Social media usage in industrial markets: An examination of technopark companies in Turkey

Abstract

This study examines the extent to which companies operating within the technology park, ranked in the top 3 in Turkey according to the performance index, utilise social media marketing. The research explores the level of their engagement, the platforms they leverage, and their relative activity across these platforms. Furthermore, a profile has been delineated specifically for companies in technology-intensive industrial markets. Out of the 1121 companies accessed on their websites, it was observed that 55% of them had added redirects to their social media accounts. Among the 615 companies with accessible social media accounts, it was noted that 102 of them had profiles on Facebook, Instagram, Linked In, YouTube, and X. On the other hand, it has been found that the percentages of companies sharing content on their social media accounts at least one year ago are noteworthy (Among firms using YouTube 33.3%, Facebook 5.9%, and X 33.7%). This study offers perspectives for academic circles and practitioners through analyses of the involvement levels of firms operating in a business-to-business context in social media marketing and the platforms they utilise.