Özet:

Consumption has been an important part of life since the day human beings existed. People must consume certain objects or products in order to maintain their existence and to satisfy their basic impulses. Consumption has become the standard in the fordist period as a result of mass production methods together with industrial developments and a mass consumption understanding has emerged with this period. The mass consumption brought about the emergence of the consumption culture. Since its inception, the culture of consumption has spread through mass media and people have been encouraged to consume. Technological developments in the 20th century have created social media, which is a new medium for advertising activities, so that the consumer culture has gained a new and more active medium to reproduce itself. From this point of view, in this study, it was aimed to analyze the advertisements published by Trendyol on social media on Black Friday (25-29 November 2019) in the context of the relationship between social media and consumption culture. In the evaluation, it was concluded that virtual stores and social media environments are important channels that ensure the continuity of consumption culture.