 13 Ocak 2021
Kabul Tarihi 12 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 11 Sayı: 2

Kaynak Göster

APA Seyfi, M., & Şıvgın, Z. M. (2021). SOSYAL MEDYA PAZARLAMA AKTİVİTELERİ ALGISI İLE COVID-19 KORKUSU ARASINDAKİ İLİŞKİNİN İNCELENMESİ. Turkish Online Journal of Design Art and Communication, 11(2), 606-616.
 Kapak Resmi İndir


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