A research on the participations, effectiveness and determinances of the consumers over social media marketing activities

Currently, the social media marketing activities have become quite impotant with regard to the production, selling and marketing of the products. The consumers can quickly access the social media marketing tools and can get relevant information from here. At this point, to know the participation levels and effectivenesses of the consumers to the social media marketing activities and the results of such activities presents valuable information for the enterprises. For this study, a research including the university students in Amasya province was done, the GSM and sportswear brands were identified and the social media tools (Facebook, Twitter, Instagram) were selected. The data were gathered from 400 consumers and the models and hypotheses of the research were evaluated after the confirmatory factor analyses and structural equation modellings were done. According to the findings of the research, the participation levels of the consumers to the social media marketing tools were identified as entertainment, interaction, presonalisation and etc., and it was ocncluded that the trust in the social media tools and in the brands and the experiences worth remembering increased the participaion levels. It was also found that the participation levels had positive effects on purchasing intentions and positive oral communicaion. With this study, recommendations were done for the enterprises about the participations of the consumers to the social media marketing tools, the factors affecting them and their results. Key words: Perceived Social Media Marketing Activities, Involvement, Brand Trust, Experiences Worth Remembering, Intention to Purchase and Positive Oral Communication