Abstract:

The purpose of the study is to investigate the preferences of social media use of companies trading in Borsa Istanbul in terms of social media network, industry and financial performance. The research is limited to the end of 2019 data of companies trading in the BIST 100 index. The study found that the social media network "Linkedin" was the most popular for companies. The sectors that use social media the most actively in 11 sectors including the research are the sectors of "research and communication" and the sectors of "group and retail trade". Each company has an average of 3.5 different social media accounts. This number is 4.5 in the group that actively uses social media and 2.30 in the non-active group. The results show that the rates of companies that actively use social media “Price/Winning Rate”, “Company Value/Net Sales Rate”, “Market Value” and “Observed Profitability” differ significantly from those that do not actively use social media. There was no significant difference in the other financial rates surveyed.

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