Özet:

It is very important for to know the factors and results of their participation that influence consumers’ participation in social media marketing activities. The aim of this study is to (1) explore the reasons for consumers’ participation in social media activities, (2) their influential participation and (3) the results. A quantitative research method has been selected to test the model and hypotheses arising from the literature scan. With the survey method, two brands from two different product groups were selected and data from 344 participants were collected. For analysis, structural equality analysis has been used through SPSS and Lisrel package programmes with explanatory and verifying factor analysis. The results of the study showed the reasons for entertainment, interaction, fashion tracking and personalization and the participation of consumers in social media marketing activities. The factors that positively influence the participation are consumers’ brand confidence and experience worth remembering. The more consumer participation increases, the intention of buying and the tendency to communicate from ears to ears also increases.

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