The use of digital marketing in information transport in social media: The example of Turkish companies

The aim of this research is to examine the relationship between brands and consumers in the Turkish digital marketing business and to reveal results. aims. In this research, the definition of digital marketing, the definition of the development process, the development of digital marketing and the situation in Turkey are analyzed. The research mainly includes positive or negative examples of brand and consumer communication through social media channels and other digital channels. In addition, examples of these communication types and the evolution of ever-changing marketing concepts are given in the digital environment. Marketing efficiency, information transfer and consumer behavior of the digital platform were evaluated. The communication between consumers and brands through digital channels and the effect of this communication on consumer behavior in the purchasing process are examined. Then, the campaigns of various companies on social media and the results of these activities are explained. In this study, the concept of digital marketing, which is one of the leading forms of marketing today, is emphasized. For this, firstly, the concept of digital marketing is explained. Then, the campaigns that explain the advantages of digital marketing to the sales of different brands and the effects of these campaigns are explained. © 2022 Elsevier B.V.. All rights reserved.