Abstract:

While Facebook has grown exponentially for enterpreneurs seeking new ways of connecting with their customers, woman enterpreneurs have increasingly used Facebook pages to create a brand or enhance their current brands. This paper initiated an study on how local brands in Izmir employ social media, particularly Facebook, to increase brand communication and reinforce brand loyalty. Thus, the objective of the present study is to analyze the woman enterpreneurs’ uses of Facebook to engage and interact with their target audiences including Facebook fans, consumers, and clients. Using content analysis, the Facebook pages of eight brands that were founded by woman enterpreneurs in Izmir were analyzed in terms of their frequency of communication with their target audiences, the types of engagement with them, and the degree of connectivity with their fans. In this context, this study represented findings from a content analysis of Facebook posts from eight companies which were founded by women to see what types of social media promotion tools were used to connect with their users. The study has shown that, although woman enterpreneurs have official corporate Facebook pages, they are lack of brand communications and lack of connecting with their customers and fans through their Facebook pages. In conclusion, contributions of brand communication through Facebook and the importancy of communication programs designed in Facebook were discussed.]]>

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