Business & Management Studies: An International Journal

Yazarlar: Leyla Gödekmerdan Önder, Arzu Deniz Çakıroğlu

Konular:-

Anahtar Kelimeler:Sosyal Ağ Pazarlaması,Çevrimiçi Tüketici Katılımı,Satın Alma Niyeti,Marka Sadakati Social Media Marketing,Online Consumer Engagement,Purchase Intention,Brand Loyalty.

Özet: The study investigates social media marketing, online consumer engagement, purchase intention, and brand loyalty. For that purpose, a survey is applied to consumers using social media and results are examined. According to results, there are relationships among social media marketing activities, online consumer engagement, purchase intention and brand loyalty. Social media marketing activities affect consumer engagement and purchase intention. Online engagement affects both loyalty and purchase intention. Additionally, brand loyalty affects positively purchase intention.

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