TY - JOUR TT - The Impact of the Entertaınment Factor Used in Social Media on Brand Personality: The Case of Starbucks Turkey AU - Kale, Gözde Öymen PY - 2016 DA - June JF - TRT Akademi JO - trtakademi PB - Türkiye Radyo Televizyon Kurumu WT - DergiPark SN - 2149-9446 SP - 154 EP - 169 VL - 1 IS - 1 KW - Eğlence KW - Marka Kişiliği KW - Instagram N2 - The developments in technology has affected many industries including entertainment. In thisstudy, where entertainment industry widely implemented will be covered/discussed in respectof social media. Within this context, Instagram, a growing social media platform that provides ameans of self-expression and communication through creative visuals will be analyzed bymeans of the photographs of Starbucks Turkey account. Photos are classified according toGinsberg (2015)’s eleven elements: product, person and product, people and product, humorand product, world events, recipes, campaigns, user generated, regram from a celebrity, andvideo. 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