Research Article
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DETERMINING MESSAGE STRATEGY IN CONTENT MARKETING: AN ANALYSIS ON AUTOMOBILE BRANDS

Year 2023, Volume: 11 Issue: 2, 133 - 150, 26.12.2023

Özlem Karaman

https://doi.org/10.14514/beykozad.1360225

Abstract

Nowadays, especially the new generation consumers who are more active in the virtual world and often avoid traditional advertisements, forcing brands to develop creative strategies in social networks. Content marketing is an up-to-date marketing method that affects consumer behavior in many ways. How companies with high brand value adopt current marketing approaches is an important focus of academic research. This research focuses on analyzing the content marketing strategies of automobile brands on YouTube, specifically their usage of different message strategies in their videos. The study aims to understand how these brands use social media, particularly YouTube, for their marketing communication purposes. It examines 240 videos published in 2022 on Türkiye official YouTube channels of five automobile brands with high sales volume in the Turkish automobile and light commercial vehicle market. These videos are analyzed using content analysis methods, focusing on four main categories (interaction-oriented message, attention-grabbing message, emotional message, informative message) of message strategies. The videos were coded in accordance with the categories and analyzed with the MAXQDA program. The findings of the research show that the informative message strategy is predominantly used by the automobile brands in their content. Brands also employ attention-grabbing strategies by incorporating celebrities, children, animals, and interesting stories to enhance brand awareness. The emotional themes of freedom, trust, happiness, and peace associated with the automobile are used to connect with consumers and build brand loyalty. In addition, it was found that mixed message strategies were also used while creating video content.

