THE RELATIONSHIP BETWEEN POST-PURCHASE BRAND AWARENESS AND CONSUMER BEHAVIOR AMONG SOCIAL MEDIA USERS

Abstract

In the rapidly developing marketing field, the importance of providing brand awareness, image and trust under the increasing competition conditions of brands, is increasing on daily basis. By branding their products, companies gain a competitive advantage in the markets and their chances of survival under increasing competition conditions increase. Brand awareness therefore has been gaining importance for the brand research. Another issue that needs attention and attention is the buying behavior of consumers. Considering that the usage of internet and social media has increased rapidly in recent years, it is possible to say that social media is effective on consumer buying behavior. The aim of this study; is to examine the social media dimension of the relationship of consumers after purchase by explaining the importance of brand awareness. The study has been done in Istanbul and a questionnaire was conducted on 400 social media user. When the data obtained from the survey were examined, he results indicated that there was a positive significant relationship between post-purchase brand awareness and social media user behavior after purchase.