The role of ad social media in creating customer based brand equi̇ty for high-involvement products: A research on automobile brands

Companies benefit from the opportunities of technology in creating brand equity and with its social media applications, it creates brand equity for the target audience. To create brand equity, it is defined as placing the brand's products or services in the minds of customers. Social media ads create positive brand attitudes towards the advertised brand and affect perceived quality, awareness and brand loyalty. Increasing preferences for brands; marketing activities and advertisements, positive attitude towards the brand. In this context, the main purpose of the study high-involvement products are to reveal the role of social media advertising in creating brand equity of car brands of interest. Within the scope of brand equity, brand loyalty, perceived quality, brand awareness and brand recognition level of social media ads it is aimed to reveal the relationship between the liking level. In this study, 953 automobile users living in the provinces of Diyarbakır, Urfa, Antep, Batman, Siirt, Elazığ and Gaziantep of the East and South east were selected as the sample. Participants were surveyed and the survey data were obtained through descriptive analysis in SPSS program and confirmatory analysis in AMOS program. In addition, the advertising of Facebook, Twitter, Instagram and Youtube accounts of selected car brands (BMW, Mercedes, Honda, Toyota and Volkswagen) were analyzed by using semiotics, which advertising messages were used to create brand equity. Keywords: Social media ads, semiotics, automobile, brand equity.