Özet:

In accordance with the increasing interest on social media at an individual basis, the entities have started to view these platforms as an effective channel of promotion. This fact, in other words, has led the entities or institutions to develop different communication applications for communication with various target groups. In this article, social media has been considered as to be a new communication tool and the new communication strategies it provides have been supported by various applications and examples. Furthermore, in this article, the studies for the mix of marketing communication in social media in terms of public relations and advertising applications in the communication and interaction with target groups have been examined. In the research section of the article, the attitudes and behaviors of the social media users have been analyzed with the framework of uses and gratification approach. In order to be compliant with changes in the users’ satisfaction, the examples of arouse interest, need arousal, and internalization with the user. The reflections of communication applications especially in the entities operating in sportswear sector, within the scope of limitations of the research, have been studied in detailed. Leading the sportswear sector, the applications of Nike, Adidas and Puma have been examined as application examples in the review of literature.

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