SOCIAL NETWORKING SITES AS A TYPE OF VIRTUAL COMMUNITIES – PROCESSING AS A MARKETING COMMUNICATION CHANNEL

Erkan Akar ()
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Erkan Akar: Afyon Kocatepe University

Anadolu University Journal of Social Sciences, 2010, vol. 10, issue 1, 107-122

Abstract: “Socializing†environments has created an important and critical potential power in virtual world. Recent trends in this field are social networking sites such as MySpace, Facebook, Twitter etc. Social networking sites are a very huge marketing environment. This marketing environment has functioned as a new marketing communication channel. The aim of this study is to reveal how the social networks affect the decision of purchasing and the processing of social networking sites as a marketing communication channel. In this scope, a conceptual model has been formed about the processing of social networking sites as a marketing communication channel. In conclusion, the communications in social networking sites have functioned as a marketing communication channel together with personal consumer spaces and profiles, referance groups, influencers, connections and conversations.

Keywords: Virtual communities; online social networks; social networking sites; social networking sites as marketing communication channel. (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2010
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