Brands' social media usage and its effects on consumer behavior

With the development of the technology, Internet usage is becoming a habit in everyday life, and users' communication via social networks made the social media indispensable. Social media helps users to get in touch with other users via interactive communication. The contents that the users share via social media tools are effective on consumer behavior and the manners towards the created brand image. As a result, brands are shaping their brand images and consumers' attitudes towards themselves, by using social media marketing and taking care of consumer requests. In turn, consumers purchase products offered by these brands, being affected by the contents and attitude towards the brand image created by the brands themselves and the other users. In this study; brands' social media usage and its effects on consumer attitudes and behavior have been investigated. At the theory section of the study; a thorough literature review is conducted on social media, social media marketing, brand image, brand attitude, and consumer behavior. Then, during the research process, a survey on the effects of brands' social media usage on consumers is prepared and has been esponded by 465 social media users. The data obtained is analyzed with the SPSS software. As a result, brands' uses of social media have been identified to influence consumers' behavior.