SOCIAL MEDIA USE OF GLOBAL AND LOCAL BRANDS:A REVIEW ON TWITTER

Abstract

Author(s): H?d?r POLAT, Derya CAL

Launching and maintaining bilateral communication with customers is essential for brands to keep current customers and acquire new customers under globalized competition conditions. Within this framework, brands often prefer social media platforms being the most effective tool of today while communicating with their customers. In this study aiming to present the social media use of global and local brands it is emphasized to contribute in the development of communication processes of local brands in addition to compiling relevant literature. Within the scope of this study focusing on the social media use of brands a comparative analysis has been carried out on the most valuable global brands and the most valuable brands of Turkey listed for 2017 by Brand Finance which is an international brand evaluation organization. Posts on Twitter via social media of the first five brands in global brand listing (Google, Apple, Amazon.com, AT&T and Microsoft) and the first five brands in local brand listing (Türk Telekom, Turkcell, Turkish Airlines, Akbank and Garanti Bank) were examined with content analysis method on December 01- 15, 2017. As the result of data acquired, it is noted that global brands use social media more effectively compared to the local brands.

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