Determination of the effect of social media interaction and brand relationship quality on brand loyalty

Current research conducted to reveal the relationship that underlain between the consumer and the brand. As well the factors affecting the brand loyalty of consumers are evaluated. In the first part of the study, product, marketing, brand and brand loyalty concepts are examined. In the second part of the study, the relationship between consumer-brand relationship, brand relationship quality, brand relationship, and brand loyalty were discussed. The third part of the study, social media interaction, brand relationship quality, and brand loyalty are examined. Finally, the results of a field survey conducted by conducting an online survey to the people who have a social media account actively used in Turkey and who have a brand that they follow through social media are given. According to the findings of this research, it is determined that consumers are passionate about the brands they follow on social media, their relationship with the brand is high quality, they are personally connected to brands, they are close to them and they are in solidarity with brands. Within the framework of the consumer-brand relationship, a positive relationship was found between social media interaction, brand relationship quality and brand loyalty. It was determined that consumers' level of interaction with the brand and social media and brand relationship quality perceptions had an effect on brand loyalty levels.