The effect of social media marketing on brand loyalty and intention to purchase in luxury fashion sector: A research in Istanbul during Covid-19

Within the scope of this study, it is aimed to examine the effect of consumer perception about brands' social media use operating in luxury fashion sector on their brand loyalty and purchasing intention, moreover to investigate the effect of consumers' brand loyalty about luxury fashion brands on their purchasing intention. Quantitative research method was used in the study. In this framework, an online survey was made with 301 participants by using convenience sampling and snowball sampling techniques between 17th May 2022 and 25th November 2022. The survey form consists of Personal Information Form including 8 questions, Perceived Social Media Use Scale developed by Kim and Ko (2012) and adapted into Turkish by İnceli (2018) including 11 statements, Brand Loyalty Scale developed by Yoo and Dunthu (2001) including 3 statements, and Purchasing Intention Scale developed by Prendergast et al. (2010) including 4 statements. Analysis of survey data was made via SPSS 22 program. As the result of the research, it is found that consumer perception about brands' social media use operating in luxury fashion sector has positive, significant and medium-level effect on their brand loyalty and purchasing intention; furthermore, brand loyalty about luxury fashion brands has positive, significant and high-level effect on their purchasing intention.