A MULTIDIMENSIONAL MARKETING COMMUNICATION MODEL ON SOCIAL MEDIA FOR GLOBAL BRANDS: THE CASE OF COCA-COLA TURKEY

Yıl 2022, Cilt: 12 Sayı: 2, 469 - 482, 01.04.2022

Sarp Bağcan , Adnan Duygun

Öz

It is possible to say that marketing communication is a part of the marketing mix and plays an important role in interacting between consumers and brands. Recently, social media platforms have become one of the environments used by brands for marketing communication purposes. In this direction, the main purpose of the study is to develop a multidimensional marketing communication model by analyzing the marketing communication efforts of global brands in social media. For this, Coca-Cola, which is at the top of the world brand list of institutions such as Interbrand, BrandZ, Brandfinance, was chosen as an example. For decades, Turkey has been an important base of the brand. Coca-Cola Turkey's Facebook and Twitter accounts were analyzed using content analysis based on the years 2017 and 2020, showing the pre-pandemic and the pandemic period. In this study, a multidimensional marketing communication model has been proposed for various content forms in social media. These dimensions are time, subject, channel, and material. Taecharungroj's (2016) study was used to concretely show the replaceable material dimension of the marketing communication model. The system, created by considering time, subject, channel, and material dimensions, covers a process from content to application. On the other hand, the selected years showed the variation of the dimensions over time. This system will provide an important and holistic contribution to practitioners and similar conveniences for researchers.

Anahtar Kelimeler

marketing communication, social media, global brands, multidimensional model, content analysis

KÜRESEL MARKALAR İÇİN SOSYAL MEDYADA ÇOK BOYUTLU PAZARLAMA İLETİŞİMİ MODELİ: COCA-COLA TÜRKİYE ÖRNEĞİ

Öz

Pazarlama iletişiminin pazarlama karmasının bir parçası olduğu ve tüketiciler ile markalar arasında etkileşim kurmada önemli bir rol oynadığını söylemek mümkündür. Son dönemlerde sosyal medya platformları, markaların pazarlama iletişimi amaçlı olarak kullandığı ortamlardan biri haline gelmiştir. Bu doğrultuda ortaya konan çalışmanın temel amacı, küresel markaların sosyal medyadaki pazarlama iletişimi çabalarını analiz ederek çok boyutlu bir pazarlama iletişimi modeli geliştirmektir. Bunun için Interbrand, BrandZ, Brandfinance gibi kuruluşların dünya marka listesinde üst sıralarda bulunan Coca-Cola örnek olarak seçilmiştir. On yıllardır Türkiye markanın önemli bir üssüdür. Coca-Cola Türkiye’nin Facebook ve Twitter hesapları, pandemi öncesini ve sürecini de gösterecek şekilde 2017 ve 2020 yılları baz alınarak, içerik analizi kullanılarak incelenmiştir. Bu çalışmada sosyal medyadaki çeşitli içerik formları için çok boyutlu bir pazarlama iletişimi modeli önerilmiştir. Bu boyutlar zaman, konu, kanal ve materyaldir. Pazarlama iletişimi modelinin değiştirilebilir materyal boyutunu somut olarak göstermek için Taecharungroj'un (2016) çalışmasından yararlanılmıştır. Zaman, konu, kanal ve materyal boyutları göz önüne alınarak oluşturulan sistem, içerikten uygulamaya kadar bir süreci kapsamaktadır. Seçilen yıllar ise boyutların zamanla değişimini göstermiştir. Bu sistem; uygulayıcılara önemli, bütüncül bir katkı sunacak, araştırmacılar için de benzer kolaylıklar sağlayacaktır. 

Anahtar Kelimeler

pazarlama iletişimi, sosyal medya, küresel markalar, çok boyutlu model, içerik analizi

Kaynakça

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