A study on the effect of the benefits of social media marketing on consumer brand commitment

The fast and interactive communication of social media has influences on not only personal use, but corporate use too. Corporations adjust their marketing operations due to this new communication model. Thus they have reached their target market easier with social media marketing and maintained a more productive communication network. This study presents the effects of the benefits of social media marketing on consumer brand commitment. In addition to the first part of the thesis containing the descriptions of social media and social media marketing; the hedonic, social, psychological, functional and monetary benefits that social media provides to consumer have been also analyzed. In the second part of the thesis, brand and brand commitment is examined along with sub-topics. In the research part, which is the last section, a survey is conducted with 385 native tourists and the results are analyzed with SPSS program. According to the results; functional, social and monetary benefits are affected, but hedonic and psychological benefits are not. Also it is understood that community participation and brand trust affect brand commitment Keywords: Social Media, Social Media Marketing, Brand, Brand Commitment