Abstract:

Purpose: The aim of the study is to determine the mediating role of brand image in the effect of social media marketing activities on brand loyalty in the ready-made clothing industry. In addition, the effect of social media marketing activities and brand image on brand loyalty in the ready-made clothing industry and the effect of social media marketing activities on brand image will be discussed separately. Materials and Methods: The study was carried out with 510 participants. Questionnaire technique was used to collect data. In the analyzes to determine the mediating role, the Process 2.16 macro plugin of the SPSS 22.0 program, developed by Andrew F. Hayes, and the bootstrap technique and sobel tests were used. Findings: As a result of the factor analysis, 4 factors belonging to social media marketing activities were obtained. These factors were determined as entertainment, interaction, fashion and personalization, word of mouth communication. As a result, it has been determined that all dimensions of social media marketing activities (entertainment, interaction, fashion and personalization, word of mouth) affect brand loyalty. In addition, it has been found that social media marketing activities affect brand image. It has also been statistically determined that the brand image mediates the effect of social media marketing activities on brand loyalty. Result: According to these results, it can be said that the brand loyalty formed in the consumer as a result of social media marketing activities stems from a positive brand image perception. Based on this result, ready-made clothing brands should give importance not only to social media marketing activities but also to the creation of brand image for the brand loyalty they will create in customers. Because it is seen that the customer loyalty formed as a result of social media marketing activities is realized through the brand image.

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