%0 Journal Article
%T A RESEARCH ON TOP SELLER AUTOMOBILE BRANDS¡¯ COMMUNICATIONS VIA TWITTER
%A Mehmet Yal£¿£¿n PARMAKSIZ
%A £¿brahim KIR£¿OVA
%J -
%D 2019
%X Thanks to social media sites, brands can increase their awareness, let their followers know about their products and services, announce different types of campaigns for various purposes and pitch their corporate messages. As more people join social media sites and use them regularly, social media landscape is bound to get bigger in the future. Social media has grown as a competitor to traditional media and has been an important component of integrated marketing communications. Consumers participate in social media sites such as Twitter, Facebook, Instagram, and YouTube, and share their experiences with brands¡¯ products and services on these platforms. Brands can also create online profiles, get featured on social media by introducing these profiles on brand websites, and try to use relational messages to optimize their relationship with their prospective and current customers. The flexible structure of social media allows rapid dissemination of messages. Therefore, social media provide great opportunities to brand managers who want to have a positive effect with positive mouth-to-mouth (WOM) communication. In addition to this, Twitter enables brands to communicate with their existing and potential customers by using an electronic WOM (e-WOM) tool. E-WOM is a new channel for consumers to express their thoughts and it is more effective than traditional WOM due to its access to wider audiences. Most of the text-based information provided to e-WOM are available on the Internet is archived and can thus be used for an indefinite period. Therefore, e-WOM is much more reliable than other sources on the Internet since it is written and archived. Millions of users share their thoughts on different topics related to everyday life through micro-blogging. Micro-blogging is one of the newest forms of social media and is often associated with Twitter. The use of Twitter by brands also revealed the use of Twitter as an internal communication and online listening tool. Furthermore, Twitter might be accepted as a tool to generate e-WOM and go viral. By increasing consumer engagement in brand communications and encouraging e-WOM behaviors, brands can make more personalized and targeted marketing communications. Information about the brand¡¯s products, services, and associated links are among the most frequently used content types by the brands on Twitter. The purpose of this paper is to analyze social media usage styles of brands and their brand communications behavior on Twitter. There are several reasons why Twitter was used in this study instead of other social media
%K Sosyal Medya
%K Twitter
%K Otomobil
%K Pazarlama £¿leti£¿imi
%U http://dergipark.org.tr/maruoneri/issue/43234/522193