A study on the relationship of social media marketing activities with brand awareness and brand engagement

Within the scope of the research, the topics of digital marketing, social media marketing, brand engagement and brand awareness were examined. This study was conducted to examine the relationship between social media marketing activities, brand awareness and brand engagement. In the first part of the study, the concept of digital marketing, its development and tools, social media marketing and social media ads are discussed in detail. In the second part of the study, the definition of the concept of brand and the concepts related to the brand are discussed. Within the scope of the research part, which is the third part of the study, 598 participants were reached with convenience sampling method and data were collected by online survey method. Descriptive statistics, reliability analysis, exploratory factor analysis, normality analysis, and in the last stage, simple linear regression analysis to test the hypotheses were applied to data collected in the SPSS program. First, demographic data were analyzed, and then the validity and reliability of the scales were tested. After it was determined that the variables were normally distributed by normality analysis, hypotheses were tested with simple linear regression analysis. Keywords: Digital marketing, social media, social media marketing, brand, brand awareness, brand engageme