Analyzing Consumer Attitudes Toward Marketing Applications On Facebook With Path Analysis

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With intense usage of social media, businesses develop marketing strategy to apply their marketing mix in social media just like in traditional media. In this study, applications of marketing mix strategies in social media have been investigated. It aims to analyze the relationship between following Facebook page and consumer attitudes toward marketing strategies on Facebook. Surveys were conveyed participants through Facebook so that 438 surveys were obtained. Data is analyzed by Path analysis. The research ends up with that there is a positive relationship between following Facebook page and consumer attitudes toward marketing strategies on Facebook.

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Social media marketing , Facebook marketing , Path analysis.

Ege Academic Review (EAR)

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Ege Academic Review (EAR)