A research on the effect of social media marketing efforts on consumer behavior and brand value

This study aims to investigate the impact of social media marketing efforts on brand value and consumer purchasing behavior. The population of the research consists of consumers who use social media in Turkey. Convenience sampling method was used in the research. The survey form prepared electronically via Google Forms was delivered to 410 consumers. The surveys of all participants were evaluated and 390 surveys were included in the research. In the research, Cronbach's Alpha Coefficient was used for the reliability of the scales and Factor Analysis was used for the validity. Hypotheses were tested with Structural Equation Model Analysis. As a result of the research, it was found that social media marketing efforts had a statistically significant effect on brand value and consumer behavior. The findings support those of previous studies. The findings cannot be generalized. The limited number of samples and stimuli used (i.e., social media marketing efforts) are not sufficient to generalize these results. The results of the research make significant contributions to businesses and literature in the context of social media marketing efforts revealing conceptual relationships in the context of consumer behavior and brand value and creating more efficient and effective marketing strategies by marketers focusing on the relevant concepts and related relationships.