Impact of Social Media Usage Activities on Brand Awareness of Young Consumers

Abstract

Social media, an inevitable tool of today's communication world, is becoming an inevitable communication channel for businesses too. Due to its structure allowing direct communication between the company and its customers and its superiority over traditional communication channels, it is being used more and more by several companies. For this reason, the effect of Facebook, which is one of the most used social media tools in the research, is examined on the brand awareness of the companies. It has been determined that social media can make meaningful effects on brand awareness in the research conducted on young consumers in Izmir region. Regression analysis illustrates that Facebook can be responsible for 34% of brand awareness. Consequently, the fact that businesses use the advantages derived from social media tools more intensively and effectively can provide significant advantages in creating brand awareness, and this should be the subject of further research