A netnographic research in the context of brand personality: An example of Starbucks and Kahve Dünyası

In today's competitive conditions businesses are being successful by positioning the businesses differently from their competitors in consumers mind and by providing the demands and needs of their consumers which who seek difference. At this point, businesses determine personality for their brands just like personality given to the people before they introduce the brand to the market. The brand, by depending to the developing technology, uses social media platforms to announce its personality behaviors and the differences that their creates for consumers. Starbucks and Kahve Dunyasi were chosen as samples for this study. This study based on Aaker's Brand Personality Scale Model which it aims to reveal brand personalities ot these selected brands. Among all the social media tools such as Facebook, Twitter or Instagram, Instagram was selected because it has large number of users and lots of visuals and Kahve Dunyasi and Starbucks's official Instagram accounts, which are "kahvedunyasi" and "starbucks_tr" were examined. The research was carried out using the netnography method which is a content analysis. In the determined period of the research, all the posts that brands shared and comments that consumers posted on were collected as data. Then, collected data were analyzed by a qualitative analysis program Maxqda. According to the findings, it was concluded that Kahve Dunyasi's personality has sincerity main category and Starbucks has excitement main category.