The effect of social media marketing on brand equity and consumer purchasing intention

Abstract

Social media is one of the internet-based innovations that reach millions of users around the world with its dynamic and mutually interactive structure. Social media is defined as the digitalization of traditional media channels, and has changed the way of interpersonal communication. Social media applications that provide communication and interaction between people have become an important competitive tool for businesses over time. Users of Social Media Applications are increasing day by day and this increase has caused businesses a rush to communicate with their consumers continuously and quickly through social media channels. The purpose of this study is to examine the effect of social media marketing on consumer purchase intention. In this study, the affect of social media marketing activities on perceived brand equıty and purchasing intention has been examined through the developed model. Within the scope of the study, an online survey was conducted with 227 users who have a Facebook account and actively follow any brand profile on Facebook. The data obtained were analyzed through the SmartPLS program. As a result of the analysis, it has been determined that there is social media marketing has positive influence on brand equıty and purchasing intention. In the light of the findings obtained from the study, it could be said that businesses can increase their brand value perception with planned and well-defined social media marketing strategies. With social media marketing, businesses can gain significant advantages in many areas such as brand loyalty, reduced advertising expenses and increased profitability, access to a large consumer audience and altered brand attitudes into purchasing behavior.

Sosyal Medya Pazarlama Faali̇yetleri̇ni̇n Yeme-İçme İşletmeleri̇ Müşteri̇leri̇ni̇n İlhami Ve Marka Bağliliği Üzeri̇ndeki̇ Etki̇si̇: Karadeni̇z Tekni̇k Üni̇versi̇tesi̇ Öğrenci̇leri̇ Üzeri̇nde Bi̇r Çalişma

“…Two dimensions (information and entertainment) were obtained due to factor analysis of social media marketing activities. This result supports the two-dimensional scale of Karamant (2020), Sağtaş (2022) and Akgün (2020) (Cronbach Alpha/Ca = 0.872, cumulative variance = 54.629). Two dimensions were obtained as a result of customer inspiration factor analysis.…”

“…"Cronbach Alpha (CA) ve Birleşik güvenilirliği sağlamak için değerinin 0,70'in üzerinde olması gerekmektedir" (Yaşlıoğlu,2017:82) (Fornell ve Larcker, 1981: 40-42) Sosyal medya pazarlama faaliyetleri (SMPF) faktör analizi sonuunda iki boyut (Bilgilendirme ve Eğlence) elde edilmiştir. Bu sonuç Karamant (2020), Sağtaş (2022) ve Akgün (2020)'nün iki boyutlu ölçeğini desteklemektedir. Boyutlara ait istatistiki bilgiler Tablo 3'te yer almaktadır.…”

The Influence of Social Media Marketing Activities on Brand Equity and Purchase Intention (Study of Silungkang Restaurant Instagram Followers)

“…The results of this research are supported by the results of previous research which found that brand equity had a significant positive effect on purchase intention (Sağtaş, 2022b). Brand equity has a significant effect on purchase intention (Ivanka et al, 2023).…”

“…Businesses that offer brand-based services can create strong brand prestige by establishing strong bonds with their consumers. At the same time, with the strong brands they create, they can provide added value to the products and services they offer to their consumers (Sağtaş, 2022b).…”

“…Consumer purchasing behavior is a complex process shaped by many factors such as needs, motives, personal characteristics, and brand attitudes. Today, social media applications are important for businesses that want to shape the consumer purchasing process (Sağtaş, 2022b).…”