BÖLÜM


DOI :10.26650/B/SS05.2020.002.08   IUP :10.26650/B/SS05.2020.002.08    Tam Metin (PDF)

Social Media

Bahar Yaşin

Social media, which is considered as the new trend until yesterday, recently has become the new normal in marketing communications. Nowadays, many companies devote a significant portion of their marketing communication budget to social media. Choosing the right one among many types of social media to create the desired marketing outcome can be said to be the most challenging issue for marketers. In order to utilize social media types effectively for marketing communication purposes, it is necessary to recognize them and truly understand for what purposes they can be used for. Therefore, the aim of this chapter is to examine social media and its tools, which have become inevitable to be integrated into the marketing communication mix.

The chapter is organized as follows: The first three parts of the chapter focuses on the integrated marketing communication concept. In the fourth part, the relationship between web and social media, differences between traditional media and social media and the challenges that come with social media are discussed. The fifth part of the chapter briefly explains different types of social media and how people process and use them. In the sixth part, some of the popular social media platforms and how they can be used by business users are explained. The seventh part highlights the role of social media in consumer decision-making. The eighth part questions the widely accepted media planning approach. In the ninth part, the outcomes that companies can achieve by using social media are discussed by giving examples of real company practices. Finally, in the conclusion, the author debated over the future of marketing communication and social media.



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