Investigation of Online Branding Strategies in the Presentation of New Products to Markets Through Social Network Analysis, Investigation of Online Branding Strategies in the Presentation of New Products to Markets Through Social Network Analysis
Ansiklopedide konular > Ansiklopedide Madde · 2025
Yazarlar: Cevat Sercan Özer, Nahit Erdem KÖKER
Ansiklopedide Madde, 2025, , Uluslararası
Özet
Abstract The aim of this study is to reveal the branding strategies of TOGG’s (Türkiye’s Automobile Initiative Group) brand posts on online platforms in the context of diffusion of innovations using social network analysis. The new communication opportunities offered by the digital age have led to new marketing strategies and new opportunities for brands to interact with their target audiences. In particular, new media environments play an important role in targeting audiences by, for example, introducing new ideas, presenting new products, and launching new brands. Therefore, in this study branding strategies, user-created content, community analysis, and dominant themes in the network on the X platform related to the relatively new automobile brand TOGG were explored through social network analysis. In X, which is the focus of the study, the analysis tool NodeXL Pro was used to visualize large datasets and map user interactions and the network. The interactions, communication patterns, and feedbacks of social media users toward the TOGG brand were also analyzed. In addition, by analyzing and exploring the structure of the network, it is examined in which centers the digital strategies of the TOGG brand are predominant, which users play a more active role and accelerate the diffusion of innovations, and the massive interactions in large datasets and new media environments.