A study on the use of social media by food supplement brands

Advertising is a well-established field that dates back to prehistoric times. Since its inception, it has undergone significant progress and development. In its early stages, advertising consisted entirely of rudimentary promotions. Today, in addition to newspapers, magazines, and flyers, there are numerous platforms exposing audiences to advertisements, including technological devices such as radios, televisions, tablets, and smartphones. With the advent of social media, a vast new market has emerged for brands and advertisers. Consequently, social media has established its own advertising strategy parameters, which both resemble and differ from those of traditional media. Dietary supplements have gained popularity worldwide as well as in our country. The number of dietary supplement brands is increasing daily, and these brands widely utilize social media to reach their target audiences. The purpose of this study is to reveal the tendencies of Supplementler, Protein Ocean, Hardline, Weider Nutrition, and Optimum Nutrition regarding their use of social media by conducting a content analysis of their Instagram posts over a six-month period. As a result of the analysis conducted under eight categories, similarities and differences in the brands' social media posts were identified. The findings were evaluated not to question the accuracy or inaccuracy of the types of posts but to provide insights that could guide other brands in the industry regarding social media strategies. Key Words: Dietary supplement, brand perception, digital marketing, online brand management