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A MULTIDIMENSIONAL MARKETING COMMUNICATION MODEL ON SOCIAL MEDIA FOR GLOBAL BRANDS: THE CASE OF COCA-COLA TURKEY

Year 2022, Volume: 12 Issue: 2, 469 - 482, 01.04.2022

Sarp Bağcan Adnan Duygun

Abstract

It is possible to say that marketing communication is a part of the marketing mix and plays an important role in interacting between consumers and brands. Recently, social media platforms have become one of the environments used by brands for marketing communication purposes. In this direction, the main purpose of the study is to develop a multidimensional marketing communication model by analyzing the marketing communication efforts of global brands in social media. For this, Coca-Cola, which is at the top of the world brand list of institutions such as Interbrand, BrandZ, Brandfinance, was chosen as an example. For decades, Turkey has been an important base of the brand. Coca-Cola Turkey's Facebook and Twitter accounts were analyzed using content analysis based on the years 2017 and 2020, showing the pre-pandemic and the pandemic period. In this study, a multidimensional marketing communication model has been proposed for various content forms in social media. These dimensions are time, subject, channel, and material. Taecharungroj's (2016) study was used to concretely show the replaceable material dimension of the marketing communication model. The system, created by considering time, subject, channel, and material dimensions, covers a process from content to application. On the other hand, the selected years showed the variation of the dimensions over time. This system will provide an important and holistic contribution to practitioners and similar conveniences for researchers.

Keywords

marketing communication social media global brands multidimensional model content analysis

