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- Title
ALGILANAN SOSYAL MEDYA PAZARLAMA FAALİYETLERİNİN MARKA VE DEĞER BİLİNCİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA.
- Authors
ARKLAN, Ümit; TUZCU, Üyesi Nilgün
- Abstract
In the face of the changing digital life and consumer perspective, businesses have started to focus on brand and value consciousness by using social media marketing activities to gain a competitive advantage. Through social media marketing activities that companies use to promote and remind their brands, consumers can obtain information about price, image, quality, and other aspects of a brand and reach a level of consciousness about that brand thanks to this information. What brands are trying to do is to create a consciousness in the desired direction for themselves and move to a different position from their competitors. Based on this, the study aims to reveal the impact of perceived social media marketing activities on brand consciousness and value consciousness. A field research is conducted on the students of the Faculty of Economics and Administrative Sciences and the Faculty of Communication, Süleyman Demirel University in line with the aforementioned purpose. According to the findings obtained from 506 university students, social media environments are considered trustworthy for shopping, and are used to learn about a product or brand during the purchasing process, and perceived social media marketing activities have a significant and positive impact on brand consciousness and value consciousness.
- Publication
Visionary E-Journal / Vizyoner Dergisi, 2024, Vol 15, Issue 42, p422
- ISSN
1308-9552
- Publication type
Article
- DOI
10.21076/vizyoner.1300200