Florya Chronicles of Political Economy

Yazarlar: Aisha AMİN, Burçin KAPLAN

Konular:İktisat

Anahtar Kelimeler:Marketing,Advertising,Social media,Consumer Attitude,Brand Perception

Özet: The way a consumer thinks about a particular brand is one of the most significant aspects in making purchase decisions. Nowadays organizations aim to make their products memorable and create points of difference in their products or strategies. In this study the perception regarding the brand pages and their attitude towards Facebook advertisement are focused. An online questionnaire was published. The respondents to the questionnaire were all active Facebook users in Turkey. In this study among different types of social media sites Facebook is considered, there are facilities provided through Facebook that usually brands use them such as fan pages, advertising. The findings based on the analyses suggest that there are no significant differences between gender considering perception towards the brand pages and no differences regarding consumer attitude towards Facebook advertisements furthermore the perception of a brand page does affect consumer attitude towards advertisements. This study concludes that building a brand requires providing or enhancing online brand pages, moreover, creating the most relevant ads and creating interaction with consumers. There are vital strategies of building brand such as online presence, communicating and using social networking sites as a platform to reach the target audience.

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