References

  • About: The Coca-Cola Company (2022). Company profile, the world's largest nonalcoholic beverage company, https://investors.coca-colacompany.com/about. Access Date: 15.02.2022.
  • Ab Hamid, N. R., Md Akhir, R. and Cheng, A. Y. (2013). Social media: An emerging dimension of marketing communication. Journal of Management and Marketing Research. https://www.aabri.com/manuscripts/121420.pdf. Access Date: 15.10.2016.
  • Agichtein, E., Castillo, C., Donato, D., Gionis, A. and Mishne, G. (2008). Finding high-quality content in social media, WSDM’08, February 11–12, 2008, Palo Alto, California, USA: 183-193.
  • Akar, E. and Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10: 35-67.
  • Al-Mu’ani, L., Saydam, S. and Çalicioğlu, C. (2014). Facebook as a marketing communications tool - Facebook official pages content analysis for Jordanian Telecommunications Companies in the mobile operators sector. International Journal of Business and Social Science, 5(4), Special Issue: 205-211.
  • Ashley, C. and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1): 15-27.
  • Brand Finance (2021). Global 500 2021, the annual report on the most valuable and strongest global brands. https://brandirectory.com/download-report/brand-finance-global-500-2021-preview.pdf. Access Date: 15.02.2022.
  • Brand Finance (2022). Global 500 2022, the annual report on the world's most valuable and strongest brands. https://brandirectory.com/download-report/brand-finance-global-500-2022-preview.pdf. Access Date: 15.02.2022.
  • CCI (2022a). Operations in Turkey. https://www.cci.com.tr/en/our-company/our-geography/turkey. Access Date: 14.02.2022.
  • CCI (2022b). Success stories. https://www.invest.gov.tr/en/whyturkey/successstories/pages/coca-cola.aspx. Access Date: 14.02.2022.
  • Čeněk, J., Smolík, J. and Svatošová, V. (2016). Marketing on social networks: Content analysis of Facebook profiles of selected Czech e-shops. Trends Economics and Management, 26(2): 9-20.
  • Chew, C. and Eysenbach, G. (2010). Pandemics in the Age of Twitter: Content analysis of tweets during the 2009 H1N1 outbreak. PLoS ONE, 5(11): 1-13.
  • Cvijikj, I. P. and Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3: 843-861.
  • Denecke, K. and Nejdl, W. (2009). How valuable is medical social media data? Content analysis of the medical web. Information Sciences, 179: 1870-1880.
  • DiStaso, M. W. and Bortree, D. S. (2012). Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis. Public Relations Review, 38: 511-514.
  • Felix, R., Rauschnabel, P. A. and Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70: 118-126.
  • Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P. and Greenwell, T. C. (2010). Understanding professional athletes' use of Twitter: A content analysis of athlete tweets. International Journal of Sport Communication, 3: 454-471.
  • Hawn, C. (2009). Take two aspirin and tweet me in the morning: How Twitter, Facebook, and other social media are reshaping health care. Health Affairs, 28(2): 361-368.
  • He, W., Zha, S. and Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33: 464-472.
  • Hussain, A., Tahir, A., Hussain, Z., Sheikh, Z., Gogate, M., Dashtipour, K., Ali, A. and Sheikh, A. (2020). Artificial intelligence-enabled analysis of UK and US public attitudes on Facebook and Twitter towards COVID-19 vaccinations. medRxiv. https://www.medrxiv.org/content/10.1101/2020.12.08.20246231v1.full.pdf. Access Date: 11.01.2021.
  • Interbrand (2021). Best Global Brands 2021, The Decade of Possibility. https://www.rankingthebrands.com/PDF/Interbrand%20Best%20Global%20Brands%202021.pdf. Access Date: 14.02.2022.
  • Kantar Brandz (2021). 2021 Global Brands. https://www.rankingthebrands.com/PDF/Brandz%20Most%20Valuable%20Global%20Brands%202021,%20Kantar.pdf. Access Date: 14.02.2022.
  • Kantar Worldpanel (2017). Brand footprint, a global ranking of the most chosen consumer brands. Issue 5, May 2017.
  • Kantar Worldpanel (2020). Brand footprint, a global ranking of the most chosen consumer brands. Issue 8, May 2020.
  • Kathuria, A. (2016). Social media content analysis. International Journal of Recent Trends in Engineering and Research (IJRTER), 02(09): 228-230.
  • Keller, K. L. (2001). Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs. Journal of Marketing Management, 17: 819-847.
  • Kim, J. Y. and Hammick, J. K. (2013). Corporate communication on Twitter: Relationship effects on audience behavior. PRism, 9(1). https://www.prismjournal.org/uploads/1/2/5/6/125661607/v9-no1-a9.pdf. Access Date: 12.10.2016.
  • Kwok, L. and Yu, B. (2012). Spreading social media messages on Facebook: An analysis of restaurant Business-to-Consumer communications. Cornell Hospitality Quarterly, XX(X): 1-11.
  • Lai, L. S. and To, W. T. (2015). Content analysis of social media: A grounded theory approach. Journal of Electronic Commerce Research, 16(2): 138-152.
  • Lalicic, L., Huertas, A., Moreno, A. and Jabreel, M. (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful?. Journal of Destination Marketing & Management, 16, 1-11.
  • Macnamara, J. (2005). Media content analysis: Its uses; benefits and best practice methodology. Asia Pacific Public Relations Journal, 6(1): 1-34.
  • Mangold, W. G. and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52: 357-365.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2): 1-14.
  • Özsomer, A., Batra, R., Chattopadhyay, A. and ter Hofstede, F. (2012). A global brand management roadmap. International Journal of Research in Marketing, 29(1): 1-4.
  • Paquette, H. (2013). Social media as a marketing tool: A Literature Review. University of Rhode Island DigitalCommons@URI, Major Papers by Master of Science Students. https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001andcontext=tmd_major_papers. Access Date: 15.10.2016.
  • Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2): 27-36.
  • Rahman, Z., Suberamanian, K. and Zanuddin, H. B. (2016). Social media content analysis – A study on fanpages of electronics companies. International Journal on Global Business Management and Research, 5(1): 87-96.
  • Rahman, Z., Suberamanian, K., Zanuddin, H. and Md Nasir, M. H. N. (2017). Social media content analysis “Study on brand posts of electronic companies””. Journal of Engineering and Applied Sciences, 12(1): 87-94.
  • Reuben, R. (2008). The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education”. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.534.79andrep=rep1andtype=pdf. Access Date: 18.10.2016.
  • Richards, D. R. and Friess, D. A. (2015). A rapid indicator of cultural ecosystem service usage at a fine spatial scale: Content analysis of social media photographs. Ecological Indicators, 53: 187-195.
  • Schwartz, H. A. and Ungar, L. H. (2015). Data-driven content analysis of social media: A systematic overview of automated methods. The Annals of the American Academy of Political and Social Science, 659: 78-94.
  • Shen, B. and Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19: 629-651.
  • Social Brands, Facebook (2022). (https://www.boomsocial.com/Social-Brands/2022/Subat/Facebook/hizli-tuketim/icecek). Access Date: 09.02.2022.
  • Social Brands, Twitter (2022). (https://www.boomsocial.com/Social-Brands/2022/Subat/Twitter/hizli-tuketim/icecek). Access Date: 09.02.2022.
  • Taecharungroj, V. (2016). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6): 552-571.
  • Taylor, M. and Kent, M. L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA’s Public Relations Tactics. Public Relations Review, 36: 207-214.
  • Thomas, S., Bestman, A., Pitt, H., Deans, E., Randle, M., Stoneham, M. and Daube, M. (2015). The marketing of wagering on social media: An analysis of promotional content on YouTube, Twitter and Facebook, Victoria, Australia: Victorian Responsible Gambling Foundation. https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1694andcontext=ahsri. Access Date: 13.11.2016.
  • Ungerman, O. (2015). Social media as a marketing communication tool used by family firms. https://pdfs.semanticscholar.org/b5e6/6676f1c00b33e2186f0f1fad15483584bd73.pdf. Access Date: 11.10.2016.
  • Waters, R. D. and Lo, K. D. (2012). Exploring the impact of culture in the social media sphere: A content analysis of Nonprofit Organizations’ Use of Facebook”. Journal of Intercultural Communication Research, 41(3): 297-319.
  • Wirga, E. W., Natalisa, D., Wiryana, I. M. and Natalisa, D. (2012), Social media content analysis for marketing strategy. Proceedings of the 3rd Uzbekistan-Indonesia international joint conference on economic development and nation character building to meet the global economic challenges (pp. 198-203). http://repository.gunadarma.ac.id/907/1/SOCIAL%20MEDIA%20CONTENT%20ANALYSIS%20FOR%20MARKETING%20STRATEGY_UG.pdf. Access Date: 11.10.2016.

