Bulut Dulek
Yuzuncu Yil University, İktisadi ve İdari Bilimler, Faculty Member
- Assist.Prof at Van Yüzüncü Yıl Universtyedit
Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media... more
Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yuzuncu Yil University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.
Research Interests:
Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty,... more
Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but E-WOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.