Sosyal Medyada Etkileşimi Etkileyen Faktörlerin İncelenmesi: Kuyumculuk Sektöründe Bir Örnek Olay İncelemesi
Review of Factors Affecting Interaction on Social Media: A Case Study in the Jewelery Industry

Summary/Abstract: Aim: Today, many companies are able to reach their customers faster by using social media platforms to market their products and services more easily, and provide feedback easily. Thanks to the feedback they receive, companies can take steps towards the demands of their customers, thus trying to provide customer satisfaction. In this study, it was aimed to determine the factors affecting customer interaction in the content shared by a large gold and watch company operating in Konya on the social media platform Instagram. Method: In accordance with this purpose, the interaction rates of the content shared by the company examined on Instagram between November 2019 and April 2020 were calculated and analyzed with content analysis method. The messages sent to the company were first shot manually, and Voyant, which offers an open source text mining, was used to analyze and interpret the analyzes. Findings: As a result of the analysis, the company's social media platform shared the most interaction with the posts about special days and the content containing campaign and discount messages. Content sharing only product groups received the least interaction. As a result of the research, it is seen that the products that were purchased before the company are mostly wanted to be reconstructed in positive attitudes, and in negative attitudes, complaints of high product prices and failure to return messages. In addition, while positive inferences were observed to be the majority, suggestions were made for negative attitudes. Results: Our research is a study about the contents of the jewelry industry companies can gain the appreciation of their followers and reach more interaction. It can be an exemplary study that will contribute to the company in order to direct the future shares of the gold company under examination on social media platforms, and at the same time to benefit other companies in this sector.

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