@article{2018,title={THE USE OF SOCIAL MEDIA AS A DIALOGICAL COMMUNICATION TOOL IN BRANDING PROCESS: A COMPARATIVE ANALYSIS FOR ONLINE SHOPPING SITES},abstractNode={As a result of Increasing number of social media users all over the world and preoccupying the traditional media of interest for this area, brands did not take long to discover this environment. Social media are online platforms that reach businesses at relatively low cost, prefer to communicate with them, understand them and create a strong brand image in their minds. The rapidly growing online shopping sites in recent years offer a very different shopping environment from traditional shopping habits. Especially these sites, which are rapidly accepted by younger generations, compete with each other in a tough way. Online shopping sites that strategically use social media in this competitive environment and develop dialogue with the target audience will be one step ahead of their competitors. In this context, the study will compare the social media accounts of five online shopping sites known in Turkey and analyze the content.},author={Mustafa YALÇIN-Melis Yalçın},year={2018},journal={The Journal of Academic Social Science}}