Abstract:

The changes and transformations in today’s digital age are also leading to the change in the processes of communication between people. This will also lead to changes in the methods of communicating with the target audience. These changes reveal the virtual environments in which the corporate identity will be reflected, while on the other hand, it makes it easier for corporate communication processes to be managed compared to the past. In this process, in the market environments where competition is intense, such as the banking sector, institutions create differences and use social media in the process of transferring their corporate identities to the target audience. This study also aims to reveal how institutions operating in the banking sector communicate their identities through social media. by www. According to the "Brands Top 100" list on boomsocial.com, two leading brands in the financial sector (Ziraat Bank, Garanti Bank) have been discussed on Facebook, Instagram and Twitter accounts. The social media accounts of the selected banks as an example were analyzed between 1 and 30 November 2017 with coding tables created on the basis of two different models. In the context of the findings obtained, Ziraat Bank is more effectively reflecting its corporate identity on social media, while the Guarantee Bank shows a more active profile in communicating with the consumer.

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