Representations of e-commerce sites in social media in the context of modern approaches in marketing

With the development of Internet technology, the way people live is changing day by day. Companies are looking for differentiated and diversified products and services in marketing. Digital platforms have become an indispensable tool in terms of the number of people reached, marketing convenience and costs. The development of Internet infrastructures and devices that provide easier access to the Internet has enabled consumers to actively use digital platforms. Thanks to these developments, the vast majority of the human population now uses the Internet and has a social media account. Being aware of this, e-retail brands aim to reach more consumers by carrying their marketing activities through traditional means to digital platforms.