The Usage Of Social Media In Terms Of Brand Personality: A Research On Comparison Between The Brand Personality Presentatıons Of Brands In Social Media And The Brand Personality Perceptions Of Target Groups

Abstract

Most Valuable Brands Report (2018) was analyzed through content analysis technique. In the second dimension, a survey was conducted with the participation of 418 people in order to measure the personality perceptions of the mentioned brands. At the last part of the research, 5 Most Valuable of Turkish Brands were compared in terms of the personality types they present on social media and their target audience perception as a personality was compared. According to the data obtained, two of the five brands examined on the social media platforms, the brand personalities and the target audience’s perception of the personality overlaps, whereas three of them did not. The findings of this research are expected to guide brands in terms of communication practices towards brand personality.