HAZIR YEMEK FİRMALARININ COVİD-19 SALGINI ESNASINDA DİJİTAL PAZARLAMA ETKİNLİKLERİNİN İNCELENMESİ INVESTIGATION OF DIGITAL MARKETING ACTIVITIES DURING THE COVID-19 EPIDEMIC OF FAST FOOD COMPANIES

Abstract

The epidemic, which was reported to have emerged in Wuhan, China and defined as “Covid-19”, has made digital mass media a priority in maintaining daily consumption practices as well as reaching information. Therefore, on the one hand, while the epidemic caused an increase in concerns about health, on the other hand, it initiated a series of changes observed in the economy. In this regard, due to a series of preventive measures taken by public authorities in the days following the outbreak of the epidemic, there has been a noticeable increase in the marketing activities of many commercial companies from their social networks. Within the scope of the study, the Instagram accounts of two fast food companies, which were determined as a sample, are examined in order to explain the marketing communication activities that shifted to social networks within the scope of the preventive measures taken by the public authorities after the outbreak of the “Coronavirus-Covid-19” epidemic. For this purpose, the contents shared by the two fast food companies operating under the name of “Burger King Turkey” and “Mc Donald’s Turkey”, which are determined as the sample of the research, on their corporate Instagram accounts during the period between March 17 and November 27, 2020, when the restriction is applied throughout Turkey, are focused on. Quantitative data obtained by using the counting method from the contents shared through the corporate Instagram accounts of both companies are classified, organized in tables, and subjected to descriptive analysis. Thus, the new normals in eating and drinking habits due to the epidemic and the trends observed in new marketing communication activities are discussed.