The Role of Brand Personality in the Relationship Between Social Media Marketing Activities and Purchase Intention: A Literature Research (Sosyal Medya Pazarlama Aktiviteleri ile Satın Alma Niyeti Arasındaki İlişkide Marka Kişiliğinin Rolü: Literatür Araştırması)

Mustafa Seckin Salvarli and Burak Kartal
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Mustafa Seckin Salvarli: Manisa Celal Bayar University
Burak Kartal: Manisa Celal Bayar University

Business and Economics Research Journal, 2021, vol. 12, issue 3, 705-716

Abstract: The developments in the digital world have changed the strategy followed by companies in dealing with changes in the business environment. Therefore, the way marketers touchpoints with the customer, the resources, and the methods they use to attract or retain the customer have changed. These changes essentially required developing relationships that would enable the customer to understand the needs, characteristics, ideas, relationship patterns, and problems in the virtual world. Thanks to the relationships that have been developed, it has begun to be understood the purchasing intentions of the consumers and the factors they attach importance to the purchasing phase. Based on the literature review, this study examines the effects of social media marketing activities, which have many different advantages besides their benefits in establishing relationships with customers, and brand personality on consumers' intention to purchase the relevant brand. With this study, the need to examine the possible mediating effect of brand personality on the relationship between social media marketing activities and the consumer's purchase intention is emphasized, and it is aimed to be a source of motivation for conducting studies on this subject.

Keywords: Social Media; Social Media Marketing Activities; Brand; Brand Personality; Consumer Purchase Intention (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2021
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