Gürel P.A.Firlar T.Firlar N.2024-03-132024-03-132017978152251794815225179369781522517931https://doi.org/10.4018/978-1-5225-1793-1.ch082https://hdl.handle.net/20.500.12662/3099The acceleration of globalization caused transformations in the area of communication, as in manyother areas, and innovations brought about by information technologies have diversified operationmethods and management, as well as organizational understandings of business companies within theglobal competition environment. Evolving towards post-modern structuring, companies have gravitatedto customer-oriented business management strategies, where companies see their customers and marketenvironment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intenseutilization of social media and digital environments, the understanding of personal marketing (whichmore quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizationalstructures of advertising agencies in the social media age. © 2017, IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook Chapter10.4018/978-1-5225-1793-1.ch0822-s2.0-850185569211793N/A1779