Özet:

With the change in consumption understanding, consumers’ expectations from brands are also turning. With the transition from "need-based" consumption to "significant-based" consumption, increasing numbers of consumer brands expect them to take responsibility to be sensitive to solving social problems. The attitudes of brands towards social problems are becoming more important, especially in times of crisis. Shortly after the appearance of the Covid-19 virus, it has become a common problem for the whole world. The flood has had economic, political, social and cultural impacts in many countries. During this period, the brand’s attitude towards the epidemic and the communication strategy it follows are of great importance for the brand’s future. The article aims to examine the Twitter posts in the first two months of the 10 most valuable brands in Turkey (Brandfinance, 2019). 510 tweets shared by 10 brands using the qualitative and qualitative content analysis method have been reviewed in the framework of the specific categories. As a result, it has been shown that the shares of brands are largely linked to the epidemic. The most favourite categories include "Thanks to healthcare workers", "Thanks to employees" and "Hope Message", while the most favourite categories are related to "Free-made applications" and "Economic support".

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