Özet:

This study aims to measure the impact of content marketing in the creation of brand awareness and value through social media to create permanent brand commitment by creating a positive attitude in consumer behavior. As a result, it has been established that there is a linear relationship between the nature of the content prepared on social media and the purchase, sharing, recommendation and interaction. The same positive relationship has also been observed between sharing, recommendation, sharing, interaction, recommendation, interaction, purchase, sharing and recommendation, interaction. Although the assumption, interaction, sharing and recommendation values for both groups were equal in the gender hypothesis study, the values of content influence between men and women were different. In the hypothesis study for age groups, although there is no difference between the recommendation, interaction and sharing values, differences between the purchasing values and the content values have been determined. According to the study, although the differences between the interaction values in the training groups were determined, there were no differences in the value of purchase, content, sharing and proposal between the groups. With the intense competition and the widespread use of the internet on the market, the importance of content marketing is increasing on a daily basis. This research is believed to contribute to the use of content marketing to market goals by creating brand awareness and brand commitment.

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