Özet:

In a world where everyday competition is increasing, consumers are facing themselves with the firms’ aggressive marketing communications stimulators. In these challenges, consumers are trying to be different from other consumers in the newly formed and virtual social environment and exist within this system and not to lose their places. In this way, an effort and search can be the reason for consumers to engage in some social self roles. A brand likes made on Facebook affects another consumer, which increases the brand’s market share and sales. The "Like" function for brands allows consumers to share the pages on the websites of the brands they like on their Facebook profiles and by clicking on the "Like" option, the consumer can choose to receive updates from the brands that will appear in the news streams. This study is a re-tested version in the example of the study by Wallace, Buil and Chernatony (2017) entitled “Consumers’ Self-Conformity with a ‘Like’ Brand: Cognitive Network Effects and Brand Outcomes.” Basically, the study is investigating consumers’ self-compatibilities with a "like" brand on Facebook. Participants were selected as licensed, master's and doctoral persons. The consumers on Facebook have a lot of things (activity, etc. Although they can like it, this study is focused on the brand likes of consumers. In this context, this study tries to deal with the administrative and academic understanding, effects and outcomes of the "Like" brands on Facebook. Specifically, it investigates, first of all, whether consumers’ perceptions of the cognitive networks, i.e. the social network structure of Facebook, and, second of all, whether self-compatibility with a "Like" brand has a positive impact on the outcomes of the offline brand. In this framework, the study has studied the statistical relationships between the brand-identity conformity of participants using the social media tool and the brand love, brand loyalty and the brand-like criteria consisting of oral to net marketing. The method of survey was applied in the collection of research data. In the framework of the research, data were collected in electronic media from 370 Facebook users who actively "like" the brands on Facebook. With the survey, participants were asked to think about a brand they "like" on Facebook and answer questions about this brand. The research finds that the self-conformity that is perceived by a "like" brand increases with the power of social connection. When the self-conformity perceived with a favorite brand is higher, the brand love and oral to oral communication (WOM) are increasing.

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