Can Social Media Be a Transformative Tool for Building a Better Society?

Abstract

The study aims to evaluate consumers' perceptions of social marketing designed to enhance environmental awareness through social media platforms. The approach employed in this study is exploratory and interpretive. The data gathered from YouTube videos on the “Doğa İçin Çal” platform filmed during the 2019-2023 period were semiotically analyzed in terms of their content characteristics. Afterwards, the user comments were evaluated as well. During the analysis process, the consumer perception framework was used by utilizing the content analysis method through the Maxqda software program. The findings indicate that the videos effectively captured the target audience's attention and fostered social cohesion by promoting unity. However, the perception elements utilized in the videos indicate that the viewers pay greater attention to the aspects associated with musical performance, while the matter of environmental awareness remains in the background.