Özet:

The use of social media has gone beyond just the purpose of communicating with old classmates, and it has become a platform that businesses direct their marketing efforts as a way that enables consumer-brand interactions. Turkey is among the leading countries in the world in terms of the social media usage. However, the main purpose of this research is to determine the effects of attitudes of female consumers towards brand communication in social media, their passion for social media brand interaction and the positive word of mouth communication tendency on brand loyalty. The secondary objective of this study is to highlight Turkish female consumers’ social media usage and brand interaction behavior. In line with the scope of the study, a survey was conducted on 408 women consumers. Data obtained from 204 women consumers who stated that they interact with the brand in social media were analyzed with descriptive statistics, correlation and multiple regression analysis. According to the results of the multiple regression analysis, intention to the positive word-of-mouth communication, the passion for brand interaction in social media, and attitude towards social media communication with the brand have positive effects on brand loyalty regarding Turkish female consumers.

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