SOCIAL MEDIA USAGE OF BRANDS DURING THE COUP ATTEMPT: A STUDY ON TWITTER DURING JULY 15TH 2016 IN TURKEY

Abstract

Brands are a part of society because they are human made products so they are affected by social, political, cultural and military events. As a result they determine strategies to protect themselves, to continue to exist or to carry on developing. Social media management of brands have always been an issue of concern specially with the rise of social media, when their interaction with the society increased and they became more open to individual reactions. This study focuses on what kind of a position the brands took on social media during the coup attempt that happened in Turkey on 15th July, 2016. In this study, brands' Twitter use during 15th July, 2016 were examined and their attitude during crisis situations were tried to be determined and their strategies were tried to viewed. According to the results reached with the study it is observed that brands prefer to stay inactive during crisis.