The relationship between social media marketing, brand loyalty and brand equity in luxury brands: A study in the jewelry industry

Nowadays it is known that different enterprises are in competition in the field of marketing. Via increasing competition, alternatives are emerging that will make it difficult for consumers to make decisions. The increase in brand promotion elements also expands the field of competition for businesses. Due to easy access of consumers to all kinds of information , the differences offered by the selected product or business are effective during the purchasing and especially the decision-making phase. The brand loyalty is the starting point of the differences which are mentioned. Businesses that want their loyal brands to achieve good sales and profits over long periods of time aim to get its customers and potential customers a habit of being loyal to their brands. Within the scope of the study ; the importance of social media in marketing , presenting brand promotion activities for businesses and effect and utility of social media on ensuring brand loyalty are discussed. The aim of the study is to brand promotion in the luxury brand and jewelry industry, and to determine the degree of influence of social media in creating brand loyalty.