The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

Authors : Ebubekir Işık

Pages : 105-122

Doi:10.54439/gupayad.1503349

View : 89 | Download : 105

Publication Date : 2024-12-30

Article Type : Research Paper

Abstract :Purpose: The purpose of this study is to examine the impact of social media marketing on brand image. A conceptual model has been developed based on the Information Adoption Model (IAM) to achieve this goal. Material and Method: Data were collected from 204 social media users in the Karabük province through a survey technique. The collected data were analysed with Structural Equation Modeling (SEM). The study investigates how information about a product, service, or brand produced through social media marketing influences consumers\\\' perceptions of information quality, source credibility, information usefulness, and adoption, and how these factors, in turn, affect brand image. Findings: The analyses confirm that social media marketing has a positive effect on brand image. Additionally, it was found that social media marketing information is perceived as high-quality, reliable, and useful, which increases the likelihood of its adoption. Results: This study concludes that social media marketing positively influences brand image from the IAM perspective. Furthermore, by testing the effect of social media marketing on brand image through the lens of IAM, this study expands the scope of the model and contributes to it. The findings also serve as a reference for marketing researchers and practitioners, reminding them of the significance of social media marketing.
Keywords : Sosyal Medya Pazarlaması, Bilgi Benimseme Modeli, Marka İmajı