KARA, Yasemin; COŞKUN, Ali
December 2012
Journal of Economics & Administrative Sciences / Afyon Kocatepe ;Dec2012, Vol. 14 Issue 2, p73
Academic Journal
Social network sites which are electronic environments establishing with the aim of to create a social circle and the large mass's densely could communicate and interact with each other, have been started to be used as a marketing tool of firms could follow customers' ideas, analyse environmental factors directing to these ideas and try to affect of customers' preferences. In this study, Facebook which is the most commonly used social network in Turkey is used in what way by ready-made clothing firms and the effects of marketing activities on the customers have been researched. Meetings have been held by using interview technic with the ready-made clothing firms, the effects of Facebook on consumers have been worked to defined through firms' perspective in the study. It has been seen that the firms strategise toward target customer mass and expectations from social networks on Facebook. If this strategy succeed, Facebook increase firm recognition and customer loyalty, affect positively sales of firm have been identified.


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