The expansion of social media with technological advances; brands had to direct their traditional marketing strategies and practices to these new channels. Marketing public relations, which uses public relations strategies and methods for marketing purposes, not only aims to increase sales, but also to strengthen the communications between customers and brands, and to develop relationships. Today, in the age of technology, social media is one of the best environments that will provide it. The opportunities offered by social media can strengthen the mutual communications and relationships as well as carrying out marketing-oriented activities among the targeted customers with brands. Within this concept; the use of social media for marketing public relations will be discussed in this study. Thus, the official social media accounts of state banks in Turkey will be examined. The contents they share on social media platforms and their communications efforts for customers will be encoded within a period of two weeks and will be analyzed using content analysis technique, one of the qualitative research methods. The study has been planned to determine the current situation on the banking sector in Turkey. Due to difficulties of the investigation of all banks operating in Turkey in terms of time, the number of banks is restrained. Therefore, it was decided to conduct an examination through only state banks for the use of social media in the aim of marketing public relations. Considering the fact that state banks may require social media more than private banks since social media enables instant, fast and low-cost communications with targeted customers, an examination of the practices of the three public banks is planned. The official accounts of Halkbank, Vakýfbank and Ziraat Bankasý on Facebook, Twitter and Instagram will be examined for marketing public relations purposes.
Anahtar Kelimeler: Marketing Public Relations, Social Media, Brands
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