The Impact of Social Media Advertisement Awareness on Brand Awareness, Brand Image, Brand Attitude and Brand Loyalty: A Research on University Students

International Journal of Contemporary Economics and Administrative Sciences

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Field Value
 
Title The Impact of Social Media Advertisement Awareness on Brand Awareness, Brand Image, Brand Attitude and Brand Loyalty: A Research on University Students
 
Creator SAYDAN, Reha
DÜLEK, Bulut
 
Description Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yüzüncü Yıl University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.
 
Publisher International Journal of Contemporary Economics and Administrative Sciences
 
Date 2019-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://www.ijceas.com/index.php/ijceas/article/view/332
10.5281/zenodo.3596116
 
Source International Journal of Contemporary Economics and Administrative Sciences; Vol 9 No 2 (2019): IJCEAS; 470-494
1925-4423
 
Language eng
 
Relation http://www.ijceas.com/index.php/ijceas/article/view/332/225
 
Rights Copyright (c) 2019 International Journal of Contemporary Economics and Administrative Sciences
http://creativecommons.org/licenses/by/4.0
 

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