Tez Özeti
BibTex RIS Kaynak Göster

Çok Katlı Pazarlamada Elektronik Satış Ortaklığı Ağı Yönetim Bilgi Sistemi Modeli

Yıl 2024, Cilt: 26 Sayı: 1, 189 - 232, 22.04.2024
https://doi.org/10.26745/ahbvuibfd.1386028

Öz

Reklamcılık kavramı, ticaretin bilinen en eski dönemlerinden bu yana hayatımızda yerini korumaktadır. Gelişen teknolojiler, reklamcılık mecraları ve tekniklerinin de değişmesine neden olmuştur. Ticaretin önemli bir kısmının elektronik ortama taşındığı günümüzde buna paralel olarak reklamcılık faaliyetleri de elektronik ortama taşınmıştır. Geleneksel mecralara göre internet ortamında yapılacak reklamcılık faaliyetlerinin üstün ve zayıf yanları bulunmaktadır. Çok katlı pazarlama, günümüzde işletmeler tarafından benimsenmiş ve kabul görmüş bir pazarlama yöntemidir. Bir diğer yönden satış geliri ortaklığı sistemi işletmelerin benimsediği başka bir çalışma yöntemidir. Araştırmamız ile satış geliri ortaklığı sistemi ile çok katlı pazarlama örgütlenmesinin üstün yanlarını bir araya getiren bir modelin ortaya konulması öngörülmüştür. Bir taraftan reklam verenlerin düzenledikleri reklam kampanyalarını kabul eden ve satış geliri ortaklığı sistemi gibi davranan, diğer taraftan çok katlı pazarlama örgütlenmesiyle bir araya gelmiş yayıncılar aracılığıyla bu kampanyaların hızlı ve güvenilir şekilde internet üzerinden tanıtılması için bir yönetim bilgi sistemi modeli oluşturması hedeflenmiştir. “Bu tür bir yönetim bilgi sistemi nasıl kurgulanır?” sorusu araştırmanın ana problemi olup, bu yönde alan yazın taraması yapılmış, elde edilen bilgiler ışığında oluşan model, bir uygulama yazılımıyla çalışır hale getirilmiş, sonuçlar girişimcilere ve diğer araştırmacılara başvuru kaynağı olacak şekilde raporlanarak bir akademik kaynak oluşturulması araştırmamızın ana amacı olmuştur.

Etik Beyan

Çalışmamızın başka bir dergiye daha gönderilmediğini beyan ederim. Çalışma kapsamında yapılan alıntılar ilgili kaynak atıflarıyla desteklenmiştir.

Teşekkür

Çalışma kapsamında desteklerini esirgemeyen kıymetli danışmanım Prof.Dr.Tolga GÜYER, Tez İzleme Komisyonu üyelerimiz Prof.Dr.Metehan TOLON ve Prof.Dr.H.Nejat BASIM hocama teşekkürlerimi borç bilirim. Sayın Editör, çalışmamızın yayınlanması sürecinde değerli emekleriniz için sizlere de şimdiden çok teşekkür ediyor, işlerinizde kolaylıklar diliyorum.

