عملکرد مالی و رسانه های اجتماعی
Abstract
1-Introduction
2-Literature
3-Methodology
4-Findings
5-Conclusion
References
Abstract
Social media is one of the fastest and the most effective ways of information sharing. Thousands or even millions of people can be reached through social media. It might be stated that increased use of social media led many companies to be more interested in social media with varying reasons ranging from communication to advanced networking or providing information. Therefore, businesses have started to give importance not only websites but also social media interactions. In today’s business context several companies are promoting their goods on social media similar to the service companies including tourism industry. Social media is used as an information providing platform providing financial and non-financial information for the evaluation of investors and other stakeholders interested in investment activities. Major aim of this study is to analyze and evaluate the relationship between financial performance (market value, net sales, net profits, price/earnings ratio etc.) and efficient use of social media. Mann-Whitney U test of SPSS software is used in order to evaluate the data collected within the scope of this research.
Introduction
In consequence of rapid development of technology, there have emerged many changes in both social areas and business life as a result of increase in internet use and expansion in internet availability. These changes have brought new concepts into our lives. One of these concepts is “social media”. Social media is the whole of internet-based services where individuals communicate with other individuals in an open or half-open system which is surrounded by rules, they can create their own contact groups and watch videos or monitor posts shared by their contacts (Ellison, Steinfield and Lampe, 2007). Kim, Jeong and Lee (2010) expresses social media as online communities whose content is created and shared by users. In another definition, social media is described as high-level measurable and accessible communication technologies or techniques which allow an individual to easily interact with other individuals (Blossom, 2009). In order to meet the components of this definition an application or a website must have users independent from the publisher, have a user-generated content, there must be interaction among users and there must not be limitations of time and space (Erkul, 2009). Web 1.0 where users could only see internet sites was the period in which there was no interference such as making comments on the content, creating an attachment to the content or contributing to the content (Ozmen and Villi, 2014). Social media built on the second generation Web 2.0 internet infrastructure, which was developed after this period, is a platform operating on an interface where internet users may publish anything that they want to share and other users may comment on these contents according to their demands and ideas or make changes when they want without any space and time limitations (Evans, 2010; Wilson, 2010).