Keywords

Content marketing Message Strategies Youtube Content Analysis MAXQDA

References

  • Akgün Akan, N. (2021). Türkiye’deki covid-19 reklamları: bilgilendirici ve dönüşümsel mesaj stratejilerinin kullanımı. Türkiye İletişim Araştırmaları Dergisi, (38), 55-72. https://doi.org/10.17829/turcom.934232
  • Aktaş, A. ve Şener, G. (2019). Nüfuz pazarlamasında (ınfluencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6 (1), 399-422. https://doi.org/ 10.17680/erciyesiletisim.477592
  • Arastaman, G., Öztürk Fidan, İ. ve Fidan, T. (2018). Nitel araştırmada geçerlik ve güvenirlik: Kuramsal bir inceleme. Van Yüzüncü Yıl Üniversitesi Eğitim Fakültesi Dergisi, 15 (1), 37-75.Erişim adresi:https://dergipark.org.tr/en/pub/yyuefd/issue/40566/491262
  • Baş, Y. N. (2022). A study on the effects of experiential value, altruism and self-efficacy on customer engagement behavior. Ekonomi İşletme ve Maliye Araştırmaları Dergisi, 4 (2), 103-125. https://doi.org/10.38009/ekimad.1115320
  • Boran, T. (2021). Sosyal medyada içerik pazarlama: boyner grup youtube kanalı örneği. Intermedia International e-Journal, 8(14) 138-154. doi: 10.21645/intermedia.2021.105
  • Cayari, C. (2011). The Youtube effect: how youtube has provided new ways to consume, create, and share music. International Journal of Education & the Arts, 12(6), 1–30. Retrived from: http://www.ijea. org/v12n6/v12n6.pdf
  • Contentmarketinginstitute (2023, Haziran 15). What exactly is content marketing? https://contentmarketinginstitute.com/getting-started/
  • Datareportal (2023, Haziran 10). Digital 2023: Turkey. https://datareportal.com/reports/digital2023-turkey
  • Deloitte (2023, Mayıs 2023). Türkiye’de tahmini medya ve reklam yatırımları 2022 raporu. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-mediatelecommunications/medya-ve-reklam-yatirimlari-2022-raporu.pdf
  • Djafarova, E., ve Bowes, T. (2021). ‘Instagram made me buy it’: Generation z ımpulse purchases in fashion ındustry. Journal Of Retailing And Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  • Erce Özbilen, E. E., Eser, Z. ve Sığrı, Ü. (2022). Reklamlarda ünlülerin kullanılmasının tüketicilerin marka tercihine olan etkisi: nitel bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15 (1), 29-70. Retrieved from https://dergipark.org.tr/en/pub/ppad/issue/68372/901232
  • Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal Of Marketing Management. 15(4), 291-314. DOI: https://doi.org/10.1362/026725799784870379
  • Ghosh, S. (2016, Ekim 12). Coke turns to YouTube to reconnect with consumers. Campaign. Erişim adresi: http://www.campaignlive.co.uk/article/coke-turns-youtube-reconnectconsumers/1401438
  • Gourari, N. H. (2019). Etude de la mise en place d’un marketing de contenu dans une entreprise de services cas: Media Pro Tizi-Ouzou. Yüksek Lisans Tezi. Mouloud Mammerı TızıOuzou Üniversitesi İktisadi, Ticari ve Yönetim Bilimleri Fakültesi Ticari Bilimler Bölümü, Cezayir.
  • Haven, L. T. ve Van Grootel, D. L. (2019). Preregistering qualitative research. Accountability in Research, 26(3), 229-244. DOI: https://doi.org/10.1080/08989621.2019.1580147
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  • Hootsuite.com (2023, Haziran 5). 160+Social media statistics marketers need in 2023. Erişim adresi: 15https://blog.hootsuite.com/social-media-statistics-for-socialmediamanagers/#YouTube_statistics
  • Karkar, A. (2016). Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research, 2 (1), 274-285.
  • Ki, C. W. C., Cuevas, L. M., Chong, S. M. ve Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
  • Kingsnorth, (2016). Dijital pazarlama stratejisi çevrimiçi (online) pazarlamaya bütünleşik bir yaklaşım. (Çev. Laden İldeniz). Nobel Yayınevi. Kasım 2022
  • Laskey, H. A., Day, E. ve Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18, 36–41.
  • Lee, T., Chung, W., ve Taylor, R. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor’s six-segment message strategy wheel. Journal of Applied Communication Research, 39, 75–91. doi:10.1080/00909882.2010.536846
  • Lopes, A. R. ve Casais, B. (2022). Digital content marketing: conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.
  • Lou C. ve Yuan S. (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19:1, 58-73, https://doi.org/ 10.1080/15252019.2018.1533501
  • Min, J.H.J., Chang, H.J.J., Jai, Tun Min. C. ve Ziegler M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, International Journal of Interdisciplinary Research. https://doi.org/10.1186/s40691- 018-0159-8
  • Monge-Benito, S., Elorriaga-Illera, A., ve Olabarri-Fernández, E. (2020). Youtube celebrity endorsement: Audience evaluation of source attributes and response to sponsored content. A case study of influencer Verdeliss. Communication & Society, 33(3), 149- 166. https://doi.org/10.15581/003.33.3.149-166
  • Munnukka, J., Uusitalo, O. ve Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221
  • O’Brien, H. L. ve Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American society for information science and technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229
  • ODMD (2023, Mayıs 17) Perakende satışlar yerli/ithal dağılımı: 2022(ocak-aralık) 2023. Erişim adresi: https://www.odmd.org.tr/web_2837_1/neuralnetwork.aspx?type=36.
  • Özden, A. T. (2022). 1.0’dan 5.0’a dünya: Web, pazarlama, endüstri ve toplum. Journal of Business in The Digital Age, 5 (1), 29-44. DOI: 10.46238/jobda.1003371
  • Pulizzi, J. ve Barrett, N. (2009). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill http://library.books24x7.com/toc.aspx?bookid=32977
  • Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24, 517-540. https://doi.org/10.1362/026725708X325977
  • Saunders, L. ve Thornhill (2009). Research methods for business students, 5th edition, Essex CM20 2JE, England: Pearson Education Limited. Erişim adresi: file:///C:/Users/PcX64/Downloads/Research_Methods_for_Business_Students.pdf
  • Tafesse, W. ve Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media, Journal of Consumer Marketing, Vol. 35 No. 3, pp. 241- 253. https://doi.org/10.1108/JCM-08-2016-1905
  • Taylor, R.E. (1999). A six-segment message strategy wheel, Journal of Advertising Research, 39(6), p. 7-17. Erişim adresi: https://go.gale.com/ps/i.do?p=AONE&u=googlescholar&id=GALE|A60905111&v=2. 1&it=r&sid=AONE&asid=9dda1154
  • Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of marketing, 70(3), 104-119. https://doi.org/10.1509/jmkg.70.3.104
  • Tsai, W., ve Lancaster, A.R. (2012). “Message strategies in direct-to-consumer pharmaceutical advertising: A content analysis using taylor's six-segment message strategy wheel”, Health Marketing Quarterly, 29(3), p. 239-255.
  • Uluğ Yurttaş, Ö. ve Özkoçak, Y. (2020). Creative strategies on Turkish television advertising: An application of taylor’s six-segment message strategy wheel. Stratejik ve Sosyal Araştırmalar Dergisi, 4 (1), 1-16. https://doi.org/10.30692/sisad.668234
  • Wang R. ve Chan-Olmsted S. (2020). Content marketing strategy of branded youtube channels. Journal of Media Business Studies, 17:3-4, 294-316, https://doi.org/ 10.1080/16522354.2020.1783130
  • Webtures (2023, Haziran 9). YouTube pazarlama. https://www.webtures.com/tr/blog/sozluk/youtube-pazarlama/
  • Yüksel, A. H. (2003). İletişim kavram ve tanımı. U. Demiray (Ed.) Meslek Yüksekokulları için Genel İletişim içinde (s.7-21).
  • Zengin, A. M. ve Zengin, G. (2020). An Application Of The Six-Segment Message Strategy Wheel To Brand Posts On Instagram. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8 (2), 785-804. Doi: 10.19145/e-gifder.719242

İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ

Year 2023, Volume: 11 Issue: 2, 133 - 150, 26.12.2023

Özlem Karaman

https://doi.org/10.14514/beykozad.1360225

Abstract

Günümüzde, özellikle yeni nesil tüketicilerin, sosyalleşmek için sanal dünyayı kullanması ve geleneksel reklamlardan kaçması, markaları sosyal ağlarda yaratıcı stratejiler geliştirmeye zorlamaktadır. İçerik pazarlaması, pek çok yönden tüketici davranışlarını etkileyen güncel bir pazarlama yöntemidir. Marka değeri yüksek olan firmaların içerik pazarlaması gibi güncel pazarlama yaklaşımlarını nasıl benimsedikleri akademik araştırmaların önemli bir odak noktasıdır. Bu çalışma da, sosyal medyanın markalar tarafından pazarlama iletişimi amacıyla nasıl kullanıldığını ortaya koymak için, örneklem olarak belirlenmiş olan bazı otomobil markalarının YouTube kurumsal içeriklerine odaklanmaktadır. Bu doğrultuda, Türkiye’de otomobil ve hafif ticari araç pazarında faaliyet gösteren yüksek satış hacmine sahip 5 otomobil markasının kurumsal kanalında 2022 yılında yayınlanmış olan 240 video örneklem olarak belirlenmiştir. Araştırmada, içerik analizi yönteminden yararlanılmış; videolarda kullanılan mesaj stratejileri, 4 ana kategori (etkileşim odaklı mesaj, dikkat çekici mesaj, duygusal mesaj, bilgilendirici mesaj) perspektifinden incelenmiştir. Videolar, kategorilere uygun olarak kodlanarak MAXQDA programı ile analiz edilmiştir. Araştırma bulguları, markalar tarafından, içeriklerde ağırlıklı olarak bilgilendirici mesaj stratejisinin kullanıldığını ortaya koymuştur. Ayrıca markalar, videolarda ünlüleri, çocukları, hayvanları ve ilginç hikayeleri kullanarak izleyenlerin dikkatini çekmeyi ve böylece marka farkındalığını arttırmayı amaçlamaktadır. Araştırma sonuçları, firmaların, otomobille özdeşleşen özgürlük, güven, mutluluk ve huzur gibi duygusal temaları da içeriklerde kullanarak tüketicilerle bağ kurmak ve sadakat oluşturmak amacını da ortaya koymaktadır. Ayrıca, video içerikler oluşturulurken karma mesaj stratejilerinin de uygulandığı tespit edilmiştir.

