SOCIAL MEDIA USAGE IN MARKETING COMMUNICATIONS: PURPOSES AND MOTIVATIONS

Abstract

Today, the development of the Internet and the usage of social media has reached different dimensions. In this new age, where a more selective and compelling consumer profile has emerged, brands that can keep up with change by not being content with traditional marketing communication elements and who can take the place in social media that can create the effect that traditional media cannot create with the right and conscious use, can express themselves more accurately and create a competitive advantage by reaching their customers more easily.In this study, focus group interviews were conducted with the aim of determining the social media usage purposses and motivation of consumers living in Ankara in January 2019-February 2019 period, The purposes were evaluated in terms of; “Motivation for Social Escape”, “Motivation for Information”, “Motivation for Leisure Time Assessment”, “Motivation for Economic Benefit”, “Motivation for Social Interaction and Social Media”, and “Motivation for Entertainment”