The effect of social media marketing on brand equity and consumer purchasing intention

Social media is one of the internet-based innovations that reach millions users around world with its dynamic and mutually interactive structure. defined as digitalization traditional channels, has changed way interpersonal communication. applications provide communication interaction between people have become an important competitive tool for businesses over time. Users Media Applications are increasing day by this increase caused a rush to communicate their consumers continuously quickly through social channels. The purpose study examine effect marketing on consumer purchase intention. In study, affect activities perceived brand equıty purchasing intention been examined developed model. Within scope online survey was conducted 227 who Facebook account actively follow any profile Facebook. data obtained were analyzed SmartPLS program. As result analysis, it determined there positive influence light findings from could be said can value perception planned well-defined strategies. With marketing, gain significant advantages in many areas such loyalty, reduced advertising expenses increased profitability, access large audience altered attitudes into behavior.