Sosyal Medya İletişimi ve Tüketici Temelli Marka Değeri Arasındaki İlişkinin İncelenmesi: Bir GSM Markası Üzerine Tüketici Araştırması
Investigation of the Relationship Between Social Media Communication and Consumer Based Brand Equity: Consumer Research on a GSM Brand

Summary/Abstract: Objective - The aim of the study is to determine whether there is a relationship between social media communication and consumer-based brand equity. Design/methodology/approach – GSM brand Turkcell users constitute the universe of the study. However, it is not possible to reach all Turkcell brand GSM operator users due to some limitations (time constraint, cost and sampling difficulties) and the research has been carried out by means of purposive sampling method which is among the improbable (non-probability) sampling types. Within the scope of the analysis, descriptive statistics were presented and factor analyzes were conducted for social media communication and consumer-based brand equity scales. Finally, social media communication and brand equity sub-dimensions correlation analysis were performed and the results were interpreted. Findings - As a result of the correlation analysis, it was found that there was a moderate and significant relationship between the sub-dimensions of social media communication and consumer-based brand equity.

• Details
• Contents