Abstract:

The consumption phenomenon increases from day to day with the conscious or unconscious occurrence of the purchase action in communities. Individuals are encouraged to consume through the advertisements they are exposed through the products of the cultural industry. Advertisements, the representations and speeches they offer and encourage the consumer to be interested in their consumption behavior. So societies become a consumer society where individuals have unnecessary purchasing practices. The Black Friday season, which is the last week of November, has become a shopping season in Turkey. In this scope, the study has undergone the content analysis of the social media sharing of Hepsiburada and Trendyol from the e-commerce sites with the largest number of visitors in Turkey during this period. In addition, the total sales and spending amounts made in Turkey during the Black Friday period have been assessed compared to previous statistics. This study will make significant contributions to the literature, the relationship between the Black Friday and the consumer culture, the content analysis of the campaigns of the two brands and the study of the sales statistics in the Black Friday period in Turkey.

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