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Abstract


CRISIS COMMUNICATION OF BRANDS IN THE DIGITAL AGE: EFFECT OF THE PANDEMIC

Digitalization and the use of digital technologies affect and change the dynamics of both social and corporate life in every aspect. While digitalization is seen as a difficult process for many people and institutions to adapt, it is seen as a value that creates competitive advantage and new opportunities for many. The common opinion is that the importance and necessity of digitalization have been better understood during the Covid-19 pandemic process, which the world has been in for the last 1 year. In this process, while people were exposed to social isolation, institutions significantly restricted their activities and services. During the pandemic period, digital technologies and related communication, production and distribution systems have allowed individuals and institutions to communicate with their interlocutors and to maintain their commercial activities and services from a distance, albeit limited. Based on this fact, in this paper, the importance of digitalization and the opportunities created by digital communication and social media in the current crisis conditions are discussed in terms of institutions and brands. For this discussion, Turkish Airlines (TA), one of the actors of airline transportation, which is one of the most affected sectors due to travel restrictions applied all over the world during the pandemic process, was chosen. The understanding of crisis communication that TA has followed from the beginning of the Covid-19 pandemic process to the present, the purposes of using digital and social media, and the roles played by these tools in this process were generally questioned. In this query, the method of semi-structured interview with the relevant managers from TA Corporate Communications Department was used. According to the findings obtained as a result of the interview, TA has chosen to use digital and social media platforms and tools intensively in overcoming the constraints created by the crisis and in establishing communication and relations with its target audiences, while positioning it at the center of its crisis communication strategy and activities during the pandemic process.



Keywords
Digitalization, Social media, Crisis communication, Covid-19 Pandemic, Turkish Airlines



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