Abstract:

Social media is a platform through which brands actively communicate with consumers. By using social media, brands can communicate with consumers regardless of time and place. The purpose of this study is to reveal how Twitter, a popular social media tool, is used by digital game brands. In the study, Sony PlayStation, Microsoft Xbox, and Ubisoft, the most followed digital game brands by Twitter users in the world, were selected as sample brands. The tweets published by the selected brands in three months between October 1, 2020 and December 31, 2020 were analysed using content analysis method. According to the results of the research, Sony PlayStation is the most followed digital game brand on Twitter. All three brands shared messages to encourage more sales and for promotion purposes. It was observed that the messages shared by these three brands were mostly in the form of direct tweets. It has been observed that the messages shared by Microsoft Xbox and Sony PlayStation mostly contain URLs and all three brands adopt a one-way communication style. Looking at the findings in general, it can be said that Twitter plays an important role in brand communication for digital game brands.

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