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Sosyal Medya Pazarlamada Kitle Kaynak ve Katılımcı Davranışı

Yıl 2021, Cilt: 9 Sayı: 6, 1819 - 1835, 25.12.2021
https://doi.org/10.18506/anemon.1003058

Öz

İnternet ve Sosyal Web olarak adlandırılan Web 2.0 teknolojisi bireylerin birbirleriyle ve organizasyonlarla ilişkilerinde katılımcı bir kültür ortamı yaratmıştır. İşletmeler, sorunlarını çözme veya yenilikçi fikirlerin elde edilmesi sürecinde iç kaynaklar ve profesyonel iş birlikteliklerin yanı sıra çevrimiçi toplulukların kolektif zekâsından ve bilgeliklerinden yararlanarak dış kaynakları da kullanmaktadırlar. Günümüzde tüketiciler işletmelerdeki bütün süreçlere dahil olmaya başlamışlardır. Tüketicilerin işletmelerin tüm süreçlerine dahil olma istekleri, işletmelerin ise, tüketicilerin istek ve ihtiyaçlarını öğrenmek istemeleri, onları yenilikçilik süreçlerine dahil etmeleri açık inovasyona geçişi hızlandırmıştır. Kitlelerin yönetime katılımını artırmak, yenilikçi ürün veya hizmetler tasarlamak ve sorunları çözmek amacıyla çevrimiçi oluşturulan kitlelerin fikir, görüş, önerileri ve oluşturdukları içerikler çok önemli hale gelmiştir. Değer yaratma sürecinde kitle kaynak kullanımı, yeni ürün geliştirme süresinin azaltılması, inovasyon maliyetlerinin azaltılması, yeni ürün ile hizmetlerin pazarda kabulünün artması ve tüketicinin sübjektif yenilik algısının iyileştirilmesi gibi faydalar sağlamaktadır. Ancak, değer yaratma sürecinde kimlerin değer katacağı, kitlenin nasıl belirleneceği, kitlenin büyüklüğü ve motivasyon konuları önemli konular olarak karşımıza çıkmaktadır. Bu çalışmada kitle kaynak kullanımı, açık ve kullanıcı inovasyonu, kullanıcı tarafından oluşturulan içerikler, tüketici yaratıcılığı, ortak yaratıcı tüketiciler, üreten tüketiciler ve kitle kaynak kullanıcı davranışları konuları ile kitle kaynak kullanımının işletmelerin problem çözme süreçleri ve inovasyonlarının gerçekleştirmelerine katkıları ve kullanıcı davranışları ele alınmıştır.

Kaynakça

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Crowdsourcing and Behaviour of Participant in Social Media Marketing

Yıl 2021, Cilt: 9 Sayı: 6, 1819 - 1835, 25.12.2021
https://doi.org/10.18506/anemon.1003058

Öz

Web 2.0 technology, called the Internet and Social Web, has created a participatory cultural environment in the relations of individuals with each other and with organizations. Businesses use external resources, taking advantage of the collective intelligence and wisdom of online communities, as well as internal resources and professional collaborations in the process of solving problems or obtaining innovative ideas. Today, consumers have begun to be involved in all processes in businesses. The desire of consumers to be included in all the processes of the businesses, the desire of the businesses to learn the demands and needs of the consumers, and the inclusion of them in the innovation processes accelerated the transition to open innovation. The ideas, opinions, suggestions and content created by the masses created online in order to increase the participation of the masses in the management, to design innovative products or services and to solve the problems have become very important. Crowdsourcing in the value creation process provides benefits such as reducing new product development time, reducing innovation costs, increasing the acceptance of new products, and services in the market, and improving the consumer's subjective perception of innovation. However, in the value creation process, who will add value, how the audience will be determined, the size of the audience and motivation are important issues. In this study, the topics of crowdsourcing, open and user innovation, user-generated content, consumer creativity, co-creative consumers, producing consumers and crowdsourcing user behaviors, and the contributions of crowdsourcing to the realization of problem solving processes and innovations of enterprises, and user behaviors are examined.

