The role of social media usage of consumers in the effect of social media marketing on consumer brand loyalty and purchase intention

This study was carried out to determine whether the duration of social media use has any role in the effect of social media marketing on consumer brand loyalty and purchase intention. For this purpose, the survey method, one of the data collection techniques, was used in the study. There are four sections in total in the survey. The universe of the research consists of the mothers residing in the province of Istanbul. In the universe in question, there are social media marketing, brand loyalty and purchase intention scales as well as the personal descriptive features of the participants. As a result of the survey application, it was concluded that social media marketing has a significant positive effect on brand loyalty and purchase intention. In addition, it has been revealed that social media marketing activities have a significant and positive effect on brand loyalty. Finally, it has been determined that the frequency of social media use does not have a role in the effect of social media marketing activities on brand loyalty and purchase intention. In the study, it was determined that there was a significant difference between gender and social media marketing activities and purchase intention scales, but there was no significant difference between the brand disability scale. In this part, it has been determined that the level of participation of women in social media marketing activities scales is higher than that of men. In the study, it was determined that there was a significant difference between the social media usage duration of the participants and the social media marketing activities, purchase intention and brand loyalty scales, and in this difference, the average values of those with longer usage time were higher. Keywords: Social Media Marketing, Brand Loyalty, Purchase Intention