Investigation of the effect of the reliability of advertising in social media on brand value, brand love and brand trust: Yemek Sepeti example

In recent years, social media has an important place in the lives of millions of users globally. As in many fields, developments in the fields of marketing and advertising have brought about global competition. These developments in the fields of competitive marketing and advertising have necessitated the development of new competitive strategies. As marketing developments in the digital age tend to be made through social media, the importance of the concept of social media has increased. Traditional marketing strategies have been replaced by modern marketing strategies. As a result of these developments, the number of studies conducted in the field of social media has increased accordingly. The purpose of this study; The aim of the survey to be conducted among Fırat University students who have watched food basket advertisements at least once is to analyze the effect of the reliability of the advertisements that consumers watch on social media on brand value, brand love and brand trust. The independent variables in the study are; It was tried to measure the effects of brand value, brand love and brand trust components on the reliability of advertisements given on social media, which is the dependent variable of the study. When the results of the regression analysis are examined, it is seen that the reliability of Yemek Sepeti's advertisements on social media has effects on Brand Trust, Brand Value and Brand Love variables among the effects of Brand Value, Brand Love and Brand Trust. Thus, it is seen that the research model is accepted and approved. Keywords: Social Media, Brand, Brand Trust, Brand Love, Brand Value.