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Journals / Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2025 / Sayı: 72

The role of social media in interactive digital marketing

Sosyal medyanın etkileşimli dijital pazarlamadaki rolü

Bora Gündüzyeli(İstanbul Topkapı Üniversitesi)0000-0001-5098-8713
Pages
93–100
Publication Date
2025-12-31
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This study contributes to the literature by demonstrating that the integration of social media and interactive marketing can significantly enhance brand loyalty and business performance through more effective and personalized consumer engagement.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Unlike traditional marketing methods, social media platforms enable brands to communicate with their target audiences more interactively and dynamically, while also allowing consumers to engage directly and instantaneously with brands.
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Key Findings & Data:This research seeks to answer the pivotal question: “What is the role of social media in enhancing interactive digital marketing strategies?” A systematic literature review using the PRISMA framework was conducted to provide a comprehensive analysis of relevant research in the field.
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Conclusion & Impact:This study contributes to the literature by demonstrating that the integration of social media and interactive marketing can significantly enhance brand loyalty and business performance through more effective and personalized consumer engagement.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Sosyal medya · etkileşimli pazarlama · dijital pazarlama

Abstract

Unlike traditional marketing methods, social media platforms enable brands to communicate with their target audiences more interactively and dynamically, while also allowing consumers to engage directly and instantaneously with brands. As an integral part of contemporary marketing, the impact of social media on interactive marketing is profound. This highlights the need to explore the strong synergy between social media and interactive marketing, which has become a vital component of digital marketing. This research seeks to answer the pivotal question: “What is the role of social media in enhancing interactive digital marketing strategies?” A systematic literature review using the PRISMA framework was conducted to provide a comprehensive analysis of relevant research in the field. This study aims to examine the evolving role of social media in interactive marketing and to highlight how this synergy contributes to shaping effective digital marketing strategies. The findings show that social media platforms have revolutionized marketing strategies by facilitating direct, real-time interaction with consumers. In addition, the study underlines the critical role of continuous innovation in maintaining competitive advantage, particularly through artificial intelligence (AI) and personalized interaction. Marketers can optimize social media strategies by focusing on real-time, interactive engagement and utilizing AI technologies, such as chatbots and virtual influencers, to strengthen consumer relationships and create personalized brand interactions. This study contributes to the literature by demonstrating that the integration of social media and interactive marketing can significantly enhance brand loyalty and business performance through more effective and personalized consumer engagement.

Özet

Geleneksel pazarlama yöntemlerinin aksine, sosyal medya platformları markaların hedef kitleleriyle daha etkileşimli ve dinamik bir şekilde iletişim kurmasına olanak tanır ve aynı zamanda tüketicilerin markalarla doğrudan ve anında etkileşimde bulunmalarını sağlar. Çağdaş pazarlamanın ayrılmaz bir parçası olarak, sosyal medyanın etkileşimli pazarlama üzerindeki etkisi büyüktür. Bu durum, sosyal medya ve etkileşimli pazarlama arasındaki güçlü sinerjinin keşfedilmesi gerektiğini vurgulamaktadır; çünkü bu sinerji, dijital pazarlamanın hayati bir bileşeni haline gelmiştir. Bu araştırma, şu temel soruya cevap aramaktadır: “Sosyal medyanın etkileşimli dijital pazarlama stratejilerini geliştirmedeki rolü nedir?” İlgili alandaki araştırmaların kapsamlı bir analizini sağlamak amacıyla PRISMA çerçevesi kullanılarak sistematik bir literatür taraması yapılmıştır. Bu çalışma, sosyal medyanın etkileşimli pazarlamadaki evrilen rolünü incelemeyi ve bu sinerjinin etkili dijital pazarlama stratejilerinin şekillenmesine nasıl katkı sağladığını ortaya koymayı amaçlamaktadır. Araştırma kapsamında elde edilen bulgular, sosyal medya platformlarının tüketicilerle doğrudan, gerçek zamanlı etkileşimi kolaylaştırarak pazarlama stratejilerini devrim niteliğinde dönüştürdüğünü göstermektedir. Ayrıca çalışma, rekabet avantajını sürdürebilmek için sürekli yeniliğin, özellikle yapay zekâ (YZ) ve kişiselleştirilmiş etkileşim yoluyla sağlanmasının kritik rolünü vurgulamaktadır. Pazarlamacılar, sosyal medya stratejilerini gerçek zamanlı, etkileşimli etkileşimlere odaklanarak ve sohbet robotları ile sanal etkileyiciler gibi YZ teknolojilerini kullanarak, tüketici ilişkilerini güçlendirebilir ve kişiselleştirilmiş marka etkileşimleri yaratabilirler. Bu çalışma sosyal medya ile etkileşimli pazarlamanın entegrasyonunun, daha etkili ve kişiselleştirilmiş tüketici etkileşimleri yoluyla marka sadakatini ve işletme performansını önemli ölçüde artırabileceğini göstererek literatüre katkı sağlamaktadır.

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Cite This Article

Gündüzyeli, B. (2025). The role of social media in interactive digital marketing. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 72, 93–100. https://doi.org/10.18070/erciyesiibd.1683097

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