The use of social network as a promotion strategy in the context of glocalization: The example of Getir

In a world that has become a "global village" with the words of Marshall McLuhan with technological advances, local markets have become inadequate for the growth and development of companies and opening up to global markets has become a necessity. Companies should consider the possibility that their promotion strategies may not be perceived in the desired way, especially in new countries where they will operate, and should adopt unique approaches by taking into account local characteristics in these countries. This situation has led to the adoption of the concept of "glocalization", the idea of thinking globally and acting locally, by companies. In this study, the categories of the content shared between 27.01.2021 and 27.01.2022 on Instagram accounts of Getir company, which has the potential to create a global Turkish brand, were determined in Turkey (@getir), the headquarters country, and England (@getir_uk), the first country where it started its activities in the international market. It is aimed to determine the subject categories of the content, to reveal the similarities and differences and to reveal the effectiveness of these strategies by examining the content that receives the most and the least interaction in the context of glocalization. The results of the study are important in terms of guiding Turkish companies operating or planning to operate in foreign markets for using social networks effectively in their promotion strategies. In the study examining the @getir and @getir_uk accounts on Instagram, which is the most preferred social network for consumers to research brands, it was concluded that content shared with global benefit in local markets received more interaction while content with glocal benefit received more interaction in global markets.