The Impact of Social Marketing and Brand Relationships on Purchase Behavior

Authors : İdil Gökgöz, Mehmet Gökerik

Pages : 284-302

Doi:10.25204/iktisad.1403142

View : 97 | Download : 106

Publication Date : 2024-06-30

Article Type : Research Paper

Abstract :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.
Keywords : sosyal pazarlama, marka imajı, marka farkındalığı, satın alma davranışı, toplumsal pazarlama

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