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- Title
DİJİTAL HALKLA İLİŞKİLER UYGULAMALARININ OTOMOTİV SEKTÖRÜNDE KULLANIMI: RENAULT VE FIAT’IN FACEBOOK VE TWITTER PAYLAŞIMLARININ İNCELENMESİ.
- Authors
DURSUN, Coşkun; TAŞDEMİR, Erdem
- Abstract
While people's requirement for communication is as important as supplying physiological needs, with the internet, this requirement has increased even more today. As in many communication environments, the use of the internet in public relations works provides mutual benefits for both organizations and target audiences. Through social media platforms, which are an extension of the Internet, target audiences express their ideas in a convenient and easy way and organizations have the opportunity to analyze these ideas too. On the other hand, brands that want to take advantage of the power and influence of social media act with the idea of explaining themselves to their target audience and understanding them better. In this research, where digital public relations practices are discussed, it has been tried to determine how and for which purpose the shares of Renault and Fiat brands on their corporate Facebook and Twitter pages are used in terms of public relations. In the study, in which the content analysis method was used by scanning the literature, the netnography method was used to examine the data obtained through social media. It was investigated how public relations practices were carried out on social media by considering the characteristics of models that affected the development of public relations in history. As a result of the investigations, it is understood that social media is a much more effective tool for the two-way symmetric model which is known as one of today's public relations models and it is not possible to associate the activities of brands with only one model.
- Subjects
RENAULT SA; PUBLIC relations; HOUSE brands; SOCIAL media; PRIMARY audience; PUBLIC history; TWO-way communication
- Publication
Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi, 2021, Vol 9, Issue 2, p662
- ISSN
2146-3301
- Publication type
Article
- DOI
10.19145/e-gifder.962839