Özet:

The fact that social media marketing has a less expensive, easy to measure and dynamic structure compared to its marketing activities on traditional media platforms leads to an intense use by. Social media marketing activities provide online consumer participation by enabling to communicate directly with consumers. The provision of online consumer participation brings and consumers closer and prepares the environment for the establishment of a long-term relationship. This study aims to examine the impact of fashion brands’ social media marketing activities on online consumer participation and purchasing intention. Social media marketing activities are addressed by dimensions of interaction, informality, personalization, trending and oral to oral communication. In addition, the impact of online consumer participation on consumers’ intention to purchase has also been studied. The data obtained from 309 university students in the framework of the study was analyzed by structural equality modeling. The analysis found that social media marketing activities positively influenced online consumer participation and the intention of buying, but the online consumer participation had no impact on the intention of buying.

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