Araştırma Makalesi
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E-Ticaret Sektöründe Kullanılan Dijital Pazarlama Araçlarının Şirketlerin Marka Değerine Etkileri Üzerine Nitel Bir Araştırma

Yıl 2022, Cilt: 15 Sayı: 1, 93 - 140, 31.01.2022

Öz

Bilgi ve iletişim teknolojisindeki ilerlemenin gelişmesiyle ve bilgisayar kullanımının çağın önemli bir gerekliliği haline gelmesiyle ticaret kavramının elektronik ortama geçmesi kaçınılmaz hale gelmiştir. Mal ve hizmetlerin satın alınması veya satılması işleminin elektronik ortama taşınması e-ticaret kavramının doğmasına neden olmuştur (Taşlıyan, 2006). Kısa zamanda gelişen internet tabanlı sosyal ağlarla birlikte e-ticaret ön plana çıkmış ve bu da dijital pazarlama kullanımının artmasına yol açmıştır. Tüketicilerin sosyal ağları kullanım sıklıkları, kullanım alışkanlıkları ve ilgi alanlarının belirlenmesi stratejik nokta haline gelmiştir. Bu yoldan hareketle, şirketlerde geleneksel yöntemlere nazaran dijital pazarlama araçlarıyla uzun soluklu bir marka değeri yaratmak adına gerekli çabayı göstermektedir (İslamoğlu, 2008).
Bu araştırmanın amacı, e-ticaret sektöründe kullanılan dijital pazarlama araçlarının şirketlerin marka değerine etkilerini belirlemeye çalışmaktır. Çalışmada, dijital pazarlama araçlarının kullanımının şirketlerin marka değerine etkilerine ilişkin bir araştırma yürütüldüğü için nitel araştırma desenlerinden olgu bilim (fenomoloji) yaklaşımı kullanılacaktır. Araştırma, yüz yüze derinlemesine görüşmeler yoluyla elde edilecek verileri toplamak için birebir mülakatlar, odak grup görüşmesi ve katılımcı gözlem veri toplama tekniklerinin kullanıldığı nitel bir çalışma üzerine temellendirilmiştir. Araştırma kapsamında, Ankara ilinde 6 tüketici ile mülakat ve birebir görüşmeler, e-ticaret sektöründe bulunan bazı şirketlerin dijital pazarlama birimlerinden 5 şirket yetkilisi (uzman) ve 4 üst düzey yetkiliden oluşan 2 ayrı odak grup görüşmesi şeklinde gerçekleştirilmiştir. Elde edilen bulgular, nitel veri analizinde QDA Miner programı ile analiz edilecektir. Yapılan araştırmada, dijital pazarlama araçlarının marka değerine daha çok olumlu etki ettiği fakat kullanılacak olan dijital pazarlama tekniklerini seçerken ürün veya hizmetin bulunduğu sektöre göre değişkenlik gösterebileceği sonucuna varılmıştır. Yapılan mülakatlardan elde edilen sonuçlar incelendiğinde, marka değeri boyutları olan marka sadakati, marka farkındalığı, marka imajı ve algılanan kalitenin ayrı ayrı ölçümlenmesi ve bu boyutların her ürün veya hizmete göre ayrı ayrı analiz edilmesi sonucuna varılmıştır.

