Exploring digital marketing strategies in three different organization types in Turkey
Başlık çevirisi mevcut değil.
- Tez No: 799890
- Danışmanlar: DR. Panayiota J. Alevizou
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, Bilim ve Teknoloji, İşletme, Advertising, Science and Technology, Business Administration
- Anahtar Kelimeler: Digital marketing, UGC, Web 2.0, organization type, social media
- Yıl: 2022
- Dil: İngilizce
- Üniversite: The Unıversıty Of Sheffıeld
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Digital marketing has turned out to be a key activity for not only companies but also governmental agencies and non-profit organizations in Turkey like rest of the world because of proliferation of social media and user generated content, in other words Web 2.0. However, the relationship between organization type and digital marketing management has not been investigated in Turkey so far. The aim of this study is to explore digital marketing management strategy in Turkey on the basis of three organization types as for-profit, non-profit and governmental. A qualitative method was selected for data compiling and analysing. Semi-structured interviews were conducted and data was analysed in line with Easterby and Smith's (2015) Seven Step Guidance. The study uncovered many interesting points. One of the most striking finding is that for-profit organizations are overwhelmingly good at digital marketing management in comparison to the other two organziation types which can not adjust to interactive perspective of Web 2.0. Secondly, size of the organizations is so detrimental for digital marketing strategy. Thirdly, planning, meeting and brainstorming are ignored in Turkey with regards to the findings.
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