Abstract
SOCIAL MEDIA ENGAGEMENT OF CORPORATE BRANDS: CASE OF GARANTİ BANK
In recent years, it has been observed that internet and internet based applications changed enormously especially due to the developments and changes in information and communication technologies. It is worth noting that information and communication technologies are used effectively by many corporate brands as well as their everyday usage practices. Due to these developments in internet based environments, social media which is also referred as new media has gained importance in brand communication. Therefore a part of traditional media, corporate brands have also begun to use social media in their communication processes and these environments have gained an important place in communication strategies of corporate brands. In corporate brand communication process, a distinct social media strategy is planned for stakeholders such as social stakeholders, brand followers and potential brand followers. In this study, scope of corporate brand and its communication period is explained and there is the literature information about its social media studies. Especially, engagement factors of corporate brand on social media was explained.
Keywords
Corporate brand, social media, social media engage
