@article{2018,title={RELATIONAL APPROACH IN MARKETING PUBLIC RELATIONS (MPR) PRACTICES: THE CASE OF CHATBOT},abstractNode={The change that technological developments create every passing day leads to innovations in marketing and public relations practices as well as consumer buying behavior. There quirement for brands to respond online to consumer demands has led to theuse of chatbot application as the online buying behavior has become widespread. In this context, chatbot, which brings relationality and technology together, changes the internet experience completely from online shopping, news follow-up, traffic-road conditions to customer relations and gives dynamism and savings to brands as well. Based on the foregoing, this study will discuss the chatbot examples which have an increased use by brands and consumers with theuse of digital communication in the context of MPR. The purpose of study is to point to the prevalence and necessity of technological developments in MPR practices. The fact that this application which has been integrated swiftly by the brands from 2016 to 2017 has not been studied in thecase of Turkey makes this study important. In this context, in there search part of this study, it is aimed to acquire detailed information from specific target audience by interview technique from qualitative research methods. According to the findings, chatbot applications, which are thought to be widespread, are cautious due to security vulnerabilities when they are preferred for reasons such as speed, convenience and innovation.},author={Emel TANYERİ MAZICI-- Nur Banu ATEŞ},year={2018},journal={The Journal of Social Sciences}}