Personalities of Brands Using Social Media Efficiently

Abstract

Brand value means combination of constituents consisting of its functional benefit, emotional benefit, personal benefit and commitment supports, and brand characteristics has an important place among these constituents. Success and role of social media in reflecting characteristics of brands is an inarguable truth. In this study, the brands in social media preferred the most by young consumers that frequently uses social media are analyzed and personality characteristics of these brands are addressed. Findings of the study contain an evaluation on personality characteristics of the top three most preferred brands as Turkcell, Turk Telekom and Mavi Jeans. In the evaluation on these 3 brands, Aaker's (1997) scale where he associates brands with human-specific personality characteristics and used as the most applied scale in assessing brand personality has been used as the assessment tool. Finding of the study present personality profiles of the most popular GSM and fashion brands of social media.