EXPLORING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING FOR PARTICIPATION BANKS IN TURKEY

Nowadays, where digitalization and social media are used effectively in almost every sector, especially in marketing and promotional activities, banks, like other businesses, can make use of digitalization and social media to announce their products and services to both corporate and individual customers quickly, easily and very cheaply. Especially the intense use of social media by the young and middle age population has made this channel very attractive for businesses and they have started to use their corporate profiles as an advertising and CRM tool. In the study, the posts made by 6 participation banks in our country from their corporate Instagram accounts are examined with the help of content analysis. Within the scope of purposeful sampling, 173 posts covering the first 2 months of the year were examined in detail and sharing themes were determined. When the posts are examined; among the remarkable findings, the promotion of products and services, posts with special day and commemoration content, sustainability (posts regarding environmental, economic and social dimensions) and especially posts explaining the digital services developed by banks attract attention. These posts are categorized as "informative” and “entertaining" themed content. It has been observed that the original video contents, especially those involving the banks' own personnel, receive much more interaction by the followers. It has been observed that messages from follower comments, especially those with complaint contents are responded quickly.