Kaynakça

  • Aaker, D.A. (1991). Managing brand equity: capitalizing on the value of a brand name, New York, NY, Free Press.
  • Aaker, D.A. (2001). Strategic market management, New York, NY, John Wiley & Sons, Inc.
  • Akgün, A. ve Akgün, Ö. (2014). Marka ve marka değeri olgusu: marka değerinin tespitine yönelik bir uygulama, Sosyal ve Teknik Araştırmalar Dergisi, 8, 1-13.
  • American Marketing Association (2020). Marketing definitions: A glossary of marketing terms. Erişim adresi: https://www.ama.org/topics/branding, Erişim tarihi: 10.04.2021.
  • Casado, N. S., Confente, I., Solano E. T. ve Brunetti, F. (2018). The role of online brand communties on building brand equity and loyalty through relational benefits, Journal of Marketing Theory and Practice, 26(3), 289-308.
  • Craig, S. C. ve Douglas, S. P. (2000). Configural Advantage in Global Markets, Journal of International Marketing, 8(1), 6-26.
  • Desai, V. (2019). Fostering ınnovation, ıntegration and ınclusion through ınterdisciplinary practices in management, International Journal of Trend in Scientific Research and Development (IJTSRD), Conference Issue, 196-200.
  • Ebrahim, R. S. (2019). The role of trust in understanding the ımpact of social media marketing on brand equity and brand loyalty, Journal of Relationship Marketing, 19(4), 287-308.
  • Erkollar, A. ve Oberer, B. (2017). Digital marketing planning with the brand dashboard approach, Marketing and Branding Research, 4, 192-205.
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand ımage on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Garcia, J. L., Lizcano, D., Ramos, C. M. Q. Ve Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study, Future Internet, 11(6), 130.
  • Güngör, S. (2019). Sosyal medyanın tüketiciler ve şirketler açısından değer yaratımı, Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi (ASEAD), 6(8), 26-35.
  • Hutagalung, B., Alfifto ve Situmorang, S. H. (2017). The effect of social media marketing on value equity, brand equity and relationship equity on young entrepreneurs ın medan city, Advances in Economics, Business and Management Research (AEBMR),46, 534-540.
  • İslamoğlu, H. (2008). Pazarlama yönetimi, İstanbul: Beta Basın Yayım.
  • Jarvinen, J. ve Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement, Industrial Marketing Management, 50, 117-127.
  • Jayasuriya, N. A., Azam, S. M. F., Khatibi, A., Atan, H. ve Dharmaratne, I. R. (2018). The role of facebook marketing on customer-based brand equity and purchase intention in fashion-wear retail industry, Sri lanka, Global Journal of Management and Business Research: E- Marketing, 18(7).
  • Kanan, P. K. ve Li, A. (2017). Digital marketing: A framework, review and research agenda, International Journal of Research in Marketing 34(1):22-45.
  • Kapoor, K., Dwivedi, Y. ve Piercy, N. (2016). Pay-per-click advertising: a literature review, The Marketing Review, 16(2), , 183-202.
  • Karamian, H., i Nadoushan, M. H. ve i Nadoushan A. A. (2015). Do social media marketing activities increase brand equity?, International Journal of Economy, Management and Social Sciences,4(3), 362-365.
  • Kavas, A. (2004). Marka değeri yaratma, Pazarlama ve İletişim Kültürü Dergisi, 3(8), 16.
  • Kavisekera, S. ve Abeysekera, N. (2016). Effect of social media marketing on brand equity of online companies, Management & Marketing, Volume XIV, 201-216.
  • Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57 (1), 1-22. doi: 10.1177/002224299305700101.
  • Key, T. (2017). Domains of digital marketing channels in the sharing economy, Journal Of Marketing Channels, 24, 27-38. Kim, K. H., Kim, K. S., Kim, D.Y., Kim, J. H. ve Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1),75-82. doi: 10.1016/j.jbusres.2006.05.010.
  • Krishnaprabha, S. ve Tarunika, R. (2020). An analysis on building brand awareness through digital marketing initiatives, International Journal of Research in Engineering, Science and Management, 3(7), 266-270.
  • Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control. Englewood Cliffs, NJ: Prentice-Hall International.
  • Merisavo, M. ve Raulas, M. (2004). The ımpact of e-mail marketing on brand loyalty, Journal Of Product & Brand Management, 13 (7), 498-505.
  • Moore, R. E. (2003). From genericide to viral marketing: on ‘brand’, Language & Communication, 23, 331- 357.
  • Nataliia, S.,Nataliia, P. ve Berislav, A. (2019). Digital marketing in hotels, Marketing and Digital Technologies, 3(3), 35-42.
  • Olbrich, R., Schultz, C. ve Bormann, P. (2019). The effect of social media and advertising activities on affiliate marketing, Int. J. Internet Marketing and Advertising, 13 (1), 47-72.
  • Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-34. doi: 10.2307/1252099.
  • Özen, Ü. (2003). Firma-Müşteri Boyutuyla E-Ticaret: Internet Kullanıcılarının Elektronik Alışveriş Davranışları. İstanbul: Aktif yayınevi.
  • Patrutiu Baltes, L. (2015). Content marketing - the fundamental tool of digital marketing, Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 8 (57), 111-118.
  • Rios, R. E. ve Riquelme, H. E. (2008). Brand equity for online companies, Marketing Intelligence & Planning, 26(7), 719-742.
  • Sığrı, Ü. (2017). Gruplarda bağlılık ve performans ilişkisi üzerinde nitel bir çalışma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 481-490.
  • Sığrı, Ü. (2018). Nitel araştırma yöntemleri (1. Baskı). Ankara: Beta Basım Yayım Dağıtım.
  • Smutkupt, P., Krairit, D. ve Khang, D. B. (2012). Mobile marketing and consumer perceptions of brand equity, Asia Pacific Journal of Marketing and Logistics, 24(4), 539-560.
  • Stokes, R. (2013). eMarketing: The Essential Guide to Marketing in a Digital World (5. b.). Cape Town: Quirk Education.
  • Syrdal, H. A. ve Briggs, E. (2018). Engagement wıth social media content: a qualitative exploration, Journal of Marketing Theory and Practice, 26(1-2), 4-22.
  • Taşlıyan, M. (2006). Elektronik Ticaret / Kavramlar ve Uygulamalar, Sakarya Yayıncılık, s.45.
  • Yasmin, A., Tasneem, S. ve Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: an empirical study, International Journal of Management Science and Business Administration, 1(5), 69-80.
  • Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi: 10.1177/0092070300282002.
  • Yuvaraj, S. ve Indumathi, R. (2018). Influence of digital marketing on brand building, International Journal of Mechanical Engineering and Technology, 9(7), 235–243.
  • Zahoor, S. Z., Younis, M. I., Qureshi, I. H. ve Khan, R. A. (2016). Impact of social media marketing on brand equity, International Journal of Current Research, 8(4):30046-30055.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2-22. doi: 10.1177/002224298805200302.
  • https://digitalmarketinginstitute.com/blog/what-are-the-most-effective-digital-marketing-strategies (2020). What Are The Most Effective Digital Marketing Strategies?, Erişim Tarihi: 10.04.2021.
  • https://www.webfx.com/internet-marketing/actionable-digital-marketing-strategies.html (2020). 7 Digital Marketing Strategies for Your Campaign, Erişim Tarihi: 10.04.2021.

