THE EFFECT OF BRANDS' PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS' ONLINE OPINION SEEKING AND SHARING BEHAVIOR

Abstract

Nowadays, there are many factors that affect the way people perceive brands. Moreover, these perceptions affect people's attitudes and behaviors on many issues. Especially, the increase of social media's influence has brought a new dimension to the interaction of individuals with brands, as well as influencing the factors that shape the relationship between them. This study attempts to observe how the perceptions of marketing activities carried out through social networks affect individuals' online opinion seeking and sharing behaviors. In addition, it is desired to discuss the effects of variables such as brand admiration, gender, online product purchase and online staying time that may have an impact on these perceptions. A quantitative research method was used. The questionnaire technique is a data acquisition techique of this method; this was used to obtain primary data. Difference tests (t-test, One Way Anova) and relationship test were performed in the analysis of the data obtained. The research conducted as part of the study confirmes that this perception is largely related to the behavior of seeking and transmitting opinions online. It was also found that the time spent online, the frequency of product purchases, brand admiration, and gender of users are related to this perception.