THE IMPACT OF DIGITAL CONTENT MARKETING ON BRAND AWARENESS THROUGH SOCIAL MEDIA AND CUSTOMER ENGAGEMENT: A CASE STUDY OF STARBUCKS IN ISTANBUL

EL KEDRA, ANA

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dc.contributor.author	EL KEDRA, ANA
dc.date.accessioned	2021-04-26T11:10:50Z
dc.date.available	2021-04-26T11:10:50Z
dc.date.issued	2021
dc.identifier.uri	http://hdl.handle.net/11547/7383
dc.description.abstract	.	tr_TR
dc.description.sponsorship	Digital content marketing is a wide field with different tools that offers great opportunities for company to build its business, connect with customers, and engage them in promoting brand awareness, increasing loyalty, and revenue. The purpose of this study is to understand the impact that digital content marketing has on increasing brand awareness, and to examine the extent of mediating role of social media and customer engagement in that impact. In order to achieve these objectives, the study develops theoretical framework based on literature review of existing theories which include the components of the study: digital content marketing, brand awareness, social media, and customer engagement. And, in order to complete the empirical part of research, a questionnaire has been designed and the total of 398 customers of Starbucks Company in Istanbul shared their opinions about the relations and impacts of the components in the research topic. After that, the data collected from the survey was analyzed by using SPSS (Statistical Package for the Social Science). The results indicate that digital content marketing has significant effect on brand awareness. The effects of both social media and customer engagement on brand awareness are significant too, but the direct effect of digital content marketing on brand awareness is greater than their total indirect mediating effect on brand awareness. These results help the researcher to develop recommendations and suggestions for better using the opportunities of digital content marketing in increasing brand awareness and achieving the company's goal through different tools.	tr_TR
dc.subject	Digital content marketing	tr_TR
dc.subject	social media	tr_TR
dc.subject	öylem	tr_TR
dc.subject	customer engagement	tr_TR
dc.subject	brand awareness	tr_TR
dc.subject	mediation	tr_TR
dc.title	THE IMPACT OF DIGITAL CONTENT MARKETING ON BRAND AWARENESS THROUGH SOCIAL MEDIA AND CUSTOMER ENGAGEMENT: A CASE STUDY OF STARBUCKS IN ISTANBUL	tr_TR
dc.type	Thesis	tr_TR