A Qualitative Research on the Effects of Digital Marketing Tools Used in the E-Commerce Sector on the Brand Value of Companies

Yıl 2022, Cilt: 15 Sayı: 1, 93 - 140, 31.01.2022

Öz

With the development of information and communication technology and the use of computers has become an important necessity of the age, it has become inevitable for the concept of commerce to move to the electronic environment. The transfer of the purchase or sale of goods and services to the electronic environment has led to the emergence of the concept of e-commerce (Tasliyan, 2006). E-commerce has come to the fore with the developing internet-based social networks in a short time and this has led to the increase in the use of digital marketing. Determining the frequency of using social networks, usage habits and interests of consumers has become a strategic point. In this way, companies make the necessary effort to create a long-term brand value with digital marketing tools compared to traditional methods (Islamoglu, 2008).
The purpose of this research is to try to determine the effects of digital marketing tools used in the e-commerce sector on the brand value of companies. In the study, case study and phenomenology approach will be used, which are among the qualitative research patterns, since a research is carried out on the effects of the use of digital marketing tools on the brand value of companies. The research is based on a qualitative study in which one-to-one interviews, focus group interviews and participant observation data collection techniques are used to collect data obtained through face-to-face in-depth interviews. Within the scope of the research, interviews and one-on-one interviews with 6 consumers in Ankara were conducted as 2 separate focus group interviews consisting of 5 company officials (experts) and 4 senior officials from the digital marketing units of some companies in the e-commerce sector. The findings obtained will be analyzed with the QDA Miner program in qualitative data analysis. In the research, it has been concluded that digital marketing tools have a more positive effect on brand value, but the selection of digital marketing techniques to be used may vary depending on the sector where the product or service is located. When the results obtained from the interviews were examined, it was concluded that brand loyalty, brand awareness, brand image and perceived quality were measured separately and these dimensions were analyzed separately for each product or service.

