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Abstract


AN ANALYSIS ON THE RELATIONSHIP OF SOCIAL MEDIA USAGE AND DIGITAL MARKETING IN THE COVID-19 PANDEMIA

The new coronavirus (Covid-19) epidemic, which started in Wuhan, China for the first time, spread all over the world in a short time and was declared as a pandemic by the World Health Organization (WHO). In the context of pandemic, states and administrations have made new regulations to reduce contagiousness. The disruption of social life due to the pandemic has led to changes in social and cultural behavior. Due to these changes and the restriction of social movements, the economies of organizations, institutions and countries were damaged. The events that took place during this period caused some habits to change and new habits to be acquired. In this article, the change in digital marketing and social media usage habits is examined in 2019 and 2020. The changing numbers of social media users are examined on the basis of social media platforms. In 2020, it has been understood that people spend more time on social media platforms with the effect of the pandemic, and the number of users has increased accordingly. Thus, a brief perspective on how social media platforms and digital marketing will be affected and their future situation has been presented. Accordingly, it has been concluded that the tendency of digital platforms to be an important platform for businesses is rapidly increasing and is developing as an important marketing technique.



Keywords
Covid-19, Social media, marketing, digital marketing.



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