Sosyal Medyanın, Marka Kredibilitesinin ve Marka Prestijinin Satın Alma Eğilimi Üzerine Etkileri

Abstract

The purpose of this study was to investigate the direct effects of social media on brand credibility and brand prestige. Also, to examine direct and indirect effects of social media on purchase intention. With regard to the hypotheses and research questions of study, exploratory and descriptive research methods were used. Primary data was preferred for the model testing. For this purpose, by the convenience sampling method, data was collected from 417 participants via online and face to face questionnaire. In order to test the complete model, three structural nested models were used. According to the empirical results, consumers' perceptions of social media marketing significantly and positively effected brand credibility, brand prestige and purchase intention. Moreover, brand credibility had a significant and positive effect on purchase intention. However, brand prestige did not have a significant effect on purchase intention.