Keywords

İçerik pazarlaması Mesaj Stratejisi Youtube İçerik analizi MAXQDA

References

  • Akgün Akan, N. (2021). Türkiye’deki covid-19 reklamları: bilgilendirici ve dönüşümsel mesaj stratejilerinin kullanımı. Türkiye İletişim Araştırmaları Dergisi, (38), 55-72. https://doi.org/10.17829/turcom.934232
  • Aktaş, A. ve Şener, G. (2019). Nüfuz pazarlamasında (ınfluencer marketing) mesaj stratejileri. Erciyes İletişim Dergisi, 6 (1), 399-422. https://doi.org/ 10.17680/erciyesiletisim.477592
  • Arastaman, G., Öztürk Fidan, İ. ve Fidan, T. (2018). Nitel araştırmada geçerlik ve güvenirlik: Kuramsal bir inceleme. Van Yüzüncü Yıl Üniversitesi Eğitim Fakültesi Dergisi, 15 (1), 37-75.Erişim adresi:https://dergipark.org.tr/en/pub/yyuefd/issue/40566/491262
  • Baş, Y. N. (2022). A study on the effects of experiential value, altruism and self-efficacy on customer engagement behavior. Ekonomi İşletme ve Maliye Araştırmaları Dergisi, 4 (2), 103-125. https://doi.org/10.38009/ekimad.1115320
  • Boran, T. (2021). Sosyal medyada içerik pazarlama: boyner grup youtube kanalı örneği. Intermedia International e-Journal, 8(14) 138-154. doi: 10.21645/intermedia.2021.105
  • Cayari, C. (2011). The Youtube effect: how youtube has provided new ways to consume, create, and share music. International Journal of Education & the Arts, 12(6), 1–30. Retrived from: http://www.ijea. org/v12n6/v12n6.pdf
  • Contentmarketinginstitute (2023, Haziran 15). What exactly is content marketing? https://contentmarketinginstitute.com/getting-started/
  • Datareportal (2023, Haziran 10). Digital 2023: Turkey. https://datareportal.com/reports/digital2023-turkey
  • Deloitte (2023, Mayıs 2023). Türkiye’de tahmini medya ve reklam yatırımları 2022 raporu. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-mediatelecommunications/medya-ve-reklam-yatirimlari-2022-raporu.pdf
  • Djafarova, E., ve Bowes, T. (2021). ‘Instagram made me buy it’: Generation z ımpulse purchases in fashion ındustry. Journal Of Retailing And Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  • Erce Özbilen, E. E., Eser, Z. ve Sığrı, Ü. (2022). Reklamlarda ünlülerin kullanılmasının tüketicilerin marka tercihine olan etkisi: nitel bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15 (1), 29-70. Retrieved from https://dergipark.org.tr/en/pub/ppad/issue/68372/901232
  • Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal Of Marketing Management. 15(4), 291-314. DOI: https://doi.org/10.1362/026725799784870379
  • Ghosh, S. (2016, Ekim 12). Coke turns to YouTube to reconnect with consumers. Campaign. Erişim adresi: http://www.campaignlive.co.uk/article/coke-turns-youtube-reconnectconsumers/1401438
  • Gourari, N. H. (2019). Etude de la mise en place d’un marketing de contenu dans une entreprise de services cas: Media Pro Tizi-Ouzou. Yüksek Lisans Tezi. Mouloud Mammerı TızıOuzou Üniversitesi İktisadi, Ticari ve Yönetim Bilimleri Fakültesi Ticari Bilimler Bölümü, Cezayir.
  • Haven, L. T. ve Van Grootel, D. L. (2019). Preregistering qualitative research. Accountability in Research, 26(3), 229-244. DOI: https://doi.org/10.1080/08989621.2019.1580147
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  • Hootsuite.com (2023, Haziran 5). 160+Social media statistics marketers need in 2023. Erişim adresi: 15https://blog.hootsuite.com/social-media-statistics-for-socialmediamanagers/#YouTube_statistics
  • Karkar, A. (2016). Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research, 2 (1), 274-285.
  • Ki, C. W. C., Cuevas, L. M., Chong, S. M. ve Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
  • Kingsnorth, (2016). Dijital pazarlama stratejisi çevrimiçi (online) pazarlamaya bütünleşik bir yaklaşım. (Çev. Laden İldeniz). Nobel Yayınevi. Kasım 2022
  • Laskey, H. A., Day, E. ve Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18, 36–41.
  • Lee, T., Chung, W., ve Taylor, R. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor’s six-segment message strategy wheel. Journal of Applied Communication Research, 39, 75–91. doi:10.1080/00909882.2010.536846
  • Lopes, A. R. ve Casais, B. (2022). Digital content marketing: conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.
  • Lou C. ve Yuan S. (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19:1, 58-73, https://doi.org/ 10.1080/15252019.2018.1533501
  • Min, J.H.J., Chang, H.J.J., Jai, Tun Min. C. ve Ziegler M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, International Journal of Interdisciplinary Research. https://doi.org/10.1186/s40691- 018-0159-8
  • Monge-Benito, S., Elorriaga-Illera, A., ve Olabarri-Fernández, E. (2020). Youtube celebrity endorsement: Audience evaluation of source attributes and response to sponsored content. A case study of influencer Verdeliss. Communication & Society, 33(3), 149- 166. https://doi.org/10.15581/003.33.3.149-166
  • Munnukka, J., Uusitalo, O. ve Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221
  • O’Brien, H. L. ve Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American society for information science and technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229
  • ODMD (2023, Mayıs 17) Perakende satışlar yerli/ithal dağılımı: 2022(ocak-aralık) 2023. Erişim adresi: https://www.odmd.org.tr/web_2837_1/neuralnetwork.aspx?type=36.
  • Özden, A. T. (2022). 1.0’dan 5.0’a dünya: Web, pazarlama, endüstri ve toplum. Journal of Business in The Digital Age, 5 (1), 29-44. DOI: 10.46238/jobda.1003371
  • Pulizzi, J. ve Barrett, N. (2009). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill http://library.books24x7.com/toc.aspx?bookid=32977
  • Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24, 517-540. https://doi.org/10.1362/026725708X325977
  • Saunders, L. ve Thornhill (2009). Research methods for business students, 5th edition, Essex CM20 2JE, England: Pearson Education Limited. Erişim adresi: file:///C:/Users/PcX64/Downloads/Research_Methods_for_Business_Students.pdf
  • Tafesse, W. ve Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media, Journal of Consumer Marketing, Vol. 35 No. 3, pp. 241- 253. https://doi.org/10.1108/JCM-08-2016-1905
  • Taylor, R.E. (1999). A six-segment message strategy wheel, Journal of Advertising Research, 39(6), p. 7-17. Erişim adresi: https://go.gale.com/ps/i.do?p=AONE&u=googlescholar&id=GALE|A60905111&v=2. 1&it=r&sid=AONE&asid=9dda1154
  • Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of marketing, 70(3), 104-119. https://doi.org/10.1509/jmkg.70.3.104
  • Tsai, W., ve Lancaster, A.R. (2012). “Message strategies in direct-to-consumer pharmaceutical advertising: A content analysis using taylor's six-segment message strategy wheel”, Health Marketing Quarterly, 29(3), p. 239-255.
  • Uluğ Yurttaş, Ö. ve Özkoçak, Y. (2020). Creative strategies on Turkish television advertising: An application of taylor’s six-segment message strategy wheel. Stratejik ve Sosyal Araştırmalar Dergisi, 4 (1), 1-16. https://doi.org/10.30692/sisad.668234
  • Wang R. ve Chan-Olmsted S. (2020). Content marketing strategy of branded youtube channels. Journal of Media Business Studies, 17:3-4, 294-316, https://doi.org/ 10.1080/16522354.2020.1783130
  • Webtures (2023, Haziran 9). YouTube pazarlama. https://www.webtures.com/tr/blog/sozluk/youtube-pazarlama/
  • Yüksel, A. H. (2003). İletişim kavram ve tanımı. U. Demiray (Ed.) Meslek Yüksekokulları için Genel İletişim içinde (s.7-21).
  • Zengin, A. M. ve Zengin, G. (2020). An Application Of The Six-Segment Message Strategy Wheel To Brand Posts On Instagram. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8 (2), 785-804. Doi: 10.19145/e-gifder.719242
There are 42 citations in total.

