THE EFFECT OF USING SOCIAL MEDIA ON BRAND PERCEPTION: AN APPLICATION IN THE PHARMACEUTICAL SECTOR

Nowadays, companies have begun to use social media channels as different from the traditional media tools to reach their products. The method and operation of the marketing world has been restructured in creating a brand perception of social media channels in which communication is bidirectional, the importance of the consumer is increasing, the consumers and brands are in intertwined and fast communication. In this study, the role of social media, which is the most attractive platform where the products of the pharmaceutical companies which use the traditional marketing tools, can meet their customers, is examined. Research within the scope of domestic and foreign pharmaceutical companies operating in Turkey, sales revenue Return on Sales (ROS) most of which 6 companies in social media marketing experts have been analyzed in-depth interviews data obtained as a result. Findings showed that the limited advertising space that pharmaceutical companies target social media is the most important channels to reach the audience