(Investigation of the Relationship Between Social Media Communication and Consumer Based Brand Equity: Consumer Research on a GSM Brand)

Abstract

Objective - The aim of the study is to determine whether there is a relationship between social media communication and consumer-based brand equity. Design/methodology/approach – GSM brand Turkcell users constitute the universe of the study. However, it is not possible to reach all Turkcell brand GSM operator users due to some limitations (time constraint, cost and sampling difficulties) and the research has been carried out by means of purposive sampling method which is among the improbable (non-probability) sampling types. Within the scope of the analysis, descriptive statistics were presented and factor analyzes were conducted for social media communication and consumer-based brand equity scales. Finally, social media communication and brand equity sub-dimensions correlation analysis were performed and the results were interpreted. Findings - As a result of the correlation analysis, it was found that there was a moderate and significant relationship between the sub-dimensions of social media communication and consumer-based brand equity. Discussion - Today, more than half of the world's population is using the Internet and the rate of social media use has reached 45%. Social media communication has led to significant changes in both marketing content and interaction between the company and customers. The formation of interactive interaction channels between customers and between customers and companies is a result of this trend. These channels have greater efficiency than conventional channels. Because these communication platforms, where interaction, sharing and feedback are essential, make the ideas easier and faster to share. The brand equity that reflects the strength of the brand in the market is naturally affected by this type of interaction. An effective interactive communication, whose fictions are correctly constructed on social media platforms, will positively affect the brand equity perceptions of consumers.