THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA BİLİNİRLİĞİNE, MARKA İMAJINA VE MARKA SADAKATİNE ETKİSİ

Bu araştırmanın amacı, sosyal medya pazarlama aktivitelerinin marka bilinirliğine, marka imajına ve marka sadakatine etkisini incelemektir. Buna ek olarak, araştırmada, marka bilinirliğinin ve marka imajının marka sadakati üzerindeki etkisinin analiz edilmesi amaçlanmaktadır. Araştırmanın evrenini, Marketing Turkey sosyal medya marka performans verilerine göre en yüksek sosyal skor değerine sahip beş markayı Facebook, Twitter ve Instagram sosyal medya iletişim kanallarında aktif bir şekilde takip eden tüketiciler oluşturmaktadır. Araştırmada nicel yöntem kullanılmıştır. Araştırma verileri, kolayda örnekleme yöntemi kullanılarak 547 marka takipçisinden sosyal medyada paylaşılan çevrimiçi anketler yoluyla elde edilmiştir. Elde edilen veriler, yapısal eşitlik modellemesi (YEM) ile analiz edilmiştir. Analiz sonucunda, sosyal medya pazarlama aktivitelerinin marka imajı ve marka sadakati üzerinde etkili olmakla birlikte en belirgin etkisinin marka farkındalığı üzerinde olduğu saptanmıştır. Buna ek olarak, marka farkındalığının ve marka imajının marka sadakati üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir. Ayrıca araştırmada, marka farkındalığının marka imajı üzerinde sınırlı bir etkisinin olduğu sonucuna ulaşılmıştır.

___

Yang, Y.-F., Wang, G.-L., Song, W.-B., Chen, C.-Y. and Hung, F.-C. (2011). A Study on Professional Competencies, Brand Image, and Brand Recognition of Taiwan's Mobile Phone Industry. The Journal of Human Resource and Adult Learning, 7(2), 51-65.

Yadav, M. and Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. 34(7), 1294-1307.

Weber, L. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business. New Jersey: Wiley.

Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 3(13), 303-317.

Vukasovic, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63.

Verbeke, W., Vereir, I., Pieniak, Z. and Brunso, K. (2005). Consumers’ Quality Perception as a Basis For Fish Market Segmentation in Belgium. Gent: Ghent University.

Tsimonis, G. and Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.

Tatar, S. B. and Erdogmus, I. E. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.

Subhani, M. I. and Osman, M. A. (2009). A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan. Munich: Munich Personal RePEc.

So, K. K., Wu, L., Xiong, L. and King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification. Journal of Travel Research, 1-16. doi:https://doi.org/10.1177/0047287517718

Simona, F. and Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184.

Sigala, M. and Dimosthenis, M. (2009). Exploring the Transformation of Tourism Firms’ Operations and Business Models through the Use of Web Map Services. European and Mediterranean Conference on Information Systems (s. 1-13). Izmir: EMCIS.

Sharma, S. and Verma, H. V. (2018). Social Media Marketing: Evolution and Change. S. G. Heggde G. içinde, Social Media Marketing (s. 19-36). Singapore: Palgrave Macmillan.

Seo, E.-J. and Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.

Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27(9), 19-35.

Schivinski, B. and Dabrowski, D. (2015). The impact of brand communication on brand equity through. Journal of Research in Interactive Marketing, 9(1), 31-53.

Sasmita, J. and Suki, N. M. (2015). Young consumers’ insights on brand equity Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.

Sano, K. (2014). Do Social Media Marketing Activities Enhance Customer Satisfaction, Promote Positive WOM and Affect Behavior Intention? Doshisha Commerce Journal, 3-4(66), 491-515.

Riezebos, R. K. (2003). Brand Management- A theoretical and Practical Approach. Harlow: Pearson Education Limited.

Reichheld, F. F. and Schefter, P. (2000). E-loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78(4), 105-113.

Perreault, W., Cannon, J. and McCarthy, E. J. (2013). Basic Marketing: A Marketing Strategy Planning Approach. New York: McGraw-Hill.

Perera, W. L. and Dissanayake, D. (2013). The impact of brand awareness, brand association and brand perceived quality on female consumers' purchase decision of foreign makeup products (a study on youth segment). International Conference on Business & Information (s. 1-21). Bali: International Business Academics Consortium (IBAC).

Percy, L. and Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.

Ogba, I.‐E. and Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132-144.

O'Flynn, A. (2017, March 2). Using social media to increase sales and brand awareness. Josic Media: https://www.josic.com/using-social-media-to-increase-sales-and-brand-awareness.

Moisescu, O.-I. (2014). Assessing Customer Loyalty: A Literature Review. Published in: Proceedings of the Multidisciplinary Academic Conference on Economics. Proceedings of the Multidisciplinary Academic Conference on Economics (s. 1-10). Prag: Babes-Bolyai University of Cluj-Napoca.

Mersey, R. D., Malthouse, E. C. and Calder, B. J. (2010). Engagement with Online Media. Journal of Media Business Studies, 7(2), 39-56.

McKinsey. (2007, March 2). How business are using Web 2.0: A McKinsey global survey. http://www.skmf.net/fileadmin/redaktion/aktiver_content/01_Events/080514_SWISS_KM_Tool_Tag/T rack_0_Other_Material/0005_How_firms_use_Web20.pdf.

Martínez, P., Pérez, A. and Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion, 27(2), 267-283.

Manthiou, A., Chiang, L. and Tang, L. R. (2013). Identifying and Responding to Customer Needs on Facebook Fan Pages. International Journal of Technology and Human Interaction, 9(3), 36-52.

