The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

EMAJ: Emerging Markets Journal

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Field Value
 
Title The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention
 
Creator Ceyhan, Ayben
 
Subject Social Media; Brand Loyalty; Purchase Intention; Marketing; Instagram
 
Description Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and co-creation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.
 
Publisher University Library System, University of Pittsburgh
 
Contributor
 
Date 2019-08-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://emaj.pitt.edu/ojs/index.php/emaj/article/view/173
10.5195/emaj.2019.173
 
Source EMAJ: Emerging Markets Journal; Vol 9, No 1 (2019); 88-100
2158-8708
 
Language eng
 
Relation http://emaj.pitt.edu/ojs/index.php/emaj/article/view/173/345
 
Rights Copyright (c) 2019 Ayben Ceyhan
https://creativecommons.org/licenses/by/4.0
 

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