The Mediating Role of Brand Trust Concerning the Impact of Social Media Communication on the Corporate Reputation

Özet

Purpose – The study aimed to identify, interpret, and create a scientific resource concerning the effect of social media communication on corporate reputation and the mediation role of brand trust. Design/Metodology/Approach – In the study, the automotive sector, which is one of the sectors that actively uses social media communication channels, was discussed. The population of the study was composed of the users of 4 automotive companies (Ford, Toyota, Hyundai, Mercedes-Benz) who use predetermined social media channels. In this context, data were obtained from users through a survey form, and the research was analyzed using the IBM SPSS Statistics for Windows 23.0 and IBM SPSS AMOS 21 statistical and modeling package programs. Findings – According to the findings of the study, it was determined that brand trust takes on a mediator role (partial) concerning the effect of the sub-dimensions of social media communication on the corporate reputation. Discussion – According to the findings, it is possible to say that the social media communication activities in a business have an impact on the reputation of the corporation. It is also possible to say that the brand trust plays a role in the corporate reputation created by social media communication. It was found that this result was parallel to other studies in the literature. The fact that the study as it is expected to give tips to company managers in both the designated sector and other sectors, and to provide functionality to the management science literature.