Abstract
An Analysis on the Visibility of Black Friday Ads on Social Media: Hepsiburada and Trendyol Examples
The phenomenon of consumption is increasing day by day, with the act of buying consciously or unconsciously in societies. Individuals are motivated to consume by means of the advertisements they are exposed to through the products of the culture industry. Ads, with their representations and discourses, arouse interest in the consumer and compel them to consume. Societies become a consumer society where individuals have the practices of purchasing products that they do not need. The “Black Friday” period, which coincides with the last week of November in Turkey, has become a shopping season. In this context, content analysis of the e-commerce sites Hepsiburada and Trendyol's social media shares, which had the highest number of visitors in Turkey, were analyzed. In addition, the total sales and expenditure amounts realized in Turkey during the Black Friday period were evaluated by comparing historical statistics. This study will make significant contributions to the literature, where studies in the field are limited, in terms of analyzing the content of the campaigns of the two brands on Black Friday and their relationship to consumer culture and in terms of analyzing the sales statistics of the Black Friday period in Turkey.
Keywords
Consumption, Black Friday, Advertisement, Sale, Content Strategies
