Özet:

Scattered and abundant mass communication channels and excessive advertising massages make it difficult to reach the right audience. It also cause the messages not to be recognized properly by the targeted customers. Therefore, besides the promotional efforts of traditional media channels are becoming questionable, the social media platforms have started to gain increasing importance in effective communication strategies in public relations, advertising etc. On the other hand, with online opportunities offered by the social media, individuals have become actors who affect interactive marketing processes. This situation changes the paradigms of vendor-buyer relations. Having realized this potential, network marketers became the front runners in applying social media channels to their business processes. According to sales-oriented network marketing system, raising the independent distributors’ job satisfaction level that affects the performance is important in terms of winning new customers and independent entrepreneurs. Besides classical approaches like job satisfaction, sales commission system, motivation training, holidays, product launches, social media is frequently used by customers and distributors within the same network due to its potential in providing instant interaction. It is deducted that instant interaction provided by social media generates positive impacts on independent distributors’ job satisfaction. In the part of survey, it has been emerged that independent distributors have believed in the importance of social media and social media has reinforced the impact of face to face communication. But they haven’t realized the effect and motivating role of social media in sale and gaining new members. This result has been supported by regression analysis that social media usage level has a weak effect in explaining job satisfaction. According to correlation analysis, there is a positive linear relationship among general job satisfaction, intrinsic job satisfaction and extrinsic job satisfaction with social media usage level.

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