The effect of brand personality and psychological ownership of the brands on increasing social media engagements of brands

The increase in social media usage affects brands' participation in social media. Increasing social media engagements of brands is important for brands.The purpose of this research is to examine the effect of brand personality and brand psychological ownership on increasing social media engagements of brands. Quantitative method was used in the research. The population of the research consists of Bayburt University's staff, active and graduate students. The online survey was sent to the entire research population via e-mail by Bayburt University Student Affairs. Additionally, the link to the survey was shared in WhatsApp groups to encourage the survey. Data collected from 408 people, including Bayburt University staff, active and graduate students, were analyzed via SPSS. As a result of the analysis, it was found that the dimensions of sincerity and competence, which are among the dimensions of brand personality, have a significant and positive effect on the interest dimension of social media engagements. It has been determined that the excitement and durability dimensions of brand personality do not have a significant effect on the interest dimension of social media engagements. Another result of the research is that the excitement dimension of brand personality has a significant and positive effect on the support dimension of social media engagements. It was determined that the sincerity, competence and solidity dimensions of brand personality did not have a significant effect on the support dimension of social media engagements. It has also been concluded that psychological ownership of brands has a significant positive effect on support and interest, which are the dimensions of brands' social media engagements.