THE USAGE OF WEBSITE AND SOCIAL NETWORK IN LUXURY BRAND COMMUNICATION: A COMPARATIVE CONTENT ANALYSIS

Abstract

Author(s): G羹l CO?KUN DE??RMEN, Z. Beril AKINCI VURAL, Sevilay ULA?

New media is becoming increasingly important with emerging technologies and related changes. Due to these changes, its reflections are prominent on corporate communication activities. New media creates changes in the structure of the target audiences. Target audience/consumers’ motivation in new media differ from those in traditional media. There are different social media applications using digital technologies such as websites and various social networks and applications (web 2.0and 3.0). Brands try to adapted themselves to these new environments and then communicate with their target audience when executing their communication strategies in social media. Due to globalization, conditions in economies, markets and consumers’ motivation, have changed tremendously with these of new media. With the emerging communication opportunities, brands have the chance to communicate with their existing and potential consumers which in turn create an inherent interconnection and relation. These trends and developments are also prominent in luxury market. Luxury consumption habits have also changed due to globalizing travel and digital communication facilities. In Turkey, it is apparently observed that there is a significant increasing luxury market and consumption. Within this context, brands in luxury market should create have a strong and continuous communication with their target audiences by using social media. In this study, it is aimed to search how the web pages and social media applications are used in luxury brand communication. In the research part, content analysis was performed on the web sites and social media applications of two companies, one being the first luxury online shopping site -Alwaysfashion.com and the other being the most popular online shopping site in 2015 - Hepsiburada.com

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