Özet:

Identifying the contents that attracts the most interest of the customers while providing the high amount of interaction between the company and the customers are considered significant for not only e-commerce companies but also for public relations and advertisement companies. The aim of this study is to determine the factors affecting the engagement rate of e-commerce companies’ contents shared on the social media platforms. For this purpose, among the Turkish e-commerce web sites, the www.trendyol.com web site which has the high sale volume and plenty of followers during 6 months in 2018 was selected for measuring the engagement rate. The format, category and the messages of contents were analyzed with “content analyze” method. The contents with the most and least engagement rate were obtained. Based on this study results, among the contents on social media platforms, the posts for special days, discounts, promotional messages, and the educational topics were observed as the highest engagement rate contents. While the posts with the product advertisements and the sale messages get the lowest engagement rate and were not considered important among followers.

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