Sosyal Medya Pazarlama Faaliyetlerine Yönelik Algıların Marka Denkliğine Etkisinde Marka Güveninin Düzenleyicilik Rolü
Özet
The purpose of this study is to investigate the moderating role of brand trust in the impact
of perceptions of social media marketing activities on brand equity. The study utilized a
descriptive research method with a quantitative approach to test the hypotheses. Primary
data collection was conducted through online and face-to-face surveys using a
questionnaire. The sample consisted of 338 participants, including both males and
females.
The findings revealed that brand trust has a moderating role in the impact of perceptions
of social media marketing activities on brand equity. However, it was found that this
moderating role is negative. The analysis categorized social media marketing activities
into two dimensions: word of mouth and information sharing.
Brand trust was found to have a negative moderating effect on both dimensions,
indicating that as the level of brand trust increases, the positive impact of word of mouth
and information sharing on brand equity decreases.
In summary, the study suggests that brand trust has a negative moderating role in the
effect of these dimensions on brand equity. As brand trust strengthens, the positive impact
of word of mouth and information sharing on brand equity diminishes.
