Araştırma Makalesi
Yıl 2023,
Sayı: 52, 247 - 258, 15.12.2023
Öz
In this study, the role of digital marketing strategies in exports of businesses operating in the furniture sector in İnegöl has been mentioned. Today, as a result of increasing global competition, businesses need up-to-date approaches to ensure continuity, which is their main function. In this context, it is extremely important for businesses to actively use digital marketing strategies in their export processes by taking advantage of the technological innovations brought by the modern world. When evaluated in this context, the effective use of digital marketing in the export process allows exporting businesses to access large markets in the long run. It is expressed how digital marketing allows businesses to adapt to increasing global competition and reach geographically distant customers. The use of social media as a digital marketing tool is emphasized, especially in terms of developing customer relations and finding new customers abroad. The study revealed that the companies in the İnegöl furniture sector could not fully grasp the role of digital marketing in their export activities and that classical marketing activities should also be included in the agenda of their businesses due to the conditions of the sector.
Anahtar Kelimeler
Kaynakça
- Abdullah, R., A., A., (2022). Digital marketing success for medium-sized businesses a qualitatıve study. (Yayımlanmamış Yüksek Lisans Tezi), Gedik Üniversitesi, Türkiye.
- Akgün, V. Ö., ve Arslan, B. N. (2017). Marketing Mentality Of The Modern Age: Digital Marketing. In Proceedings of The 5th International Academic Conference on Management and Economics. (pp. 5-10). Lithuania: Diamond Scientific Publishing.
- Alarcón-del-Amo, M. C., Rialp, A., & Rialp, J. (2016). Social media adoption by exporters: The export-dependence moderating role. Spanish Journal of Marketing-ESIC, 20(2), 81-92.
- Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
- Ballı, Ş. M. (2022), Küçük ve orta ölçekli işletmelerde dijital pazarlama araçlarından sosyal medya kullanımı: Türkiye örneği (Yayımlanmamış Yüksek Lisans Tezi), Çukurova Üniversitesi, Türkiye.
- Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 111-118.
- Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in human behavior, 50, 600-609.
- Butković, L. L., Bošković, D., & Katavić, M. (2014). International marketing strategies for Croatian construction companies. Procedia-Social and Behavioral Sciences, 119, 503-509.
- Chaffey, D. (2007). E-business and E-commerce Management: Strategy, Implementation and Practice. Pearson Education.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
- Chen, C. S., Yu, C. C., & Hu, J. S. (2018). Constructing performance measurement indicators to suggested corporate environmental responsibility framework. Technological Forecasting and Social Change, 135, 33-43.
- Demishkevich, M. (2015). Small business use of internet marketing: Findings from case studies (Doctoral dissertation), Walden University, USA.
- Desai, V. (2016). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, Special Issue - Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management, March 2019, 196-200.
- Femenia-Serra, F., & Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. In Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020 (pp. 65-78). Springer International Publishing.
- Hayes, A. (2023). Social Media Marketing (SMM): What It Is, How It Works, Pros and Cons. Released on 19th October 2023. Retrieved from https://www.investopedia.com/terms/s/social-media-marketing-smm.asp#citation-5
- Ištvanić, M., Crnjac Milić, D., & Krpić, Z. (2017). Digital marketing in the business environment. International journal of electrical and computer engineering systems, 8(2.), 67-75.
- Mccracken, G. (1988) The long interview. Vol. 13, Sage Publications Inc., Thousand Oaks.
- Mehdipour, H., & Shirini, N. (2021). Investigating the Impact of Digital Marketing and Its Effectiveness on Career Growth through Export Performance (Case Study of Top Commercial Companies in East Azerbaijan Province in Iran). International journal of Innovation in Marketing Elements, 1(1), 37-47.
- Metin, İ. (2016). The effect of digital marketing tools on the export of the Turkish SMEs Dijital pazarlama araçlarının KOBİ’lerin ihracatına etkisi. Journal of Human Sciences, 13(3), 4697-4709.
- Mohamud, A.M., (2022), Dijital pazarlamanın küçük ve orta büyüklükteki işletmelerin uluslararası ticaretlerine etkisi ve Türkiye örneği. (Yayımlanmamış Yüksek Lisans Tezi), Uludağ Üniversitesi, Türkiye.
- Mollanezhad Ashlaghi, N., Heydari, M., & Ahadmotlaghi, E. (2015). The study of the effect of internet marketing strategies on development of the export market (case study: Pars Wagon company). European Online Journal of Natural and Social Sciences: Proceedings, 4(1 (s)), pp-2299.