Kaynakça

  • Akçalı, S.İ. (2013). Dönüşen kent ve yaşam biçimleri: yeni yaşam mekânları bağlamında geç kapitalizmi okumak. Akademik Araştırmalar Dergisi, 57, 77-94.
  • Aktaş, S. (2019). Kitlelerin çevrimiçi ortamlarda sanat üretimine katılımı ve kitle kaynak uygulamaları: Transformers premake. Uludağ Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 20(36), 259-286. https://doi.org/10.21550/sosbilder.456718.
  • Alan, A.K., Kabadayı, E.T & Erişke, T. (2018). İletişimin yeni yüzü: Dijital pazarlama ve sosyal medya pazarlama. Elektronik Sosyal Bilimler Dergisi, 17(66), 493-50. https://doi.org/10.17755/esosder.334699.
  • Alharthi, A., Krotov, V. & Bowman, M. (2017). Addressing barriers to big data. Business Horizons, 60(3), 285–292. https://doi.org/10.1016/j.bushor.2017.01.002.
  • Altınbaşak İ. ve Karaca E. S. (2009). İnternet reklamcılığı ve internet reklam ölçümlenmesi üzerine bir uygulama. Ege Akademik Bakış, 9, 463-487.
  • Altunışık, R. (2017). Bir veri toplama platformu olarak crowdsourcing (CS): Mechanical Turk örneği üzerinden bir literatür taraması ve değerlendirme. Uluslararası Yönetim İktisat ve İşletme Dergisi, ICMEB17 Özel Sayısı, 975-982. https://doi.org/10.17130/ijmeb.2017ICMEB1735504.
  • Antikainen, M., Makipaa, M. & Ahonen, M. (2010). Motivating and supporting collaboration in open innovation. European Journal of Innovation Management, 13(1), 100-119. https://doi.org/10.1108/14601061011013258.
  • Arolas, E. & Guevara, G.L. (2012). Towards an integrated crowdsourcing definition. Journal of Information science, 38(2), 189–200. https://doi.org/10.1177/0165551512437638.
  • Ayazlar, R. A. (2018). Paylaşım ekonomisi ve turizm endüstrisine yansımaları. Gaziantep University Journal of Social Sciences, 17(3), 1185-1202. https://doi.org/10.21547/jss.376826.
  • Bakić, T. V., Kostić, S. C. & Nešković, E. (2014). Application of crowdsourcing in marketing. Marketing Managment, 1079, 1087.
  • Berthon, P., Pitt, L. & Campbell, C. (2008). Ad lib: When customers create the ad? Calif. Manage. Rev, 50 (4), 6–30. https://doi.org/10.2307/41166454.
  • Berthon, P. R., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55, 261-271. https://doi.org/10.1016/j.bushor.2012.01.007.
  • Bolton, Ruth N. & Shruti Saxena-Iyer (2009). Interactive services: A framework, synthesis and research directions. Journal of Interactive Marketing, 23 (1), 91-104. https://doi.org/10.1016/j.intmar.2008.11.002.
  • Brabham, D.C. (2008a). Moving the crowd at IStockphoto: The composition of the crowd and motivations for participation in a crowdsourcing application. First Monday, 13(6), 1-22. https://doi.org/10.5210/fm.v13ı6.2159.
  • Brabham, D. C. (2008b). Crowdsourcing as a model for problem solving: An introduction and cases. The International Journal of Research into New Media Technologies. 14 (1): 75–90. https://doi.org/10.1177/1354856507084420.
  • Brabham, D. C. (2013). Crowdsourcing. Cambridge, Massachusetts; London, England: The MIT Press.
  • Büyükpilavcı, C. (2014). Kitlesel fonlamanın ürün tasarımcıları için sunduğu fırsatlar: Türkiye’deki kitlesel fonlama platformları üzerine bir inceleme. Yüksek Lisans Tezi, İstanbul Teknik Üniversitesi Fen Bilimleri Enstitüsü. İstanbul.
  • Chen, Y., Wang, Q. & Xie, J. (2011). Online social interactions: a natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238–254. https://doi.org/10.1509/jmkr.48.2.238.
  • Chesbrough, H. (2003). Open innovation: The new imperative for creating and profiting from technology. Boston: Harvard Business School Press.
  • Chesbrough, H., Vanhaverbeke, W. & West, J. (Eds.). (2006). Open innovation: Researching a new paradigm. Oxford University Press on Demand.
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  • Janzik, L. (2010). Contribution and participation in innovation communities: A classification of incentives and motives. International Journal of Innovation and Technology Management, 7(3), 247-262. https://doi.org/10.1142/S0219877010002021.
