The effect of social media marketing effectiveness on the brand value perception of generation C consumers

Today, the frequent consumption of social media as an effective communication tool and the interaction of people with each other has attracted the attention of countless companies. Today, there are almost no companies that do not use social media for marketing purposes. Until today, companies that have provided successful brand management with traditional media are now trying to brand management in social media. Social media has surpassed traditional media with the interest it received by companies. It takes a successful and effective social media marketing for companies to create a successful brand management in social media. The aim of this study is to examine the effect of social media strategies on the brand value perceptions of generation C consumers and to reveal the effects of the strategies implemented on social media. In this context, devoid of traditional media, social media selected as Xiaomi, a brand brand brand using samples in an active way and acting as a bridge between the brand with social media is selected as samples C generations in Turkey. Surveys made to 386 people were analyzed with the help of SPSS v25, and it was concluded that social media marketing positively affected the brand value and all its dimensions, and that the Xiaomi brand carried out its work on social media marketing moderately and successfully.