Kaynakça

  • Aaker, D.A. (1991). Managing brand equity: capitalizing on the value of a brand name, New York, NY, Free Press.
  • Aaker, D.A. (2001). Strategic market management, New York, NY, John Wiley & Sons, Inc.
  • Akgün, A. ve Akgün, Ö. (2014). Marka ve marka değeri olgusu: marka değerinin tespitine yönelik bir uygulama, Sosyal ve Teknik Araştırmalar Dergisi, 8, 1-13.
  • American Marketing Association (2020). Marketing definitions: A glossary of marketing terms. Erişim adresi: https://www.ama.org/topics/branding, Erişim tarihi: 10.04.2021.
  • Casado, N. S., Confente, I., Solano E. T. ve Brunetti, F. (2018). The role of online brand communties on building brand equity and loyalty through relational benefits, Journal of Marketing Theory and Practice, 26(3), 289-308.
  • Craig, S. C. ve Douglas, S. P. (2000). Configural Advantage in Global Markets, Journal of International Marketing, 8(1), 6-26.
  • Desai, V. (2019). Fostering ınnovation, ıntegration and ınclusion through ınterdisciplinary practices in management, International Journal of Trend in Scientific Research and Development (IJTSRD), Conference Issue, 196-200.
  • Ebrahim, R. S. (2019). The role of trust in understanding the ımpact of social media marketing on brand equity and brand loyalty, Journal of Relationship Marketing, 19(4), 287-308.
  • Erkollar, A. ve Oberer, B. (2017). Digital marketing planning with the brand dashboard approach, Marketing and Branding Research, 4, 192-205.
  • Faircloth, J. B., Capella, L. M. ve Alford, B. L. (2001). The effect of brand attitude and brand ımage on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
  • Garcia, J. L., Lizcano, D., Ramos, C. M. Q. Ve Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study, Future Internet, 11(6), 130.
  • Güngör, S. (2019). Sosyal medyanın tüketiciler ve şirketler açısından değer yaratımı, Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi (ASEAD), 6(8), 26-35.
  • Hutagalung, B., Alfifto ve Situmorang, S. H. (2017). The effect of social media marketing on value equity, brand equity and relationship equity on young entrepreneurs ın medan city, Advances in Economics, Business and Management Research (AEBMR),46, 534-540.
  • İslamoğlu, H. (2008). Pazarlama yönetimi, İstanbul: Beta Basın Yayım.
  • Jarvinen, J. ve Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement, Industrial Marketing Management, 50, 117-127.
  • Jayasuriya, N. A., Azam, S. M. F., Khatibi, A., Atan, H. ve Dharmaratne, I. R. (2018). The role of facebook marketing on customer-based brand equity and purchase intention in fashion-wear retail industry, Sri lanka, Global Journal of Management and Business Research: E- Marketing, 18(7).
  • Kanan, P. K. ve Li, A. (2017). Digital marketing: A framework, review and research agenda, International Journal of Research in Marketing 34(1):22-45.
  • Kapoor, K., Dwivedi, Y. ve Piercy, N. (2016). Pay-per-click advertising: a literature review, The Marketing Review, 16(2), , 183-202.
  • Karamian, H., i Nadoushan, M. H. ve i Nadoushan A. A. (2015). Do social media marketing activities increase brand equity?, International Journal of Economy, Management and Social Sciences,4(3), 362-365.
  • Kavas, A. (2004). Marka değeri yaratma, Pazarlama ve İletişim Kültürü Dergisi, 3(8), 16.
  • Kavisekera, S. ve Abeysekera, N. (2016). Effect of social media marketing on brand equity of online companies, Management & Marketing, Volume XIV, 201-216.
  • Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57 (1), 1-22. doi: 10.1177/002224299305700101.
  • Key, T. (2017). Domains of digital marketing channels in the sharing economy, Journal Of Marketing Channels, 24, 27-38. Kim, K. H., Kim, K. S., Kim, D.Y., Kim, J. H. ve Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1),75-82. doi: 10.1016/j.jbusres.2006.05.010.
