The use of sponsorship activities in social media communication: A comparative content analysis in the context of cryptocurrency exchange platforms

Abstract

Striking advances in technology have not only led to the emergence of new industries but also caused significant shifts in the marketing communication strategies of brands operating across various sectors. In this context, it is observed that, in a digitalized environment businesses seeking to communicate effectively with their target audiences and strengthen their brand image make extensive use of social media platforms, and that sponsorship activities are increasingly carried out through new media. Within the framework of increasingly competitive conditions in the digital world, new sectors are being shaped and strengthened using new media channels. Therefore, understanding the marketing communication strategies of cryptocurrency exchange platforms as one of the emerging sectors, in the social media environment and examining the importance they place on sponsorship activities is of great significance. Based on this objective, the present study aims to conduct an in-depth qualitative analysis of the sponsorship related social media posts shared by Türkiye’s leading cryptocurrency exchange platforms Paribu and BtcTurk, using content analysis method. To achieve these objectives, a total of 37 sponsorship related posts shared by the brands on YouTube between April 2024 and April 2025 were analyzed within the context of predetermined themes. The study compared the sponsorship activities shared on YouTube by Paribu and BtcTurk, in terms of the types of sponsorships the brands focus on, the engagement levels of these posts, and the level of brand compatibility between the sponsorship activities. The findings reveal that Paribu's content is more diverse, focusing primarily on sponsorships with cultural depth and focusing on corporate image-focused activities, while BtcTurk focuses on high-visibility events that appeal to a broad audience, such as sporting events, and focusing on product and image-focused sponsorships.