SOSYAL MEDYA ÖRGÜTLENMESİNİN MARKA KRİZİ ÜZERİNE ETKİSİ: TRENDYOL KONULU X PAYLAŞIMLARI VE ETKİLEŞİMLERİ ÜZERİNE BİR İNCELEME

• Published in: TURAN : stratejik arastirmalar merkezi Vol. 16; no. 63; pp. 362 - 372
• Main Authors: Becit, Yunus, Tümbek Tekeoğlu, Aşkım Nurdan
• Format: Journal Article
• Language: Turkish
• Published: Sage Publishers’ House 2024; Sage Yayınları
• Subjects: Business Economy / Management; Communication studies; ICT Information and Communications Technologies; Marketing / Advertising; Media studies; Trendyol; X; Twitter; social media; brand; Crisis
• ISSN: 1308-8041; 1309-4033

With the increasing number of platforms and users, social media, where online interaction is increasing, creates spaces for users to share content and be in constant communication. Due to the growing influence of social media, a wide range of different types of users such as brands, news channels, trade unions, government agencies, as well as individual users are present on these platforms. The X (formerly Twitter) platform, with its high level of interactivity and information flow, inherently offers various benefits for both individual and organizational use. This study examines the reflections of the three major brand crises Trendyol faced in 2023 on the X platform, which provides benefits to support organizational action such as rapid information dissemination, wide audience reach, hashtag (#) use, media, and public opinion impact, and reveals the effects of the posts made on the platform on the crisis and the crisis process. In this research, which was conducted with the mixed content analysis method, posts with high interaction were analyzed. The result of the research reveals that the organization provided on social media in times of crisis increases visibility, contributes to crisis solutions, and creates public opinion for the brand.