Mangold, W. G. and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 54(2), 357-365.

Macdonald, E. and Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 12(4), 1-15.

Lu, H. P. and Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150-157.

Lee, S.-C., Barker, S. and Kandampully, J. (2003). Technology, service quality, and customer loyalty in hotels: Australian managerial perspectives. Managing Service Quality, 13(5), 423-432.

Lee, H. M., Lee, C. C. and Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.

Lam, S. Y., Shankar, V., Erramilli, M. K. and Murthy, B. (2004). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context. Journal of the Academy of Marketing Science, 32(3), 293-311.

Kumar, V., Petersen, J. A. and Leone, R. P. (2007). How valuable is word of mouth? Harvard Business Review, 85(10), 139-146.

Kumar, V., Batista, L. and Maull, R. (2011). The Impact of Operations Performance on Customer Loyalty. Service Science, 3(2), 158-171.

Kotler, P. and Armstrong, G. (2004). Principles of Marketing. New Jersey: Pearson-Prentice Hall.

Koniewski, M. (2012). Brand Awareness and Customer Loyalty. Kraków: PMR Research.

Koivulehto, E. I. (2017). Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara. Helsinki: Aalto University.

Kohli, C., Suri, R. and Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35-44.

Kim, A. J. and Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139-155.

Keisidou, E., Sarigiannidis, L., Maditinos, D. I. and Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance. International Journal of Bank Marketing, 31(4), 259-288.

Kang, M. J. (2005). A Study on the Effect of Features of Brand Community Using One-person Media on Consumers. Seoul: Seoul National University.

Jones, T. and Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How Many Dimensions? Journal of Services Marketing, 21(1), 36-51.

Jo, S. A. (2013). Impact of Company's SNS Marketing Activities on Perceived Value and Customer's Loyalty: Focusing on Facebook. Seoul: Hong-IK University.

Jiang, H. and Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China's airline market. Journal of Air Transport Management, 57, 80-88.

Iversen, N. M. and Hem, L. E. (2008). Provenance association as core value of place umbrella brands: a framework of characteristics. European Journal of Marketing, 42(4-5), 603-626.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.

Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C. and Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(1), 51–58.

Hanna, R., Rohm, A. and Crittenden, V. L. (2011). We’re all connected: The power of the social media. Business Horizons, 54, 265-273.

Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A. and Ijab, M. T. (2016). Role of social media in information-seeking behaviour of international students: A systematic literature review. Aslib Journal of Information Management, 65(8), 643-666.

Halligan, B. and Shah, D. (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. New Jersey: John Wiley & Son, Inc.

Hajli, M. N. (2013). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2009). Multivariate Data Analysis. New Jersey: Upper Saddle River.

Godey, B., Manthiou, A., Pederzoli, D., JoonasRokka, Aiello, G., Donvito, R. and Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

Gil, R. B., Andres, E. F. and Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of Product & Brand Management, 16(3), 188-199.

Gallaugher, J. and Ransbotham, S. (2010). Social media and customer dialog management at starbucks. MIS Quarterly Executive, 9(4), 197-212.

Fortezza, F. and Pencarelli, T. (2015). Potentialities of Web 2.0 and new challenges for destinations: insights from Italy. Anatolia, 26(4), 563-573.

Fatema, M., Azad, M. A. and Masum, A. K. (2013). Impact of Brand Image and Brand Loyalty in Measuring Brand Equity of Islami Bank Bangladesh Ltd. Asian Business Review, 2(1), 42-46.

Farjam, S. and Hongyi, X. (2015). Reviewing the Concept of Brand Equity and Evaluating ConsumerBased Brand Equity (CBBE) Models. International Journal of Management Science and Business Administration, 1(8), 14-29.

Fanion, R. (2011). Social media brings benefits to top companies. Central Penn Business Journal, 27(3), 76-77.

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39.

Djakeli, K. and Tshumburidze, T. (2012). Brand Awareness Matrix in Political Marketing Area. Journal of Business, 1(1), 25-28.

Ding, Y. and Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing, 30(1), 16-28.

Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

Dhurup, M., Mafini, C. and Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 194-203.

Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.

Chen, Y., Fay, S. and Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25(2), 85-94.

Chang, Y.-H. (2012). A study on the marketing performance using social media -Comparison between portal advertisement, blog, and SNS channel characteristics and performance. Journal of Digital Policy & Management, 8(10), 119-133.

Breitsohl, J., Kunz, W. H. and Dowell, D. (2015). Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31(9-10), 1040-1064.

Boateng, H. and Okoe, A. F. (2015). Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9(4), 299-312.

Bloemer, J., Ruyter, K. D. and Wetzels, M. (1999). Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective. European Journal of Marketing, 33(11/12), 1082-1106.

Barreda, A. A., Bilgihan, A., Nusair, K. and Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600-609.

Baldinger, A. L. and Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behavior. Journal of Advertising Research, 36(2), 22-36.

Baldauf, A., Cravens, K. S. and Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220-236.

Anderson, E. W. and Mittal, V. (200). Strengthening the Satisfaction-Profit Chain. Journal of Service Research, 3(2), 107-120.

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. and Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.

Aberdeen, N. I., Syamsun, M. and Najib, M. (2016). The Effect of Brand Awareness and Image on Consumer Perceived Quality and Purchase Intension – A Study Case of Carbonated Drink Brand at Bogor City. International Journal of Scientific and Research Publications, 6(8), 441-446.

Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.

Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27-32.

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.