Details

Primary Language Turkish
Subjects Marketing Communications
Journal Section Research Article
Authors

Özlem Karaman 0000-0002-7186-5891

Publication Date December 26, 2023
Submission Date September 14, 2023
Acceptance Date November 11, 2023
Published in Issue Year 2023 Volume: 11 Issue: 2

Cite

APA Karaman, Ö. (2023). İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ. Beykoz Akademi Dergisi, 11(2), 133-150. https://doi.org/10.14514/beykozad.1360225
AMA Karaman Ö. İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ. Beykoz Akademi Dergisi. December 2023;11(2):133-150. doi:10.14514/beykozad.1360225
Chicago Karaman, Özlem. “İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ”. Beykoz Akademi Dergisi 11, no. 2 (December 2023): 133-50. https://doi.org/10.14514/beykozad.1360225.
EndNote Karaman Ö (December 1, 2023) İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ. Beykoz Akademi Dergisi 11 2 133–150.
IEEE Ö. Karaman, “İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ”, Beykoz Akademi Dergisi, vol. 11, no. 2, pp. 133–150, 2023, doi: 10.14514/beykozad.1360225.
ISNAD Karaman, Özlem. “İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ”. Beykoz Akademi Dergisi 11/2 (December 2023), 133-150. https://doi.org/10.14514/beykozad.1360225.
JAMA Karaman Ö. İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ. Beykoz Akademi Dergisi. 2023;11:133–150.
MLA Karaman, Özlem. “İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ”. Beykoz Akademi Dergisi, vol. 11, no. 2, 2023, pp. 133-50, doi:10.14514/beykozad.1360225.
Vancouver Karaman Ö. İÇERİK PAZARLAMASINDA MESAJ STRATEJİSİ BELİRLEME: OTOMOBİL MARKALARI ÜZERİNE BİR ANALİZ. Beykoz Akademi Dergisi. 2023;11(2):133-50.
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