Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye
The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in...
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| Format: | Article |
| Language: | deu |
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Mustafa Süleyman ÖZCAN
2024-03-01
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| Series: | İtobiad |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/3121122 |
| _version_ | 1797224395772526592 |
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| author | Aşkim Nurdan Tümbek Tekeoğlu Mehmet Ekim Ayyıldız |
| author_facet | Aşkim Nurdan Tümbek Tekeoğlu Mehmet Ekim Ayyıldız |
| author_sort | Aşkim Nurdan Tümbek Tekeoğlu |
| collection | DOAJ |
| description | The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided. |
| first_indexed | 2024-04-24T13:52:27Z |
| format | Article |
| id | doaj.art-50c4194dcb774a0daefe0ff340ed4441 |
| institution | Directory Open Access Journal |
| issn | 2147-1185 |
| language | deu |
| last_indexed | 2024-04-24T13:52:27Z |
| publishDate | 2024-03-01 |
| publisher | Mustafa Süleyman ÖZCAN |
| record_format | Article |
| series | İtobiad |
| spelling | doaj.art-50c4194dcb774a0daefe0ff340ed44412024-04-04T02:06:57ZdeuMustafa Süleyman ÖZCANİtobiad2147-11852024-03-011318610510.15869/itobiad.12921712197Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in TürkiyeAşkim Nurdan Tümbek Tekeoğlu0Mehmet Ekim Ayyıldız1İSTANBUL TİCARET ÜNİVERSİTESİİSTANBUL TİCARET ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, PAZARLAMA YÖNETİMİ (DR)The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.https://dergipark.org.tr/tr/download/article-file/3121122earthquakesocial responsibilitydigital marketing communicationsocial mediadigital marketing.depremsosyal sorumlulukdijital pazarlama i̇letişimisosyal medyadijital pazarlama. |
| spellingShingle | Aşkim Nurdan Tümbek Tekeoğlu Mehmet Ekim Ayyıldız Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye İtobiad earthquake social responsibility digital marketing communication social media digital marketing. deprem sosyal sorumluluk dijital pazarlama i̇letişimi sosyal medya dijital pazarlama. |
| title | Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye |
| title_full | Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye |
| title_fullStr | Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye |
| title_full_unstemmed | Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye |
| title_short | Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye |
| title_sort | digital marketing communication as an instrument in social responsibility projects after the earthquake in turkiye |
| topic | earthquake social responsibility digital marketing communication social media digital marketing. deprem sosyal sorumluluk dijital pazarlama i̇letişimi sosyal medya dijital pazarlama. |
| url | https://dergipark.org.tr/tr/download/article-file/3121122 |
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