Kaynakça

  • Aktaş, H. (2010). Problems Arising from Practitioners in Internet Advertising Types and a Classification Proposal, Selcuk University Faculty of Communication Academic Journal, (6) 3, 147-166.
  • Babacan, M. (2015), What is This Advertisement, Istanbul: Beta.
  • Bandyopadhyay, S., Wolfe, J. & Kini, R. (2009). A Critical Review Of Online Affiliate Models, Journal Of Academy Of Business And Economics, (9) 4, 141–148.
  • Cho, C.-H. and Cheon, H. J. (2004). Why Do People Avoid Advertising On The Internet, Journal Of Advertising, (33) 4, 89–97.
  • Çakır, V. (2004). The Effects of New Communication Technologies on Advertising, Selcuk University Journal of Communication, (3) 2,168-181.
  • Duffy, D. (2005). Affiliate Marketing And Its Impact On E-commerce, Journal Of Consumer Marketing, (22) 3, 161–163.
  • Edelman, B. and Brandi, W. (2015). Risk, Information, and Incentives in Online Affiliate Marketing, Journal of Marketing Research, (52), 1-12.
  • Gencer, C. and Kayacan, A. (2017). Software Project Management: A Comparison of Waterfall Model and Agile Methods, Journal of Information Technologies, (10) 3, 333-352.
  • Hoban, P. R. & Bucklin, R. E. (2015). Effects of Internet Display Advertising in the Purchase Funnel: Model Based Insights from a Randomized Field Experiment, Journal Of Marketing Research, (52), 375–393.
  • Hoştut, S. (2011). Ethical Perceptions and Attitudes Towards the Advertising Profession, Journal Of Yaşar University, (22) 6, 3699–3711.
  • Jurisova, V. (2013). Affiliate Marketing In The Context Of Online Marketing. Review Of Applied Socio-Economic Research, 106–111.
  • Karaçor, S. (2007). Advertising Communication, Konya: Çizgi Bookstore
  • Karaçor, S. and Ceran, Y. (2012). Advertising as an Effective Promotion Policy and Communication Tool: Measuring Advertising Impact, Budgeting and Advertising Cost Calculation, Ankara SMMMYO Journal of Accounting and Tax Practices, (3), 47-67.
  • Kotler, P. & Armstrong, G. (2006). Principles of Marketing, New Jersey: Pearson.
  • Kumar, S. (2016). Optimization Issues in Web And Mobile Advertising: Past and Future, Texas: Springer.
  • Libai, B., Biyalogorsky, E. & Gerstner, E. (2003). Setting Referral Fees in Affiliate Marketing. Journal of Service Research, 303–315.
  • Lutoshkin, Igor & Yamaltdinova, Nailya. (2018). The Dynamic Model of Advertising Costs. Economic Computation And Economic Cybernetics Studies And Research. 52. 201-213. 10.24818/18423264/52.1.18.12.
  • Norouzi, A. (2017). An Integrated Survey In Affiliate Marketing Network. 2nd World Conference on Technology, Innovation and Entrepreneurship, 299–309.
  • Özturk, E. (2014). Social Networks and E-Sharing: A Qualitative Analysis, Journal Of Yasar University, (9) 36, 6261–6380.
  • Prussakov, E. (2011). Affiliate Program Management: An Hour A Day. Hoboken, NJ: Wiley.
  • Quadir, S. E. and Akaroğlu, G. (2009). A Review of the Visual Effects of Television Advertisements on Child Consumers, Selcuk University Journal of Communication, (6) 1, 78-98.
  • Robinson, H., Wysocka, A. and Hand, C. (2007). Internet Advertising Effectiveness, International Journal Of Advertising, (26) 4, 527-541.
  • Schultz, D. (2016). The Future of Advertising or Whatever We are Going to Call It, Journal of Advertising, (45) 3, 276–285.
  • T.C. Law No. 6102, Turkish Commercial Code No. 6102, URL: http://www.resmigazete.gov.tr/eskiler/2011/02/20110214-1-1.htm, Last Access Date: 23.12.2019.
  • Taşoğlu, N. P. (2008). A Study on the Structural Differences of Multi-Level Marketing Companies and Pyramid Scheme Organizations, Beykent University Journal Of Social Sciences, (2) 1, 25-39.
  • Taşoğlu, N. P. (2012). Multi-Storey Marketing, Istanbul: Sistem Publishing.
  • Tosun, N. B. (2004). Internet Advertisements in Terms of Techniques Used, Selçuk Iletisim, (3) 2, 159–166.
  • Vural, I. and Öz, M. (2007). The Internet as an Advertising Media, Journal of the Institute of Social Sciences, (23) 2, 221-240.
  • William, F. A., Scheafer, D. H. & Weigold, M. (2009). Essentals Of Contemporary Advertising, New York: McGraw-Hill.

Electronic Sales Partnership Network Management Information System Model Of In Multi-Level Marketing

Yıl 2024, Cilt: 26 Sayı: 1, 189 - 232, 22.04.2024
https://doi.org/10.26745/ahbvuibfd.1386028

Öz

Advertising is a commercial activity that has found its place in our lives since the earliest known periods of trade. The impact of developing technologies has led to changes in advertising techniques and media. An important part of trade has recently moved online. Similarly, advertising activities have also moved online. Advertising activities to be carried out online have superior and weak sides. One of the marketing methods adopted and accepted by businesses today is multi-level marketing. Another working method adopted by businesses is the sales revenue partnership system. Within the scope of our research, we have tried to put forward a working model that brings together the superior aspects of multi-level marketing and sales revenue partnership system organization. On the one hand, it is aimed to create a management information system model that accepts the advertising campaigns organized by advertisers and acts as an affiliate system, and on the other hand, it is aimed to create a management information system model for promoting these campaigns quickly and reliably on the internet through publishers who have come together with the multi-level marketing organization. The question "How can a management information system be designed for this type of working model?" was adopted as the main problem of the research and a literature review was conducted in this direction. Leading global and local companies adopting both working models were analyzed in terms of structure and terms used. With the information gathered, an application software based on the theoretical model was developed and tested in terms of all stakeholders and workflows. In cases where the objectives of the theoretical model could not be achieved, the model was revised and workflow problems were eliminated. After the successful operation of the application software, concrete results were presented on how this new working model should be managed as a management information system. Suggestions are presented for the superior aspects of the new model, as well as the points that may create vulnerabilities.

