Özet:

The purpose of this study is to investigate the direct effects of social media on brand credibility and brand prestige and the direct and indirect effects of social media on purchase intention. With regard to the purposes of study, exploratory and descriptive research methods were used. In order to test the research model, data was collected from 417 participants via online and face to face questionnaire. In addition, three structural nested models were used. According to the analysis, consumers' perception of social media marketing positively effects brand credibility, brand prestige and purchase intention. Moreover, brand credibility has a positive effect on purchase intention. However, brand prestige does not have a significant effect on purchase intention. Results from the experimental study indicate that, while brand credibility has a partial mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention, brand prestige does not have a significant mediator effect on the relationship between consumers' perceptions of social media marketing and purchase intention

Anahtar Kelimeler: