BRANDS' SOCIAL MEDIA USAGE AND ITS EFFECTS ON CONSUMER BEHAVIOR

Basit Öğe Kaydı
dc.contributor.authorAytan, Cansu
dc.contributor.authorTelci, Emine Eser
dc.date.accessioned2024-07-18T20:50:48Z
dc.date.available2024-07-18T20:50:48Z
dc.date.issued2014
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractWith the development of the technology, Internet usage became a habit in everyday life which made the social media indispensable. Social media lets users to get in touch with other users via interactive communication. Users that share every moment and experience of their daily life, are being effective on other consumers' behaviors and manners towards the created brand image with the content that they share. As a result, brands are shaping their brand images and consumers' attitudes towards themselves, by using social media marketing and taking care of consumer requests. At this point, consumers may purchase products, being affected with the contents and attitude towards the brand image formed by the social media users and brands' themselves. In this study; brands' social media usage and its effects on consumer attitudes and behavior have been investigated. At the theoretical section of the study; a thorough literature review is conducted on social media, social media marketing, brand image, brand attitude, and consumer behavior. Then, during the research process, a survey on the effects of brands' social media usage on consumers is prepared and has been responded by 465 social media users. With the analysis of the given answers, it has been established that the brands' uses of social media have been identified to influence consumers' behavior.en_US
dc.identifier.doi10.7456/10404100/001
dc.identifier.endpage15en_US
dc.identifier.issn2146-5193
dc.identifier.issue4en_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://doi.org/10.7456/10404100/001
dc.identifier.urihttps://hdl.handle.net/11411/8244
dc.identifier.volume4en_US
dc.identifier.wosWOS:000421921200001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isotren_US
dc.publisherIstanbul Kultur Univen_US
dc.relation.ispartofTurkish Online Journal of Design Art and Communicationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectSocial Mediaen_US
dc.subjectSocial Media Marketingen_US
dc.subjectBrand Imageen_US
dc.subjectBrand Attitudeen_US
dc.titleBRANDS' SOCIAL MEDIA USAGE AND ITS EFFECTS ON CONSUMER BEHAVIORen_US
dc.typeArticleen_US

Dosyalar

Koleksiyon

Web of Science Indexed Publications