Kaynakça

  • Aktaş, H. (2010). Problems Arising from Practitioners in Internet Advertising Types and a Classification Proposal, Selcuk University Faculty of Communication Academic Journal, (6) 3, 147-166.
  • Babacan, M. (2015), What is This Advertisement, Istanbul: Beta.
  • Bandyopadhyay, S., Wolfe, J. & Kini, R. (2009). A Critical Review Of Online Affiliate Models, Journal Of Academy Of Business And Economics, (9) 4, 141–148.
  • Cho, C.-H. and Cheon, H. J. (2004). Why Do People Avoid Advertising On The Internet, Journal Of Advertising, (33) 4, 89–97.
  • Çakır, V. (2004). The Effects of New Communication Technologies on Advertising, Selcuk University Journal of Communication, (3) 2,168-181.
  • Duffy, D. (2005). Affiliate Marketing And Its Impact On E-commerce, Journal Of Consumer Marketing, (22) 3, 161–163.
  • Edelman, B. and Brandi, W. (2015). Risk, Information, and Incentives in Online Affiliate Marketing, Journal of Marketing Research, (52), 1-12.
  • Gencer, C. and Kayacan, A. (2017). Software Project Management: A Comparison of Waterfall Model and Agile Methods, Journal of Information Technologies, (10) 3, 333-352.
  • Hoban, P. R. & Bucklin, R. E. (2015). Effects of Internet Display Advertising in the Purchase Funnel: Model Based Insights from a Randomized Field Experiment, Journal Of Marketing Research, (52), 375–393.
  • Hoştut, S. (2011). Ethical Perceptions and Attitudes Towards the Advertising Profession, Journal Of Yaşar University, (22) 6, 3699–3711.
  • Jurisova, V. (2013). Affiliate Marketing In The Context Of Online Marketing. Review Of Applied Socio-Economic Research, 106–111.
  • Karaçor, S. (2007). Advertising Communication, Konya: Çizgi Bookstore
  • Karaçor, S. and Ceran, Y. (2012). Advertising as an Effective Promotion Policy and Communication Tool: Measuring Advertising Impact, Budgeting and Advertising Cost Calculation, Ankara SMMMYO Journal of Accounting and Tax Practices, (3), 47-67.
  • Kotler, P. & Armstrong, G. (2006). Principles of Marketing, New Jersey: Pearson.
  • Kumar, S. (2016). Optimization Issues in Web And Mobile Advertising: Past and Future, Texas: Springer.
  • Libai, B., Biyalogorsky, E. & Gerstner, E. (2003). Setting Referral Fees in Affiliate Marketing. Journal of Service Research, 303–315.
  • Lutoshkin, Igor & Yamaltdinova, Nailya. (2018). The Dynamic Model of Advertising Costs. Economic Computation And Economic Cybernetics Studies And Research. 52. 201-213. 10.24818/18423264/52.1.18.12.
  • Norouzi, A. (2017). An Integrated Survey In Affiliate Marketing Network. 2nd World Conference on Technology, Innovation and Entrepreneurship, 299–309.
  • Özturk, E. (2014). Social Networks and E-Sharing: A Qualitative Analysis, Journal Of Yasar University, (9) 36, 6261–6380.
  • Prussakov, E. (2011). Affiliate Program Management: An Hour A Day. Hoboken, NJ: Wiley.
  • Quadir, S. E. and Akaroğlu, G. (2009). A Review of the Visual Effects of Television Advertisements on Child Consumers, Selcuk University Journal of Communication, (6) 1, 78-98.
  • Robinson, H., Wysocka, A. and Hand, C. (2007). Internet Advertising Effectiveness, International Journal Of Advertising, (26) 4, 527-541.
  • Schultz, D. (2016). The Future of Advertising or Whatever We are Going to Call It, Journal of Advertising, (45) 3, 276–285.
  • T.C. Law No. 6102, Turkish Commercial Code No. 6102, URL: http://www.resmigazete.gov.tr/eskiler/2011/02/20110214-1-1.htm, Last Access Date: 23.12.2019.
  • Taşoğlu, N. P. (2008). A Study on the Structural Differences of Multi-Level Marketing Companies and Pyramid Scheme Organizations, Beykent University Journal Of Social Sciences, (2) 1, 25-39.
  • Taşoğlu, N. P. (2012). Multi-Storey Marketing, Istanbul: Sistem Publishing.
  • Tosun, N. B. (2004). Internet Advertisements in Terms of Techniques Used, Selçuk Iletisim, (3) 2, 159–166.
  • Vural, I. and Öz, M. (2007). The Internet as an Advertising Media, Journal of the Institute of Social Sciences, (23) 2, 221-240.
  • William, F. A., Scheafer, D. H. & Weigold, M. (2009). Essentals Of Contemporary Advertising, New York: McGraw-Hill.
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme , İş Sistemleri (Diğer)
Bölüm Ana Bölüm
Yazarlar

Zafer Ayaz 0000-0001-7667-7921

Tolga Güyer 0000-0001-9175-5043

Erken Görünüm Tarihi 7 Nisan 2024
Yayımlanma Tarihi 22 Nisan 2024
Gönderilme Tarihi 4 Kasım 2023
Kabul Tarihi 16 Mart 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 26 Sayı: 1

Kaynak Göster

APA Ayaz, Z., & Güyer, T. (2024). Electronic Sales Partnership Network Management Information System Model Of In Multi-Level Marketing. Ankara Hacı Bayram Veli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 26(1), 189-232. https://doi.org/10.26745/ahbvuibfd.1386028