Research Information System
Thesis Type: Postgraduate
Institution Of The Thesis: Istanbul Commerce University, Sosyal Bilimler Enstitüsü, Turkey
Approval Date: 2019
Thesis Language: English
Student: GİZEM GÜLER
Supervisor: KOCABAY ŞENER NİHAL
Open Archive Collection: AVESIS Open Access Collection
Abstract:The structure of societies has changed with the concept of web 2.0 and new media that entered our lives in the 21st century information age. While we are taking shelter behind our new identities that we created on social media, we reflect the fast and effective communication that developed with social media into every field of our lives. Nowadays, companies are also trying to keep themselves on new media platforms by keeping up with the rules of this digital marketing. Traditional media is being replaced by the new media and this leads us to an area where a whole new kind of labor is offered by changing the society. In line with this view, the concept of capitalism and the changing social structure, which has transformed from the Feudal period to the 21st century, the changes it has created on human labor and the concept of free labor in the digital world created by web 2.0 has been opened to further discussion. In this context, the positive and negative aspects of the reflection of these concepts from the perspective of public relations on “brand volunteers” are put forward as a thesis / opinion by using the method of “focus group work”. After the study conducted with six people, it was revealed that the participants were brand volunteers because of their individual feelings of pleasure and admiration for brands.