@article{2017,title={THE IMPACT OF CONSUMER'S PERSONALITY ATTRİBUTES ON ADVERTISING MESSAGE STRATEGY},abstractNode={It is necessary to consider many different variables so that the brand can make a positive impression on the consumer and provide the consent to prefer the product. One of these is the personality features that the consumer has. It is possible to say that the consumers have undergone an evolution in the changing world. At this point, in order for a brand to have an effective connection with the consumer it must be able to identify every individual with different personality traits at all points. This study deals with the share of brands in Twitter. Within the scope of the research, a total of 69 shares of 8 brands, which were selected by Lovemark in 2017 and shared via an active Twitter account, were subjected to content analysis during the six months period from May 2017 to November 2017. As a result of the research, it has been found that there are some relations between the personality characteristics of the consumers and the message strategy of the advertisement.},author={Selçuk BAZARCI},year={2017},journal={Kesit Akademi}}