A new aspect about marketing communication in the dijital age: Online community and user-centered content

Along with today's information communication technologies, many changes have occurred in every area. This change has given a different dimension to marketing, public relations, advertising and communication studies. The development of information communication technologies led to the digital age. Digital age occurs in new media definitions, social networking concepts and new marketing communication works. The digital age has been affecting our lives for a long time and it is increasingly involved in our lives. Nowadays, brands have started to arrange their studies in this direction with the increasing importance of new concepts. The marketing, advertising and communication studies of brands are influenced by the new media, especially social networking sites for both marketers and consumers. Brands are managing their works that are included in the new marketing concept for consumers in social networking sites. The concepts of socialization, participation and interaction in social networking sites have become more popular for users and they are important concepts for brand marketing communication works. Also, users become members of virtual brand communities of brands or share user-centered content as brands lead to social networking sites with the digital age effect. In this thesis study titled "A New Aspect About Marketing Communication in the Digital Age: Online Community and User-Centered Content", social networking sites that are important for brands in the digital era was investigated the virtual community applications of brands and content productions created by users.