---
title: "Sosyal medyada müşteri ilişkileri yönetimi ve kullanıcı odaklı bir uygulama"
url: "https://merterbil.com/papers/sosyal-medyada-musteri-iliskileri-yonetimi/"
author: "Mert Erbil"
pdf: "https://merterbil.com/papers/sosyal-medyada-musteri-iliskileri-yonetimi.pdf"
---

# Sosyal medyada müşteri ilişkileri yönetimi ve kullanıcı odaklı bir uygulama

English title: Customer relationship management on social media and a user-focused application

A bachelor’s thesis by Mert Erbil, from his B.Sc., Industrial Engineering, Istanbul Technical University. Written in Turkish.

## Abstract

Translated from the thesis’s Turkish abstract.

The fast development of internet technology pushed people's need to socialize onto the internet as well, and that is how social media came about. Some of the quickly multiplying social media platforms soon became some of the most visited sites on the internet, and companies didn't wait long to find a place there too. This study looks for the factors that shape how social media users perceive the companies they follow.

For the research, a 40-question online survey on a 5-point Likert scale was created, and 228 people filled it in within a set period. Factor analysis, reliability analysis and regression analysis were run on the 208 usable responses, using IBM SPSS 19. The main goal was to group the answered questions into sensible factors that could be related to perceptions. Factor and reliability analysis produced eight factors, which were compared with six defined perceptions, and their relationship was tested with regression analysis.

Out of 48 hypotheses about the relationship between perceptions and factors, 19 were supported, and there wasn't enough evidence for the remaining 29. So the study shows that factors shaping how social media users see the companies they follow do exist. Deeper studies can uncover other factors behind these perceptions and guide companies that want to invest in social media, which is part of today's reality.

Full text (PDF): https://merterbil.com/papers/sosyal-medyada-musteri-iliskileri-yonetimi.pdf

All papers: https://merterbil.com/papers/