THE EFFECTS OF SOCIAL MEDIA ON BRAND LOYALTY: A RESEARCH

Abstract

In this study, the effects of social media on brand loyalty were investigated. While businesses aim to continuously prefer their brands to consumers, they make their preferences according to some criteria while meeting their needs in consumers. Therefore, determining the factors that may be effective in creating consumer brand loyalty through social media, determining the effects of the related factors on engagement, learning the reasons for the newly developing preferences of consumers; it is very important in achieving the objectives of enterprises.
The questionnaire was applied to 182 people in the shopping centers in Yenimahalle district of Ankara. As a result of the analysis of the data, the participants; It was found that there was a positive correlation between education level, age and gender variable and social media and brand loyalty. It was observed that there were differences between the factors influencing education and brand loyalty (risk degree, perceived importance, perceived quality, product performance, desire to buy, habit, purchasing frequency etc.) factors. Factors affecting brand dependence; social media perception factors (35.9%).