Author(s): Burcu ÃKSÃZ Yelda Ãzlem KÃLGELIER
The aim of the study is to reveal how Harley-Davidson Bosphorus, which is a part of one of the greatest brand communities in the world, Harley-Davidson uses social media. In the research, the posts that Harley-Davidson Bosphorus had shared between 1 April 2014 and 1 April 2018, over four years period were analysed by content analysis. According to the findings, in addition to the posts about products, events, campaigns, sales; posts about the privileges of being a part of Harley-Davidson have been shared, too. Moreover, posts that gives messages on being a part of Harley Davidson is a lifestyle and makes people part of a privileged world have been shared. According to the results of content analysis, social media plays an important role on strengthening the relationships of both members of brands and other audiences, which have strong brand communities.
The Journal of International Social Research received 7760 citations as per Google Scholar report
