The interaction between branding and social media

Branding is becoming more influencial on the consumer behavior of purchasing. In the current high competitive market, companies have started to invest more on branding to differentiate and to be more visible to consumers. Companies have started branding activities on different media. The same understanding is also applicable on social media as a new communication channel. From this angle; the new channel social media is providing a very effective and important environment for companies. The main goal for branding on social media is to create brand awareness in the consumers' mind, by having a healthy and significant two way communication with the brand image and identity and to guide the purchasing decision with the branded products concept. The goal of this study is to research the affect of branding on social media in Turkey. And to explain how companies can create new consumer behaviors and new purchasing preferences by running mind changing and purchasing behavior controlling activities on social media; like advertising and branding executions. Keywords : Brand, Branding, Social Media, Consumer Behaviour, Advertisement