Effect of the social media marketing applications on brand image of the consumers

In this study, the effects of social media marketing activities that started to be applied with the spread of social media and the social media concept that emerged with the birth of the internet on the brand image were investigated. The fact that businesses have preferred social media for their marketing activities in recent years and brand image has gained importance in this area has led to a research on the relationship of these two variables. In the research of this study, the effect of social media marketing on brand image was tested by applying multiple regression analysis on the basis of components. According to the results obtained in this research, it was concluded that there was a medium-level strong relationship between social media marketing and brand image. According to the outcomes of the research, the effect of social media marketing on the brand image indicated proportional differences at the level of brands. Although the effect of social media marketing on brand image indicated proportional differences between brands, consequently, it was seen that social media marketing contributed positively to the brand image.