Abstract:

The aim of this study is to compare the efforts of global car brands to communicate to their environmentally friendly products and services globally and on the basis of the country. The research has conducted a content analysis of how eight global automotive brands have shared their environmentally friendly products and services on their global and local official Twitter accounts. These eight car brands have also been discussed on Twitter about environmentally friendly products, related special days, weeks and events. Thus, in the global official accounts of global automotive brands and in the Turkish accounts, the similarities and differences of social media communications have been tried to determine the causes of this situation. The data was collected by analyzing the environmental sustainability shared by brands on their global and local Twitter accounts for a year. When the 880 environmentally friendly shares were reviewed on the official Twitter accounts of the automotive brands, it was found that the brands made more shares on their global accounts. This difference is seen in both environmentally friendly products and services of brands as well as environmentally-related events, special days and weekly shares. Car brands do not only make environmentally friendly shares about their products and services but also make non-profit environmentally friendly shares that will create awareness. If you look at the media type of environmentally friendly posts, it seems that both global and Turkish official Twitter accounts mostly prefer photos or gifs. In addition, it has been shown that the car brands are aimed at promoting products or services in most environmentally friendly events. As a result, environmentally friendly and sustainable practices need to be shared in order for the consumer to connect with the automotive brands and feel commitment to the brand.