A research on social media use of cosmetic companies in terms of digital marketing

In this study, the use of social media in terms of digital marketing by companies in the cosmetics sector, which is one of the leading sectors that use social media, has been investigated, and it is aimed to examine the global and local social media accounts of three global centered cosmetics companies operating in Turkey. In this context, Instagram, Facebook, Twitter, Youtube and Tiktok accounts of cosmetic companies were analyzed by choosing a one-month period. The number of followers, the number of interactions, the number of posts, and the number of likes in these social media accounts of the companies were determined within the specified date range. Popular topics in the same date range were examined and the tags used in social media were determined; companies were compared with each other.