THE IMPACT OF SOCİAL MEDİA MARKETİNG ON CUSTOMER SATİSFACTİON THROUGH BRAND IMAGE (STUDY CASE TURKEY TELECOMMUNİCATİON COMPANİES

Abstract

All aspects of human life have undoubtedly been influenced by technology which yet requires continuous investigation into all of its features. An instance of such trending features of technology is social media and within its branch, social media marketing. This research aims to measure the social media marketing effect on customer satisfaction and brand image. Concentrating on Turkish telecommunication companies as a case study, 285 students of Istanbul Aydin University in Turkey have been surveyed as a sample population to measure the effect of social media on customer satisfaction. Current research applies a quantitative research method to data that has been collected through a survey questionnaire with a five-point Likert scale. The statistical tools used for data analysis were SPSS and AMOS. Research variables that are being examined in this study are social media marketing, customer satisfaction, and brand image. The findings represent a positive correlation between dependent and independent variables, which indicates a positive correlation between social media marketing and customer satisfaction, and this relationship has extended positive and indirect impact through brand image.