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How Turkish Banks Benefit From Social Media: Analyzing Banks Formal Links

Eda Yasa Özeltürkay, Burcu Mucan

Abstract: Companies have to catch the best points that make they survive in this hard competitive market. For that reason they try to reach their customers in every way with a single and certain message. With this strategy a company carefully integrates and coordinates its many communication channels to deliver clear, consistent, and compelling message about the organization and its brands [1]. Therefore companies need to monitor the new communication tools and try to create more loyal customers using social media effectively.  This study’s aim is to demonstrate the policies of Turkish banks about using this alternative channel, social media tools. A content analysis is done to show the profile of Turkish banks and whether they use social media tools to reach and affect their customers.  The results showed that, nearly forty percent of Turkish Bank use Facebook and twitter more than other tools.

Additional Info

  • Author(s) Name: Eda Yasa Özeltürkay[1], Burcu Mucan[2]
  • Author(s) Affiliation: [1]Cag University, Yasar Baybogan Campus Adana-Mersin Karayolu Uzeri Mersin 33800,Turkey, [2]Dumlupınar University, Kutahya, Turkey
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: social media tools, web 2.0, banking industry, Turkey
  • Article Type: Research
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