Sosyal Medya Pazarlama Faaliyetlerine Yönelik Algıların Marka Denkliğine Etkisinde Marka Güveninin Düzenleyicilik Rolü

Abstract

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.