Abstract:

Today, companies are under pressure to be determining in consumer preferences and to quickly measure consumer reactions. Because companies are trying to be the leading in competition by responding quickly to consumer expectations. Social media has the potential to understand these expectations and improve customer interaction. Because in the nature of social media, there is shared content production and two-way communication. However, the number of empirical studies that analyze whether social media supports the company’s customer interaction is not sufficient. The first goal of this study is to measure the levels of interaction with the customers of the automotive companies operating in the Turkish market through Facebook, which is a social media tool, using the analysis of the basic components, by moving from the measurement set developed by Bonson (Bonson and Ratkai, 2013; Bonson, Royo and Ratkai, 2017: 320-347) and others, to study these levels and to classify the companies. The second objective is to explore the relationship between the sales of vehicles and customer interactions. The research is important to measure the customer interaction through social media and to determine the customer interaction by the automotive companies that sell retail in Turkey. The research finds that there is a positive relationship between customer interaction and sales.

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