Akademik Veri Yönetim Sistemi
New Paradigms within the Communication Sciences, Enes Emre Başar and Pınar Bacaksız, Editör, Cambridge University Press, Cambridge (MA), USA , Cambridge, ss.38-52, 2021
The speed of change and renewal of technology is progressing at a much
faster pace with each passing day. The digital revolution in today's global
world has led to major transformations in the field of marketing as in other
fields. The rapid development and change of technology, bringing about
digitalization together with itself, have been one of the important applications
of today's marketing approach in terms of marketing practices in social
media (Wind 2002). This formation has led to the emergence of the
phenomenon of digitalization in social media in terms of marketing quite
effectively in the marketing sector. Unlike traditional marketing methods,
marketing communication elements, where communication with customers
gains importance, come to the fore, while the concept of integrated
marketing communication has emerged, which requires the integrated use
of all elements of marketing communication with technology (Arent
1967). It is an undeniable fact that collecting, measuring and evaluating
data lead to clearer results depending on the possibilities created by
technology. The tools used in the digital world determine the limits of this
power. In this respect, it should be stated that digital areas and channels
constitute a defining feature in today's world. Especially the widespread
use of Web 2.0 technology has been effective in people's understanding of
life. It is especially important for social media to become effective. As a
result of the rapid spread of the Internet, borders have disappeared in the
virtual world