EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT
EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Summary/Abstract: Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but EWOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.

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