Abstract:

With the development and spread of the technology, the Internet use rate is increasing rapidly today. New communication technologies offer people the possibilities for sharing, sharing and discussing their thoughts and knowledge. These virtual environments that enter our lives as social media are an important social field that brings together many different people and enables them to communicate with each other. The studies show that people spend more time in these environments, they meet many of their needs from here and create a new world for them. Today, social media brands offer very important opportunities in terms of marketing strategies. Companies who want to take advantage of these opportunities are doing their brand marketing activities through social media. The theoretical part of the research in this study is detailed, discussing social media, social media marketing, social media types, brand awareness and brand value. Then in the application and analysis section, the annual report of the 100 Most Valuable Brands of Turkey 2017 was included in the research and the Instagram Followers and Shared Content quantities of these brands were determined. The impact on the value of the brand has been studied. The data was analyzed with the statistical program EViews. The analysis was subsequently made to judgments on the impact of the brand value ranking on the use data of Instagram among the brands used in the research.