Abstract:

From the point of view of digital marketing, social media platforms have become an important tool to attract consumers’ interest, arouse their desire and convince them to move. Companies, in addition to regular announcements on these digital platforms, also share differentiated content for special days. Thus, it is intended to attract the attention of consumers, to enter more interaction with them. The Covid-19 pollution, which was declared global in March 2020, is also a special period in the world, although in the negative direction. Of course, it is common for that increasing trade concerns in times of crisis to focus on marketing activities. In this study, it is intended to examine the expectations that will increase their holding activities in unusual times. For this purpose, the publications of their library selected as a will, the popular social media platforms Instagram and Twitter were evaluated by comparing the periods of one-month immediately before and in the beginning of the epidemic that was collected as data. According to the findings, the number of shares after the start of the epidemic and the number of followers likes and comments related to them have been increased. After all, this research is believed to contribute to the writing of crisis communication in, from the point of view of social media use as a holding function.

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