Abstract:

Today, companies have begun to use social media machinery, unlike traditional media tools, in order to their products. The way and function of the marketing world is rebuilt in creating brand perception, where communication is bilateral, where the importance of the consumer increases, where consumers and brands are in internal and fast communication. This study has studied the role of social media, the most attractive platform in which it can meet its customers, in the brand perception of products of pharmaceutical companies with restrictions to using traditional marketing tools. In the framework of the research, the data obtained from domestic and foreign pharmaceutical companies operating in Turkey, the sales revenues -Return on Sales (ROS) - the highest of 6 companies, with social media marketing experts, were analyzed as a result of profound interviews. The research has found that the most important channels for pharmaceutical companies with a limited advertising area to reach the target audience are social media.

Keywords: