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The Role of Social Media in Communication and Branding Process of Woman Entrepreneurs’ Companies

Year 2015, Volume: 8 Issue: 1, 117 - 138, 20.02.2015

Abstract

While Facebook has grown exponentially for enterpreneurs seeking new ways of connecting with their customers, woman enterpreneurs have increasingly used Facebook pages to create a brand or enhance their current brands. This paper initiated an study on how local brands in Izmir employ social media, particularly Facebook, to increase brand communication and reinforce brand loyalty. Thus, the objective of the present study is to analyze the woman enterpreneurs’  uses of Facebook to engage and interact with their target audiences including Facebook fans, consumers, and clients. Using content analysis, the Facebook pages of eight brands that were founded by woman enterpreneurs in Izmir were analyzed in terms of their frequency of communication with their target audiences, the types of engagement with them, and the degree of connectivity with their fans. In this context, this study represented findings from a content analysis of Facebook posts from eight companies which were founded by women to see what types of social media promotion tools were used to connect with their users. The study has shown that, although woman enterpreneurs have official corporate Facebook pages, they are lack of brand communications and lack of connecting with their customers and fans through their Facebook pages. In conclusion, contributions of brand communication through Facebook and the importancy of communication programs designed in Facebook were discussed.

References

  • ALGÜR, S. & Cengiz, F. (2011). Türk Tüketicilere Göre Online (Çevrimiçi) Alışverişin Riskleri ve Yararları. Journal of Yaşar University, Vol. 22 (6), ss. 3666-3680.
  • AVERY, E., Lariscy, R., Amador, E., Ickowitz, T., Primm, C. & Taylor, A. (2010). Diffusion of social media among public relations practitioners in health departments across various community population sizes. Journal of Public Relations Research, 22(3), 336–358.
  • CANARY, D. J., & Stafford, L. (1992). Relational maintenance strategies and equity in marriage. Communication Monographs, 59(3), 243–67.
  • ÇELEBİ, N. (1990). Kadınlarımızın Cinsiyet Rolü Tutumları, Konya: Sebat Matbaası.
  • EMSEN, Ö. (2001). “Genç Nesilde Mesleki Eğilimler ve Girişimcilik : Ampirik Bir Çalışma”, MPM Verimlilik Dergisi, Sayı 2001/1, 153-176.
  • ERTÜBEY, N. Ö. (1993). “Türkiye’de Kadın Girişimciliği: Mevcut Durum, Sorunlar ve Öneriler” Türkiye’de Kadın Girişimcilik, Necla Arat (der.), ss.244-255.
  • GALLOWAY, S. (2012). L2 Facebook IQ index. New York: NYU Stern.
  • GINOSSAR, T. (2008). Online participation: A content analysis of differences in utilization of two online cancer communities by men and women, patients and family members. Health Communication, 23, ss. 1–12.
  • GRUNIG, J. E. & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes.
  • LEDINGHAM, J. A. & S. D. Bruning (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (ss. 23–54). Mahwah, NJ: Erlbaum.
  • HISRICH, R. D. & Öztürk, S. A. (1999). “Women Entrepreneurs in a Developing Economy”, The Journal of Management Development, Cilt18 Sayı 2, ss.114-125.
  • HISRICH, R. D. & Peters, M. P. (1989). Starting, Developing and Managing a New Enterprise, Homewood, IL:BPI.
  • HUNG, C. J. F. (2006). Toward the theory of relationship management in public relations: How to cultivate quality relationships? In E. L. Toth (Ed.), The future of excellence in public relations and communication management (pp. 443–476). Mahwah, NJ: Erlbaum.
  • KARA, Y. & Coşkun, A. (2012). Sosyal Ağların Pazarlama Aracı Olarak Kullanımı: Türkiye’deki Hazır Giyim Firmaları Örneği. Afyon Kocatepe Üniversitesi, İİBF Dergisi, Cilt 14 (2), ss.73-90.
  • KELLEHER, T. & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 99, 395-414.
  • KENT, M. L. & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321–334.
  • KENT, M. L. & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28, 21–37.
  • KENT, M. L. (2008). Critical analysis of blogging in public relations. Public Relations Review, 4(1), 32–40.
  • KI, E. J. & Hon, L. C. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management, 10(2), 27–43.
  • KUVYKAITE, R. & Piligrimiene, Z. (2013). Communication In Social Media For Company’s Image Formation, Economics And Management: 2013. 18 (2), Issn 2029-9338.
  • MEN, L.R. & Tsai, W. H. S. (2012). How companies cultivate relationships with publics on social network sites: Evidence from China and the United States, Public Relations Review, 3, 723-730.
  • ÖZKAYA, M.O. & Erdem, S. (2009). Kadın girişimcilere yönelik “strateji geliştirmede” yerel yönetimlerle işbirliği içinde olmak, mümkün mü? Journal of Balıkesir University, http://www.bjmer.net/Makaleler/1537125261_56-72%C3%B6zkaya.pdf (Erişim T: 15 Mayıs, 2014).
  • SHEN, B. & Bissell, K. (2013) Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding, Journal of Promotion Management, 19:5, ss. 629-651.
  • SHIH, C. (2009). The Facebook Era, Indiana, USA: Prentice Hall.
  • SMITH, B. G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media. Public Relations Review, 36(4), 329–335.
  • SMITH, J. (2009). The marketing bible: The guide to marketing your brand, company, product, or service inside facebook. USA: CreateSpace Independent Publishing Platform.
  • SOYSAL, A. (2010). “Türkiye’de Kadın Girişimciler: Engeller ve Fırsatlar Bağlamında Bir Değerlendirme”, Ankara Üniversitesi SBF Dergisi, 65-1, s.83-114.
  • SWEETSER, K. D. & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33, 340–342.
  • TNS Global (2013). Türkiye’nin Kadın Omnibus Araştırması. http://yasam.bugun.com.tr/turkiyede-en-cok-kadinlar-kullaniyor-haberi/1051300 (Erişim T: 01.07.2014).
  • UFUK, H. & Özgen, Ö. (2001): “The Profile of Women Entrepreneurs:a Sample From Turkey”, International Journal of Consumer Studies, Cilt:25, Sayı:4, ss.299-308.
  • UNGERMAN, O. & Myslivcova, S. (2014). Model Of Communication Usable For Small And Medium-Sized Companies For The Consumer Communication In Social Media, Trand And Marketing, 168-184.
  • WATERS, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), ss. 102–106.
  • WATERS, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102–106.
  • YETİM, N. & Tatlıdil, E. (2004): “Social and Cultural Dynamics of Women Entrepreneurs: The Case of Small and Medium Size Clothing Entreprises in Adana and Mersin, Turkey, ΕΙΜΕΝΑ ΠΑΙ∆ΕΙΑΣ, ss.491-507.
  • YETİM, N. (2002). “ Sosyal Sermaye Olarak Kadın Girişimciler: Mersin Örneği”, 79-92. http://www.onlinedergi.com/MakaleDosyalari/51/PDF2002_2_8.pdf (erişim t. 21.05.2014).

