The effect of social media on brand loyalty

The aim of the study is to measure the effect of social media on brand loyalty. In today's global world, brands have begun to try out many strategies to get rid of competitors' brands and to make consumers choose on their own. Social media is undoubtedly the most preferred one of these strategies. The concept of social media has become one of the essentials in daily lives of individuals. Social media, which finds itself in every arena, is one of the media which was used only by the individuals at, but now the brands are aware of and is used frequently. One of the brands that is aware of this and often uses social media tools is the phone line brands. Frequently being preferred in daily life and actively being used of social media has been effective in choosing these brands as a research topic. As a result, the theme of the research was determined as the effect of social media tools in creating brand loyalty. The fact that the social media has limited work on the brand loyalty has increased the importance of this research. In literature section of the study, the concepts of social media and brand loyalty are explained in detail and the relation between these two concepts is mentioned. In the application part of the study, appropriate analyzes were made for hypotheses for modeling and hypotheses were tested. As a result, analysis shows that there is a relationship between social media and brand loyalty.