A STUDY ON THE EFFECT OF THE BENEFITS OF SOCIAL MEDIA MARKETING ON CONSUMER BRAND LOYALTY

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The fast and interactive communication of social media has influences on not only personal use, but corporate use too. Corporations adjust their marketing operations due to this new communication model. Thus they have reached their target market easier with social media marketing and maintained a more productive communication network. This study presents the effects of the benefits of social media marketing on consumer brand loyalty. In the research part, a survey is conducted with 385 native tourists and the results are analyzed with SPSS 23 and LISREL 9.1 programs. According to the results; functional, social and monetary benefits are affected, but hedonic and psychological benefits are not. Also it is understood that community participation and brand trust affect brand loyalty.

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Social Media , Social Media Marketing , Brand , Brand Loyalty

Journal Of Economics and Administrative Sciences, Ataturk University

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Journal Of Economics and Administrative Sciences, Ataturk University