Mikro İşletmelerde Dijital Pazarlama Stratejileri Üzerine Keşifsel Bir Araştırma
DOI:
https://doi.org/10.37241/jatss.2026.158Anahtar Kelimeler:
dijital pazarlama- mikro işletmeler- nitel araştırmaÖzet
Giriş: Bu çalışma, mikro işletmelerin dijital pazarlama uygulamaları konusundaki bilgi düzeyini ve kullanım durumunu belirleyerek, karşılaştıkları zorlukları tespit etmek ve bu işletmelerin dijital pazarlama uygulama süreçlerinde en sık kullandıkları araçlar, performans ölçüm yöntemleri ve destek ihtiyaçlarını da belirlemeyi amaçlamaktadır.
Yöntem: Bu çalışmada nitel keşifsel-betimsel araştırma deseni kullanılmıştır. Örneklem, Bilecik’in Bozüyük ilçesindeki 12 mikro işletmeden oluşmaktadır. Veriler, amaçlı örnekleme ve kartopu örnekleme yaklaşımıyla belirlenen gönüllü katılımcılara yarı yapılandırılmış görüşme kılavuzu uygulanarak yüz yüze görüşmeler yoluyla elde edilmiştir.
Sonuçlar ya da Bulgular: Araştırma sonuçları, görüşmelere katılan 12 mikro işletme temsilcisinin tamamının dijital pazarlamayı aktif olarak kullandığını, ancak bu kullanımın büyük ölçüde sosyal medya platformlarıyla sınırlı olduğunu göstermektedir. Katılımcıların büyük çoğunluğu görsel odaklı platformları, özellikle de “Instagram”ı tercih etmekte ve sosyal medya reklamcılığını dijital pazarlamanın temel taşı olarak görmektedir. Bu bulgu, dijital pazarlamanın geleneksel pazarlama yöntemlerinin yerini aldığını gösteriyor olsa da, mikro işletmelerin bu alanda stratejik bir derinlikten yoksun bir şekilde faaliyet gösterdiği belirlenmiştir.
Tartışma ya da Yapılan Çıkarımlar: Mikro işletmelerin dijital pazarlamayı benimseme süreci, zorunluluktan kaynaklanan yüzeysel bir katılımla ilerlemektedir. Bu nedenle, mikro işletmelerin yalnızca dijital ortamda var olmanın ötesine geçerek etkili kalabilmeleri için, bireysel inisiyatiflere güvenmek yerine kurumsal bir eğitim ve destek mekanizması tarafından desteklenmeleri hayati önem taşımaktadır. Gelecekteki araştırmalar, dijital pazarlama yatırımlarının finansal sonuçlar üzerindeki etkisini belirlemek için nicel yöntemler kullanarak literatüre katkı sağlayabilir.
İndirmeler
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