Tesettur Fashion in Turkey: The Contribution of Facebook as a Social Media Marketing Tool

Aims: The aim of this paper is determining the contribution of Facebook as a social media tool in promoting and marketing of tesettur fashion, and exposing what companies should do to get ahead in competitive markets.

Study Design: Research study.

Place and Duration of Study: Analyzing the Facebook accounts of different tesettur clothing companies.

Methodology: 10 different tesettur clothing companies in Facebook have been selected and the changes in the firms’ accounts have been analyzed under a variety of parameters for 6 months. A formula has been developed with the help of survey results and Facebook performances of the companies have been computed in terms of 5 parameters.

Results: Alvina is the winner with a score of 26,32. In addition, the point of the subsequent Aker is 22,46. SefaMerve is seen at the third place with 17,15. Modanisa is the fourth with 14,17, Tuğba & Venn is the fifth with 13,57, Armine is the sixth with 13,31, Zühre is the seventh with 11,94, Setrms is the eighth with 10,39, Kayra is the ninth with 7,96 and Nihan is the last one with 6,66 points. Alvina is the company that has the highest Facebook score. The reason is the highest total number of entry by the company in six months. Companies’ performances increase when they advertise and share information about their products, campaigns etc. much on Facebook. Number of member and entries shared by companies are the most important parameters in terms of Facebook performance.

Conclusion: It seems to be a significant contribution of Facebook in marketing of tesettur fashion. It is seen the most important thing is increasing number of entries shared by the companies. If the companies advertise much, consumers will be informed about the products better. The increase in the number of members directs the company to share more. Thus, increasing of the shares will attract more members to company’s Facebook account.