“…From the company's perspective, social media has become an important part of brand communications and marketing activities for businesses today, offering the opportunity to perform actions such as creating brand profiles, online customer service, product information and offering special offers to customers at low cost (Gallaugher and Ransbotham, 2010;Tsimonis and Dimitraidis, 2014;Breitsohl et al, 2015;Seo and Park, 2018). The studies show that social media marketing activities are highly functional for businesses in brand communication, brand value, brand identity and brand loyalty (Baird and Parasnis, 2011;Kim and Ko, 2012;McCann and Barlow, 2015;Dutot and Bergeron, 2016;Bilgin, 2018). From a consumer perspective, social media is a communication channel that facilitates communication with other consumers and reflects consumer habits, preferences, thoughts, feelings, and experiences from the consumers' point of view (Gallaugher and Ransbotham, 2010;Hajli, 2013).…”