KÜRESEL MARKALAR İÇİN SOSYAL MEDYADA ÇOK BOYUTLU PAZARLAMA İLETİŞİMİ MODELİ: COCA-COLA TÜRKİYE ÖRNEĞİ

Year 2022, Volume: 12 Issue: 2, 469 - 482, 01.04.2022

Sarp Bağcan Adnan Duygun

Abstract

Pazarlama iletişiminin pazarlama karmasının bir parçası olduğu ve tüketiciler ile markalar arasında etkileşim kurmada önemli bir rol oynadığını söylemek mümkündür. Son dönemlerde sosyal medya platformları, markaların pazarlama iletişimi amaçlı olarak kullandığı ortamlardan biri haline gelmiştir. Bu doğrultuda ortaya konan çalışmanın temel amacı, küresel markaların sosyal medyadaki pazarlama iletişimi çabalarını analiz ederek çok boyutlu bir pazarlama iletişimi modeli geliştirmektir. Bunun için Interbrand, BrandZ, Brandfinance gibi kuruluşların dünya marka listesinde üst sıralarda bulunan Coca-Cola örnek olarak seçilmiştir. On yıllardır Türkiye markanın önemli bir üssüdür. Coca-Cola Türkiye’nin Facebook ve Twitter hesapları, pandemi öncesini ve sürecini de gösterecek şekilde 2017 ve 2020 yılları baz alınarak, içerik analizi kullanılarak incelenmiştir. Bu çalışmada sosyal medyadaki çeşitli içerik formları için çok boyutlu bir pazarlama iletişimi modeli önerilmiştir. Bu boyutlar zaman, konu, kanal ve materyaldir. Pazarlama iletişimi modelinin değiştirilebilir materyal boyutunu somut olarak göstermek için Taecharungroj'un (2016) çalışmasından yararlanılmıştır. Zaman, konu, kanal ve materyal boyutları göz önüne alınarak oluşturulan sistem, içerikten uygulamaya kadar bir süreci kapsamaktadır. Seçilen yıllar ise boyutların zamanla değişimini göstermiştir. Bu sistem; uygulayıcılara önemli, bütüncül bir katkı sunacak, araştırmacılar için de benzer kolaylıklar sağlayacaktır. 

Keywords

pazarlama iletişimi sosyal medya küresel markalar çok boyutlu model içerik analizi

