Facebook Addition and Brand Tracking: Case Study Eastern Mediterranean University

The study ‘Facebook Addiction and Brand Tracking’ was conducted to investigate and assess the addiction to Facebook, and its role in remembering and following brands. The focus of this study is to analyze the addiction of Facebook among Eastern Mediterranean University students, and how these students build a relationship with their favorite brands. With the use of quantitative research method, the survey method was established as the main tool for the research. A sample size of 400 respondents who represented 10% of the population was issued questionnaire consisting of 30 questions. Of the 400 questionnaires, none was left behind, they were all returned. The questionnaire was divided into two, which consisted 200 English questionnaires and 200 Turkish questionnaires. In respect to respondents sex, T-Test was conducted to assess the significant differences between the mean of respondents. The result of the study indicates that all 400 respondents use social media, and 38.5% of the sample particularly make use of Facebook compared to other social media. The main reasons student use Facebook is for checking news online, exchanging messages and sharing photos and videos. In the results, 45% of students turn on the internet for information on their favorite brands. Facebook advertising is very good and effective affirms 48.5% of the study. Keywords: Social Media, Facebook, Addiction, Brand, Advertisement.