The impact of real-time marketing on brand interactions in social media

Emre Kurt

Article Details

The impact of real-time marketing on brand interactions in social media

Authors:

Emre Kurt

Publisher:

Kocaeli University

Main Topics:

İletişim Çalışmaları | Dijital Pazarlama | Pazarlama İletişimi

Journal:

Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 25, pp.19-40

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001342894

pISSN:

1303-2771

Keywords:

Abstract:

 The period we live in has been a period in which people are intertwined with technology and great technological steps have been taken. Communication technologies developed during this period, one of the biggest examples which is social media, have been made available to people. Brands, on the other hand, have seen these communication technologies as an opportunity for themselves and communicated with their target audiences through these Technologies. They used different communication strategies and marketing methods through these communication technologies. One of these marketing techniques used is real-time marketing strategies. Brands have shared their real-time marketing practices on various social media tools, especially Instagram. In this study, the content shared by brands on Instagram and prepared with real-time marketing applications was examined. These contents were compared with the three before and three posts after them that were prepared without using real-time marketing strategies. Thus, the effect of real-time marketing applications on brands as interaction on Instagram was examined. The importance of real-time marketing applications, which is one of the marketing strategies, has also been tried to be revealed in this study. According to the data obtained from the study, it has been revealed that real-time marketing applications greatly increase the interactions of brands on social media.

 The period we live in has been a period in which people are intertwined with technology and great technological steps have been taken. Communication technologies developed during this period, one of the biggest examples which is social media, have been made available to people. Brands, on the other hand, have seen these communication technologies as an opportunity for themselves and communicated with their target audiences through these Technologies. They used different communication strategies and marketing methods through these communication technologies. One of these marketing techniques used is real-time marketing strategies. Brands have shared their real-time marketing practices on various social media tools, especially Instagram. In this study, the content shared by brands on Instagram and prepared with real-time marketing applications was examined. These contents were compared with the three before and three posts after them that were prepared without using real-time marketing strategies. Thus, the effect of real-time marketing applications on brands as interaction on Instagram was examined. The importance of real-time marketing applications, which is one of the marketing strategies, has also been tried to be revealed in this study. According to the data obtained from the study, it has been revealed that real-time marketing applications greatly increase the interactions of brands on social media.

 The period we live in has been a period in which people are intertwined with technology and great technological steps have been taken. Communication technologies developed during this period, one of the biggest examples which is social media, have been made available to people. Brands, on the other hand, have seen these communication technologies as an opportunity for themselves and communicated with their target audiences through these Technologies. They used different communication strategies and marketing methods through these communication technologies. One of these marketing techniques used is real-time marketing strategies. Brands have shared their real-time marketing practices on various social media tools, especially Instagram. In this study, the content shared by brands on Instagram and prepared with real-time marketing applications was examined. These contents were compared with the three before and three posts after them that were prepared without using real-time marketing strategies. Thus, the effect of real-time marketing applications on brands as interaction on Instagram was examined. The importance of real-time marketing applications, which is one of the marketing strategies, has also been tried to be revealed in this study. According to the data obtained from the study, it has been revealed that real-time marketing applications greatly increase the interactions of brands on social media.

 İçinde yaşadığımız dönem insanların teknolojiyle iç içe oldukları, teknolojik olarak büyük adımların atıldığı dönem olmuştur. Bu süreçte geliştirilen iletişim teknolojileri, en büyük örneklerinden biri sosyal medya insanların kullanımına sunulmuştur. Markalar ise bu iletişim teknolojilerini kendileri için fırsat bilmiş ve hedef kitleleriyle bu teknolojiler yoluyla iletişime geçmiştir. Bu iletişim teknolojileri yoluyla farklı iletişim stratejilerini ve pazarlama tekniklerini kullanmışlardır. Kullanılan bu pazarlama tekniklerinden biri de gerçek zamanlı pazarlama stratejileridir. Markalar gerçek zamanlı pazarlama uygulamalarını Instagram başta olmak üzere çeşitli sosyal medya araçlarından paylaşmışlardır. Bu çalışmada markaların Instagram üzerinden paylaştıkları, gerçek zamanlı pazarlama uygulamaları ile hazırlanan içerikleri incelenmiştir. Bu içerikler kendilerinden önceki üç ve sonrasındaki üç gerçek zamanlı pazarlama stratejisi kullanılmadan hazırlanmış paylaşımlarıyla kıyaslanmıştır ve böylece gerçek zamanlı pazarlama uygulamalarının Instagram üzerinde etkileşim olarak markalara etkisi incelenmiştir. Pazarlama stratejilerinden biri olan gerçek zamanlı pazarlama uygulamalarının önemi de bu çalışmayla ortaya koyulmaya çalışılmıştır. Çalışmadan elde edilen verilere göre, gerçek zamanlı pazarlama uygulamalarının sosyal medyada markaların etkileşimlerini büyük oranda artırdığı ortaya koyulmuştur.

Article Details

The impact of real-time marketing on brand interactions in social media

Authors:

Emre Kurt

Publisher:

Kocaeli University

Main Topics:

İletişim Çalışmaları | Dijital Pazarlama | Pazarlama İletişimi

Journal:

Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 25, pp.19-40

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001342894

pISSN:

1303-2771

real time marketing

social media

instagramgerçek zamanlı pazarlama

sosyal medya

instagram

Issues

Article Details

The impact of real-time marketing on brand interactions in social media

Authors: Emre Kurt

Publisher: Kocaeli University

Main Topics: İletişim Çalışmaları | Dijital Pazarlama | Pazarlama İletişimi

Journal: Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 25, pp.19-40

Document Type: Article

Publication Date: 3/2025

Document Language: Turkish

Document ID (Org No.): 2001342894

pISSN: 1303-2771

real time marketing

social media

instagramgerçek zamanlı pazarlama

sosyal medya

instagram

Issues

Authors:

Emre Kurt

Publisher:

Kocaeli University

Main Topics:

İletişim Çalışmaları | Dijital Pazarlama | Pazarlama İletişimi

Journal:

Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 25, pp.19-40

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001342894

pISSN:

1303-2771