Impact of social media marketing for mobile applications on brand equity: Example of "Funimate" mobile application instagram page

Social platforms, in which every sector is involved, are areas where marketing strategies can be applied effectively for mobile applications. With the developing technology, the power of social media is increasing and brands are using this power to increase brand awareness and make a positive contribution to the brand image. The widespread use of social media in this area also offers great opportunities for mobile applications as a brand. From this point of view, it is aimed to reveal the effect of mobile applications as a brand on social media activities on brand value. For the purpose of the research, 404 people from various countries who follow the social media account of the mobile application called "Funimate" were surveyed. All data collected through the questionnaire were analyzed with the SPSS 25.0 program. According to the findings, it was concluded that the quality of information shared by the brand on social media has a positive effect on brand loyalty and the more the brand interacts with its fans in social media, the more positively it affects the brand association.