Marketing mix and social media communication: An evaluation over Turkish ports' Twitter accounts

Competition can be used to gauge the importance of marketing. Given the fact that port competition is not just regional, but also national and international, it is apparent that port operators' demand for comprehensive marketing operations has grown even more than previously. In today's digital environment, social media platforms play a significant role in marketing. As a result, the study's main goal is to look into how marketing mix strategies in the port industry are reflected on social media (Twitter). The unique aims of this study are the analysis of the social media content of the ports that use social media and the network analysis for social media communications, both of which are in line with the general purpose. The study looked into the social media profiles of nine ports using text mining and R programming. "Do ports in Turkey represent marketing mix components through social media?" according to the findings. According to the findings, the answer to the question is a tentative yes.