Özet:

This study’s aim, judge and examine the Turkish retail chain stores Mudo and Yargıcı’s social media activities which is in the context of brand communication .The literature review portion of the study; the development of the concept of the brand, strategic functions of brand communication, explaining the development of the internet and explaning the new media which is a consequence of internet . While referring to the concept of Web 2.0 social media to meet with Internet users, social media platforms and describes their characteristics.In this context, the reasons for brands using social media, the format focuses on the brand’s Instagram and social media use for communication purposes and is a tool which has been mentioned. The aim of the study; examine the Mudo and Yargıcı’s instagram activities in the brand communication contex which is one of the virtual media representations. Mudo and Yargıcı located among the “lifestle stores”and they are most importand examples of retailing. Yargıcı and Mudo’s activity follewed from their page of İnstagram for ten days and their shares were evaluated with content analysis method . As a result, Mudo and yargıcı used the social networks interactively on their İnstagram page. As a result of the research;İt can be said that brands Instagram shares affected customer barnd attitudes and awerness in a positive way.

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