Özet:

Companies are increasingly advocating social media technologies to transform and improve corporate performance. This study examines the relationship between social media followers and brand value. Nowadays, there are not many studies on social media marketing which has an important role and increasing contribution in marketing. In addition, the issue of brand value has emerged as one of the most critical areas for marketing management. Nevertheless, there is no empirical evidence of the effects of social media activities on brand value, although there is a strong interest in the issue. Besides, a study examining the relationship between brand value and the number of social media followers has not been reached in the literature. In this regard, this study will give a new perspective to the subject. The aim of this study is to examine the corporate social media accounts report of 100 companies, which are in Turkey's list of most valuable brands "Turkey 100" published by "Brand Finance" research company in 2017, and to determine the degree of efficiency in the use of social media in sectoral sense of these companies. In the study, corporate Facebook, Twitter, Instagram, Youtube, LinkedIn and Pinterest accounts and the number of users in these accounts of the companies, which are in "Turkey 100" list and operating in 13 major sectors such as banking and insurance, food, automotive, technology and information, sports, textile, construction, transportation, are examined. According to the findings, it is seen that the most widely used social media network is Facebook, while the least used social media network is Pinterest among the companies surveyed. When the findings are analyzed in terms of sector, it is concluded that different social media have come to the forefront in different sectors due to the characteristics of the sector and marketing forms.

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