Kadın Girişimcilere Ait İşletmelerin Marka Yaratım ve İletişim Süreçlerinde Sosyal Medyanın Yeri

Year 2015, Volume: 8 Issue: 1, 117 - 138, 20.02.2015

Abstract

Bu çalışmada kadın girişimcilerin sosyal medyada aktif bireysel paylaşımlarının yanında, iş geliştirme ve markalarının tanıtımında sosyal medyadan yararlanıp yararlanmadıkları rasyonelinden yola çıkılmıştır.

Bu çalışmada temel alınan konu, kendi işini kuran kadın girişimcilerin sosyal medya platformlarını kullanarak gerçekleştirdikleri marka yaratım çalışmalarının neler olduğu ve bu çabalarına ilişkin iletişim faaliyetlerinin saptanması amaçlanmaktadır.  Bu bağlamda İzmir’de sosyal medyada en çok bilinen ve yararlı faaliyetlerde bulunan bir Yahoo haber grubu; İzmirli Anneler platformu üyeleriyle amaçsal örneklem metoduyla seçilen üyeler arasından içerik analizi çalışması gerçekleştirilmiş ve elde edilen veriler analiz edilmiştir. Çalışmada İzmirli kadın girişimcilerin Facebook’taki kurumsal sayfalarını aktif olarak kullanmadıkları ve marka iletişimi faaliyetlerinde hedef kitleleriyle çift yönlü ve periyodik ilişki kuramadıkları tespit edilmiştir. Bunun yanı sıra Facebook’taki kurumsal sayfalarının markalarına katkıları ve iletişim çalışmalarındaki yeri de bulgular ve sonuç kısmında değerlendirilmiştir.

References

  • ALGÜR, S. & Cengiz, F. (2011). Türk Tüketicilere Göre Online (Çevrimiçi) Alışverişin Riskleri ve Yararları. Journal of Yaşar University, Vol. 22 (6), ss. 3666-3680.
  • AVERY, E., Lariscy, R., Amador, E., Ickowitz, T., Primm, C. & Taylor, A. (2010). Diffusion of social media among public relations practitioners in health departments across various community population sizes. Journal of Public Relations Research, 22(3), 336–358.
  • CANARY, D. J., & Stafford, L. (1992). Relational maintenance strategies and equity in marriage. Communication Monographs, 59(3), 243–67.
  • ÇELEBİ, N. (1990). Kadınlarımızın Cinsiyet Rolü Tutumları, Konya: Sebat Matbaası.
  • EMSEN, Ö. (2001). “Genç Nesilde Mesleki Eğilimler ve Girişimcilik : Ampirik Bir Çalışma”, MPM Verimlilik Dergisi, Sayı 2001/1, 153-176.
  • ERTÜBEY, N. Ö. (1993). “Türkiye’de Kadın Girişimciliği: Mevcut Durum, Sorunlar ve Öneriler” Türkiye’de Kadın Girişimcilik, Necla Arat (der.), ss.244-255.
  • GALLOWAY, S. (2012). L2 Facebook IQ index. New York: NYU Stern.
  • GINOSSAR, T. (2008). Online participation: A content analysis of differences in utilization of two online cancer communities by men and women, patients and family members. Health Communication, 23, ss. 1–12.
  • GRUNIG, J. E. & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes.
  • LEDINGHAM, J. A. & S. D. Bruning (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (ss. 23–54). Mahwah, NJ: Erlbaum.
  • HISRICH, R. D. & Öztürk, S. A. (1999). “Women Entrepreneurs in a Developing Economy”, The Journal of Management Development, Cilt18 Sayı 2, ss.114-125.
  • HISRICH, R. D. & Peters, M. P. (1989). Starting, Developing and Managing a New Enterprise, Homewood, IL:BPI.
  • HUNG, C. J. F. (2006). Toward the theory of relationship management in public relations: How to cultivate quality relationships? In E. L. Toth (Ed.), The future of excellence in public relations and communication management (pp. 443–476). Mahwah, NJ: Erlbaum.
  • KARA, Y. & Coşkun, A. (2012). Sosyal Ağların Pazarlama Aracı Olarak Kullanımı: Türkiye’deki Hazır Giyim Firmaları Örneği. Afyon Kocatepe Üniversitesi, İİBF Dergisi, Cilt 14 (2), ss.73-90.
  • KELLEHER, T. & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 99, 395-414.
  • KENT, M. L. & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321–334.
  • KENT, M. L. & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28, 21–37.
  • KENT, M. L. (2008). Critical analysis of blogging in public relations. Public Relations Review, 4(1), 32–40.
  • KI, E. J. & Hon, L. C. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management, 10(2), 27–43.
  • KUVYKAITE, R. & Piligrimiene, Z. (2013). Communication In Social Media For Company’s Image Formation, Economics And Management: 2013. 18 (2), Issn 2029-9338.
  • MEN, L.R. & Tsai, W. H. S. (2012). How companies cultivate relationships with publics on social network sites: Evidence from China and the United States, Public Relations Review, 3, 723-730.
  • ÖZKAYA, M.O. & Erdem, S. (2009). Kadın girişimcilere yönelik “strateji geliştirmede” yerel yönetimlerle işbirliği içinde olmak, mümkün mü? Journal of Balıkesir University, http://www.bjmer.net/Makaleler/1537125261_56-72%C3%B6zkaya.pdf (Erişim T: 15 Mayıs, 2014).
  • SHEN, B. & Bissell, K. (2013) Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding, Journal of Promotion Management, 19:5, ss. 629-651.
  • SHIH, C. (2009). The Facebook Era, Indiana, USA: Prentice Hall.
  • SMITH, B. G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media. Public Relations Review, 36(4), 329–335.
  • SMITH, J. (2009). The marketing bible: The guide to marketing your brand, company, product, or service inside facebook. USA: CreateSpace Independent Publishing Platform.
  • SOYSAL, A. (2010). “Türkiye’de Kadın Girişimciler: Engeller ve Fırsatlar Bağlamında Bir Değerlendirme”, Ankara Üniversitesi SBF Dergisi, 65-1, s.83-114.
  • SWEETSER, K. D. & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33, 340–342.
  • TNS Global (2013). Türkiye’nin Kadın Omnibus Araştırması. http://yasam.bugun.com.tr/turkiyede-en-cok-kadinlar-kullaniyor-haberi/1051300 (Erişim T: 01.07.2014).
  • UFUK, H. & Özgen, Ö. (2001): “The Profile of Women Entrepreneurs:a Sample From Turkey”, International Journal of Consumer Studies, Cilt:25, Sayı:4, ss.299-308.
  • UNGERMAN, O. & Myslivcova, S. (2014). Model Of Communication Usable For Small And Medium-Sized Companies For The Consumer Communication In Social Media, Trand And Marketing, 168-184.
  • WATERS, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), ss. 102–106.
  • WATERS, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102–106.
  • YETİM, N. & Tatlıdil, E. (2004): “Social and Cultural Dynamics of Women Entrepreneurs: The Case of Small and Medium Size Clothing Entreprises in Adana and Mersin, Turkey, ΕΙΜΕΝΑ ΠΑΙ∆ΕΙΑΣ, ss.491-507.
  • YETİM, N. (2002). “ Sosyal Sermaye Olarak Kadın Girişimciler: Mersin Örneği”, 79-92. http://www.onlinedergi.com/MakaleDosyalari/51/PDF2002_2_8.pdf (erişim t. 21.05.2014).
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ebru Gökaliler

Özlem Alikılıç

Publication Date February 20, 2015
Published in Issue Year 2015 Volume: 8 Issue: 1

Cite

APA Gökaliler, E., & Alikılıç, Ö. (2015). Kadın Girişimcilere Ait İşletmelerin Marka Yaratım ve İletişim Süreçlerinde Sosyal Medyanın Yeri. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(1), 117-138. https://doi.org/10.12780/uusbd.68047

Address: Uşak University Graduate Education Institute
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E-mail: sosyaldergi@usak.edu.tr