The impact of social marketing and brand relationships on purchase behavior
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Social marketing is perceived as an approach that transcends traditional marketing strategies to enhance social welfare and improve individuals’ quality of life. Brand relationships, on the other hand, denote the emotional and psychological connections that develop between consumers and brands. This research examines the effects of social marketing activities and brand relationships on consumer purchasing behavior. The goal is to reveal the impact of social marketing understanding and brand relationships in businesses on consumer purchasing behavior. The methodology involved a comprehensive literature review and data collection from 475 participants residing in Ankara. The data collection process consisted of scales with various questions regarding social marketing campaigns and brand relationships. The data were analyzed using SPSS 21 and AMOS 20 statistical package programs. Findings indicate that social marketing efforts and strong brand relationships positively influence consumer purchasing decisions. Consumers, especially in the context of social marketing, form deeper connections with businesses that showcase social responsibility projects and eco-friendly products, enhancing brand loyalty, brand image, and purchasing tendencies.
Açıklama
Anahtar Kelimeler
Kaynak
İktisadi İdari ve Siyasal Araştırmalar Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
9
Sayı
24
