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Abstract


THE USAGE OF CORPORATE BLOG IN MARKETING AND PUBLIC RELATIONS: A RESEARCH ON THE QUALITY OF THE CORPORATE BLOGS OF THE AIRLINE COMPANIES IN TURKEY.
With the effect of the globalisation and technological development and the companies’ carrying their both marketing and public relations on the virtual field, the presence of the companies has started to appear in a wide variety of field. Especially in recent years, the change and development in data-communication has forced companies to use more channels in the process of communication. Thus, the corporate blogs have an important position among the communication tools which should be actively used for the corporate operations. With this usage of corporate blogs, the companies can easily contact with the target market and the shareholders, and share the information of the corporate and sectors with the target consumers in the latest version. When to be thought in a long-term perspective, it is evaluated that the usage of these corporate blogs play an important role in the process of having an image, dignity and customers’ loyalty. Throughout this paper, the airline companies which operate in Turkey and are listed at Brand Finance 2015-Turkey’s Most Valuable Trademarks Report have been examined thoroughly. Accordingly, some suggestions have been made on how to create more efficient corporate blogs.

Keywords
Corporate Blog, Corporate Image, Customer Loyalty, Marketing, Corporate Communication


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