- Ocansey, F. (2017). Digital marketing and the performance of cashew exporting firms in Ghana. International Journal of Marketing and Technology, 7(6), 29-39.
- Özgüven Tayfun, N. & Öçlü, B. (2018). A review of digital marketing tools. In H. Arapgirlioğlu, A. Atık, S. Hızıroğlu, R. L. Elliott, D. Atık (Eds.), The most recent studıes in science and art, (pp. 1775 -1785). Ankara: Gece Kitaplığı.
- Tavakoli, A., & Dehghani Sanij, J. (2011). Main factors on export development in textile industry (the case of Yazd province textile industry). Monetary & Financial Economics, 17(31).
- Tekin, H. H. & Tekin, H. (2006). Nitel araştirma yönteminin bir veri toplama tekniği olarak derinlemesine görüşme. İstanbul University Journal of Sociology, 3(13), 101-116.
- Teo, T. S. (2005). Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms in Singapore. International journal of information management, 25(3), 203-213.
- Tuzcu, N. (2023), Pazarlamada dijital dönüşüm: Dijital pazarlama stratejilerinin değerlendirilmesi, In E. Çolakoğlu, N. Çağlar Çetinkaya (Eds.),Güncel gelişmelerle pazarlama konular ve araştırmalar-I, (pp. 189-206). Gaziantep: Özgür Yayın-Dağıtım Ltd.
- Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.
- Yasmin, A., Tasneem, S., & 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.
Yıl 2023,
Sayı: 52, 247 - 258, 15.12.2023
Öz
Bu çalışmada, bir örnek vaka çalışması olarak Bursa ilinin önemli bir üretim bölgesi olan İnegöl’de mobilya sektöründe faaliyette bulunan işletmelerin, dijital pazarlama stratejilerinin ihracat performanslarındaki rolü ele alınmıştır. Günümüzde artan küresel rekabetin bir sonucu olarak işletmeler, temel fonksiyonu olan sürekliliği sağlamak için güncel yaklaşımlara ihtiyaç duymaktadır. Bu kapsamda işletmelerin, modern dünyanın getirdiği teknolojik yeniliklerden istifade ederek, dijital pazarlama stratejilerini ihracat süreçlerinde aktif bir şekilde kullanması son derece önemlidir. Bu bağlamda değerlendirildiğinde, dijital pazarlamanın ihracat sürecinde etkin bir şekilde kullanılması, ihracat yapan işletmelere uzun vadede geniş pazarlara erişme olanağı tanımaktadır. Dijital pazarlamanın, işletmelerin artan küresel rekabete uyum sağlamasına ve coğrafi olarak uzak müşterilere ulaşmasına nasıl olanak tanıdığı ifade edilmektedir. Özellikle müşteri ilişkilerinin geliştirilmesi ve yurt dışında yeni müşteriler bulunması açısından dijital pazarlama araçlarının kullanımının önemi vurgulanmaktadır. Çalışma, İnegöl mobilya sektöründe yer alan işletmelerin, ihracat faaliyetlerinde dijital pazarlamanın rolünü tam olarak kavrayamadıklarını ve sektörün içinde bulunduğu koşullardan dolayı klasik pazarlama faaliyetlerinin de işletmelerin gündeminde yer alması gerekliliğini ortaya koymuştur.
Anahtar Kelimeler
Kaynakça
- Abdullah, R., A., A., (2022). Digital marketing success for medium-sized businesses a qualitatıve study. (Yayımlanmamış Yüksek Lisans Tezi), Gedik Üniversitesi, Türkiye.
- Akgün, V. Ö., ve Arslan, B. N. (2017). Marketing Mentality Of The Modern Age: Digital Marketing. In Proceedings of The 5th International Academic Conference on Management and Economics. (pp. 5-10). Lithuania: Diamond Scientific Publishing.
- Alarcón-del-Amo, M. C., Rialp, A., & Rialp, J. (2016). Social media adoption by exporters: The export-dependence moderating role. Spanish Journal of Marketing-ESIC, 20(2), 81-92.
- Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
- Ballı, Ş. M. (2022), Küçük ve orta ölçekli işletmelerde dijital pazarlama araçlarından sosyal medya kullanımı: Türkiye örneği (Yayımlanmamış Yüksek Lisans Tezi), Çukurova Üniversitesi, Türkiye.
- Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 111-118.
- Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in human behavior, 50, 600-609.
- Butković, L. L., Bošković, D., & Katavić, M. (2014). International marketing strategies for Croatian construction companies. Procedia-Social and Behavioral Sciences, 119, 503-509.
- Chaffey, D. (2007). E-business and E-commerce Management: Strategy, Implementation and Practice. Pearson Education.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
- Chen, C. S., Yu, C. C., & Hu, J. S. (2018). Constructing performance measurement indicators to suggested corporate environmental responsibility framework. Technological Forecasting and Social Change, 135, 33-43.
- Demishkevich, M. (2015). Small business use of internet marketing: Findings from case studies (Doctoral dissertation), Walden University, USA.
- Desai, V. (2016). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, Special Issue - Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management, March 2019, 196-200.
- Femenia-Serra, F., & Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. In Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020 (pp. 65-78). Springer International Publishing.
- Hayes, A. (2023). Social Media Marketing (SMM): What It Is, How It Works, Pros and Cons. Released on 19th October 2023. Retrieved from https://www.investopedia.com/terms/s/social-media-marketing-smm.asp#citation-5
- Ištvanić, M., Crnjac Milić, D., & Krpić, Z. (2017). Digital marketing in the business environment. International journal of electrical and computer engineering systems, 8(2.), 67-75.
- Mccracken, G. (1988) The long interview. Vol. 13, Sage Publications Inc., Thousand Oaks.
- Mehdipour, H., & Shirini, N. (2021). Investigating the Impact of Digital Marketing and Its Effectiveness on Career Growth through Export Performance (Case Study of Top Commercial Companies in East Azerbaijan Province in Iran). International journal of Innovation in Marketing Elements, 1(1), 37-47.
- Metin, İ. (2016). The effect of digital marketing tools on the export of the Turkish SMEs Dijital pazarlama araçlarının KOBİ’lerin ihracatına etkisi. Journal of Human Sciences, 13(3), 4697-4709.
- Mohamud, A.M., (2022), Dijital pazarlamanın küçük ve orta büyüklükteki işletmelerin uluslararası ticaretlerine etkisi ve Türkiye örneği. (Yayımlanmamış Yüksek Lisans Tezi), Uludağ Üniversitesi, Türkiye.
- Mollanezhad Ashlaghi, N., Heydari, M., & Ahadmotlaghi, E. (2015). The study of the effect of internet marketing strategies on development of the export market (case study: Pars Wagon company). European Online Journal of Natural and Social Sciences: Proceedings, 4(1 (s)), pp-2299.
- Ocansey, F. (2017). Digital marketing and the performance of cashew exporting firms in Ghana. International Journal of Marketing and Technology, 7(6), 29-39.
- Özgüven Tayfun, N. & Öçlü, B. (2018). A review of digital marketing tools. In H. Arapgirlioğlu, A. Atık, S. Hızıroğlu, R. L. Elliott, D. Atık (Eds.), The most recent studıes in science and art, (pp. 1775 -1785). Ankara: Gece Kitaplığı.
- Tavakoli, A., & Dehghani Sanij, J. (2011). Main factors on export development in textile industry (the case of Yazd province textile industry). Monetary & Financial Economics, 17(31).
- Tekin, H. H. & Tekin, H. (2006). Nitel araştirma yönteminin bir veri toplama tekniği olarak derinlemesine görüşme. İstanbul University Journal of Sociology, 3(13), 101-116.
- Teo, T. S. (2005). Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms in Singapore. International journal of information management, 25(3), 203-213.
- Tuzcu, N. (2023), Pazarlamada dijital dönüşüm: Dijital pazarlama stratejilerinin değerlendirilmesi, In E. Çolakoğlu, N. Çağlar Çetinkaya (Eds.),Güncel gelişmelerle pazarlama konular ve araştırmalar-I, (pp. 189-206). Gaziantep: Özgür Yayın-Dağıtım Ltd.
- Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.
- Yasmin, A., Tasneem, S., & 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.
Toplam 29 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Organizasyonel, Organizasyon Dışı ve Küresel Bilgi Sistemleri, Uygulamalı Bilgi İşleme (Diğer) |
| Bölüm | Makaleler |
| Yazarlar | |
| Erken Görünüm Tarihi | 28 Aralık 2023 |
| Yayımlanma Tarihi | 15 Aralık 2023 |
| Yayımlandığı Sayı | Yıl 2023 Sayı: 52 |
- Makale Dosyaları