References

  • About: The Coca-Cola Company (2022). Company profile, the world's largest nonalcoholic beverage company, https://investors.coca-colacompany.com/about. Access Date: 15.02.2022.
  • Ab Hamid, N. R., Md Akhir, R. and Cheng, A. Y. (2013). Social media: An emerging dimension of marketing communication. Journal of Management and Marketing Research. https://www.aabri.com/manuscripts/121420.pdf. Access Date: 15.10.2016.
  • Agichtein, E., Castillo, C., Donato, D., Gionis, A. and Mishne, G. (2008). Finding high-quality content in social media, WSDM’08, February 11–12, 2008, Palo Alto, California, USA: 183-193.
  • Akar, E. and Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10: 35-67.
  • Al-Mu’ani, L., Saydam, S. and Çalicioğlu, C. (2014). Facebook as a marketing communications tool - Facebook official pages content analysis for Jordanian Telecommunications Companies in the mobile operators sector. International Journal of Business and Social Science, 5(4), Special Issue: 205-211.
  • Ashley, C. and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1): 15-27.
  • Brand Finance (2021). Global 500 2021, the annual report on the most valuable and strongest global brands. https://brandirectory.com/download-report/brand-finance-global-500-2021-preview.pdf. Access Date: 15.02.2022.
  • Brand Finance (2022). Global 500 2022, the annual report on the world's most valuable and strongest brands. https://brandirectory.com/download-report/brand-finance-global-500-2022-preview.pdf. Access Date: 15.02.2022.
  • CCI (2022a). Operations in Turkey. https://www.cci.com.tr/en/our-company/our-geography/turkey. Access Date: 14.02.2022.
  • CCI (2022b). Success stories. https://www.invest.gov.tr/en/whyturkey/successstories/pages/coca-cola.aspx. Access Date: 14.02.2022.
  • Čeněk, J., Smolík, J. and Svatošová, V. (2016). Marketing on social networks: Content analysis of Facebook profiles of selected Czech e-shops. Trends Economics and Management, 26(2): 9-20.
  • Chew, C. and Eysenbach, G. (2010). Pandemics in the Age of Twitter: Content analysis of tweets during the 2009 H1N1 outbreak. PLoS ONE, 5(11): 1-13.
  • Cvijikj, I. P. and Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3: 843-861.
  • Denecke, K. and Nejdl, W. (2009). How valuable is medical social media data? Content analysis of the medical web. Information Sciences, 179: 1870-1880.
  • DiStaso, M. W. and Bortree, D. S. (2012). Multi-method analysis of transparency in social media practices: Survey, interviews and content analysis. Public Relations Review, 38: 511-514.
  • Felix, R., Rauschnabel, P. A. and Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70: 118-126.
  • Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P. and Greenwell, T. C. (2010). Understanding professional athletes' use of Twitter: A content analysis of athlete tweets. International Journal of Sport Communication, 3: 454-471.
  • Hawn, C. (2009). Take two aspirin and tweet me in the morning: How Twitter, Facebook, and other social media are reshaping health care. Health Affairs, 28(2): 361-368.
  • He, W., Zha, S. and Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33: 464-472.
  • Hussain, A., Tahir, A., Hussain, Z., Sheikh, Z., Gogate, M., Dashtipour, K., Ali, A. and Sheikh, A. (2020). Artificial intelligence-enabled analysis of UK and US public attitudes on Facebook and Twitter towards COVID-19 vaccinations. medRxiv. https://www.medrxiv.org/content/10.1101/2020.12.08.20246231v1.full.pdf. Access Date: 11.01.2021.
  • Interbrand (2021). Best Global Brands 2021, The Decade of Possibility. https://www.rankingthebrands.com/PDF/Interbrand%20Best%20Global%20Brands%202021.pdf. Access Date: 14.02.2022.
  • Kantar Brandz (2021). 2021 Global Brands. https://www.rankingthebrands.com/PDF/Brandz%20Most%20Valuable%20Global%20Brands%202021,%20Kantar.pdf. Access Date: 14.02.2022.
  • Kantar Worldpanel (2017). Brand footprint, a global ranking of the most chosen consumer brands. Issue 5, May 2017.
  • Kantar Worldpanel (2020). Brand footprint, a global ranking of the most chosen consumer brands. Issue 8, May 2020.
  • Kathuria, A. (2016). Social media content analysis. International Journal of Recent Trends in Engineering and Research (IJRTER), 02(09): 228-230.
  • Keller, K. L. (2001). Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs. Journal of Marketing Management, 17: 819-847.
  • Kim, J. Y. and Hammick, J. K. (2013). Corporate communication on Twitter: Relationship effects on audience behavior. PRism, 9(1). https://www.prismjournal.org/uploads/1/2/5/6/125661607/v9-no1-a9.pdf. Access Date: 12.10.2016.
  • Kwok, L. and Yu, B. (2012). Spreading social media messages on Facebook: An analysis of restaurant Business-to-Consumer communications. Cornell Hospitality Quarterly, XX(X): 1-11.
