Analysis of consumer trends in social media in terms of brand communication
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Abstract (EN)
The aim of this study is; to determine consumer trends in social media in terms of brand communication. For this purpose, firstly, the theoretical part of the topics of brand, social media and consumer behavior was explained. For the analysis, in terms of brand communication the social media consumers' intention analysis scale was applied to 258 people. The collected data were analyzed in SPSS program. As a result of the study, a positive positive relationship was found between the dimensions of consumer tendency analysis scale in social media in terms of brand communication.
Author
Zeliha Yener
Institution
How to Cite
Zeliha Yener (Master Thesis). Analysis of consumer trends in social media in terms of brand communication, 2019, İstanbul University.
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