Abstract:

This study aimed to examine the relationship between Brand loyalty of sports sciences faculty students and consumer perception in social media advertisements. While determining the research method, convenience sampling method was preferred. While the population of this research consisted of university students studying at the faculty of sports sciences, the sample group of the research consisted of the students of Muğla Sıtkı Koçman University Faculty of Sports Sciences. In the study, firstly, the demographic information form developed by the researcher, in the second part, the "Brand Loyalty Scale" developed by Karkar (2018), and in the last part, the "Consumer Perception Scale in Social Media Advertisements" developed by Akyol (2013) were used. In this study, kurtosis and skewness values were analysed to determine whether the data were normally distributed. The results were found to be between -1.5 and +1.5 and it was decided that the data were normally distributed. Frequency analysis, reliability coefficient calculations, Pearson correlation analysis and hierarchical regression analysis were performed. All these calculations were performed using SPSS 25.0 package programme. In the analysis, calculations were performed according to p<0.05 significance level. In our research, models were created to determine the effect of brand loyalty on the consumer perception relationship in social media advertisements. In the models created; The effects of the sub-dimensions of the brand loyalty scale and the sub-dimensions of the consumer perception scale in social media advertisements on each other were examined. As a result of the research; Brand loyalty had a significant and positive effect on consumer perceptions in social media advertisements.

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