Investigation of the mediating role of perceived quality in the effect of social media marketing on brand equity

In almost every moment of our lives, with the rapid growth and development of technology, media affects people's lives and is considered an effective force in directing their lives. In this rapidly advancing age of technology, social media, which can reach every aspect of society at any time, has gained an important place in people's lives. The main purpose of this study is to explain whether perceived quality has a mediating role in the effect of social media marketing on brand equity. In addition, it also investigates the direct effect of social media marketing on perceived quality and brand equity and the direct effect of perceived quality on brand equity. The population of the study consists of people who live in Turkey and have been exposed to the marketing activities of the LC Waikiki clothing brand on social media. The sample consists of participants who have been exposed to the activities of the LC Waikiki clothing brand on social media at least once. Data was collected from 239 people. The surveys applied in the study were collected by online survey method. The research model was tested with structural equation modelling. While the independent variables of the study are social media marketing and perceived quality, the dependent variable is brand equity. As a result of the data obtained, it has been seen that social media marketing has a positive and significant effect on brand equity. However, social media marketing has been shown to have a positive and significant effect on perceived quality. It has also been observed that perceived quality has a positive and significant effect on brand equity. It has been concluded that perceived quality has a mediating role in the effect of social media marketing on brand equity, which is the main point of the study.