Abstract:

The impact of the worldwide COVID-19 pandemic has caused behavior changes for both brands and users and forced to re-think social media marketing at an unprecedented pace. During this period, with the increase in social media use, the promotion and sale of products and services, social media platforms have become the popular marketing areas of brands for the realization of interaction with target audiences. Thus, the conduct and development of marketing activities through social media has become quite important in the pandemic process. On the other hand, as a result of the COVID-19 in the economic area, the different sectors also showed an increase in the same proportion of unaffected parts, while some experienced serious damages. While the sector that suffered the most economically was the aviation sector, the sector that suffered the least damage or was not affected by the COVID-19 pandemic in any way and that had a period that increased its profitability economically was the food retailing sector. In this study, the corporate Facebook page of the BİM brand, which operates in the food retail sector that was least affected by the pandemic process, and the corporate Facebook page of the Pegasus Airlines brand, which is one of the airline companies that were negatively affected by the pandemic process, together with the obligations brought by the pandemic process, on March 11, 2020, in the context of social media marketing. - Examined by quantitative content analysis method between 11 July 2020. As a result of the findings obtained from the study, it is seen that the brand BIM in its corporate Facebook pages, in the context of social media marketing marketing promotions in the technology has been used intensely limited time, as well as the technology of competitive advantage as a sale benefit. However, Pegasus Airways mainly uses competitive advantages and health elements as sales benefits on the corporate Facebook page. COVID-19 content posts are not posted on the company’s Facebook page, while Pegasus Airlines has been observing content posts with COVID-19.

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