Book chapter co-authored by Kaan Varnalı

Managing Social Media Communications at Garanti Bank, co-authored by Kaan Varnalı (Assoc. Prof. at BİLGİ Faculty of Communication) is published within the book Strategic Marketing Cases in Emerging Markets, edited by Atanu Adhikari and Sanjit Kumar Roy. The book is published by Springer.


This case study provides the background for creative thinking on social media marketing. It involves issues such as content marketing, customer care in social media, converting traffic in social media channels into product leads, brand engagement in social media, and assessment of interaction rates. What is expected from the students is to both analyse and evaluate the effectiveness of Garanti Bank’s approach in social media management in conveying brands’ core values and generating leads on social media, and develop suggestions on how the brand may increase its interaction rate in line with its strategic targets.

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