Please use this identifier to cite or link to this item: https://hdl.handle.net/11499/44491
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dc.contributor.authorÖztürk, Meltem-
dc.contributor.authorBatum, Tahsin Perçin-
dc.date.accessioned2022-05-17T12:41:00Z-
dc.date.available2022-05-17T12:41:00Z-
dc.date.issued2019-
dc.identifier.issn1304-5318-
dc.identifier.issn2147-9771-
dc.identifier.urihttps://hdl.handle.net/11499/44491-
dc.description.abstractIn recent years, there is an increase in the creativeness and innovativeness levels of the pioneer and attractive real estate investments. It is an advantage for housing brandsto attain brand loyalty. One of the best ways to convey the loyalty is to establish andmanage a brand image through social media by using the tools on time and effectively. In this study, social media usage (as amarketing communications – MARCOMtool) ofbig-scale housing brands which are top ranked in Turkey and classified by a numberof criteria and their positions in social media have been examined through contentanalysis. The study shows that the top companies follow similar ways (for example,mostly seen as introducing new projects for sales, introducing ads and promotions, etc.) and they need expertise for a differentiated and effective social media management. Within this scope, the study makes some suggestions to housing brands in the light of these findings.en_US
dc.language.isoenen_US
dc.relation.ispartofYönetim Bilimleri Dergisien_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.titleHow housing brands use social media in their marketing communications?: A content analysisen_US
dc.title.alternativeKonut markaları pazarlama iletişiminde sosyal medyayı nasıl kullanıyor?: Bir içerik analizien_US
dc.typeArticleen_US
dc.identifier.volume17en_US
dc.identifier.issue33en_US
dc.identifier.startpage111en_US
dc.identifier.endpage135en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.identifier.trdizinid341638en_US
dc.ownerPamukkale University-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
item.fulltextWith Fulltext-
item.languageiso639-1en-
item.grantfulltextopen-
crisitem.author.dept32.03. Marketing and Advertising-
Appears in Collections:Honaz Meslek Yüksekokulu Koleksiyonu
TR Dizin İndeksli Yayınlar Koleksiyonu / TR Dizin Indexed Publications Collection
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