Özet:

Social media platforms have become one of the basic elements of marketing communications in the 21st century. The institutions should use social media platforms effectively in the dimension of marketing communications in the process of achieving marketing goals and maintaining their existence against their competitors. For this reason, it is important how banks use social media platforms for market success in the banking sector, where competition is felt intensely. In the study, it was aimed to reveal the use of social media in the dimension of marketing communications in the banking sector in Turkey. For this purpose, the Facebook accounts of Turkey's top two public banks (Ziraat Bank and Vakıf Bank) and top two private banks (İş Bank and Garanti Bank) determined by the Banks Association of Turkey according to their total asset size at the end of 2020 were examined in terms of marketing communications within the scope of the study. The shares in Facebook accounts of the banks determined as samples were analyzed using the content analysis method over the coding scale prepared in the dimension of marketing communications in the study. In the findings obtained from the banks determined as samples, it was concluded that public banks in Turkey mostly use social media for advertising and promotional purposes, while private banks in Turkey mostly use social media for public relations purposes in terms of marketing communications.

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