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1、AnExaminationoftheFactsInfluencingConsumers’AttitudesTowardSocialMediaMarketingERKANAKARFacultyofEconomicsAdministrativeSciencesDepartmentofBusinessAdministrationAfyonKocatepeUniversityAfyonkarahisarTurkeyBIROLTOPCUFacul
2、tyofMedicineDepartmentofBiostatisticsMedicalInfmaticsNam?kKemalUniversityTekirdag?TurkeySocialmediasocialmediaapplicationsthatbuildconsumercommunitiesinvolvingrichusergeneratedcontentarenewmarketplaces=toolsfmarketers.Th
3、isstudyaimstospecifythefactsaffectingconsumers’attitudestowardmarketingwithsocialmedia.Giventhiscontexta7factconsumerbasedattitudescalethatcontains32itemswasdevelopedaquestionnairewascompletedbyundergraduatestudentsbetwe
4、entheagesof1824.FrequenciesttestANOVAfactanalysisregressionanalysiswereusedfdataanalysis.Intheendsixfactswerefoundtoaffectconsumers’attitudestowardmarketingwithsocialmedia.KEYWDSconsumerattitudessocialmediasocialmediamar
5、ketingsocialWebINTRODUCTIONTheWebhasbecomeamesocialenvironmentsinceitsbeginning.Therehasneverbefeexistedsuchanenvironmentthathastheabilitytolinkapieceofcontenttoanother.TheWebcreatescontentwebsthatcontainvalue.Ithasbeeno
6、bservedthattraditionalmediahasfallentothesidesinceAddresscrespondencetoDr.ErkanAkarFacultyofEconomicsAdministrativeSciencesDepartmentofBusinessAdministrationAfyonKocatepeUniversityANSKampusuAfyonkarahisarTurkey.Email:urn
7、alofInterCommerce10:35–672011Copyright#Tayl&FrancisGroupLLCISSN:15332861print=1553287XonlineDOI:10.108015332861.2011.55845635inMarch2008.AccdingtothisreptamongactiveIntersbetweentheagesof1654:.82.9percenthavewatchedvideo
8、clipsonline.72.8percenthavereadblogs=Weblogs.67.5percenthavereadpersonalblogs.63.2percenthavevisitedphotosharingsites.57.3percenthavemanagedaprofileonanexistingsocialwk.54.8percenthaveleftacommentonablog.52.2percenthaveu
9、ploadedtheirownphotostoaphotosharingsite.45.8percenthaveleftacommentonanewssite.45.1percenthavedownloadedapodcast.38.7percenthavestartedtheirownblogs.38.5percenthaveuploadedavideocliptoavideosharingWebsite.33.7percenthav
10、esubscribedtoanRSSfeed.InthesamereptthesituationinTurkeycanbeunderstoodbythedatagivenbelow(UniversalMcCann2008):.Interperationbymarketis22.5percent.69.6percenthavereadblogs.39.2percenthavewrittenablog.66percenthavecreate
11、daprofileonasocialwk.48.4percenthaveuploadedtheirphotostoaphotosharingsite.41.2percenthaveuploadedtheirvideostoavideosharingsite.93.4percenthavewatchedvideoclips.50.8percenthavedownloadedapodcast.32percenthavesubscribedt
12、oanRSSfeed.ThenumbersshowthesituationinthewldinTurkey—althoughwithregardstoTurkeytheusageofsocialmediaapplicationsisnew—pointoutthatsocialmediaisbeingwidelyusedbyInters.Thefactthattheuseofsocialmediaisbecomingwidespreadc
13、ausesittobeusedindifferentfieldsfdifferentpurposesatthesametime.Marketingisoneofthesefieldswhenevaluatedintermsofmarketingthenotionofmarketingwithsocialmediahasbeenfoundtohavegraduallybecomepopular.Inthiscontextstudiessh
14、owthatcompaniesviewmarketingwithsocialmediaasbeingimptant.Ontheotherhthelackofstudiesthatevaluatetheattitudesofconsumerstowardmarketingwithsocialmediadrawsattention.Theaimofthisstudyistoidentifythefactsinfluencingtheatti
15、tudesofconsumerstowardmarketingwithsocialmedia.Withinthiscontextaconsumerbasedattitudescalehasbeendeveloped.Inthiswaythisstudyhastriedtoremoveadeficiencyinthisfield.Indertorevealthefactsinfluencingtheattitudesofconsumers
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