SOSYAL MARKALARIN DİJİTAL YOLCULUĞU: 2013'TEN 2025'E STRATEJİK İLETİŞİM PRATİKLERİNİN KARŞILAŞTIRMALI ANALİZİ.
This study is based on the doctoral dissertation titled "Building Social Brands on Digital Platforms: Research on Social Media Usage on Brands" completed in 2013. The dissertation examined in detail the communication strategies employed by institutions possessing a social brand identity through the...
| Publicado en: | AURUM: Journal of Social Sciences / Sosyal Bilimler Dergisi Vol. 11; no. 1; pp. 25 - 50 |
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| Formato: | Artículo |
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Altinbas Universitesi
yaz2026
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=195460403&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 195460403 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 24589896 LUL8 jtl: AURUM: Journal of Social Sciences / Sosyal Bilimler Dergisi issn: 24589896 maglogo: N pubinfo: dt: yaz2026 vid: 11 iid: 1 pid: 51942 pub: Altinbas Universitesi artinfo: ui: 195460403 ppf: 25 ppct: 25 formats: tig: atl: SOSYAL MARKALARIN DİJİTAL YOLCULUĞU: 2013'TEN 2025'E STRATEJİK İLETİŞİM PRATİKLERİNİN KARŞILAŞTIRMALI ANALİZİ. aug: au: KOTAN TÜRKDEN, Duygu affil: Altınbaş Üniversitesi, Halkla İlişkiler ve Reklamcılık Bölümü, İstanbul su: Ford Motor Co. Red Bull GmbH Social media Content analysis Virtual communications Strategic communication Brand communities Comparative studies Customer relations Brand identification sug: subj: Social media Content analysis Virtual communications Ford Motor Co. Red Bull GmbH Strategic communication Brand communities Comparative studies Customer relations Brand identification keyword: Algorithm Digital Public Relations Social Brands Social Media Strategies Algoritma Dijital Halkla İlişkiler Sosyal Marka Sosyal Medya Stratejisi Algorithm Digital Public Relations Social Brands Social Media Strategies Algoritma Dijital Halkla İlişkiler Sosyal Marka Sosyal Medya Stratejisi ab: This study is based on the doctoral dissertation titled "Building Social Brands on Digital Platforms: Research on Social Media Usage on Brands" completed in 2013. The dissertation examined in detail the communication strategies employed by institutions possessing a social brand identity through the leading social media platforms of that period--Facebook, YouTube, and Twitter. However, over the past twelve years, profound transformations have taken place in the field of digital communication. The proliferation of platforms, the diversification of content formats, and the evolution of user behavior have made it imperative for brands to restructure their digital strategies. In this context, the present study aims to analyze the strategic communication practices of the same brands as of 2025--particularly on dominant contemporary platforms such as Instagram and X--through the lens of historical continuity and transformation. The research adopts a qualitative research design, specifically a descriptive case study approach. The sample was drawn from the brands included in the 2013 dissertation, focusing on three that continue to maintain active social media engagement today. Criterion sampling was employed in the selection process, taking into account factors such as the brands' ability to sustain their social brand identity, their consistency in content creation on next-generation digital platforms, and the degree of community engagement they foster. Furthermore, adopting an approach that considers the historical continuity of the social media ecosystem, the number of followers on Facebook served as a comparative data source in determining the sample. Accordingly, the study includes E.l.f Cosmetics (lowest follower count), Red Bull (highest follower count), and Ford Motor Company (mid-range follower count). Data collection took place between July 3 and August 3, 2025. During this period, content published on the official Facebook, YouTube, and X accounts of the selected brands was systematically gathered. The collected data were evaluated using qualitative content analysis. Throughout the analysis process, content was coded according to categories such as formal structure, thematic coherence, audience address strategies, and level of user engagement. These findings were then interpreted with reference to quantitative metrics such as likes, comments, and views. The analysis was structured in a dual manner: on the one hand, the 2025 digital communication practices were assessed within their contemporary context; on the other, comparative analyses were conducted with the findings from 2013. This approach revealed not only the evolution of content but also multidimensional shifts in strategic orientations. In conclusion, this study adopts a historical perspective to examine the digitalization processes of social brands, exploring the strategic evolution of their presence on social media platforms at both theoretical and practical levels. By investigating how changing digital contexts have been redefined in the context of sustaining social brand identity, the research aims to contribute to contemporary communication literature and practice. pubtype: Academic Journal doctype: Article src: R language: Turkish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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