The transformation of corporate social media communication: The case of @netflixturkey X account

This thesis examines how Netflix Turkey has fundamentally changed the nature of corporate communication in the new media environment, replacing traditional one-way processes with a dialogical, participatory and continuously interactive structure. With digitalisation, the rapid spread of information has made image, reputation, and brand management more complex, making transparency, authenticity, and the ability to respond instantly vital. Social media management, content marketing, online reputation management, and digital crisis communication have become the cornerstones of corporate communication. Therefore, the aim of this study is to examine how effectively Netflix Turkey uses its localisation policy, cultural humour elements and interaction elements to maintain and transform its corporate communication. The study explains this transformation using various communication theories such as Dialogic Communication, System, Stakeholder, Network, Diffusion, and Agenda Setting. Netflix's global success has been linked to theoretical frameworks such as disruptive innovation, the Long Tail Theory, the subscription economy, media convergence, and glocalisation. A descriptive analysis of Netflix Turkey's X (formerly Twitter) account has concretised the effectiveness of localisation and humour in corporate communication strategies. In this context, tweets posted between 31 December 2024 and 1 May 2025 were examined. Netflix's integration of local cultural elements and trends into its content has enabled it to establish empathy with its target audience and create a strong sense of community. However, the importance of cultural sensitivity and contextual alignment has been emphasised, as the misuse of humour can cause serious damage to a brand's image. In the future, trends such as artificial intelligence, increasing personalisation, and sustainability will further shape corporate communication. Ultimately, it is stated that corporate communication will be positioned as a vital function integrated with the organisation's overall strategy through a proactive, transparent, and dialogue-focused approach. Keywords, New Media, Corporate Communications, Netflix, Digital Transformation, Humor