  • Kabani, S., & Brogan, C. (2010). The zzen of social media marketing. Dallas, TX: Benbella Books.
  • Khan, M.L. (2017). Social media engagement: what motivates user participation and consumption on youtube? Computers in Human Behavior, 66(2017), 236–247. https://doi.org/10.1016/j.chb.2016.09.024.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003.
  • Kapoor, M. (2015). Creating a seamless retail customer experience. The Economist Intelligence Unit.
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  • Kleemann, F., Voss, G., & Rieder, K. (2008). Un(der)paid innovators: The commercial utilization of consumer work through crowdsourcing. Science, Technology & Innovation Studies, 4(1), 5– 26. https://doi.org/10.17877/DE290R-12790.
  • Koçel, T. (1998). İşletme yöneticiliği. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Krause, J., Ruxton, G. & Krause, S. (2009). Swarm intelligence in animals and humans. Trends in Ecology and Evolution, 25(1), 28-34. https://doi.org/10.1016/j.tree.2009.06.016. L eimeister, J. M., Huber, M., Bretschneider, U. & Krcmar, H. (2009). Leveraging crowdsourcing: Activation supporting components for it-based ideas competition. Journal of Management Information Systems (JMIS), 26(1), 197-224. https://doi.org/10.2753/MIS0742-1222260108.
  • Lettl, C., Cornelius, H. & Gemuenden, H.G. (2006). Users contributions to radical innovation: Evidence from four cases in the field of medical equipment technology. R&D Management, 36(3), 251–272. https://doi.org/10.1111/j.1467-9310.2006.00431.x.
  • Levy, P. (1997). Collective intelligence: Mankind’s Emerging World in Cyberspace. Trans. Robert Bononno, Cambridge: Perseus Books.
  • Libai, B., Bolton, R., Bugel, M. S., de Ruyter, K., Gotz, O., Risselada, H. & Stephen, A. T. (2010). Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267–282. https://doi.org/10.1177/1094670510375600.
  • Manap, K. H. A., & Adzharudin, N. A. (2013). The role of user generated content (UGC) in social media for tourism sector. In West East Institute International Academic Conference Proceedings, Istanbul, Turkey.
  • Moe, W. W. & Schweidel, D. A. (2017). Opportunities for innovation in social media analytics. Journal of Product Innovation Management, 34(5), 697–702. https://doi.org/10.1111/jpim.12405.
  • Moens, M. F., Li, J., Chua, T. S. (2014). Mining user generated content. New York, USA: CRC Press, Taylor & Francis Group.
  • Nair, H. S., Manchanda, P. & Bhatia, T. (2010). Asymmetric social interactions in physician prescription behavior: The role of opinion leaders. Journal of Marketing Research, 47(5), 883–895. https://doi.org/10.1509/jmkr.47.5.883.
  • OECD. (2007). Participative web and user-created content web 2.0, wikis and social networking. Paris: OECD.
  • O’Hern, M. S., Rindfleisch A. (2008). Customer co-creation: A typology and research agenda. working paper 4, Wiscons innovation thoughts on innovation from the Wisconsin School of Business.
  • O’Hern, Matthew S. and Aric Rindfleisch (2009). Customer co-creation: A typology and research agenda, in review of marketing research, Vol. 6, Naresh K. Malholtra, ed. Armonk, NY: M.E. Sharpe, 84-106.
  • Quinn, J. B., Doorley, T. L. & Paguette, P. C., (1990). Beyond products: Services-based strategy. Harvard Business Review, 60, March-April.
  • Palacios, M., Martinez-Corral, A., Nisar, A. & Grijalvo, M. (2016). Crowdsourcing and organizational forms: Emerging trends and research implications. Journal of Business Research, 69(5), 1834-1839. https://doi.org/10.1016/j.jbusres.2015.10.065.
  • Paniagua, J. & Sapena, J. (2014). Business performance and social media: Love or hate? Bus Horiz. 57(6), 719–28. https://doi.org/10.1007/978-1-4614-6616-1_200009-1.
  • Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B. & Pauwels, K. (2013). Social media metrics: A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298. http://dx.doi.org/10.1016/j.intmar.2013.09.007.
