Abstract:

The purpose of the research is to examine the effect of the credibility of the advertisements given by Ziraat Participation Bank on social media on brand equity, brand love and brand trust. The population of this study consisted of those who encountered Ziraat Participation Bank's social media advertisements. The sample of the study was reached by snowball sampling method. The scales in the study were created as a five-point Likert scale for brand trust, brand value and brand love, in order to understand whether the reliability of social media advertisements affects brand trust, brand love and brand value. Considering the variables of the study, the scales in the literature were used. Data were collected through an online survey. For the research part of the study, data were collected from 251 adults. The data were analyzed by structural equation modeling. As a result of the research, it was seen that credibility in social media ads did not have a significant effect on brand equity. It has been understood that credibility in social media advertisements has a positive and significant effect on brand love. Similarly, it has been understood that credibility in social media ads has a positive and significant effect on brand trust. It has been understood that brand love has a positive and significant effect on brand equity. However, it was observed that brand trust did not have a significant effect on brand equity.

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