Brand image in the globalization process: the case of integrated marketing communication Starbucks in new media environment

In this thesis, new media tools used by brands in the glocalization process are discussed. It is based on the judgment that glocalization is one of the important phenomena of our age. In the context of glocalization, which means the shift of weight to the local in the relationship between local and global, new forms of media have been emphasized. The phenomenon of brand image in the process of glocalization, which constitutes the main discussion of the thesis, is discussed through the coffee company Starbucks. For this purpose, the official channel of Starbucks Turkey on the internet platform named youtube was analyzed. Youtube is a platform that is used effectively in terms of new media, marketing communication and brand image. For the study, the videos on this channel were subjected to content analysis and how the company built its brand image and marketing strategy was analyzed. The videos were categorized according to their content and evaluated under these categories. The most obvious conclusion is that Starbucks effectively builds its marketing communication and brand image through YouTube, including influencer marketing. The fact that the most prominent element in the subcategories of video content is brand image supports this judgment. This research conducted on the YouTube channel of Starbucks also provides important data in terms of understanding how brands establish their marketing communications in the process of glocalization. Accordingly, in parallel with glocalization, local emphasis is found in marketing communication. In this study, content analysis was used as the research method. The videos on Starbucks Turkey's YouTube channel were analyzed and evaluated.