Abstract:

Social media has been a major focus of interest in the marketing field in recent years. Brands, along with traditional tools, are also placed on social media and implement marketing strategies and specific holding actions on these platforms to reach their target markets. Luxury brands with long-term and large amounts of brand investment have also been inevitable to be found on these platforms. Brands that want to raise the brand value, make it stronger, must be in constant interaction with their target audiences. Consumers in their target markets have also been able to be more successful with personalized presentations to the extent they can identify their personality characteristics. According to the research findings carried out in this study, social media marketing practices have a positive impact on the brand value and components, and the brand value also has a positive impact on the consumer's intention to buy. Differences in personality characteristics cause differences in both effects.

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