Abstract:

It is possible to say that marketing communication is a part of the marketing mix and plays an important role in interacting between consumers and brands. Recently, social media platforms have become one of the environments used by brands for marketing communication purposes. In this direction, the main purpose of the study is to develop a multidimensional marketing communication model by analyzing the marketing communication efforts of global brands in social media. For this, Coca-Cola, which is at the top of the world brand list of institutions such as Interbrand, BrandZ, Brandfinance, was chosen as an example. For decades, Turkey has been an important base of the brand. Coca-Cola Turkey's Facebook and Twitter accounts were analyzed using content analysis based on the years 2017 and 2020, showing the pre-pandemic and the pandemic period. In this study, a multidimensional marketing communication model has been proposed for various content forms in social media. These dimensions are time, subject, channel, and material. Taecharungroj's (2016) study was used to concretely show the replaceable material dimension of the marketing communication model. The system, created by considering time, subject, channel, and material dimensions, covers a process from content to application. On the other hand, the selected years showed the variation of the dimensions over time. This system will provide an important and holistic contribution to practitioners and similar conveniences for researchers.

Keywords: