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- Title
MARKALARIN GERÇEK ZAMANLI PAZARLAMA STRATEJİLERİ KAPSAMINDA TWİTTER PAYLAŞIMLARI: COVID-19 PANDEMİ DÖNEMİNE İLİŞKİN BİR ARAŞTIRMA.
- Authors
DEMİRBAŞ KALKAN, Nida; ÖZDEMİR, Şefika
- Abstract
The Covid-19 epidemic is one of the top agenda topics in the world in 2020. With the declaration of the epidemic as a pandemic, some measures have been taken to reduce social mobility in order to prevent the epidemic in Turkey. In line with these measures, it has been observed that commercial activities have decreased or stopped in many sectors, while commercial activities have increased in some. In this context, brands have actively used their social media accounts in order to reduce the negative impact of the Covid-19 epidemic on commercial activities or to turn it into an advantage. In this study, it is aimed to examine the real-time marketing shares created by the brands operating in Turkey with the Covid-19 agenda. In the study, the real-time marketing posts of 16 brands in 3 different sectors, created between 11.03.2020-31.03.2020 by taking into account the Covid-19 agenda, were analyzed qualitatively and quantitatively, and comparative analyzes were made between sectors and each sectors. In the study, the posts of the brands were divided into four different categories and after the examination, it was determined that the real-time marketing posts differed according to the effect of the brands from the pandemic process. In the examinations, the automotive sector, whose sales came to a standstill during the pandemic period, avoided product / service promotion and tried to give a social message; The fast food industry, which continues its activities as home delivery, gives priority to promoting products/services with a social message instead of just a social message; It has been determined that the financial sector, which tries to carry out its activities mostly through digital platforms, has a categorically balanced distribution of posts.
- Subjects
TURKEY; COVID-19 pandemic; MARKETING; DIGITAL technology; SOCIAL mobility; CONVENIENCE foods
- Publication
Journal of Suleyman Demirel University Institute of Social Sciences, 2022, Issue 43, p44
- ISSN
1305-7774
- Publication type
Article