Abstract:

Social media platforms and tools come to us as a new way to create a competitive advantage for. The main objective of this study is to study the impact of the social media marketing activities of these brands on customer satisfaction, customer commitment and efforts to the customer in order to create a competitive advantage of smartphones brands. In this study, the highest brand value in the smartphone industry was carried out through the first two brands, the data used in the testing of the research model was achieved through the survey with a total of 462 valid data using the simple random sampling technique from the Uşak Province. The research hypotheses were analyzed using structural equality modeling with SPSS v.26 and AMOS v.24. The findings show that social media marketing activities have an indirect and direct positive impact on the rate of keeping the customer reached.

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