  • Krishnaprabha, S. ve Tarunika, R. (2020). An analysis on building brand awareness through digital marketing initiatives, International Journal of Research in Engineering, Science and Management, 3(7), 266-270.
  • Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control. Englewood Cliffs, NJ: Prentice-Hall International.
  • Merisavo, M. ve Raulas, M. (2004). The ımpact of e-mail marketing on brand loyalty, Journal Of Product & Brand Management, 13 (7), 498-505.
  • Moore, R. E. (2003). From genericide to viral marketing: on ‘brand’, Language & Communication, 23, 331- 357.
  • Nataliia, S.,Nataliia, P. ve Berislav, A. (2019). Digital marketing in hotels, Marketing and Digital Technologies, 3(3), 35-42.
  • Olbrich, R., Schultz, C. ve Bormann, P. (2019). The effect of social media and advertising activities on affiliate marketing, Int. J. Internet Marketing and Advertising, 13 (1), 47-72.
  • Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-34. doi: 10.2307/1252099.
  • Özen, Ü. (2003). Firma-Müşteri Boyutuyla E-Ticaret: Internet Kullanıcılarının Elektronik Alışveriş Davranışları. İstanbul: Aktif yayınevi.
  • Patrutiu Baltes, L. (2015). Content marketing - the fundamental tool of digital marketing, Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 8 (57), 111-118.
  • Rios, R. E. ve Riquelme, H. E. (2008). Brand equity for online companies, Marketing Intelligence & Planning, 26(7), 719-742.
  • Sığrı, Ü. (2017). Gruplarda bağlılık ve performans ilişkisi üzerinde nitel bir çalışma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 481-490.
  • Sığrı, Ü. (2018). Nitel araştırma yöntemleri (1. Baskı). Ankara: Beta Basım Yayım Dağıtım.
  • Smutkupt, P., Krairit, D. ve Khang, D. B. (2012). Mobile marketing and consumer perceptions of brand equity, Asia Pacific Journal of Marketing and Logistics, 24(4), 539-560.
  • Stokes, R. (2013). eMarketing: The Essential Guide to Marketing in a Digital World (5. b.). Cape Town: Quirk Education.
  • Syrdal, H. A. ve Briggs, E. (2018). Engagement wıth social media content: a qualitative exploration, Journal of Marketing Theory and Practice, 26(1-2), 4-22.
  • Taşlıyan, M. (2006). Elektronik Ticaret / Kavramlar ve Uygulamalar, Sakarya Yayıncılık, s.45.
  • Yasmin, A., Tasneem, S. ve Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: an empirical study, International Journal of Management Science and Business Administration, 1(5), 69-80.
  • Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi: 10.1177/0092070300282002.
  • Yuvaraj, S. ve Indumathi, R. (2018). Influence of digital marketing on brand building, International Journal of Mechanical Engineering and Technology, 9(7), 235–243.
  • Zahoor, S. Z., Younis, M. I., Qureshi, I. H. ve Khan, R. A. (2016). Impact of social media marketing on brand equity, International Journal of Current Research, 8(4):30046-30055.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2-22. doi: 10.1177/002224298805200302.
  • https://digitalmarketinginstitute.com/blog/what-are-the-most-effective-digital-marketing-strategies (2020). What Are The Most Effective Digital Marketing Strategies?, Erişim Tarihi: 10.04.2021.
  • https://www.webfx.com/internet-marketing/actionable-digital-marketing-strategies.html (2020). 7 Digital Marketing Strategies for Your Campaign, Erişim Tarihi: 10.04.2021.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Elif Adalı 0000-0003-0025-6770

Ünsal Sığrı 0000-0002-8870-7398

Yayımlanma Tarihi 31 Ocak 2022
Gönderilme Tarihi 9 Eylül 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 1

Kaynak Göster

APA Adalı, E., & Sığrı, Ü. (2022). E-Ticaret Sektöründe Kullanılan Dijital Pazarlama Araçlarının Şirketlerin Marka Değerine Etkileri Üzerine Nitel Bir Araştırma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(1), 93-140.