Attitudes of businesses to social media marketing: A research in furniture industry

Witht heemergence and development of Internet technologies, new channels of communication have started to emerge for indivi duals and businesses. Internet technologies, which areused as new communication channels, provide multidimensional communication, sharing and interpersonal interaction. Internet technology is a widely used and ever-growing communication network in the world where many computer systems are interconnected, and thanks to this technology, information in many fields is easier, cheaper, faster and safer. It offers many opportunities to promote Social media products or services that offer marketing opportunities for almost every sector. Whether the companies in the furniture sector saw these opportunities constitute the problem of this research. In this context, the aim of this study is to reveal the status of Social media marketing and the perspectives of businesses that have both production and retail sales in the furniture sector. In the first part of the study, general definitions and characteristics of Social media are included. In the second part of the study, it is explained how Social media is used as a marketing tool by enterprises. The last part of the study is the research department. This section is the section that contains the purpose, importance, assumptions, limitations, universe, method, hypotheses, findings and results of the research. The universe of the study, both engaged in manufacturing, which constitutes over 983 businesses in the retail sector in Turkey. The data were collected by face to face survey method. In this study, a Scale with 24 variables was formed. In the Factor analysis, three dimensions of Social media marketing perspective emerged. During the analysis of the data, Chi-Square, Mann-Whitney U, Kruskal Wallis H tests were used. According to the results of the research, it was determined that 86% of the enterprises were engaged in Social media marketing activities. In addition, the Social media accounts of the companies participating in the research and up dates according to the person whos hared the content and Social media for marketing purposes in terms of the irweekly use of Social media marketing in terms of the irviews were found. Key Words: Furniture Industry, Social Media Marketing, Social Media, Quantitative Research