The role of brand related social media engagement in the relationship between social media marketing and brand loyalty: A research on ready-to-wear industry

Social media marketing of the brands in ready-to-wear industry in Turkey has gained attention lately. Instagram application with its increasing number of users has strengthen the communication between consumers and brands. In addition, it caused the interest of social media users in brand related contents. Since retaining current customers is cost-effective, brand loyalty is always on the focus of brands. Related study investigates the role of brand related social media engagement in the way of creating brand loyalty with social media marketing.