Social Media Shopping as a Driver for Brand Trust and Brand Commitment

Authors

  • Ayse Begum Ersoy Cape Breton University, Canada

DOI:

https://doi.org/10.30564/jbar.v4i4.3454

Abstract

Globalization and developments in digital technology paved the way for online communication, mobile penetration, and social media. Digital platforms and particularly social media have become popular sources of news and online interaction. Literature review so far reveals more than one billion social media users exist globally and use social media for shopping purposes. Hence, social media has become one of the most popular tools companies using for brand relationship building activities. The effect of social media on building customer commitment needs to be explored. This article aims to identify social media use among Turkish 18-40 years old in building commitment towards their favorite brands.

Keywords:

Social media; Brand commitment; Brand trust; Turkey

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Vol. 4 , Iss. 4 (October 2021)

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