THE ROLE OF SOCIAL MEDIA ADVERTISEMENTS ON BRAND AWARENESS AND BRAND LOYALTY BASED ON S-O-R PARADIGM

Basit Öğe Kaydı
dc.contributor.authorSenbabaoglu Danacı, Emine
dc.date.accessioned2026-07-01T11:39:14Z
dc.date.available2026-07-01T11:39:14Z
dc.date.issued2025
dc.departmentDüzce Üniversitesi
dc.description.abstractIn the apparel sector, where competition is intense, identifying the factors that drive brand loyalty is essential. Based on this, the primary aim of the study is to investigate the effects of social media advertisements and their subsequent effect on brand awareness to ensure brand loyalty in the apparel sector. The significant role of social media as a two-way communication tool in influencing consumer behavior has been revealed. Based on the Stimulus-Organism-Response framework, this research aims to examine the effects of social media advertisements on brand awareness and brand loyalty in the apparel sector. Data collected from 340 social media users via the survey method were analyzed using variancebased structural equation modeling (PLS-SEM) with SmartPLS (v.3.2.9) software. The findings reveal that both social media advertisements and brand awareness possess a noteworthy impact on the formation of loyalty to the apparel brands. These results not only confirm the proposed model but also support the identified mediating role. In this context, it has been established that brand awareness plays a mediating role in the effect of social media advertisements on brand loyalty. The research findings provide important theoretical and practical consequences as well as recommendations for further study.
dc.identifier.doi10.7906/indecs.23.6.7
dc.identifier.endpage717
dc.identifier.issn1334-4684
dc.identifier.issn1334-4676
dc.identifier.issue6
dc.identifier.startpage700
dc.identifier.urihttps://doi.org/10.7906/indecs.23.6.7
dc.identifier.urihttps://hdl.handle.net/20.500.12684/23162
dc.identifier.volume23
dc.identifier.wosWOS:001650736500007
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.institutionauthorSenbabaoglu Danacı, Emine
dc.language.isoen
dc.publisherCroatian Interdisciplinary Soc
dc.relation.ispartofInterdisciplinary Description of Complex Systems
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_WOS_20260623
dc.subjectS-O-R Paradigm
dc.subjectSocial Media Advertisements
dc.subjectBrand Awareness
dc.subjectBrand Loyalty
dc.titleTHE ROLE OF SOCIAL MEDIA ADVERTISEMENTS ON BRAND AWARENESS AND BRAND LOYALTY BASED ON S-O-R PARADIGM
dc.typeArticle

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu