Azerbaycan’da Sosyal Medya Pazarlamas? ve Tüketici Alg?lar? Üzerine Ara?t?rma: Bir Restoran Örne?i

Özet

Bu çal??ma, Azerbaycan’da sosyal medya pazarlamas? ve tüketici alg?lar? üzerine bir ara?t?rma çerçevesinde ?ekillenmi?tir. Sosyal medya araçlar?n?n aktif kullan?m?, i?letmeleri bu ileti?im kanallar?ndan yararlanmaya te?vik etmi?tir. ??letmelerin bu yeni yönetim biçimine uyum sa?layabilmeleri önemli görülmektedir. Bu ara?t?rman?n kapsam?n?, Instagram, Facebook, Twitter, Youtube ve di?er sosyal medya kanallar?n? kullanan tüketiciler olu?turmaktad?r. Nicel yöntem uygulanm??, Google Form arac?l???yla ve anket yoluyla ara?t?rma verileri toplanm??t?r. Anketi cevaplayan 255 kat?l?mc?dan elde edilen sonuçlar SPSS ile analiz edilmi?tir. Birinci bölümde, sosyal medyan?n ortaya ç?k???, tarihçesi ve geli?imi hakk?nda bilgiler vard?r. Sosyal a?lar hakk?nda da detayl? bilgilere yer verilmi?tir. ?kinci bölümde, tüketici davran???n?n tarihçesi, geli?imi, perspektifleri ve faktörlerden söz edilmi?tir. Üçüncü bölümde, toplad???m?z anket verilerine dayanarak analizler, testler ve yorumlamalar yap?lm??t?r.

Anahtar kelimeler: Sosyal a? siteleri, Sosyal medya pazarlama, Tüketici davran???, Tüketici davran??? etkileyen faktörler

Research on Social Media Marketing and Consumer Perceptions in Azerbaijan: A Restaurant Case

Abstract

This study has been shaped within the framework of a research on social media marketing and consumer perceptions in Azerbaijan. Active use of social media tools has encouraged businesses to benefit from these communication channels. It is important for businesses to adapt to this new management style. The scope of this research consists of consumers, who use Instagram, Facebook, Twitter, Youtube and other social media channels. Quantitative method was applied and research data were collected through Google Form and questionnaire. The results obtained from 255 participants, who answered the questionnaire, were analyzed with SPSS. In the first part, there is information about the creation, history and development of social media. Detailed information about social networks is also included. In the second part, the history, development, perspectives and factors of consumer behavior are mentioned. In the third part, analyzes, tests and interpretations were made based on the survey data we collected.

Keywords: Social networking sites, Social media marketing, Consumer behavior, Factors affecting consumer behavior

Teaching assistant Shafag Musavi (Azerbaijan State University of Economics, Baku, Azerbaijan)
0000-0001-6009-4609  musavi.02.09@gmail.com

Submitted on: 2022-11-01 Accepted on: 2022-12-20

Year:2023 - Volume:2 Issue:1 Pages: 31-43

DOI: https://doi.org/10.36880/J02.1.0119

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APA style citation: Musavi, S. (2023). Azerbaycan’da Sosyal Medya Pazarlamas? ve Tüketici Alg?lar? Üzerine Ara?t?rma: Bir Restoran Örne?i. Avrasya Ekonomileri Dergisi, 2(1), 31-43.

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