SUSTAINABLE SOCIAL MEDIA MARKETING AND MARKETS SOCIAL MEDIA ATTITUDES AGAINST SUSTAINABILITY

Abstract

Social media is a new and dynamic platform that offers many opportunities for brands in the field of marketing. Social media is a marketing tool where marketers can easily communicate with their target audience and enhance brand awareness. Since its cost is relatively low compared to traditional marketing tools, brands have turned to social media tools such as Facebook, Twitter, and Instagram for their marketing activities. The aim of this study is to highlight the importance of sustainability of social media marketing and to examine the social media activities of five brands that have achieved sustainability in social media marketing. It has been observed that selected brands in qualitative research conducted for this purpose are brands that regularly share in social media between 1 July and 31 December 2017 and respond to customers' comments as soon as possible. At the same time, it has been observed that social media tools do not bombard their followers with messages, and that the sharing they have made is strong enough to reinforce the image of the business as lean, and to the point. In this context, it can be said that they have achieved sustainability in social media marketing.