Social media are used for individuals with the aim of a great many individual and social motivations. Social media stands, in itself, for communication environments based on the social effect. Individuals are influenced by what other individuals share and by their existence even if they aren’t in interaction with them, and express themselves through social media, make shares and thus become interacted. As in every parts of life, the goal of brands is to get in touch with consumers also in social media settings. The brands that design persuasive communication context in accordance with diverse social media settings and share them benefit from the active participation of individuals in social media. By forming contexts which are worth sharing, the brands that aim them to be perceived and shared by consumers through social media make their designs based on various individual and social motivations of the consumers. It is extremely important for the motivational codes to be solved, which will enable consumers to interact with the brand contents in social media. The shared contents of the twitter users who share with the hash tags designed by the brand will be analyzed in this study, based on Coca Cola Twitter contents. The quality of the contents that will be classified by content analysis method, based on their type of motivation, will at the same time reveal a social influence profile that will shed light on the brand communication in social media.
Duygu Aydın, Selcuk University, Turkey
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