The mediating role of brand image on the effect of social media marketing on brand loyalty: A research on ready-to-wear industry

In recent years, consumer preferences have changed rapidly due to many factors, such as globalization, technological developments, and consumer awareness. It takes time and is risky for consumers to find the right one among hundreds of brands competing in the market. The impact of social media on marketing is unprecedented and is considered a key component of increasing online consumer engagement. At this point, social media marketing is one of the most effective methods for consumers' brand preferences. In particular, many brands that produce products with high consumption frequency have included social media, which is low in cost and provides easy access to the target audience, into their marketing tools. In today's age of competition, firms cannot develop and maintain a competitive advantage based on physical characteristics. Therefore, most firms use intangible aspects like brand image, which increase customer satisfaction and promote a sustainable relationship with customers. In addition, brand loyalty has always been at the forefront for companies as the cost of acquiring new customers is higher than the cost of retaining existing customers. In the light of all these, the aim of the study is to analyze the mediating role of brand image in the effect of social media marketing on brand loyalty. In the data collection process, the survey method was preferred and snowball sampling was used from the non-probability sampling methods. Within the scope of the research, the number of valid surveys was accepted as 335 since the number of consumers interacting with the social media account of the relevant brand was taken into consideration. The survey data were analyzed by using SPSS 25 and SPSS Process 2.16 programs. According to the research findings, a positive relationship was found between social media marketing, brand image, and brand loyalty. It was found that social media marketing has a positive effect on brand loyalty through brand image.