THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY IN FAST-MOVING CONSUMER GOODS (FMCG) MARKETS

ABASIN, Mohammad Moein

DSpace Home
→
Enstitüler -- Institutes
→
Sosyal Bilimler Enstitüsü -- Institute of Social Science
→
Tezler -- Thesis
→
View Item

dc.contributor.author	ABASIN, Mohammad Moein
dc.date.accessioned	2021-05-04T09:47:47Z
dc.date.available	2021-05-04T09:47:47Z
dc.date.issued	2020
dc.identifier.uri	http://hdl.handle.net/11547/7556
dc.subject	Brand loyalty	tr_TR
dc.subject	social media marketng	tr_TR
dc.subject	Brand loyalty	tr_TR
dc.subject	fast moving consumer good (FCMG) markets	tr_TR
dc.title	THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY IN FAST-MOVING CONSUMER GOODS (FMCG) MARKETS	tr_TR
dc.type	Thesis	tr_TR
dc.description.abstractol	In order to sustain brand loyalty, the brand owners are utilizing various kinds of marketing efforts. In addition to these existing efforts, brand owners have started to give more importance to social media marketing. Social media marketing is relatively more effective and less expensive way of reaching customers. The relationship between social media marketing and brand loyalty has drawn the attention of both academia and practitioners. In order to contribute to the already existing literature this research assessed the role of social media in building brand loyalty in Fast-Moving Consumer Good (FMCG) markets. This research assessed the influence of four different social media marketing factors (Online Brand Community, Community Commitment, Social Media Advertisement and Electronic Word of Mouth) on brand loyalty. In this research quantitative research methods have been utilized, and 201 responses have been collected from participants in the form of Likert scale. Collected data have been analyzed and evaluated with the help of Confirmatory Factor Analysis (CFA) and Structural Equational Model (SEM) via AMOS statistical software. Findings of the research have showed that two independent variables (Electronic Word of Mouth and Community Commitment) positively influence the brand loyalty in fast-moving consumer good markets. However, no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty. Finding of this research provides important insights for FMCG brand owners on how to increase loyalty of their consumers’ toward their brands	tr_TR