Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
Mevcut üretimin ve tüketimin sürdürülebilir olmadığına dair kamuoyu kaygısı artmaktadır. Bununla birlikte, sürdürülebilirlik sorunlarına dair küresel ölçekte düzenlemelerin yetersiz oluşu, bu konudaki sorumluluğun tüketicilere yüklenmesine sebep olmaktadır. Ancak, bazı tüketiciler kaygılarına rağmen sürdürülebilir markalardan alışveriş yapmakta zorlanmaktadır. Bu araştırmada, giyim endüstrisinin çevre ve çalışanlar üzerindeki olumsuz etkilerine yönelik tüketicilerin kaygı seviyelerini artırabilecek faktörler incelenmiştir. Online anket yöntemi ile Türkiye’de 372 hızlı moda tüketicisinden veri elde edilmiştir. Analiz sonuçlarına göre tüketici kaygısı, sorunlara yönelik sosyal medya paylaşımlarına maruz kalma, sorunların varlığına dair inanç ve algılanan bilgi ile artmaktadır. Ayrıca, Türkiye’de ilerleyen yaş ile bu sorunlara yönelik kaygının azaldığı gözlenmiştir.
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