The effect of social media marketing activities on brand equity and consumer behavior

Today, the frequent consumption of social media as an effective communication tool and the fact that people interact with each other have attracted the attention of numerous companies. Today, there is almost no company that does not use social media for marketing purposes. Companies that have provided successful brand management with traditional media until today are now trying to perform brand management in social media. Social media has left traditional media behind with the interest it has received by companies. Creating a successful brand management in social media is dependent on a successful and effective social media marketing. While companies continue their marketing activities, they organize various campaigns and advertisements. These campaigns and advertisements are thought to determine the value of the brand and the purchasing behavior of consumers. For this reason, the study was carried out to form a source for the literature. The aim of the study is to provide information on social marketing strategies to luxury brand businesses by examining the effects of social media marketing activities on brand value and consumer behavior. In this context, the study consists of three parts. In the first part of the study, the concept of social media marketing is examined. In the second main part of the study, the concepts of brand value and consumer behavior are examined. In the third main part of the study, a field research is included to determine the effect of social media marketing on brand value and consumer behavior. Finally, the study is completed with the conclusion part, which includes comments and evaluations on the subject.