Effect of social media marketing on E-WOM, brand loyalty, and purchase intent

• Published in: Bingöl Üniversitesi sosyal bilimler enstitüsü dergisi Vol. 10; no. 20; pp. 271 - 288
• Main Authors: Dülek,Bulut, Aydın,İbrahim
• Format: Journal Article
• Language: English
• Published: Bingöl Üniversitesi 2020
• Subjects: Edebiyat; Eğitim Bilimleri; Felsefe & Psikoloji & Sosyoloji; Tarih; Bingöl; Türkiye; Brand; Elektronik Ağızdan Ağıza İletişim; Satın Alma Niyeti; Marka Sadakati; Brand Loyalty; Social Media Marketing; Sosyal Medya Pazarlaması; Purchase Intention; Marka; E-WOM
• ISSN: 1309-6672; 2618-6322
• DOI: 10.29029/busbed.734350

Social media can be used at any time of the day and the easy accessibility
of social media thanks to mobile devices offers marketers great opportunities to
reach consumers using social media. The impact of social media on brand loyalty,
E-WOM and intention to purchase is undoubtedly important. This study aims to
investigate the effect of social media marketing on brand loyalty, electronic word
of mouth communication and purchase intention, as well as the effect of brand
loyalty and E-WOM on purchase intention. The sample of the study consists of
375 students from Yüzüncü Yıl University, following product or service brands on
social media. Structural equation modeling was used to analyze the obtained
data. In the study, it was concluded that social media marketing had a positive
effect on brand loyalty and E-WOM, there was no positive effect on purchase
intention and brand loyalty had a positive effect on purchase intention but EWOM
had no positive effect. According to the findings, though it does not affect
the intention of buying directly, social media marketing will increase the purchase
intention indirectly because it has a positive effect on brand loyalty. According to
the findings, social media marketing is very important for businesses.