The effect of social media marketing on brand equity and purchase intention in luxury brands, a research on the role of personality properties

Social media has been an important focus of interest in the marketing field in recent years. Brands are positioned on social media along with traditional tools and reach their target markets by implementing marketing strategies and especially promotions on these platforms. It has become inevitable to be on these platforms for luxury brands, which have long-term and large amounts of brand investments. Brands that want to increase their brand equity and make it stronger have to be in constant interaction with their target audience. To the extent that they determine the personality traits of consumers in their target markets, they have been able to be more successful with personalized presentations. The aim of this study is to analyze the relationship between social media marketing, brand equity and purchase intention, and the role of personality traits in these relationships. According to the research findings of this study, social media marketing practices positively affect brand equity and components, and brand equity positively affects consumer purchasing intent. Differences in personality traits cause differences in both affects.