Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey

Abstract

Purpose – This study aimed to interpret the differences arising from the effect of demographic variability by analyzing the relationship between perceived social media performance and brand image. Design/methodology/approach – To obtain the study data, a survey application was conducted with 385 users who followed Netflix Turkey social media accounts and had different demographics. Findings – According to the results of the analysis, social media performance positively affects the brand image. In addition, it was determined that social media performance and brand image were perceived differently according to demographic variables. Discussion – Social media performance and the resulting brand image are very important for businesses. In this context, the analysis revealed that there is a positive relationship between perceived social media performance and brand image. While social media performance and brand image perception differ according to age group and income status, it has been concluded that social media performance and brand image do not differ according to gender and education level. In addition, due to the limited number of studies examining social media performance and brand image together in the digital branding process in the literature and the results of the analysis, it is thought that the study will contribute to both the literature and the sectoral field.