Social Media Usage of GSM Operators in Turkey: A Content Analysis of Twitter Use
Social network sites with the increasing importance, take place in the centre of people’s life. By the way companies have taken place in social networks for the aim of both to maintain their presence in the virtual environment and also create customer loy
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Communication Faculty, Ege University, Izmir, Turkey {aysen.temel.eginli,ozen.okat,isil.karpat}@ege.edu.tr
Abstract. Social network sites with the increasing importance, take place in the centre of people’s life. By the way companies have taken place in social networks for the aim of both to maintain their presence in the virtual environment and also create customer loyalty, improve brand image and customer satisfaction. Recently, Tweeter, has been preferred both companies and customers to transmit the message fast and clearly. Accordingly, this study aims to examine the current state of Turkey GSM Operators’ Twitter usage, in the term of passing through 4.5G (IMT-Advanced) band speed. In addition to this, within the framework of this study focused on the Turkey GSM Operators usage of Twitter as a marketing tool and how do they use it and what do they tweet about in the term of passing through 4.5G band speed, the content analysis is used. Keywords: Information communication technologies · Social networks · Uses and gratifications theory · Social influence network theory · Tweeter · Customer engagement
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Introduction
Within the improvements in the information communication technologies, computer mediated communication has gain importance in people’s lives. With social network sites, computer mediated communication has stepped into people’s lives expeditiously. Individuals have felt the need to get in touch and communicate online with their families, friends and working environment. In this sense, having an account on social networks and being constantly available have become the most important aspects in daily life practices. Companies can reach their customers fast and inform them about their prod‐ ucts and services via social networks, thus the users can retrieve information about services and products of the brands. With the effect of social media in 21st century, changes have been observed in behaviors such as awareness in customer behaviors, purchasing behaviors, postpurchasing behaviors, ideas and attitudes. Social media has become the focal point in consumer to consumer sharing that’s why it has become one of the promotional mix elements in terms of marketing efforts. According to this situation, this study aims to reveal how GSM operators use Twitter, as one of the most technologic companies in Turkey, in terms of informing their © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 251–260, 2016. DOI: 10.1007/978-3-319-45234-0_23
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customers about the new technology, 4.5G. In this sense, GSM operators made very huge advertising campaigns via conventional media. The campaign has been broadcast throughout the conventional media, and the main purpose of this research is to reveal how the campaign have been represented in social media, especially in Twitter. According to this, social network sites, twitter usage, uses and gratifications the
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