A study on the effect of brand addition on the purchase process: The example of Turkish airlines

Today, with the impact of digitalization, the relationships that consumers establish with brands have become more complex and emotional. With the impact of social media platforms, brands have become structures that reflect individuals' identities and feel a sense of belonging, not just product or service providers. In this context, the intense interest, loyalty and repetitive purchasing behaviors that individuals develop towards certain brands are examined under the concept of "brand addiction". In this study, the impact of brand communications carried out on social media platforms (Instagram, Facebook) on consumers' purchasing decisions was addressed through content analysis. The Turkish Airlines brand was selected as a sample and analyzed based on social media posts, user interactions and comments made in 2025. The aim of the research is to reveal how addiction to the brand affects the purchasing process through social media-based brand perception. The predictive roles of factors such as brand hedonism, brand trust, brand reputation and social comparison on brand addiction were also evaluated in the study. The findings show that the emotional bond formed among consumers through social media directly affects brand loyalty and therefore purchase intention. In this respect, the thesis contributes to researchers and marketing professionals who want to understand the impact of brands' social media strategies on consumer behavior in the digital age.