The Effect 0f Brand Name and The Need for Word of Mouth Communication On Brand Loyalty İn Social Media
Abstract
Having become widespread following the introduction of Web 2.0 technology, social media usage has become a significant part of individuals’ daily lives. Regarding marketing, social media is a virtual media where there are plenty of customers; and that acts as a platform to perform marketing activities. Because of the growing importance of social media and social media marketing, this study investigated the effects of logo design, brand name and the need for opinion research on brand loyalty. Additionally, the current study also examined the relationship between trust and opinion research. The findings of the study, the participants of which were 308 social media users, indicate that there is a positive relationship between logo designs and brand name and brand loyalty. It was also found out that trust has positive effects on the need for opinion research.
Keywords
Social Media,Brand,Brand Name,Brand Loyalty,Word of Mouth Communication,Logo
Kaynakça
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