Interactive advertisements during the COVID-19 pandemica review on digital marketing applications transforming with: Hepsiburada.com social media accounts

Technological developments in today's world, mobile technologies that have become indispensable in our daily lives, social networks and new media revenues continue to progress day by day without losing their speed. Covid-19, which affects the whole world; It was a period that affected societies not only in terms of health, but also economically and socially, and also affected the brands, marketing and advertising world. Therefore, there has been a serious transformation from the daily living conditions of the consumers to the media and consumption habits. In this study, the conveniences that social media applications, which are increasing their influence in our world, provide to consumers during the pandemic process, the changes they bring will be examined within the framework of digital market and interactive advertising. In addition; Twitter, Facebook and Instagram shares of the Hepsiburada.com brand were discussed during the Covid-19 process, the mobile application of the Hepsiburada.com platform, which is an e-commerce brand, was also examined in this process. The brands with high sales ratings during the epidemic process of the "Hepsiburada" application, selected as the study area, were discussed and interviews were conducted with 7 brand officials with high sales ratings. In the study, in order to make an assessment of social media advertisements during the pandemic process; examples of advertisements, their contents and the domains of these advertisements were examined. The Twitter, Facebook and Instagram accounts of the Hepsiburada brand were examined in 2020 (11.03.2020 - 30.12.2020) during periods of intense closure, and it was carried out apart from the brand's digital marketing, mobile application and television advertisements in other channels. It has been determined that there has been an increase in internet and social media usage rates with the epidemic, this increase will continue after the pandemic, and digital marketing advertisements are effective on consumers.