The intermediate role of brand image in the impact of social media marketing activities on brand loyalty

The aim of the study is determine the mediating role of brand image in the effect of social media marketing activities on brand loyalty. In addition, it was determined whether social media marketing perception, brand image perception and brand loyalty differed according to demographic characteristics. Questionnaire technique was used to collect data. The survey, which was prepared via Google Form, was delivered to users via social media platforms. In this context, the data obtained from 510 social media users were analyzed with the SPSS 22 program and the SPSS Process v2.16.3 plugin. As a result, it has been determined that all dimensions of social media marketing activities (entertainment, fashion and personalization, interaction and word of mouth) affect brand loyalty. In addition, it has been found that social media marketing affect brand image. It has also been statistically determined that the brand image mediates the effect of social media marketing on brand loyalty. It has been determined that the perception of social media marketing differs according to the gender and educational status, and the time they spend daily on social media, while the brand image and brand loyalty differ according to the time they spend daily on social media.