A survey research on the effects of contents characteristics of social media marketing and influencers sharing on customers buying intention and mediating role of brand image

Promoting their brands, selling them and creating a good brand image can be listed among the priority targets of businesses. Among the primary goals of businesses are to promote their brands, to sell them and to create a good brand image. The study conducted within this framework is to investigate the effect of social media marketing contents and phenomenon shares on consumer purchase intention and to determine the mediating role of brand image. In this context, the results of the research have important implications for researchers interested in consumer purchase intention. The research was carried out by analyzing the data which is compiled survey method among 391 consumers in the SPSS program. The analysis results obtained show that social media marketing contents and phenomenon shares positively affect the purchase intention, and at the same time, social media marketing content and phenomenon sharing positively affect the brand image. However, the mediating role of brand image on the influence of social media marketing content and phenomenon sharing on purchasing intention has been affirmed.