The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ayben Ceyhan

doi:10.5195/emaj.2019.173

Abstract

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and co-creation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

Highlights

Along with the emergence of the Internet at the end of the 20th century, the roles of businesses and consumers began to change
The first requirement is that the independent variables have a statistically significant predictive power on the dependent variable
In order to examine these requirements, a second structural equation model was established by adding the mediating variable to the first structural equation model for H5, and the findings were examined in terms of the requirements of mediation relationship

Summary

Introduction

Along with the emergence of the Internet at the end of the 20th century, the roles of businesses and consumers began to change. By the 21st century, consumers began to have a say in the digital world by getting the title of "user". While businesses started to create contents for users, users started to create their own contents on various forums, media and content sharing sites and social networks, and they were able to share them with their friends, other users, and even the whole world. Businesses that have realized it have begun to exist in social media with corporate or brand pages. Social media, where consumers can freely share their ideas and discuss them with other users, provides businesses with an opportunity to develop marketing applications that are different from traditional methods and that inspires consumers

Objectives

Methods

Results

Conclusion