Abstract:

Social media is a group of Internet-based applications that build on the ideological and technological infrastructure of Web 2.0 and enables the creation and modification of content produced by the user. The importance of social media lies in the interaction between consumers and society and in the facilitation of instant, interactive and low-cost communication. Today, increasing social media use provides a platform to support brands and influence consumers’ purchasing decisions. Brands/businesses exploiting the possibilities of the Internet technologies and social media environments have developed social media marketing strategies that can be defined as any kind of direct and indirect marketing activities by web tools such as blogs, microblogs, social networks and content sharing, creating awareness and recognition, offering the possibility to a brand, business, product or person to take action. In this context, the aim of this study is to make a visual analysis of the "The Journey" advertisement published by Turkish Airways on social media. The assessment resulted in THY’s effective use of social media accounts to reach the target audience that is/will be the potential customer and to be in constant interaction with the target audience. However, the data obtained has shown that social media environments are the appropriate environments for companies to reach a large number of people and to deliver marketing messages with advertising. It is also seen that the feedback cycle of social media is transformed into an opportunity by THY in the point of developing new marketing strategies.

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