Özet:

Social media, an inevitable tool of today's communication world, is becoming an inevitable communication channel for businesses too. Due to its structure allowing direct communication between the company and its customers and its superiority over traditional communication channels, it is being used more and more by several companies. Continuous increment in the use of social media tools has made the impact of new generation communication tools on brand awareness very important. For this reason, the effect of Facebook, which is one of the most used social media tools in the researches (or literature), on the brand awareness of the companies is examined. It has been determined that social media can make meaningful effects on brand awareness in the research conducted on young consumers in İzmir region. Regression analysis illustrates that Facebook is responsible for 34% of brand awareness. Consequently, it is considered that the more intensive and effective use of the advantages derived from the social media tools can provide significant advantages in creating brand awareness, and this should be the subject of further research.

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