  • Piller, F. T., Walcher D. (2006). Toolkits for idea competitions: A novel method to integrate users in new product development. R&D Management, 36 (3), 307-318. https://doi.org/10.1111/j.1467-9310.2006.00432.x.
  • Prahalad, C.K. & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 79–87.
  • Prpić, J., & Shukla, P. (2016). Crowd science: Measurements, models, and methods. In Proceedings of the 49th Annual Hawaii International Conference on System Sciences, Kauai, Hawaii: IEEE Computer Society.
  • Roth, Y., Brabham, D.C., Lemoine, J.F. (2015). Recruiting individuals to a crowdsourcing community: Applying motivational categories to an ad copy test. In Fernando J. Garrigos-Simon, Ignacio Gil-Pechuán ve Sofia Estelles-Miguel (Ed.), Advances of Crowdsourcing (15-32). Cham: Springer.
  • Sánchez, D. Á., Gimilio, D. P. & Altamirano, I. J.. (2015). Crowdsourcing: a new way to citizen empowerment. en advances of crowdsourcing, 73-86, Cham: Springer.
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  • Saxton, G.D., Oh, O., & Kisher, R. (2013). Rules of crowdsourcing: Models, issues and systems of control. Information Systems Management, 30, 2-20. https://doi.org/10.1080/10580530.2013.739883.
  • Şeker, S.E. (2015). Kitle kaynak (crowd sourcing), YBS Ansiklopedi, 2, 6-11.
  • Spence, M. (2002). Signaling in retrospect and the informational structure of markets. Am. Econ. Rev. 92, 434–459. https://doi.org/10.1257/00028280260136200.
  • Stephen, A.T. (2016). The role of digital and social media marketing in consumer behavior. Psychology special issue on consumer behaviour. Current Opinion in Psychology, 10(1), 1-16. https://doi.org/10.1016/j.copsyc.2015.10.016.
  • Surowiecki, J. (2004). The wisdom of crowds: why the many are smarter than the few and how collective wisdom shapes business. Economies, societies and nations. Randomlarge House Print, New York, Usa.
  • Şahin, N.N. (2016). Evaluating the consumption patterns of prosumers in food and beverage sector by the scale of the values and lifestyles system. Master thesis, Balıkesir University Social Sciens Institute The Department of Tourism and Hotel Management.
  • Tong, Y., Zhou, Z., Zeng, Y. & Chen, L. (2000). Spatial crowdsourcing: A survey. The VLDB Journal, 29, 217–250. https://doi.org/10.1007/s00778-019-00568-7.
  • Vallerand, R.J. & Fortier, M.S. (1998). Measures of intrinsic and extrinsic motivation in sport and physical activity: A review and critique. In J.L. Duda (ed.), advances in sport and exercise psychology measurement. Morgantown, WV: Fitness Information Technology, pp. 81–101.
  • Van Doorn, Jenny, Katherine N. Lemon, Vikas Mittal, Stephan Naß, Doree´n Pick, Peter Pirner, & Peter Verhoef (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599.
  • Wasko, M. & Faraj, S. (2000). It is what one does: why people participate and help others in electronic communities of practice. Journal of StrategicInformation Systems, 9(2-3), 155-73. https://doi.org/10.1016/S0963-8687(00)00045-7.
  • Weinberg, T. (2009). The new community rules: Marketing on the social web. First edition. Sebastopol: O’Reilly Media
  • Whitla, P. (2009). Crowdsourcing and its application in marketing activities. Contemporary Management Research, 5, 15– 28. https://doi.org/10.7903/cmr.1145.
  • Yiğit, S. &Aras M. (2012). Crowdsourcing as a tool of open innovation and applicability in universities - sample case of feas in Gaziosmanpaşa University. Suleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences, 17 (3), 485-508.
Toplam 84 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

Mehmet Etlioğlu 0000-0001-5341-5777

Yayımlanma Tarihi 25 Aralık 2021
Kabul Tarihi 23 Kasım 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 9 Sayı: 6

Kaynak Göster

APA Etlioğlu, M. (2021). Crowdsourcing and Behaviour of Participant in Social Media Marketing. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(6), 1819-1835. https://doi.org/10.18506/anemon.1003058

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.