The importance of digital public relations activities in forming brand loyalty

It is important for all brands to be a brand that progresses confidently and accepted under increasingly difficult market competition conditions. The proper communication, self-disclosure and acceptance of brands goes through an integrated process. In this process, in addition to producing quality products and services of the brand, advertising, marketing and public relations activities have an important place. The importance of public relations in this process is to create a trust-based relationship that cannot be achieved through advertising and marketing. The issues of creating positive image, building trust, reputation management and long-term strategy are components of public relations. In a digitalized world, scope and functioning have changed with the digitization of the public relations profession. Public relations activities, which play an important role in the formation of brand loyalty, have become made from digital platforms. Within the scope of this thesis, which examines digital public relations in the formation of brand loyalty, practitioners working in advertising and public relations agencies in Izmir, engaged in brand management and public relations studies on digital platforms, who thoughts on how public relations activities play a role in establishing brand loyalty are discussed with a qualitative phenomenological design. In this study; literature on public relations, digital public relations, brand concept and brand loyalty. In the research section, the main data source interviews were subjected to qualitative content analysis and the results were evaluated in the light of supportive data sources. Finally, the relationship between digital public relations and brand loyalty has been evaluated by the researcher based on information obtained from the field literature and research results. Keywords: Public Relations, Digital Public Relations, Brand Loyalty