The competitive conditions of the market, the desire to reach the target group directly, and the increasing interest of the consumers to the social media today make the use of social media inevitable. This study set out to identify attributes of marketing communication activities via social media pages of mobile operators in Turkey and examine the relationships among customer equity components (value equity, relationship equity, brand equity) and purchase intention through a structural equation modelling. According to results of the study marketing communication via social media pages has been found to be effective in all components of the customer equity, but value equity does not have a significant effect on purchase intention and there was no relationship between marketing communication via social media pages and purchase intention. The findings of this study can provide an overview of the relationship between social media and customer equity and enable mobile operators to forecast the future purchase intention of their customers more accurately, and it may also provide a guide to managing marketing activities especially on social media as well.

Sosyal medya platformları ve araçları işletmelerin rekabet avantajı yaratmasında yeni bir yol olarak karşımıza çıkmaktadır. Bu çalışmanın temel amacı akıllı cep telefonu markalarının rekabet avantajı yaratmak amacıyla müşteri tatmini, müşteri bağlılığı ve müşteriyi elde tutma çabaları üzerinde bu markaların sosyal medya pazarlama faaliyetlerinin etkisinin incelenmesidir. Akıllı cep telefonu sektöründe marka değeri en yüksek ilk iki marka üzerinden yürütülen bu çalışmada, araştırma modelinin test edilmesinde kullanılan veriler Uşak İl'inden basit tesadüfi örneklem tekniği kullanılarak anket aracılığı ile toplam 462 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS v.26 ve AMOS v.24 programıyla analiz edilmiştir. Elde edilen bulgular sosyal medya pazarlama faaliyetlerinin müşteriyi elde tutma oranı üzerinde olumlu etkileri olduğunu göstermektedir.

This study examines to understand the smartphone users' attitudes and intention towards social media apps with the perspective of three widely used models; uses and gratification (U&G) theory's psychological motivations factors (entertainment, sociality, and information), innovation diffusion theory (IDT) and the technology acceptance model (TAM). Thus, in the framework of this research, the proposed research model consists of three respective models. The random sampling technique used to collect research samples from Usak province in Turkey. The data used in testing the research model collected by the questionnaires. The numbers of the valid survey collected were 527. The structural equation modeling conducted to analyze the research assumptions and model. The outcomes indicate that the users' perceived ease of use (PEOU) influenced by complexity, relative advantage, observability, trialability. Perceived usefulness (PU) affected by compatibility, relative advantage, observability, trialability, and PEOU, while with attitude together influencing intention to use social media app. Another outcome showed that attitude determined by sociality, entertainment, PEOU, and PU. Empirical results also provided support for the integrative approach. The results show that TAM in the extension of an innovation diffusion theory and psychological motivations can help decision-makers in the social media app.