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Impact of Social Media Usage Activities on Brand Awareness of Young Consumers

Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal

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Field Value
 
Title Impact of Social Media Usage Activities on Brand Awareness of Young Consumers
 
Creator AKBAR, Syed Ikram
ÖZGÜL, Engin
 
Description Social media, an inevitable tool of today's communication world, is becoming an inevitable communication channel for businesses too. Due to its structure allowing direct communication between the company and its customers and its superiority over traditional communication channels, it is being used more and more by several companies. For this reason, the effect of Facebook, which is one of the most used social media tools in the research, is examined on the brand awareness of the companies. It has been determined that social media can make meaningful effects on brand awareness in the research conducted on young consumers in İzmir region. Regression analysis illustrates that Facebook can be responsible for 34% of brand awareness. Consequently, the fact that businesses use the advantages derived from social media tools more intensively and effectively can provide significant advantages in creating brand awareness, and this should be the subject of further research
 
Publisher Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
 
Contributor —
 
Date 2018-04-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier https://iibfdergi.deu.edu.tr/index.php/cilt1-sayi1/article/view/713
10.24988/deuiibf.2018331713
 
Source Dokuz Eylul University Faculty of Economics and Administrative Sciences Journal; Cilt 33, Sayı 1 (2018): CİLT :33 SAYI:1
Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi; Cilt 33, Sayı 1 (2018): CİLT :33 SAYI:1
2147-7973
1302-504X
 
Language tur
 
Relation https://iibfdergi.deu.edu.tr/index.php/cilt1-sayi1/article/view/713/pdf
 
Rights Telif Hakkı (c) 2018 Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi