Abstract:
This study aims to investigate the effect of social media marketing activities
(SMPF) on the creation of brand value (brand awareness and brand image) and
customer response (paying higher wages and loyalty) towards the company in the
Turkish ready-made clothing industry, and to examine the relationship between
social media marketing activities and Moroccan and Turkish customers. aims to
compare the effect.
Quantitative research was conducted and a questionnaire was used to collect
data from 140 Turkish customer and 163 Moroccan customer of a Turkish textile
brand that is considered one of the representatives of the Turkish ready-made
clothing industry and will be referred to as X throughout the study. The collected
data were analyzed with the SPSS program 28.0 and SmartPLS 4.0.
The findings show that social media marketing activities have a significant
impact on brand equity as well as a positive impact on customer response. In
addition, the results show the mediating effect of brand equity on social media
marketing activities and customer response. In addition, the analyzes made with the
data obtained were not supported by the results as they showed that social media
marketing activities did not differ between Turkish and Moroccan customers.
As a result of this research, it has been concluded that, under the available
data and conditions, Turkish ready-made clothing brands' presence on social media
and their use of SMPF help them to build strong brand equity and obtain a positive
customer response.
