The mediating role of social media marketing, effective person marketing and lifestyle marketing in the impact of strategic social marketing on brand value

Brand value is one of the elements that is considered the most valuable for brands and provides competitive advantage and continuity to brands. Brand value, which can be considered among the most valuable non-cash assets for businesses, sometimes even surpasses the factor of production for both consumers and businesses. When considered in this context, creating brand value, protecting brand value and increasing this value in the process should be among the most important activities and research subjects of businesses. Considering today's conditions, creating brand value and maintaining and increasing this value cannot be limited to traditional marketing methods. For this reason, businesses resort to modern marketing methods and continue their search for the most suitable transportation and communication methods for consumers. Strategic social marketing, social media marketing, influencer marketing and lifestyle marketing are some of these pursuits. Social marketing, which was born as social marketing activities gain importance day by day and the target audience expresses their expectations in a much higher pitch compared to the periods when traditional methods were used, focuses on the social needs, desires and expectations of the target audience rather than their personal wishes and needs. Focusing on, seeing and responding to these expectations in the most appropriate way is possible with social media marketing, influential person marketing and lifestyle marketing. Based on this, the intermediary role of social media marketing, influencer marketing and lifestyle marketing was investigated on the axis of strategic social marketing while creating brand value. Within the scope of the developed model, the participants were reached by convenience sampling method and data were collected from 442 participants by survey technique. The collected data were analyzed by establishing the Structural Equation Model (YEM) with SPSS. In the research, the social marketing scale consisting of questions developed by Davis et al. (2011) to measure the perceived promotional effectiveness of social marketing campaigns, the brand value scale developed by Aaker (1991) and Keller (1993) and adapted to Turkish by İplikçioğlu and Arpa (2020), sentence structures and expressions adapted by Çinkay (2017) for social media marketing; perception scale (Wang et al., 2009: 59), famous person usage scale (Ohanian, 1990) and purchase intention scale (Hwang et al., 2011: 901), celebrity endorsement scale, Lifestyle and Values (VALS 2) scale developed in English by Strategic Business Insights and used in Turkish by Kara and İrge (2021). When the research findings are examined, it is seen that the effect of social marketing on brand value is significant. In other words, improvements in social marketing or increases in social marketing efforts will also have a positive effect on brand value. Other remarkable results are that the direct effect of strategic social marketing on influencer marketing, the direct impact of strategic social marketing on social media marketing, the direct impact of strategic social marketing on lifestyle, the direct impact of influencer marketing on brand value, the direct impact of social media marketing on brand value, and the direct impact of lifestyle marketing on brand value are significant. According to these findings, the increase in each variable will also cause an increase in the other variable. Keywords: Strategic Social Marketing, Social Media Marketing, Influencer Marketing, Brand Value, Lifestyle