  • Lai, L. S. and To, W. T. (2015). Content analysis of social media: A grounded theory approach. Journal of Electronic Commerce Research, 16(2): 138-152.
  • Lalicic, L., Huertas, A., Moreno, A. and Jabreel, M. (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful?. Journal of Destination Marketing & Management, 16, 1-11.
  • Macnamara, J. (2005). Media content analysis: Its uses; benefits and best practice methodology. Asia Pacific Public Relations Journal, 6(1): 1-34.
  • Mangold, W. G. and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52: 357-365.
  • Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2): 1-14.
  • Özsomer, A., Batra, R., Chattopadhyay, A. and ter Hofstede, F. (2012). A global brand management roadmap. International Journal of Research in Marketing, 29(1): 1-4.
  • Paquette, H. (2013). Social media as a marketing tool: A Literature Review. University of Rhode Island DigitalCommons@URI, Major Papers by Master of Science Students. https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001andcontext=tmd_major_papers. Access Date: 15.10.2016.
  • Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2): 27-36.
  • Rahman, Z., Suberamanian, K. and Zanuddin, H. B. (2016). Social media content analysis – A study on fanpages of electronics companies. International Journal on Global Business Management and Research, 5(1): 87-96.
  • Rahman, Z., Suberamanian, K., Zanuddin, H. and Md Nasir, M. H. N. (2017). Social media content analysis “Study on brand posts of electronic companies””. Journal of Engineering and Applied Sciences, 12(1): 87-94.
  • Reuben, R. (2008). The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education”. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.534.79andrep=rep1andtype=pdf. Access Date: 18.10.2016.
  • Richards, D. R. and Friess, D. A. (2015). A rapid indicator of cultural ecosystem service usage at a fine spatial scale: Content analysis of social media photographs. Ecological Indicators, 53: 187-195.
  • Schwartz, H. A. and Ungar, L. H. (2015). Data-driven content analysis of social media: A systematic overview of automated methods. The Annals of the American Academy of Political and Social Science, 659: 78-94.
  • Shen, B. and Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19: 629-651.
  • Social Brands, Facebook (2022). (https://www.boomsocial.com/Social-Brands/2022/Subat/Facebook/hizli-tuketim/icecek). Access Date: 09.02.2022.
  • Social Brands, Twitter (2022). (https://www.boomsocial.com/Social-Brands/2022/Subat/Twitter/hizli-tuketim/icecek). Access Date: 09.02.2022.
  • Taecharungroj, V. (2016). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6): 552-571.
  • Taylor, M. and Kent, M. L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA’s Public Relations Tactics. Public Relations Review, 36: 207-214.
  • Thomas, S., Bestman, A., Pitt, H., Deans, E., Randle, M., Stoneham, M. and Daube, M. (2015). The marketing of wagering on social media: An analysis of promotional content on YouTube, Twitter and Facebook, Victoria, Australia: Victorian Responsible Gambling Foundation. https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1694andcontext=ahsri. Access Date: 13.11.2016.
  • Ungerman, O. (2015). Social media as a marketing communication tool used by family firms. https://pdfs.semanticscholar.org/b5e6/6676f1c00b33e2186f0f1fad15483584bd73.pdf. Access Date: 11.10.2016.
  • Waters, R. D. and Lo, K. D. (2012). Exploring the impact of culture in the social media sphere: A content analysis of Nonprofit Organizations’ Use of Facebook”. Journal of Intercultural Communication Research, 41(3): 297-319.
  • Wirga, E. W., Natalisa, D., Wiryana, I. M. and Natalisa, D. (2012), Social media content analysis for marketing strategy. Proceedings of the 3rd Uzbekistan-Indonesia international joint conference on economic development and nation character building to meet the global economic challenges (pp. 198-203). http://repository.gunadarma.ac.id/907/1/SOCIAL%20MEDIA%20CONTENT%20ANALYSIS%20FOR%20MARKETING%20STRATEGY_UG.pdf. Access Date: 11.10.2016.
There are 50 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Sarp Bağcan 0000-0001-8075-378X

Adnan Duygun 0000-0003-4026-4054

Publication Date April 1, 2022
Submission Date January 13, 2022
Acceptance Date February 18, 2022
Published in Issue Year 2022 Volume: 12 Issue: 2

Cite

APA Bağcan, S., & Duygun, A. (2022). A MULTIDIMENSIONAL MARKETING COMMUNICATION MODEL ON SOCIAL MEDIA FOR GLOBAL BRANDS: THE CASE OF COCA-COLA TURKEY. Turkish Online Journal of Design Art and Communication, 12(2), 469-482.
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