Özet:

Various data is generated about corporations and brands through social network platforms, search engines, online and offline shopping practices. One of the concepts associated with big data in the marketing context and containing intensive data about brands is brand communities. Social networks provide content for brand communities as well as a platform for building relationships with stakeholder groups. Thus, corporate social networks are among the important platforms in developing relationships with relevant stakeholders in terms of creating a brand community and presenting content for corporate communication. In this direction, the purpose of this study is to analyse the content on the social networks of three technology brands: Samsung, Huawei and Xiaomi. Within the scope of the research, it is concluded that the usage of social media channels of brands is shaped on the basis of marketing public relations. It was seen that brands have been limited in creating interaction and use their ability to create meaning, symmetrical language and user-generated content approach more frequently on the basis of Instagram and the Twitter platform appearing to be more popular in actualising the ‘social’ factors of brand communities and generating traffic. It was determined that the themes of ‘emotions,’ ‘brand activities’ and ‘brand value-innovation’ are more prominent in the sharing of brands and the most popular social media used by all technology brands are Facebook and Twitter.

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