Abstract:

Social media, which has recently developed rapidly and increased its impact on the masses, has begun to be used in the field of brand communication. Social media as well as communicating with customers and accessing their information; It has managed to attract the attention of brands with its success in cost, time and persuasion. Brands that discover this aspect of social media need to show the difference that will make them superior in order to persuade individuals. He uses rhetoric on social media to interact with his audience, promote himself, and create an image. It is certain that rhetoric is used in some of the shares of brands on social media. Rhetoric, which is also seen as persuasive communication, has been used for different purposes until today. In this context, it is seen that brands benefit greatly from rhetoric in social media. The study aims to examine how brands benefit from rhetoric while communicating with their audiences on social media. Using the qualitative research method, open-ended questions were asked to the subjects through semi-structured in-depth interviews with academicians, advertisers, corporate communicators and brand consultants. It is tried to contribute to the field by analyzing the obtained data with the Nvivo 20 application. In the conducted research, it was seen that brands involuntarily benefited from rhetoric in social media, and it was concluded that global brands use rhetoric more effectively than Turkish brands.

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