The effects of social media marketing activities to consumer's trademark awareness: A study on university students

Since 2015, institutions, foundations, business management or organization's administrators, leaders in bureaucratic administration, politics, students, advertisers, blog writers, press members and so on have played a part of social media users as the active users. The social media is a quite wide platform gathering variety of people and interacting with. This thesis aims at pointing out the effects of the social media marketing activities to the consumer's awareness on the trademark and the effects of using the social media to consumer behaviors prior to purchasing. In the theory section, the literature is given about the topics related to the effects of the social media and environment, the social media marketing activities to the consumer's trademark awareness. In the study section, a questionnaire was established and answered by the university students in order to present the effects of the social media to the consumer's behaviors on the market. The dataset obtained from 306 university students were next analyzed by SPSS software package. As a result, it has been stated that the social media marketing activities are important especially in terms of the trademarks and managements and also of the consumers.