摘要：In this article, the factors that cause national and international crises are explained and the crisis management process of brands and crisis communication are discussed. The first human cases of coronavirus were identified in Wuhan, China, in December 2019 and spread throughout the World. On March 10, 2020 coronavirus outbreak in Turkey, adversely affecting many sectors has created a crisis atmosphere. Organizations that perform digital transformation in the coronavirus epidemic process, care for the health and safety of their employees, act with a sense of social social responsibility and carry out selfless efforts, successfully manage the crisis by protecting their corporate reputation. In this crisis management process, use of social media platforms has great importance. In this study, Istagram platform, which offers brands the opportunity to reflect their communication strategies and has a visual structure, was preferred. Within the scope of the research, Vakko' s, which is one of Turkey's most prestigious 10 female clothing brand, crisis communication strategy was examined in the pandemic process in the context of social media use in crisis communication. Photographs and articles shared during the coronavirus epidemic on the official Instagram page of Vakko brand were analyzed by content analysis method. It is observed that Vakko has made decisions that take care of the employees and the health of the society since the first days of the epidemic and shared these decisions with the public regularly. Based on the official instagram page data of Vakko Group, which was analyzed between 10.03.2020-01.06.2020, it is believed that Vakko Group successfully manages the crisis process with its attitude that cares about the health of its employees and attaches importance to public health, and is always in contact with its customers.
