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


  • Ayse Begum Ersoy Cape Breton University, Canada



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.


Social media, Brand commitment, Brand trust, Turkey


[1] Anderson, S., Hamilton, K., Tonner, A., 2016. Social labor: exploring work in consumption. Mark. Theory 16, 383-400.

[2] Karikari, S., Osei-Frimpong, K., Owusu-Frimpong, N., 2017. Evaluating individual-level antecedents and consequences of social media use in Ghana. Technol. Forecast. Soc. Chang. 123, 68-79.

[3] Brodie, R.J., Ilic, A., Juric, B., Hollebeek, L., 2013. Consumer engagement in a virtual brand community: an exploratory analysis. J. Bus. Res. 66, 105-114.

[4] Chang, C.-C., Hung, S.-W., Cheng, M.-J., Wu, C.-Y., 2015. Exploring the intention to continue using social networking sites: the case of Facebook. Technol. Forecast. Soc. Chang. 95, 48-56.

[5] Kim, D., 2016. Value ecosystem models for social media services. Technol. Forecast. Social. Change. 107, 13-27.

[6] Kim, A.J. and Ko, E. (2012) Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480-1486.

[7] Breitsohl, Jan & Kunz, Werner & Dowell, David. (2015). Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management. 31. 1-25.

[8] Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology and Tourism, 16(3), 249-263. 015-0048-6.

[9] Gallaugher, J. (2010). Social media and customer dialog management at Starbucks. MIS quarterly executive: a research journal devoted to improving practice, 9(4).

[10] Tsimonis, G. and Dimitriadis, S. (2014), “Brand strategies in social media”, Marketing Intelligence & Planning, Vol. 32 No. 3, pp. 328-344.

[11] Bemoff, J., Li, C. (2008). Harnessing the power of the oh-so-social web. MT Sloan Management Review, 49 (3), 36-42.

[12] Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365.

[13] Weinberg, B. D., Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54 (3), 275-282.

[14] Brennan, Ross & Croft, Robin. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal of Customer Behaviour. 11.

[15] Marrs, M. (2015). 5 Ways to Wield More Word of Mouth Marketing Power. Retrieved May 2, 2020, from ws/2014/06/26/word-ofmouth-marketing.

[16] Bialik, K., & Matsa, K. E. (2017, October 4). Key trends in social and digital news media. Pew Research Center. Retrieved from

[17] Simge Andı, S. Erdem Aytaç & Ali Çarkoğlu (2020) Internet and social media use and political knowledge: Evidence from Turkey, Mediterranean Politics, 25:5, 579-599. DOI:

[18] Kozinets, Robert. (2014). Social Brand Engagement: A New Idea. Marketing Intelligence Review. 6. 8-15.

[19] Tsai, W.-H.S., Men, L.R., 2017. Consumer engagement with brands on social network sites: a cross-cultural comparison of China and the USA. J. Marketing Communication. 23, 2-21.

[20] “Richard Hanna, Andrew Rohm, Victoria L. Crittenden, We’re all connected: The power of the social media ecosystem, Business Horizons, Volume 54, Issue 3, 2011, Pages 265-273,ISSN 0007-6813,”

[21] Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research. 69.


[23] ‘Digital Marketing Trends in Turkey - Egon Zehnder in collaboration with Bosphorus University School of Management. cn/zhuan-ye-fu-wu/ling-dao-li-jie-jue-fang-an/zuzhi-zhuan-xing/digital-transformation/insights/digital-marketing-trends-in-turkey.

[24] Kurtulus, Sema & Özkan, Erdem & Öztürk, Selen. (2015). How Do Social Media Users in Turkey Differ in Terms of Their Use Habits and Preferences? 10. 337-365.

[25] Zhou, Zhongyun (Phil) & Jin, Xiao-Ling & Vogel, Doug & Fang, Yulin & Chen, Xiaojian. (2011). Individual motivations and demographic differences in social virtual world uses: An exploratory investigation in Second Life. International Journal of Information Management. 31. 261-271.

[26] Maheshwari, Vish & Lodorfos, George & Jacobsen, Siril. (2014). Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs. International Journal of Business Administration. 5. 13-24.



Article Type