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

Abstract

It Vs possVble to say that marketVng communVcatVon Vs a part of the marketVng mVx and plays an Vmportant role Vn VnteractVng between consumers and brands. Recently, socVal medVa platforms have become one of the envVronments used by brands for marketVng communVcatVon purposes. In thVs dVrectVon, the maVn purpose of the study Vs to develop a multVdVmensVonal marketVng communVcatVon model by analyzVng the marketVng communVcatVon efforts of global brands Vn socVal medVa. For thVs, Coca-Cola, whVch Vs at the top of the world brand lVst of VnstVtutVons such as Interbrand, BrandZ, BrandfVnance, was chosen as an example. For decades, Turkey has been an Vmportant base of the brand. Coca-Cola Turkey's Facebook and TwVtter accounts were analyzed usVng content analysVs based on the years 2017 and 2020, showVng the pre-pandemVc and the pandemVc perVod. In thVs study, a multVdVmensVonal marketVng communVcatVon model has been proposed for varVous content forms Vn socVal medVa. These dVmensVons are tVme, subject, channel, and materVal. Taecharungroj's (2016) study was used to concretely show the replaceable materVal dVmensVon of the marketVng communVcatVon model. The system, created by consVderVng tVme, subject, channel, and materVal dVmensVons, covers a process from content to applVcatVon. On the other hand, the selected years showed the varVatVon of the dVmensVons over tVme. ThVs system wVll provVde an Vmportant and holVstVc contrVbutVon to practVtVoners and sVmVlar convenVences for researchers.